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In the ever-changing world of digital marketing, it’s important to understand what you can do to generate more traffic. Not only to understand the weaknesses in your own company but also why your competitors may be doing better. Using keyword gap analysis, also referred to as content gap analysis, can help improve your reach and visibility when being searched. By looking at the keyword strategies of your competitors, you’ll be able to see where you are falling behind.
Understanding Keyword Gap Analysis
Keyword gap analysis is the process of finding keywords that assist with driving traffic to the site of your competitors but not your site. You can discover new keywords and opportunities that your site was not utilizing before to help gain more customers.
This process usually involves checking whether a query from your close competitor is ranking better. While you can discover these keywords through the help of SEO platforms, you can also use semantic analysis as well.
The Importance of Keyword Gap Analysis
While the task of analyzing what your competitors are better at is no big task, it’s easy to lose focus when you haven’t determined one thing: a core term. You’ll have a difficult time knowing where to look when making a plan to rank up to your competitors. Using keyword gap analysis allows you not only to understand the keywords that your competitors use but also what your customers find important when looking for services or products.
Your site may be using less popular terms or slang to describe products and services. The services that your company offers may be poorly described. Or a service that you do offer is not mentioned at all but a competitor that ranks higher mentions it. Your products may also lack features that your competitors offer, making it possible for customers to go to your competitor. Without doing a keyword gap analysis, you may not see big holes in the way you market your company.
SEO Platforms to Assist with Keyword Gap Analysis
Spyfu, originally known as GoogSpy, is a search analytics platform that offers an accessible way to find keyword gaps in your site. First, you must enter your site domain, then Spyfu will use a tool to analyze organic and paid competitors to generate a list of keywords that you are missing through the feature called Kombat.
You can look at Keyword Universe which presents keywords unique to the domain you entered. Weaknesses, which show the keywords that your competitors are ranking in but you’re not. There are also Elusive Keywords that are unique to your domain. You should be able to gain an understanding of what keywords you lack with both organic and paid competitors.
Ahrefs is a similar SEO platform as Spyfu. Although what makes Ahrefs even cooler is that it allows you not only to look at your domain but also a specific section on your site. This fact makes it easier for you to choose specific parts of your site that you would like to work on and see how you compare to your competitors.
On top of the other features that Ahrefs offers, this one is what makes it stand out in comparison to Spyfu. On the other hand, Ahrefs doesn’t allow you to analyze the keyword gaps from paid competitors.
Semantic analysis with text optimizer
Text Optimizer is another platform that can help analyze what your domain is lacking. Unlike SEO platforms like Spyfu and Ahrefs, which allow you to gain access to information about your competitors, Text Optimizer focuses on other avenues outside of looking at specific competitors. Text Optimizer will take your search query, perform its search for it, apply semantic analytics to gain an understanding of overall concepts and entities, and identify concepts in your copy that you're failed to include. you'll have more space to find ways to be creative with your domain.
Keyword gap analytics helps give you an understanding of how to explain and present your products or services better to your customers on your site. It pushes you to be more creative with the way you are presenting your company, your products, and your services.