Keyword gap
What is a keyword gap?
A keyword gap is the set of keywords that one or more competitors rank for but your site does not, or ranks for much lower. Keyword gap analysis compares the rankings of several domains side by side to find those keywords. It is a quick way to find proven topics that already bring competitors traffic.
Gap reports usually show keywords where all competitors rank and you do not (the strongest signal), keywords where you rank weaker than everyone, and keywords only you rank for. The idea overlaps with a content gap, which looks at missing topics more broadly. Pick competitors who rank for the same searches as you, which may differ from your business rivals.
Why keyword gap matters for SEO
Keyword gaps show you demand you are missing in your own niche, with evidence that the topic works. They are especially useful for finding commercial and comparison keywords competitors have built pages for.
How to do a keyword gap analysis
- Find your organic competitors: the domains that rank for many of the same keywords as you.
- Enter your domain and two to four competitors into a keyword gap tool.
- Filter for keywords where at least two competitors rank in the top 10 and you do not.
- Remove keywords that do not fit your business, then sort by search volume, keyword difficulty and intent.
- Decide whether each gap needs a new page or an improvement to an existing one.
Keyword gap example
An accounting software company compares itself with three rivals. All three rank for "invoice template for contractors" and "how to send an invoice by email"; it has no page for either. Both go on the content plan, along with a template download.
Keyword gap FAQ
Who should I compare against in a keyword gap?
Sites that rank for the same searches as you. These search competitors can include publishers and review sites, not only companies you sell against.
What is the difference between a keyword gap and a content gap?
A keyword gap is specific keywords competitors rank for and you do not. A content gap is broader: topics or questions your audience needs answered that your site does not cover.
Related SEO terms
A content gap is a topic or keyword your audience searches for that your site doesn’t cover, often one your competitors already rank for.
Keyword research is finding the search terms your audience uses, then judging which ones are worth targeting by demand, difficulty and intent.
Link intersect finds websites that link to several of your competitors but not to you. Those sites are your most likely link prospects.
Share of voice is your share of the visibility in a market, such as the share of AI answers or search clicks that go to you versus competitors.
An SEO strategy is a plan for which searches to win, which pages to create or improve, and how to earn the authority to rank for them.