Conduct a keyword gap analysis

A keyword gap analysis is a strategic SEO technique used to identify valuable keywords that your competitors rank for, but your website does not. This allows you to uncover untapped opportunities, close gaps, and strengthen your organic search presence.

🧭 What Is Keyword Gap Analysis?

Keyword gap analysis (also known as competitive keyword analysis) compares your keyword profile with that of your competitors to reveal:

Keywords you’re missing out on

Keywords your competitors are ranking highly for

Search terms where you rank low but can improve

Content opportunities to match or outperform competitor pages

🎯 Why It Matters

Performing keyword gap analysis helps you:

Discover high-volume, low-competition keywords

Develop content that fills existing gaps in your site

Improve rankings by targeting overlooked opportunities

Refine your SEO strategy with competitive insight

🔍 Step-by-Step Guide to Conducting Keyword Gap Analysis

1. Identify Your SEO Competitors

Use Google Search or SEO tools to find websites ranking for the same keywords as you. These are your true search competitors, even if they aren't your business competitors.

2. Choose a Keyword Gap Tool

Ahrefs: Use “Content Gap” tool

SEMrush: Use “Keyword Gap” feature

Ubersuggest: Use “Keyword Ideas” + “Traffic Analyzer”

Moz: Use “Keyword Explorer” and compare sites

3. Enter Competitor Domains

Input up to 3-5 competitor domains into your selected tool. The tool will generate a report showing:

Keywords your competitors rank for

Keywords you rank for

Common keywords

Unique opportunities (keywords you don’t rank for but they do)

4. Filter the Results

To get strategic value, sort and filter by:

Search Volume — Look for keywords that get traffic

Keyword Difficulty — Target easier terms first

Intent — Focus on keywords that align with your goals (informational, commercial, navigational)

Ranking Position — Aim to close small gaps quickly (e.g., from position 15 to top 10)

5. Create a Keyword Opportunity List

Export or copy the filtered list and categorize it by:

Topic or cluster

Search intent

Difficulty level

Content opportunity (new page vs existing content optimization)

6. Optimize Existing Content

For keywords where your content ranks in positions 11–30:

Improve headings, meta tags, and content depth

Add internal links pointing to those pages

Update outdated information

7. Create New High-Intent Content

For completely missing keywords with high potential:

Develop new blog posts, landing pages, or resource guides

Use SEO-friendly structure: proper H1, H2 tags, meta descriptions

Incorporate keywords naturally and contextually

📈 Example Strategy


1. Your site: www.myfitnessblog.com

2. Competitor: www.healthline.com

3. Gap found: "best foods for muscle recovery" — Competitor ranks #2, you don’t rank.

4. Action:

   - Write a detailed article targeting that keyword

   - Include subtopics: protein-rich foods, timing, hydration

   - Add infographics and internal links

5. Track rankings using Google Search Console or an SEO tool

🧠 Pro Tips

Focus on long-tail keywords to get quicker wins

Group keywords by topic clusters to improve topical authority

Update your keyword gap analysis quarterly to stay competitive

Use content gap + backlink gap analysis for a complete strategy

🛠️ Free Tools for Keyword Gap Analysis

Ahrefs (Content Gap)

SEMrush (Keyword Gap Tool)

Ubersuggest

Moz Keyword Explorer

Google Search Console

📌 Final Thoughts

Keyword gap analysis isn’t a one-time task. It’s an ongoing process that helps you uncover opportunities, refine your content strategy, and maintain a competitive edge in search results. When used strategically, it gives you the map to outperform your rivals by filling content voids and ranking for high-potential keywords.

Use data—not guesses—to drive your keyword strategy, and your SEO results will reflect that smart investment.