Keyword gap analysis is a strategic SEO process comparing a website’s keyword rankings to those of its competitors. The primary goal is to identify keywords competitors rank for, but a website does not, revealing untapped opportunities to improve search engine rankings and organic traffic. This analysis extends beyond keywords to encompass content types, on-page optimization, backlink profiles, and technical SEO elements. Regular analysis is crucial, as the SEO landscape is constantly evolving.
What is Keyword Gap Analysis?
Keyword gap analysis focuses on specific search terms and phrases, differing from content gap analysis, which examines broader topics. By identifying these gaps, businesses can refine their content strategy and prioritize new content creation. The process involves identifying competitors, gathering keyword data, analyzing the gaps, prioritizing keywords, creating a content strategy, and monitoring performance.
Identifying Competitors for Analysis
The first step in conducting a keyword gap analysis is identifying relevant competitors. This can involve listing direct competitors in an industry, using SEO tools to find organic search competitors, and looking for websites ranking for target keywords. Tools such as SEMrush can assist in identifying potential competitors.
Gathering and Analyzing Keyword Data
Once competitors are identified, the next step is to gather keyword data. Tools like SEMrush, Ahrefs, and SEOmonitor can be used to input a domain and competitor domains, generating reports showing keyword rankings for each site. Analysis then focuses on identifying keywords competitors rank for that a website does not, and keywords where competitors outrank the target website. Prioritization should focus on high-volume, relevant keywords.
Prioritizing Keywords and Content Strategy
Prioritization of keywords should consider search volume, relevance, and competition, focusing on keywords with high traffic potential and lower competition. A content strategy should then be developed to target these gap keywords, involving both updating existing content and creating new content. Optimizing on-page SEO elements is also crucial during this phase.
Implementing Insights and Monitoring Performance
Implementing insights from keyword gap analysis involves prioritizing opportunities, updating existing content, developing new content, refining the content strategy, and improving on-page SEO. Building internal links between new and updated content strengthens the overall site structure. Performance should be monitored by tracking rankings for targeted keywords and measuring organic traffic changes, allowing for refinement of the strategy based on results.
Tools for Keyword Gap Analysis
Several tools can facilitate keyword gap analysis. Similarweb’s Keyword Gap tool provides data from the last 28 days, allowing for identification of new keywords and trends. This tool also allows for analysis by country and device type. It visualizes keyword overlap using a Venn diagram, illustrating core keywords targeted by both the website and its competitors, as well as wins and losses. The tool provides data on traffic share, accurate search volume, location, device, SEO metrics (keyword difficulty, search intent, CPC, rank, and SERP features), and the URLs ranking for each keyword. Ahrefs’ Content Gap feature allows comparison against multiple competitor URLs, displaying keywords for which at least one competitor ranks in the top ten, but the target website does not. SEMrush provides tools for detailed competitor research and identifying potential competitors.
The Importance of Ongoing Analysis
Keyword gap analysis is not a one-time task. The SEO landscape is constantly changing, requiring regular revisiting of the analysis to stay ahead and continually refine the approach. Consistent effort and adaptation are key to success.
Conclusion
Keyword gap analysis is a powerful tool for uncovering SEO opportunities and improving search visibility. By systematically identifying keywords competitors rank for but a website does not, businesses can develop a data-driven SEO strategy focused on high-potential keywords and content gaps. Implementing insights and continuously monitoring performance are essential for maximizing the benefits of this analysis.