# Page 4 | SpyFu Reviews 2026. Verified Reviews, Pros & Cons | Capterra > Page 4 - Is SpyFu the right SEO solution for you? Explore 145 verified user reviews from people in industries like yours to make a confident choice. Source: https://www.capterra.com/p/156579/SpyFu/reviews --- SpyFu 4.4 (145) [View alternatives](https://www.capterra.com/p/156579/SpyFu/alternatives/) Provider data verified by our Software Research team, and reviews moderated by our Reviews Verification team. [Learn more](https://www.capterra.com/our-story/) * * * Last updated March 26th, 2026 # Page 4 - Reviews of SpyFu ## Showing most helpful reviews Showing 76-100 of 145 Reviews Sort by: Most Helpful Rating Company Size Reviewer's Role Length of Use Frequency of Use Tyler S. CEO Marketing and Advertising Used the software for: 6-12 months ### "Not the Best Option for Competitive Intelligence" September 21, 2019 3.0 Decent interface, but the lack of accuracy in the data leaves our team looking at other options. Pros The platform is able to pull quite a bit of data around competitors' adwords campaigns and can streamline competitive analysis for marketers. Cons We've found other software options to be more accurate with the data by testing it on ourselves. Sadly, you have to take every report with a grain of salt. Review Source VR Verified Reviewer Project Manager Internet Used the software for: 2+ years ### "The best competitor analysis tool for search engine marketing" May 15, 2019 5.0 Pros Very robust suite of products for understanding how your competitors are implementing search marketing and how they are performing. Allows you to create actionable plans and learn from your competition. Cons I've used the tool for over 2 years and the UI hasn't gone through much of a modernization to make it sleeker and more like modern marketing tools. Review Source Brittney H. Senior Digital Performance Manager Marketing and Advertising Used the software for: 2+ years ### "Great For Competitor Research" December 4, 2018 3.0 Even though the data can be inaccurate, the competitor data provided is useful in determining where and what competitors are targeted. Pros This is the only software I have found to be useful into looking what competitors are doing for advertising in terms of ad copy and keywords. Cons Some of the ad copy and keywords pulled for competitor research are outdated and inaccurate. Review Source VR Verified Reviewer Marketing Computer Software Used the software for: 1-2 years ### "Very helpful for certain things" November 28, 2018 5.0 Pros I love being able to look at ads that my competitors have used. Cons I find the UI a bit confusing, I'd love it if it was simplified somehow Review Source VR Verified Reviewer Web Developer Marketing and Advertising Used the software for: 1-2 years ### "Great Domain Research Tool" February 1, 2019 4.0 Pros Love the PDF reports you can generate and customize with different data. Cons Not enough keyword research elements for what we needed. Review Source McKay S. Advertising Manager Consumer Services Used the software for: 6-12 months ### "Kind of expensive if you don't use all the features" December 14, 2017 5.0 We could quickly find out how our clients, potential clients, and competitor websites were doing. We could also find keyword ideas that we would want to target when designing our site and making ads. Pros I mostly used it to get a quick report on the traffic of our clients websites and competitors. It was useful for showing clients. It also really helped get keyword ideas by looking at what keywords other competitor sites were ranking for. Cons It was to expensive since we didn't use all the features. I wish they had a cheaper simpler plan. They started adding a bunch of features that for us were not useful because we already had other software to do those things. Review Source KR Kyle R. Digital Strategy Manager Marketing and Advertising Used the software for: 2+ years ### "Great Search Engine Marketing / Keyword Research Tool" March 29, 2019 5.0 Pros Very easy to use interface and gives useful information to incorporate into paid campaigns. Very easy cancellation process too, if the need arises. Cons Sometimes the data can be a bit "off", but I understand there are limitations to the information they can collect on competitors. Review Source Response from SpyFu April 5, 2019 Thanks for taking the time to share a review, Kyle! VR Verified Reviewer VP Global Business Development & Strategic Partnerships Computer Software Used the software for: 6-12 months ### "Great tool to spy on your competitors" May 11, 2018 4.0 Easy way to spy on your competitors. Pros Great tool to find competitors keywords and their ads. You get good insight into your competitors. I would recommend this service to anyone. Cons There are some websites which are missing in their database so I can't get any info on their campaigns. Review Source Sean H. Market Development Analyst Used the software for: 1-2 years ### "This is a great tool that analyzes companies' SEO efforts in a given industry" November 8, 2017 5.0 Pros All you have to do is enter a URL and you're provided a list of competitors based on the SEO efforts of the given company. This is extremely helpful for me as an employee of a PE firm as I try to constantly find new companies within a market. Cons Sometimes the quality of list of competitors drops off