iSpionage Review: Is This SEO Competitor Research Tool Worth It?

iSpionage Review: Is This SEO Competitor Research Tool Worth It? 1

Email outreach isn’t as easy as one might think. That’s why companies and marketers go out of their way to find the right cold email outreach tool to aid their link building strategy.

And at the very top of the list, you’ll find Lemlist — a product that aims to help sales teams, agencies, and B2B businesses to personalize their cold emails.

But can Lemlist deliver? Let’s find out in this Lemlist review.


The look and feel of iSpionage could use some work but it is clean and easy to navigate.


For competitor research, it presents a ton of useful data to help you understand your main competitors better.


The ability to organize your keywords is handy especially when dealing with a lot of competitor keywords.


Given that you know how to use the data provided, you can come up with a solid digital marketing strategy around it.

There’s no shortage of powerful SEO tools in the market. iSpionage is just another entry in this competitive space.

This company may not hold the same name recognition that its competitors do. But is it powerful enough to be in the same league as them? That’s what we hope to answer in this iSpionage review.

Today, we’re covering all the features that iSpionage has to offer. We’re also touching on what particular advantages it has over other SEO tools available to digital marketing professionals.

Let’s begin.

What Is iSpionage?

iSpionage might be new to you but it’s been around since the late 2000s. In 2019, TapClicks Inc. acquired the company and gave it a breath of fresh air. 

What started as a solution provider for SEM professionals grew to a product that covers SEO marketers as well.

It’s important to clarify that iSpionage isn’t an all-in-one SEO tool. It mainly covers SEO and SEM monitoring. However, it does have additional functionality that reveals your competitor’s strategy.

iSpionage Features

iSpionage is all about researching competitors and using their own data against them. But that’s easier said than done.

That’s where iSpionage features come in.

Let’s look at everything this product has to offer.

Competitor Research

Competitor research tells you where you go to get the latest SEO and SEM data of any domain. 

iSpionage Review: Is This SEO Competitor Research Tool Worth It? 2

Here you can get a summary that shows both PPC and SEO stats of the entered domain while the other sections/tabs go into finer detail. 

PPC Keywords

This tells you which keywords your competitor bids on. It shows you the number of ads it’s running for the term, the Keyword Effectiveness Index (KEI), cost per click, average search volume, average position, and when it was first and last seen. You can see results across three search engines (Google, Yahoo, and Bing).


Here you get a snippet of the ads that your competitor runs. You get a preview of the ad copy itself, the Ads Effectiveness Index (AEI), the destination URL, the keyword/s that trigger the ad, monthly traffic, average rank, and the dates when it first and last showed up.

Landing Pages

Landing Pages lets you see the ads that your competitors run. You’ll see the keyword, the ad copy, and a preview of the landing page.

Organic Keywords

This feature shows you the organic listings that your competitor pops up in along with details that can help you assess their performance.

It’ll tell you which competitor pages show up in the SERPs, the keywords that got them to rank, the average position of first-page keywords, the SEO trend performance, estimated traffic, and traffic value.


Competitors show you which domains go up against your competition. This is another way for you to discover other sites that are in your niche.


This is an easy way of comparing metrics between two or three domains.

SEO Watch

You can use SEO Watch to manage your keywords, track your ranking in the SERPs, and perform content gap analysis.

iSpionage Review: Is This SEO Competitor Research Tool Worth It? 3

Here are all the features that come as part of SEO Watch.

  • Keyword Grouping — Place similar keywords in a group for easier monitoring. You also get targeted insights and compare your domain against competitors.
  • Keyword Trends and History — See where your keywords rank currently and how it’s changed over time. It allows you to gather historical data for up to two years.
  • Page Performance — Figure out which of your pages boosts your rankings along with the keywords that got you there.
  • Competitive Rank Tracking — Get an overview of how you’re performing against your competitors. SEO Watch presents the data as a graphic to make it easier to interpret the information.
  • Interactive Share of Voice Data — Determine which domains control your space in the market along with the content they’re using to dominate your niche.
  • Content Gap Analysis — Use the data to improve your content strategy.

SEM Watch

SEM Watch works just like SEO Watch. Only this time, the features lean toward search engine marketing.

