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Keyword Gap Analysis Tool

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The Keyword Gap tool compares the keywords driving traffic to your site and to your competitors to find keywords you’re missing out on.

Keyword Gap Analysis Tool

See how your keywords overlap with your competitors in the Venn diagram and use the metrics in the table to uncover the winners and discover the opportunities.

What's the value of keyword gap analysis?

Keyword gap analysis is the process of identifying keywords that your competitors are successfully targeting in their keyword strategy, that you are not. To build a winning SEO strategy, it’s important to identify those gaps so that you can close them.

The Keyword Gap tool helps you analyze which keywords are sending traffic to you versus your competitors. It’s an invaluable way to:

  • Uncover keyword opportunities that you are missing out on.

  • Optimize your content with additional keywords to target.

  • Generate new content ideas.

  • Better understand your audience's interests.

The insights offered in the Keyword Gap page give your content, SEO, and PPC teams a crystal clear understanding of which keywords to prioritize to maximize traffic share.

For more information, visit What is Keyword Gap Analysis and Why it Matters.

How to use the Keyword Gap tool

Working within the Acquisition Channels > SEO module,

  1. Go to Keyword Opportunities > Keyword Gap.

  2. Enter the primary website. Click +Add to add up to four competitors.

  3. Click See Keywords. The Keyword Gap tool visually displays the overlap of keywords in a Venn diagram. Hover over the diagram to view metrics for each overlap.

    Keyword Gap Overlap

  4. Toggle between the All Traffic, Organic, and Paid tabs to analyze different traffic sources.

Keyword Gap Filters

Keyword Gap Analysis Filters

Use the right sidebar to filter keyword metrics by:

  • Core: Keywords shared by you and your competitors.

  • Wins: Keywords where you have the biggest share of traffic.

  • Opportunities: Keywords where your competition is getting traffic, but you are not.

  • Losses: Keywords where you are getting less traffic than your competitors.

Search Terms

Review the fill list of keyword results sending traffic to the competitive set in the table of search terms below the venn diagram. You’ll also find the breakdown of traffic volume, among other relevant keyword metrics, to help not only identify keyword gaps, but evaluate the business potential of keywords.

  Tip: Narrow down the list of search terms using the filters at the top of the table, including: Branded/Non-Branded Keywords, Search Engines, Search Types, Volume, CPC, and Keyword Difficulty.

As you identify relevant keywords that you’d like to track, click the leftmost box next to a keyword to add it to a Keyword List.

Metrics & insights in the keywords table:

 

  • Search Terms: Words searched for by users in search engines that drove traffic to the analyzed site.
  • Traffic: Estimated search traffic the given keyword is sending to the analyzed websites and the percentage of search traffic this represents out of all search traffic.
  • Keyword Difficulty: A score that represents how difficult it is to rank for a particular keyword. A higher score indicates greater difficulty.
  • SERP Features: Search Engine Results Page (SERP) features identified for the keyword, broken down by those the website did and did not rank for.
  • Competitive Traffic Share: Distribution of traffic between the analyzed websites

      Tip: You can optimize your content to try and rank for a certain SERP feature your website or your competitor's website is not ranking for.

  • Organic vs Paid: Distribution of organic traffic (visits to your website as a result of unpaid "organic" search results) versus paid traffic (visits to your website after you have paid for advertising promotions).
  • Volume: Average number of monthly searches for the analyzed keyword(s) in Google (over the last 12 months).
  • CPC: CPC (Cost-per-click) is the average price that advertisers paid for a click on their ad in Google’s paid search results.
  • Position: URL’s organic position on Google's Search Engine Results Pages (SERP) (over the time period selected).
  • URL: Most recent URL displayed in organic Google search results in the selected country (over the last 30 days).

FAQs

 

Feature Location

Try it now! Keyword Gap.

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