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Keyword gap analysis

A keyword gap is the difference between the keywords you are using on your website and the keywords your competitors are ranking for. In simple terms, it shows the search terms that your competitors are targeting, but you are not. Identifying and analyzing this gap can help improve your website’s visibility in search engine results.

Why Does the Keyword Gap Matter?

Understanding the keyword gap is important for improving your website’s SEO. By identifying the keywords you’re missing, you can:

  • Discover new opportunities: Find search terms that are relevant to your business but not currently part of your strategy.
  • Stay competitive: Match or surpass competitors by targeting the same or similar keywords.
  • Expand your audience: Reach users searching for terms you hadn’t considered before.

How to Identify a Keyword Gap

Here are the steps to find a keyword gap:

  1. List your keywords: Start by gathering the search terms your website already ranks for.
  2. Analyze competitors: Identify the keywords that competitors in your industry rank for.
  3. Compare the lists: Look for terms that appear in your competitors’ list but not in yours.
  4. Prioritize opportunities: Focus on keywords that are relevant to your audience and have good traffic potential.

This process is often done using tools designed for keyword research and SEO analysis.

Types of Keyword Gaps

There are different types of keyword gaps you might notice:

  • Informational keywords: Search terms related to questions or general information that your audience is searching for.
  • Transactional keywords: Keywords that indicate users are ready to take an action, like buying a product or signing up for a service.
  • Brand-related keywords: Keywords tied to your competitors’ names or products that you could leverage in your content.

How to Use a Keyword Gap Analysis

Once you identify the keyword gap, you can take steps to close it:

  1. Create new content: Write blog posts, articles, or product pages targeting the missing keywords.
  2. Update existing content: Optimize your current pages by incorporating new relevant keywords.
  3. Adjust your SEO strategy: Align your keyword targeting with what your competitors are successfully ranking for.
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