heavily after the top 5-10. However, there's a bar that shows you how closely the given competitor is to the target company. Review Source Samuel L. Head Of Marketing Internet Used the software for: 1-2 years ### "SpyFu Is A Great Tool For Competitor Research" November 20, 2017 4.0 SpyFu is great for a preliminary competitor research campaign and identifying the amount of traffic that your business generates from PPC and organic search. Pros We primarily used SpyFu to conduct competitor research. The data allows you to see CPC budgets of competitors, keywords that they are bidding on, and their organic traffic numbers. Cons With so many dashboards and options, it's often difficult to find what data you most need from the SpyFu application. Review Source VR Verified Reviewer Senior Research Analyst Used the software for: 2+ years ### "Spyfu is a great tool for insights into SEM/SEO" February 15, 2018 5.0 Pros Kombat is a great feature to find shared keywords, very easy to see where some competitors may be differentiating in unique ways. Cons Some of the keyword data seems to be a little off in terms of accuracy of bid amounts and keyword volume. But I could be wrong here. Review Source Stephan S. Working with expanding businesses to maximize their sales organizations Marketing and Advertising Used the software for: 6-12 months ### "Spy user" April 16, 2019 4.0 Pros I like the ability to learn about prospects and their competitor information for sales use. Cons Would have appreciated a baseline free “starter” level to see more into the workings of the platform before having to pay. Review Source NW Neal W. BDR Internet Used the software for: 2+ years ### "Great insights when speaking to potential clients" December 20, 2019 5.0 Pros The insights it provides on ad spend for competitors of my prospects. Cons Limitations of the free tools. We ended up paying, but for what we were using it for it didn't seem like we were getting the full use of it. I can't really complain about that though. They've got to make money somehow. Review Source Erik R. Co-Owner + Videographer Used the software for: 6-12 months ### "Spyfu is the best SEO research platform I've ever used." June 15, 2018 5.0 Pros I've only done simple competitor searches with their platform, but even with the free trial version they offer upfront you are getting valuable information not only on your competitors, but also your own site. Cons There are a lot of sites that have "dashboards" or "quick looks" to help first-timers understand data more easily, and I think SpyFu could benefit from something like this. The information they provide you is above and beyond anything I could ask for for SEO research, but I'd love to see a more concise readout of how my site is performing. Review Source Crystal I. Marketing Content Developer Insurance Used the software for: Less than 6 months ### "Fun Software" June 1, 2017 5.0 Pros Spyfu makes it fun to "spy" on your competitors. That is the main way we used the software, as well as looking at past ads from our competitors. The Kombat tool allows you to see what keywords you share with your competitors, and which ones your competitors are ranking for, but you aren't. There's a lot of features and it's fun to use. You can try it for free without creating an account or anything. But you are limited to what you see until you pay. I like the approach to showing their features without paying. Shows they are really proud of their software and want to show it off! Review Source VR Verified Reviewer Product Marketing Analyst Computer Software Used the software for: 6-12 months ### "Good insights, " October 6, 2020 4.0 Overall - it does what we need it to do when it comes to our SEO optimization efforts. Pros Great tool to use for keyword research, providing overall reporting and how to optimize once you get those insights. Cons This tool is great for our digital marketing focuses such as keywords but does require other software or analysis such as ad words keyword planner, moz local, etc. to get the full picture. There have been reports of how accurate the data is as well. Review Source Response from SpyFu October 12, 2020 Thank you for sharing a review of SpyFu. We're always happy to hear from people who find great optimization opportunities with our tool. TD Timothy D. PPC Manager Marketing and Advertising Used the software for: Less than 6 months ### "Invaluable PPC Competitor Tool" October 10, 2020 5.0 Awesome experience, and can not speak higher about their PPC competitor insights. This is a must for any PPC manager Pros SpyFu is an invaluable tool in any PPC and SEO managers toolbox. As a PPC manager, the competitor insights is the best out there. When reporting to clients or looking for new keywords to target, SpyFu is my go to. Cons Not too many cons to report. One thing I wish they had was a competitive display ad analysis. This would be very helpful. Review Source Response from SpyFu October 12, 2020 Thank you for this incredible review, Timothy! We are always working to improve the tool and continue delivering great insights for you. We're glad to be a trusted part of your toolset. VR Verified Reviewer Account Manager Marketing and Advertising Used the software for: 1-2 years ### "Spyfu for Business" December 4, 2019 3.0 I prefer Spyfu over the majority of marketing insight tools because of the user experience and