  • SEM Performance Tracking — See how your domain performs against your competitors on either local or national level. It shows you your market share and keyword rankings.
  • User’s Journey Report — Learn how your competitors convert users by seeing their conversion path from keywords to landing pages.
  • A/B Test Surveillance — Review your competitor’s A/B testing efforts across all their PPC campaigns.
  • Landing Page Research Gallery — Build your own custom landing page based on your competitor’s designs.
  • Actionable Email Alerts — Receive weekly email alerts of your competitor’s activity.
  • SERP Snapshots — See how your ads appeared in the SERPs every day for the past month.
iSpionage Review: Is This SEO Competitor Research Tool Worth It? 4

PPC Landing Page Gallery

PPC Landing Page Gallery is an inspiration board that showcases the best landing pages available today.

iSpionage Review: Is This SEO Competitor Research Tool Worth It? 5

If you’re running out of ideas on how to design your landing page, this is where you want to be. It’ll help you come up with a landing page that’s patterned after something that already works.

As you could probably tell by now, iSpionage puts an even emphasis on SEO and SEM. For the remainder of this post, however, we’ll focus on the product’s competitor research capabilities. 

How to Use iSpionage

You can perform a lot of tasks with iSpionage. And the team behind it have done a great job of making sure that it’s accessible to anyone who’d like to try it out. 

To give you an idea of where you should begin, here’s a quick walkthrough that covers all the basics.

Enter the Domain You Want to Spy On

After signing up for an account, head on over to Competitor Research and enter the domain that you want to research.

iSpionage Review: Is This SEO Competitor Research Tool Worth It? 6

You can select from one of four available countries (US, UK, Canada, or Australia) to specify a region.

iSpionage keeps all its features in tabs. After you’ve entered a domain, you can explore each tab and see your competitor’s keyword list among other things.


After hitting Search, you’ll land on the Summary section. Here, you’ll have an overview of your competitor’s current progress.

You’ll have the option of switching between PPC and SEO. Let’s check the SEO stats.

iSpionage Review: Is This SEO Competitor Research Tool Worth It? 7

Immediately, you’ll see the domain’s SEO traffic value. Right beside that, you’ll find the number of organic, first-page keywords it has in Google and Yahoo/Bing.

Scroll down further and you’ll find the top organic keywords (grouped and ungrouped) and the top organic competitors on Google. 

iSpionage Review: Is This SEO Competitor Research Tool Worth It? 8

Go over the metrics provided to get a better sense of what you’re up against. If you want to expand the list, click the View More button just below each table.

PPC Keywords

Having the ability to inspect your competitor’s PPC keywords is great. Partly due to the fact that these reveal the exact terms and phrases they want to rank for.

Click the PPC Keywords tab right next to Summary. 

iSpionage Review: Is This SEO Competitor Research Tool Worth It? 9

Here you’ll find the target keywords, how many ads each one has, the KEI, CPC, average search volume, average position, and information on when they first appeared and last seen.

This should provide additional data you could use to determine what keywords your competition finds valuable. You can compete with them for the same terms and overtake them in the SERPs.


The next tab over will reveal the ads that your competition has on search engines. 

iSpionage Review: Is This SEO Competitor Research Tool Worth It? 10

Seeing the ads themselves will provide you more context on how your competition tries to convert their leads.

And not only do you get to see the ad copy, you also get to see the landing page itself by clicking the link under Destination URL.

Landing Pages

The Landing Pages tab can show you two things. It can show the landing pages of the domain you entered or their competitors’.

You just have to toggle between the two options to specify which one you want to see.

iSpionage Review: Is This SEO Competitor Research Tool Worth It? 11

The great thing about this feature is that you immediately get a preview of the landing page in question. No need to open the link in a new tab.

You can see right away what works for other sites in your niche.

Even better, you get to see which keyword landed them views along with the ad copy used.

Organic Keywords

So far, all the keywords you’ve encountered are from paid ads. Now it’s time to see how your competitors fare in organic listings.

iSpionage Review: Is This SEO Competitor Research Tool Worth It? 12

There are two ways of viewing the keywords iSpionage provides. You can have the keywords grouped or not.

