How to perform a keyword gap analysis
A step-by-step keyword gap analysis: choose the right competitors, find the searches they rank for and you don't, and prioritize the gaps worth targeting.
A keyword gap analysis compares the searches your competitors rank for with the searches you rank for. The gaps are topics customers are searching for where you're absent, and they're often the quickest way to find content worth creating. Here's how to run one properly. For a broader look at researching competitors, see our DIY competitor analysis guide.
Step 1: Pick your search competitors
Your search competitors aren't always your business competitors. Search your three to five most important services and note which websites keep appearing. Leave out national directories and marketplaces unless you realistically compete with them. Focus on businesses similar to yours in size and model.
Step 2: Collect ranking keywords
Use an SEO tool to pull the keywords each competitor ranks for, and your own. Your Google Search Console Performance report shows which searches you already appear for, including ones on page two or three where you're close.
Step 3: Find the three types of gap
- Missing: competitors rank and you don't appear at all
- Weak: you rank, but well below competitors
- Untapped: relevant searches where nobody ranks strongly yet
Step 4: Filter for relevance and intent
Not every gap is worth closing. Remove keywords for services you don't offer, areas you don't serve and searches with the wrong intent. A keyword that brings informational browsers when you need buyers may not be worth the effort. Our search intent guide explains how to tell the difference.
Step 5: Check if you can realistically win
Look at the actual results for each shortlisted keyword. If the first page is full of major brands with deep content, it's a long-term target. If smaller businesses or thin pages rank, it's an opportunity. Keyword difficulty scores help, but looking at the real results is more reliable.
Step 6: Prioritize
- Commercial intent that matches what you sell
- Realistic competition
- Existing pages you can improve, which is often faster than creating new ones
- Topics that support your main services
Step 7: Map gaps to pages
Assign each priority keyword to one page, either an existing page to improve or a new page to create. Avoid having several pages target the same keyword. Then publish, link internally and track impressions and clicks in Search Console.
Frequently asked questions
How many competitors should I include?
Three to five businesses that consistently rank for your main services is a practical number.
Do I need paid tools for a keyword gap analysis?
Paid tools make it faster, but Search Console plus manual searches can get a small business a long way.
How often should I run a gap analysis?
Every six to twelve months, or when you add new services.
Should I copy competitors' content?
No. Use gaps to choose topics, then create better and more specific content of your own.
What's the difference between a keyword gap and a content gap?
A keyword gap is about specific searches. A content gap is about topics or questions your site doesn't cover. They overlap a lot.