What's the difference between competitor analysis and keyword research tools?

Keyword research tools suggest terms worth targeting — they work forward from a seed keyword and expand it into related terms with estimated volumes. Competitor analysis tools work backward: they show what rivals already rank for, so you can see what's already working for someone else.

A keyword gap analysis connects the two: it lists the terms competitors rank for that you don't, which is a shortlist of terms already proven to have demand. Sohocheq is built for the competitor side.

When do I use which?

Use keyword research when you're starting from zero and need to know what's out there. Use competitor analysis (or gap analysis) when you already know your category and want to know what specific pages you're missing. Most people do both — research to find the shape of the market, gap analysis to find the gaps worth filling.

Which is more reliable?

Competitor analysis. A term one of your competitors ranks for is a fact — you can check it. A search volume estimate is a number someone modelled. When they disagree, trust the ranking page.