Grouping keywords means similar terms and phrases go together. Some of you might prefer this option especially those who have trouble keeping track of data. But if you like seeing all keyword options, you can turn off keyword grouping.

iSpionage Review: Is This SEO Competitor Research Tool Worth It? 13


The Competitors tab shows you a list of sites that compete against the domain you entered. It’s basically a rundown of your enemy’s enemies.

iSpionage Review: Is This SEO Competitor Research Tool Worth It? 14

You can switch between PPC and SEO, depending on the kind of data that you’re after.

There are metrics available to help you understand the value of each domain listed. There’s SEO traffic value, overlapping keywords, and keyword count (the count of organic keywords the site has on the first page of search results).

Not only can this list help you determine who your other competitors are, but it also tells you which of them are the biggest ones.


Here you can pit your competitor against two other domains. It shows their average PPC budget, potential clicks, position, and number of Google keywords.

iSpionage Review: Is This SEO Competitor Research Tool Worth It? 15

There’s a graph available to help visualize their differences.

Scroll down and you’ll find the top ads put out by all domains entered.

iSpionage Pricing

iSpionage offers four plans with one of them being a custom solution. First, there’s the Starter plan ($59/month) which is the most affordable plan in the bunch. Next, you have the Professional plan ($99/month) which is ideal for small agencies, consultants, and in-house PPC managers.

For large organizations, you can subscribe to the Advanced plan ($299/month). Then as mentioned earlier, those who need a customized solution can opt for the Enterprise plan (contact iSpionage for pricing information).

iSpionage Review: Is This SEO Competitor Research Tool Worth It? 16

You can join iSpionage for free. By doing so, you’ll receive limited access to its services. But if you decide to take the plunge straight away, there is a 30-day money-back guarantee.

Note: The 30-day money-back guarantee only applies to first-time subscribers. You also shouldn’t download more than 1,000 keywords during that period.

If you want to save on your membership, we suggest that you try an annual subscription. This will save you up to 15%.

It’s important to state that you get access to all the features mentioned earlier regardless of which plan you choose. What changes is the data cap for each feature. The higher your plan, the more information you can export. There’s also an increase in the number of users that could access the account.

iSpionage Review: Pros and Cons

iSpionage is kinda unique from other traditional SEO tools. This is due to the fact that it centers on competitor research. And while that could be a good thing for most of you, that also means that there are downsides to using iSpionage.

Let’s expand on the pros and cons of iSpionage.

Pro: It’s a Great Tool for Finding New Competitors

If you’re new to the SEO game, then you probably have no idea who your direct competitors are. But iSpionage makes it so easy.

You can enter your own domain and look at the Competitors tab to find a list of sites that are in your space.

Con: It’s PPC-Heavy

A huge chunk of iSpionage’s features focuses on PPC data. And you know what? That’s great for marketers that need that sort of information.

But if your sole focus is on organic SEO, then you won’t have any use for it. That means paying for features you don’t have use for.

Pro: It’s a Quick Way to Review Your Competitor’s Landing Pages

If you write content for landing pages, you might end up liking the Landing Pages feature that iSpionage offers.

You can review all of your competitor’s pages and see what works for them. It might provide inspiration on how to approach your target audience. You’ll understand what kind of content they’re looking for.

Con: It Doesn’t Have On-Page Optimization Features

Other SEO tools that can perform competitor research will also have on-page optimization features. But iSpionage doesn’t have that. There are also no backlink features.

If these features are important to you, then you might not want to invest in iSpionage. Especially given the fact iSpionage plans are in the same price range as high-end, all-in-one SEO tools.

Pro: It Lets You Track Your Competitor’s Activity

The Summary section tells you your competitor’s progress at a glance. You’ll know if their keywords slid up or down the SERPs and by how many positions.

You also get to see how much they’re currently bidding on their target keywords.

Con: It’s Not Newbie-Friendly

If you’re going to use iSpionage, you should at least have an idea of what information you’re looking for and how to use them.

There’s little information on how to use the tool aside from the video tutorials you’ll find every now and then. Other than that, you’re pretty much on your own. For veterans, this might not be a problem. But for anyone that’s new to competitor research, it might take some time before you find your footing.


Rafael Rivera



iSpionage is a good tool for those who want to focus on competitor research. However, it’s worth pointing out that there are other tools out there that can help with competitor research. And those tools offer more features at around the same price (if not cheaper).