Not only looking at a competitor ranking in a SEO tool but also look at the search engine results pages to see what types of pages are currently winning and along with diving deeper into the pages and seeing what type of pages they are.
Aside from the listed tip above I urge you to look and see what Google is showing the search results for a particular keyword or a keyword phrase to see if Google feels it is the same keyword.
Meaning look at the results are they the same for each keyword that popup are looking at and if Google shows the same results than we know we need to create one page to rank or perhaps create a supporting piece of content and not just a dedicated web page.
