One of the most accessible starting points is Google Trends. While not a direct competitor analysis tool, it's excellent for understanding keyword popularity over time and across different regions. By comparing search interest for your target keywords with those your competitors are ranking for, you can spot emerging trends or identify areas where their content might be gaining traction.

For a deeper dive into competitor websites, Similarweb offers a free version that provides estimates on website traffic, key traffic sources, and audience demographics. This can give you a high-level overview of where your competitors are getting their visitors from and what channels they're prioritizing.

When it comes to unearthing competitor keywords, Ubersuggest (with its limited free searches) can be a gem. You can plug in a competitor's domain and get an idea of their top-ranking keywords, estimated traffic, and even content ideas. This helps you identify keyword gaps – terms your competitors rank for that you currently don't – offering direct content opportunities.

MozBar, a free Chrome extension, is invaluable for on-the-fly analysis. As you browse competitor websites, it overlays data like Domain Authority (DA), Page Authority (PA), and link metrics. This quickly shows you the strength of their site and individual pages, giving you a benchmark for your own link building efforts.

Finally, don't underestimate the power of simply using Google Search itself. Perform searches for your target keywords and meticulously analyze the top-ranking results. Look at their title tags, meta descriptions, content structure, and even the "People also ask" section. This manual audit can reveal content strategies, user intent, and potential areas for improvement on your own site.

By leveraging these free tools, you can gain a significant edge in your SEO journey. Remember, competitor analysis isn't about copying, but about learning and adapting to create a more robust and effective strategy for your own success.