Competitive analysis
Compare keyword gaps
Compare relevant non-branded queries across your site and competitors. Filter out unrelated services and group viable gaps by intent before deciding what to create.
The starting point
Before you begin.
A keyword gap is a research prompt: another site appears for a query where your site may not. It is not a ready-made list of pages to publish.
The process
How to put it into practice.
- Select competitors that appear for the services and locations you actually serve.
- Compare relevant queries and filter out brand names and unrelated business lines.
- Group potential gaps by intent and map them to existing pages or a justified new page.
Select a small set of relevant competitors and filter by market and service. Exclude their brand names and topics your business cannot address. Group remaining queries by intent, inspect the actual results, and check your existing content before recommending a page or update.
A practical example
What this could look like.
A renovation company may discover that competitors explain permit questions its existing service page does not address.
Review the work.
Keep the evidence behind your decision: the pages you checked, the date range, the data source, and any assumptions. If you make a change, record what changed and check it again using the same method where possible.
Search visibility can move for many reasons, so compare relevant periods and avoid attributing an inquiry or ranking change to one action without supporting evidence.
What to keep in mind.
A competitor ranking for a keyword does not mean the keyword will bring you qualified customers.
Common questions
Frequently asked questions.
Why exclude branded searches?
A competitor’s name usually describes demand for that competitor rather than a missing service on your site. Keep it separate when the comparison calls for it.
Does a missing keyword always need a new page?
No. An existing page may already be the right place to answer the question. Add a new page when the audience and intent justify it.
What to do next.
Choose one relevant page or question, document what you find, and agree on the next action before expanding the work. Review the result using the data available to your business.
For the fundamentals, read what SEO is and how it works. If you need hands-on help, explore my SEO services.