How to Use Morningscore to Take Keywords From a Competitor

The short answer: add your site with the right country, add two or three competitors from the Overview page, open each competitor's keyword list, add the terms you should own to the rank tracker, compare positions, then set a mission with a rank target for each one and fix the health issues on the page that should win it. The 14-day trial needs no credit card, and adding a competitor costs half a website credit, per the Morningscore help centre.

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A competitor that ranks for a term you sell against has already proved the demand exists. Your job is to find those terms, choose the few you can take, and turn each into a task with an owner. Morningscore's Missions feature is built for the last part. For what the product includes and costs, see the Morningscore glossary entry.

Rule of thumb before you start:

1. Count the credits. Two competitors at half a credit each use one website credit, so on Lite, with 3 websites on the pricing page, your own site plus two rivals leaves one slot free.
2. Use the rivals you already lose deals to. Sales knows which names come up. Those domains beat a suggested list, because their keywords overlap with your buyers.
3. Decide what a win is. A mission carries a rank target, and the rank tracker keeps history, so set the target before you write a word and read the history later.

What you need first

• A Morningscore trial or plan. Lite covers 100 tracked keywords and 10 active missions, on the pricing page checked on 24 October 2026.
• The country you sell in. A website's target country cannot be changed after you add it.
• Two or three competitor domains.
• Edit access to your site, or a developer who has it, for the health fixes.

Step 1: Add your site in the right country

Enter your domain and choose the target country. Morningscore tracks keywords and positions for that country only, and fixing a wrong choice means adding the site again and removing the old one, as the country article explains. The first scan can take from a few minutes to 24 hours depending on the site's size, per the scan article.

Step 2: Add the competitors

Go to Overview, scroll down, pick a suggested competitor or type a domain, and click add competitors, per the competitor article. Adding one gives you the full list of that competitor's keywords and lets you compare your data with theirs.

Step 3: Pull the keywords they rank for

Click a competitor in the list to open its keywords. Use the filters or the search bar to find the terms relevant to you, then hover over a keyword and click the plus icon to add it to your rank tracker, as the competitor keywords guide describes. The same guide recommends researching these new keywords before you start optimising.

Step 4: Check the demand behind each term

In Research, the Keywords research tab suggests related and long-tail terms for a keyword you enter, per the new website guide, and the All keywords tab shows search volume, per the search volume article. Drop terms with no volume in your country.

Step 5: Track the shortlist

Keywords you added with the plus icon are already tracked. To add more by hand, go to Tracking, open the Google Rank Tracker tab, click Add keywords, enter the keyword, pick the country or a keyword folder, and confirm, per the rank tracker article. Folders keep each competitor's terms apart.

Step 6: Compare positions side by side

Competitor comparison, under Tracking, shows your rank against each competitor for the same keywords, per the competitor keywords guide. Filter by a competitor's domain to see where they hold top positions and where you stand on the same term.

Step 7: Turn each keyword into a mission

Click MISSION in the top-right corner, then ADD MISSION, and choose Create your own mission. Pick a tab, enter the keyword you want to rank for and its rank target, and click ADD MISSION, as the missions article sets out. Lite allows 10 active missions and Business 25, on the pricing page, so pick the terms that matter most.

Step 8: Fix the page that should win

Open Health, go to Landing pages and search for the page you are pushing, per the landing page article. Fix the issues listed, then refresh the health data for that page.

One step for an AI assistant

Morningscore's API documentation lists an MCP endpoint at mcp.morningscore.io/mcp, currently in beta, and endpoint groups for keywords, competitor overlap and missions. Connected to an assistant, it can compare your keywords with a competitor's and draft the missions for the gaps it finds.

Read the draft before anything is created. The assistant proposes the keywords and rank targets, and a person checks each term against what the company sells, then creates the missions. A beta interface may change, so recheck the endpoint before you build a routine on it.

What the help centre warns about

• Positions update on a schedule. Tracked keywords in positions 1 to 20 update daily and those from 21 every 3 days, while a keyword with no position for 3 checks drops to every 7 days, per the update article.
• Your own Google search will disagree. Your IP and history colour what you see, so the tracker runs an unfiltered search instead, per the rank difference article.
• No landing page found. None of your pages is in the top 20 for that keyword yet, per the landing page note.
• Fixed issues still showing. Usually your site's cache; clear it and scan again, per the caching article.
• Scheduled scans cost credits. Each weekly automatic scan uses one full website scan credit, per the scan schedule article.

Suggested missions arrive every 24 hours, and a fresh list is there to keep you working in the tool. The missions that pay are the ones you wrote yourself, tied to a term your buyers search.

FAQ

How many competitors can I add?

It depends on your website credits. A competitor costs 0.5 credits, and the total is shown under Manage websites, per the credits article.

Can I import keywords from my old SEO tool?

Not automatically. Export them to a spreadsheet, copy the list and paste it into Add keywords in the rank tracker, per the import article.

Can I create my own missions or only use suggested ones?

Both. Add your own from MISSION, ADD MISSION, or click Shuffle missions for new suggestions straight away, per the suggestions article.