Do you know your top five keywords? What about your competitors’? If you’re not sure, you could be losing rankings — and customers.
A keyword gap analysis helps uncover search terms driving traffic to your competitors but not to you. Some are obvious, but others require a deeper look.
And it helps both your search engine optimization (SEO) and search engine marketing (SEM).
Since 2020, Zoe Marketing & Communications has helped businesses bridge these gaps with strategic keyword targeting. Here’s an overview.
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What is a keyword gap analysis?
This process identifies missed ranking opportunities and high-value keywords that can strengthen your strategy. Here’s how:
- Use SEO tools: Platforms like Ahrefs, Semrush or Moz compare your keyword rankings with competitors’.
- Spot the gaps: Find keywords where competitors rank but you don’t.
- Analyze search intent: Target high-value keywords that align with your goals — whether they drive awareness, engagement or conversions.
- Optimize existing content: Instead of starting from scratch, update pages to include missing keywords and improve rankings.
Hidden opportunities in competitors’ keywords
Keyword gaps often go beyond simple terms. You might be missing the language your audience actually uses.
“There can be synonyms, local terms, jargon, etc., you are not considering,” Convince & Convert explains. “There may be products or product features you are not offering. There may be problems your service is solving, but you fail to mention them on your site.”
For example:
- A landscaping company may list “lawn care” but overlook trending terms like “low-maintenance yards” or “organic lawn treatments.”
- A preschool may highlight its curriculum but miss terms like “play-based education” or “STEM-based learning.”
4 ways to strengthen your keyword strategy
It’s not just about what’s missing — it’s about maximizing what you already have.
- Audit your current keywords: Are some pages ranking but underperforming? Refresh titles, meta descriptions and content to boost engagement.
- Refine your content: Ensure pages are well-structured, skimmable and mobile-friendly to improve search performance.
- Expand your formats: Competitors may be using videos, infographics or blog posts — consider diversifying your content.
- Create solution-focused pages: Directly address customer problems and position your services as solutions.
Next steps to improving your keywords and rankings
Keyword gap analysis helps uncover missed opportunities and refine your SEO and SEM strategies.
If you’re unsure where to start, talk to us at Zoe Marketing & Communications. We help businesses identify high-impact keywords and implement strategies that drive growth.
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