The process of identifying keywords your competitors rank for but your site does not.
Why a Keyword Gap Analysis Matters
A keyword gap analysis is a major part of a modern SEO strategy because it is a direct path to growth. While an initial keyword list may get a website some traffic, a failure to analyze your competitors can lead to stagnation. By actively analyzing your competitors’ keywords, you can:
- Increase Visibility: You can uncover new keywords and content ideas that can help you attract a larger and more diverse audience.
- Improve Relevance: You can better meet the informational needs of your visitors, which can lead to a lower bounce rate and a higher time on site.
- Identify New Trends: You can discover new keywords and trends in your market, which can help you stay ahead of the competition.
It’s about finding smarter keywords, not just more keywords, which is a key part of providing a high-quality, trustworthy website.
Across Different CMS Platforms
The management of a keyword gap analysis is a content strategy that can be applied to any CMS.
WordPress
WordPress users can easily implement a keyword gap analysis by using a good SEO plugin like Yoast SEO or Rank Math. These plugins can provide you with keyword suggestions and can help you analyze your content to ensure you are using your target keywords effectively.
Shopify
On Shopify, a keyword gap analysis is essential for your product descriptions and blog posts. You can use a keyword research tool to find the terms your competitors are ranking for and then use them in your product titles, descriptions, and collections to improve your visibility in search results.
Wix
Wix has a streamlined, user-friendly system, but you can still optimize for a keyword gap analysis. The platform’s built-in SEO tools make it easy to manage your titles, meta descriptions, and on-page content.
Webflow
Webflow gives you granular control over your website’s design and code, which is perfect for a sophisticated keyword gap analysis. You can use it to create a perfectly structured page that is optimized for a specific keyword or set of keywords.
Custom CMS
With a custom CMS, you have the most control but also the most responsibility. You can build a system that automatically tracks and analyzes your keyword performance and provides your content creators with data-driven insights.
Across Different Industries
The way you use a keyword gap analysis will depend on your industry and your goals.
E-commerce
E-commerce sites can use a keyword gap analysis to find new keywords for their products. For example, a site that sells “running shoes” can analyze its competitors to find keywords for “running shoes for flat feet” or “best running shoes for women.”
Local Businesses
Local businesses can use a keyword gap analysis to find new keywords that are relevant to their location. A plumber in Sialkot, for example, can analyze its competitors to find keywords for “plumbing repair” or “emergency plumber.”
SaaS Companies
SaaS companies can use a keyword gap analysis to find new keywords for their marketing pages and blog content. A company that sells project management software can analyze its competitors to find keywords for “project management” or “project manager.”
Blogs
Blogs can use a keyword gap analysis to find new keywords for their articles. They can also look at their competitors’ content to find keywords that they are not targeting.
Do’s and Don’ts of a Keyword Gap Analysis
Do’s
- Do use a keyword research tool that provides a gap analysis. A good tool will automatically analyze your competitors for you.
- Do use the data to inform your content strategy. A keyword gap analysis can help you identify content gaps and opportunities.
- Do use a mix of keywords. A good keyword gap analysis includes a mix of short-tail, long-tail, and user-intent keywords.
Don’ts
- Don’t use keyword stuffing. This is a dated tactic that can harm your SEO.
- Don’t ignore a user’s intent. A keyword should be used with a user’s intent in mind.
- Don’t just copy your competitors. Use the data as inspiration to create even better, more comprehensive content.
Common Mistakes to Avoid
- Failing to do a keyword gap analysis: This is a basic but critical step. You cannot improve what you do not measure.
- Ignoring a user’s intent: A keyword should be used with a user’s intent in mind.
- Focusing on broad terms alone: A broad term like “shoes” is often too competitive. A long-tail keyword like “running shoes for women with high arches” is a better option.
FAQs
How do I do a keyword gap analysis?
You can do a keyword gap analysis by using a keyword research tool that provides a gap analysis feature. You can also manually check your competitors’ websites and analyze their content to find keywords that they are ranking for.
What is the difference between a keyword gap analysis and keyword research?
Keyword research is the process of finding keywords. A keyword gap analysis is a strategic approach to keyword research that focuses on finding the keywords that your competitors are ranking for, but you are not.
How often should I do a keyword gap analysis?
You should do a keyword gap analysis on a regular basis. The frequency will depend on your industry and your goals. A good rule of thumb is to do one every quarter or so.
Can a website with a low domain authority use a keyword gap analysis?
Yes, a website with a low domain authority can use a keyword gap analysis. By targeting less competitive, long-tail keywords, you can still attract organic traffic and build your authority over time.
What tools can I use for a keyword gap analysis?
You can use a number of tools for a keyword gap analysis, including SEMrush, Ahrefs, and Moz. These tools provide a KD score for a keyword and can help you analyze your competitors.
