How to perform keyword gap analysis in SEO

Keyword gap analysis is one of the most useful techniques used in Search Engine Optimization (SEO) to help identify gaps in keyword coverage between a competitor’s website and one’s own site, raise insights, and enhance the company’s keyword strategy. In this article, we will tell you how to perform keyword gap analysis in SEO.

What is keyword gap analysis?

Keyword gap analysis is a method that marketers use to compare the number of unique keywords between their competitors and their own website. It is a powerful tool that helps identify keywords that competitors are ranking for that a company is not. This analysis enables marketers to find opportunities for content development, improvement of on-page optimization, and research potential backlink opportunities. The strategy involves comparing the keywords for which your website already ranks and those your competitors rank for.

Keyword gap analysis leverages data to help determine:

1. How competitive a company’s website is for specific keywords and key phrases.
2. Potential new keywords on which a company can focus to improve its organic search rankings.
3. Appropriate search terms for new content ideas that can help improve the website’s relevance and authority.

What do you need to perform keyword gap analysis?

There are several tools to leverage to perform keyword gap analysis. These include:

1. Google Keyword Planner
2. Moz Keyword Explorer
3. Ahrefs
4. SEMrush
5. SpyFu

How to perform keyword gap analysis?

Keyword gap analysis can be done in a few simple steps:

1. Start by creating a list of the competitors in your niche.
2. Visit each competitor’s website to build a list of keywords and phrases they are ranking for.
3. Use a keyword research tool to create a list of the keywords and phrases used on your website.
4. Compare the two results to look for gaps.
5. Identify the top-ranking keywords that your competitors are ranking for, but that you are not, and determine how to add them to your website.
6. Work on creating new content that targets the newly identified keywords you obtained.


1. How often should I perform keyword gap analysis?

Keyword gap analysis should be carried out frequently, particularly for the creation of a new website or when attempting to improve rankings. Depending on the niche, it is recommended that keyword gap analysis is performed every three months to keep up with changes in SEO trends.

2. How do I know the appropriate keyword research tool to use?

There are several great keyword research tools that you can use to analyze potential competitors. If you’re unsure of which keyword research tool to use, you can test out the available options and choose the one that you find most suitable to your needs.

3. Are there any benefits to performing a keyword gap analysis?

Keyword gap analysis offers remarkable benefits for companies that carry out the analysis. The analysis offers insights into your competitors’ tactics and gives you a chance to capitalize on missed opportunities. Additionally, it helps to provide new topics for your website, entices new visitors to your website and enhances brand authority.

4. What should I consider when analyzing gap keywords?

When identifying gap keywords, certain details should be considered. These include the relevance of the keyword to your product or service, the keyword’s search volume, the level of the competition around that keyword, and the audience’s intent who searches for that keyword.

5. How long will it take to see the impact of keyword gap analysis?

The impact of keyword gap analysis on your website’s ranking is not straightforward to determine, as it depends on several factors, including the authority of your site and the level of competition in your niche. Generally, it can take between several weeks to several months before you begin to see the impact of your efforts. However, your key goal should be to deliver sustainable and long-term results that will keep your site in a better-ranking position.


In summary, performing keyword gap analysis is an essential strategy for website owners looking to improve their ranking on search engines. The process is relatively easy, and with excellent keyword research tools, it is relatively easy to find unique keyword opportunities that competitors are missing. This analytical method enhances your SEO strategy by providing valuable insights into the keywords to optimize, how to target specific audiences, and the creation of useful content.

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