Observing what your competitors are doing is a smart tactic to know which keywords they are using in their content and which ones are ranking well.
It's not about imitating everything your competitors do, but rather about architect database seeing opportunities in their content and adapting it to your business to understand what new trends you can embrace.
Use an SEO Checklist
Having an SEO checklist can help you see all the important aspects you should include when reviewing your keywords. You can include data such as search volume, competition, and search intent in this list.
At Genwords, we offer an SEO checklist that you can adapt to your keyword research.
Use the Keywords of your Google Ads Campaign
If you have an active Google Asas campaign, you can use keywords to gain insights and even data on which factors are effective in driving more traffic and conversions.