When it comes to business, it's important to always be one step ahead of the competition.  This means knowing what they're doing, what products they're releasing, and what strategies they're employing.
There are several ways to do this. Each has its own advantages and disadvantages.  Here’s two simple strategies to get you started.
1. Google Alerts - One way is to use Google Alerts. This is a free service that Google offers. You can set up alerts for specific keywords or phrases. Whenever those keywords are mentioned online, you'll receive an email notification. This is a great way to keep track of your competitor's new products, announcements, and marketing campaigns. You can also use it to keep track of any negative publicity they may be receiving.
2. Use the Authoritas Visibility Explorer tool to analyse your competitors’ websites.  Look at how their presence in Google has changed over time, see which pages are performing and trending well and which are not performing so well.  Analyse which keywords and SERP features they are ranking for and where they out-rank your site.  Assess the consumer demand for all the key phrases in your market and build a plan to target them with content on your site’s pages.
3. Track these keywords in a rank tracker and look at keywords where your competitors are consistently advertising in AdWords.  It’s likely that they are getting an ROI if they continue to spend money per click on these keywords.  This means theses keywords could work for you too in both SEO and PPC.