interface. Pros I really like the return that Spyfu provides when looking for competitors marketing information. I'm able to find my competitors' most profitable keywords and ads. Cons Navigation within the site is very difficult at first, which makes it hard to efficiently complete what you're trying to do. Review Source VR Verified Reviewer Marketing Manager Marketing and Advertising Used the software for: Less than 6 months ### "Great for Competitive Analysis and SEO" August 20, 2019 4.0 SpyFu has helped me conduct competitive analyses for clients looking at AdWord keywords and organic rankings. We have been able to take the data and make smarter investments into our keywords, build our SEO rankings and improve our lead generation. It provides fantastic insight that helps our digital, creative, Go-To-Market and sales teams create more effective marketing materials and campaigns all while understanding our prospects better. Pros Tons and TONS of data access including keyword analysis, AdWord spend, organic search analysis and much more. You can analyze your PPC campaigns and see if you're wasting money on negative keywords while identifying gaps you and your competitors may not be investing in. Cons Price can definitely be a sticking point for people looking for a cheap keyword analysis program. While SpyFu gives you data, you have to understand how to interpret it and then act on it. Without that background, you may feel overwhelmed. Review Source Crystal I. Marketing Content Developer Insurance Used the software for: Less than 6 months ### "Liked It, But Didn't Keep It" April 25, 2018 4.0 Pros We tried a free trial and were blown away. We purchased one month and continued to use Spyfu for competitor research. Eventually, we cancelled the tool. We used the tool for awareness of our marketing gaps. Once we found those gaps, we didn't need to continue to pay for the tool. We have been considering starting up a PPC campaign, and we would probably utilize Spyfu before starting that campaign...and during the campaign. Cons No tool can be perfect. While we didn't feel there were major discrepancies with ranking, etc, other people did. Review Source CM Colleen M. Marketing Manager Marketing and Advertising Used the software for: 6-12 months ### "Helpful in planning digital campaigns" April 15, 2021 5.0 Many of our employees and account managers made good use of this product when we had it. We currently aren’t paying for the service anymore due to circumstances having nothing to do with the product. Pros We use spyfu to look up competitor keywords and marketing for our marketing clients. Spyfu has been great for helping us figure out what will likely work for our clients of varying sizes and industries and spend their money most wisely. Cons Some of our employees required extra assistance using this product, especially in the beginning. That’s pretty common though so hasn’t been a huge deterrent. Sometimes the results don’t make a ton of sense, especially when looking at ranking organically. Review Source Response from SpyFu October 11, 2021 Thanks for your feedback, Colleen. We love hearing from customers to understand where we can improve and what's working well. We're working on a ranking history update to make it far more helpful and easier to understand than what you've been seeing. Thanks for taking the time to share your review. Dali M. Digital Marketing Manager Consumer Services Used the software for: 1-2 years ### "I like their keyword features" August 23, 2017 3.0 Pros Keywords and competitive keywords, it shares some similarities with Moz, but also provide spying tools that are very useful Cons User interface. It's difficult to navigate to certain functions. For example, if I want to find competitive keywords, the field where I need to input certain things are not explained explicitly enough. Review Source DC Danny C. Head of PPC Used the software for: 2+ years ### "Great PPC/SEO Tool for Competitive Insights" March 13, 2018 5.0 Competitive insights Pros SpyFu provides me with a birds-eye view of competition. This allows me to benchmark spend & performance, without spending a lot of time. Great tool! Cons I do notice that the projections of competitor spend on PPC/SEO are not 1:1. It gives more of an accurate ratio than an actual amount. That being said, it is still great to take insights from. Just know that the $ amounts are not 1:1! Review Source Dustin B. CEO Used the software for: 1-2 years ### "Getting our James Bond on...you know...if James was a SEO." July 3, 2018 5.0 Able to spy on the progress and strategy of our competitor's SEO and PPC. Pros It helps us track, measure, and analyze not only ours (and our clients') SEO and PPC keywords, but also their competitors. Very useful. Cons It can get a bit pricy, especially if you don't need to use it for a while or don't have a bunch of new projects. Review Source VR Verified Reviewer Product Marketing Manager and Trainer Internet Used the software for: 1-2 years ### "A good competitor analysis tool for SEO" March 27, 2018 4.0 Content keyword generation that helps with my SEM efforts Pros Great intuitive dashboard that makes this software a dream to use when focusing on competitor keywords Cons A lot of data available that can be confusing to novice users. Data accuracy is sometimes an issue as well. 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