Definition of Keyword Gap Analysis

Keyword Gap Analysis is a digital marketing strategy that involves identifying and comparing the keywords used by competitors to optimize their websites for search engines. This analysis helps businesses discover potential keyword opportunities they may be missing or underutilizing, thus enabling them to improve their search engine visibility. By addressing these keyword gaps, businesses can increase web traffic, enhance brand awareness, and boost their overall online presence.


The phonetics of “Keyword Gap Analysis” can be represented as:/ˈkiːwɜːrd/ /ɡæp/ /əˈnælɪsɪs/

Key Takeaways

  1. Keyword Gap Analysis helps identify opportunities to target keywords that competitors rank for but your website does not, potentially increasing your visibility to a larger audience.
  2. By analyzing the performance and competition of various keywords, you can create effective content strategies and optimize existing content to improve search engine rankings.
  3. Regularly performing Keyword Gap Analysis and monitoring search engine algorithm changes ensures that your website remains competitive and relevant, driving consistent growth in organic traffic.

Importance of Keyword Gap Analysis

Keyword Gap Analysis is a crucial aspect of digital marketing as it allows businesses to identify and capitalize on potential keyword opportunities.

By benchmarking a company’s current keyword performance against that of its competitors, the analysis uncovers areas where the website could potentially rank higher in search engine results and drive more targeted traffic.

This process aids in enhancing the overall online presence, refining SEO strategies, and boosting website visibility.

Ultimately, a thorough Keyword Gap Analysis not only provides valuable insights on competitors’ strengths and weaknesses but also enables the efficient allocation of resources by focusing on high-potential keywords that are more likely to generate a higher return on investment.


Keyword Gap Analysis is an essential aspect of digital marketing that helps businesses in identifying the missing opportunities within their online presence. The primary purpose of keyword gap analysis is to compare the keywords currently being targeted by a business with those used by their competitors.

In doing so, businesses can pinpoint the areas where they are falling short or not taking full advantage of the market’s potential. By understanding these gaps, organizations can refine their search engine optimization (SEO) strategy and improve their overall rankings in search engine results pages (SERPs), which further boosts website traffic and ultimately increases conversions and revenue.

Keyword Gap Analysis offers valuable insights that contribute to devising a more effective content marketing strategy. Marketing teams can examine their competitor’s successful approach, discover new keyword opportunities, and develop a plan to incorporate those terms into their content.

Upgrading their website’s content with these discovered keywords not only enhances online visibility but also establishes a brand as an industry authority. Furthermore, in identifying the underperforming keywords of competitors and capitalizing on them, businesses can gain an edge over their counterparts, ultimately achieving a competitive advantage within the digital marketing landscape.

Examples of Keyword Gap Analysis

Competitor Analysis in eCommerce: An online retailer specializes in selling sustainable clothing and accessories. They decide to perform a keyword gap analysis to identify new growth opportunities in organic search traffic. By comparing their target keywords with those of their top competitors, they discover that they are missing out on terms such as “eco-friendly footwear” and “organic cotton bags.” The retailer then optimizes their website content and creates targeted marketing campaigns around these new keywords to attract more shoppers interested in eco-conscious products.

Local Business SEO: A dental clinic in a mid-sized city wants to improve its website visibility on search engines to attract more local patients. They conduct a keyword gap analysis by comparing their own website content and keyword targeting with that of other successful dental clinics in the area. The analysis reveals that the competing clinics are attracting traffic from valuable keywords like “emergency dental services,” “teeth whitening,” and “dental implants,” which the dental clinic was not initially targeting. The clinic then adjusts its website content and online advertising efforts to include the missing keywords, helping to increase its online presence and attract more potential patients.

SaaS Company Expansion: A software-as-a-service (SaaS) company has successfully launched their project management platform in the United States and is planning to expand its reach to European markets. They decide to conduct a keyword gap analysis in order to tailor their digital marketing efforts to be more relevant in those markets. The analysis reveals that they are lacking targeted keywords in different languages and local terminology, such as “gestion de projet” (project management in French) and “projektmanagement software” (project management software in German). The company then creates localized marketing campaigns and content using these newly identified keywords, helping them to improve their market penetration and acquire new customers in Europe.

FAQ: Keyword Gap Analysis

What is keyword gap analysis?

Keyword gap analysis is a process of identifying and evaluating the differences in keyword rankings between your website and your competitors’ websites. It helps you discover opportunities to target keywords that may improve your site’s SEO performance, drive more traffic, and ultimately increase your online presence.

Why is keyword gap analysis important?

Keyword gap analysis is essential for several reasons. It helps you understand your competitors’ strengths and weaknesses, discover untapped keyword opportunities, prioritize your SEO efforts, and create a more effective content marketing strategy. By targeting the right keywords, you can rank higher on search results, gain more visibility, and attract more potential customers.

How to perform a keyword gap analysis?

To perform a keyword gap analysis, follow these steps: 1) Identify your top competitors, 2) Create a list of target keywords, 3) Use SEO tools like , 4) Evaluate your keyword gap, and 5) Create an action plan.

What tools can I use for keyword gap analysis?

There are several tools available to help with keyword gap analysis. Some popular options include Ahrefs, SEMRush, Moz Pro, and Ubersuggest. These tools can help you discover your competitors’ top-ranking keywords and provide insights into their SEO strategies.

How can I use the results of a keyword gap analysis to improve my SEO?

After completing a keyword gap analysis, use the results to prioritize your SEO efforts by targeting high-value keywords. Create high-quality, relevant, and informative content centered around these keywords, optimize your on-page SEO elements, and build a robust backlink profile. By doing so, you can improve your search engine rankings, increase website traffic, and ultimately, grow your business.

Related Digital Marketing Terms

  • Competitive Keyword Research
  • Search Engine Optimization (SEO)
  • Keyword Ranking
  • Organic Search Traffic
  • Content Optimization

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