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Do you want to discover search queries that drive new traffic to your website?
I bet you're thinking, "Of course you are," right now.
If so, here's a new idea for you: Do a keyword gap analysis.
What is keyword gap analysis?
Keyword gap analysis (also known as ) content gap analysis ) is meant to identify ranking opportunities your site is missing out on.
Usually, it involves analyzing the queries that your competitors are ranking for and your website is not. But there are different ways to identify content gaps.
Why is Keyword Gap Analysis Important?
There are different ways people search for the same thing online. It's possible that a single team couldn't have foreseen all of that.
Even if you think you're pretty good at keyword research , there's one step you always have to start with: your core terminology. But what if your client has a different idea of what that core term is? If so, you are missing a huge amount of keywords.
There may be synonyms, local terms, jargon, etc that you did not consider. There may be products or product features you don't offer. There may be issues your service is solving, but you don't mention them on your website.
In all of those cases, keyword/content gap research is helpful.
Here's how to perform a keyword distance analysis:
1. See where your competitors are ranking, but you are not.
This type of analysis is available on any SEO platform these days. My two favorites are:
Spyfu
Spyfu provides an easy and fast way to find your keyword gaps. All you need is to enter your domain name. This tool will identify your organic or paid competitors and generate a list of keywords that you are missing out on.
In Spyfu, this feature is called Kombat, and it allows to research your keyword gaps based on the following intersections:
- Keyword Universe : Unique keyword for any domain entered
- Weak: Keywords for which both of your competitors are ranking, but you are not.
- Exclusive Keyword : Unique keywords for your domain (your competitor's keyword distance).
The detailed view will allow you to see and export all the missing keywords along with their search volume and “keyword difficulty” taking into account various factors (like title optimization, etc.) , quality of backlinks pointing to the page, etc.)
What I like about Spyfu's tool is that it allows you to find blank keywords for both organic and paid keywords . You'll find similar sections inside Ahrefs and Semrush, but I don't believe either of those offers paid keyword research.
Ahrefs
As mentioned, Ahrefs' "content gap" tool works similarly to Spyfu's. What I like about Ahrefs is that it helps you research a part of your site, not just your domain name or URL. I find it quite handy when I want to take a close look at a specific part of a web page and identify higher-level gaps.
For example, if you analyze a florist shop using Ahrefs, you should be able to investigate keyword gaps for its /special offers/section, including all URLs included in that section. . This is a very useful option to have, especially if you are dealing with a large site and/or multiple categories.
2. Semantic analysis
Unlike Spyfu and Ahrefs, Text Optimizer Don't look at your specific competitors. Instead:
- Make your search query
- Do a search for it in Google or Bing
- Get the returned search codes
- Apply semantic analysis to identify underlying concepts and entities
- Read your content and identify related concepts that you did not include in your copy.
There's no need to include ALL recommendations in your content. But the more you include, the closer your site is to your organic competitors.
I like this tool because it motivates you to create longer, better researched copy.
3. Your own analysis
Finally, you can also find content gaps in your own web analytics. Find pages that are performing poorly — pages that seem to drive people away from your site and pages that aren't engaging your audience.
These pages clearly need some help.
Finteza is a website analytics suite that focuses on conversion and engagement analytics. For example, if I see a chart like this, I know a page isn't performing well:
This is a clear sign of a content vulnerability:
- This page ranks and brings clicks to the site, so we can't trash it
- However, the page did not attract anyone, so it needed research content space.
At this point, I'll look at competing sites to see how they serve their target audience, what questions they solve, how they engage visitors, and how better their copy is than mine. . Here are other ways to Diagnose and fix lead generation problems on any content-based page and here's how Use analytics to improve conversions .
There are many other analytical solutions— here are more options .
How to close those content gaps
Keyword gap research is not simply a content optimization technique.
By identifying keyword gaps, you can discover new ways to present your product (e.g. color, size, etc.), such as content-based landing pages that solve problems problem your customers are facing and recommend your product as a solution.
Chances are, you'll need to join the product development, customer support, sales, and reputation management teams, as many of the vulnerabilities you're discovering can be turned into new product ideas, point sales and competitive advantage.
W hile research your newly discovered queries, looking for other things you might glean in your research. What are your competitors doing better? Be it beautiful page layouts, compelling content elements, or a new way to structure content – there's always something more to learn from your competitors.
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