What is keyword gap analysis, and what is it used for?

Keyword gap analysis compares your keyword rankings with your competitors’ to find relevant terms where competitors rank but you do not, or where both rank, but your rankings are lower. It helps uncover content gaps, identify ways to optimize existing pages, and inform content planning or keyword selection for advertising. Analysis alone does not deliver results: you still need to select keywords that suit your business and make content changes.

Should you compare entire websites or specific pages?

The scope of the comparison depends on the problem you want to solve. Website-level analysis lets you examine ranking differences between your site and multiple competing domains to find untapped search opportunities. Page-level analysis compares one of your pages with competing pages and helps identify ways to optimize existing content.

• Keywords you do not rank for: Competitors rank for these terms, but the comparison shows no rankings for your site for those terms. Use them to check whether your content addresses the relevant needs.
• Keywords with weaker rankings: You and your competitors rank for these terms, but your rankings are lower. They can serve as a starting point for reviewing existing pages.

You also need to define the market and keyword scope for the comparison. In Semrush’s branded keyword analysis example, you select a country, limit the comparison to organic search keywords, and then filter for terms containing your own brand name. This analysis shows competition for branded searches, rather than all search demand.

Use the findings to update content, not just find new topics

A keyword gap list can help you plan new content and update existing pages. The point is not to copy every keyword your competitors target, but to identify opportunities relevant to your products, services, and customers’ needs. Creating or adjusting content based on the analysis may increase search visibility and organic traffic, but finding a gap does not guarantee higher rankings.

These terms can also inform keyword selection for paid advertising, particularly searches with commercial or transactional intent, such as pre-purchase comparisons and price queries. However, being worth considering for advertising does not mean a keyword has been proven to generate conversions.

Before acting, check search intent and available resources

Keywords your competitors rank for are only candidates. You still need to understand why customers are searching and what content you can offer. You can screen keywords by:

• Asking your sales team about the questions customers commonly ask before buying and the terms they use.
• Examining search results, related questions, and related searches to understand users’ needs and the content competitors offer.
• Assessing keyword difficulty and available resources, then planning product pages, service pages, or explanatory articles according to search intent.

Keyword gaps do not cover every content gap

Keyword gap analysis primarily identifies search terms; content gap analysis focuses on topics and often covers the entire customer journey. For example, a plumbing and electrical services provider may need to address questions about repair costs and insurance coverage, in addition to comparing local service keywords. A ranking gap list may not reveal all these needs. To answer customers’ questions comprehensively, you also need to understand and map out the problems they face.

At Procrustes, our content service turns the questions customers genuinely care about into articles, with ongoing content planning, writing, and updates.