Competitor keyword gap analysis, steal what is already working

Your competitors have already done the hard work of proving which keywords drive traffic in your niche. They have spent months or years testing content, building backlinks, and discovering which topics their audience cares about. A keyword gap analysis identifies every keyword they rank for that you do not, giving you a prioritised, pre-validated content roadmap. Instead of guessing what keywords to target, you are building on proven data. This is the most efficient keyword research method available, and this lesson teaches you the complete process from identifying competitors through to building a gap-closing content plan for your Wix site.

Why Competitor Gap Analysis Is the Most Efficient Keyword Strategy

• Pre-validated keywords: If a competitor ranks for a keyword and gets traffic from it, the keyword works. You do not need to guess whether people search for it.
• Intent already proven: You can see what page types rank for each keyword, removing the guesswork about whether to create a blog post or service page.
• Content benchmarks: You can see exactly what the ranking content looks like, how long it is, what it covers, and how it is structured.
• Backlink intelligence: You can see what backlinks the ranking pages have, giving you targets for your own link building.
• Efficiency: Gap analysis focuses your effort only on keywords where there is proven opportunity, avoiding wasted time on keywords nobody searches for.
• Competitive advantage: When you systematically close keyword gaps, you directly take traffic share from competitors. Every gap keyword you rank for is a keyword they previously dominated alone.

Step 1: Identifying Your Real Organic Competitors

Your organic search competitors are not always your business competitors. A large national directory like Yell.com might compete with you for local keywords even though they are not a direct business competitor. Your true organic competitors are the sites that consistently appear in the top 10 for your target keywords.

How to Find Your Organic Competitors

Identify your true search competitors

• List your 5-10 most important target keywords (from your keyword map)
• Search each keyword in Google incognito mode and note which domains appear in the top 5 results
• Create a tally: which domains appear most frequently across all your target keywords?
• The domains appearing for 3+ of your target keywords are your primary organic competitors
• Include both direct business competitors and non-business competitors (directories, blogs, aggregators)
• In Ahrefs, enter your domain in Site Explorer and click "Competing Domains" to see domains that rank for the most overlapping keywords
• In SEMrush, go to "Organic Research" > "Competitors" for a similar automated competitor analysis
• Select your top 3-5 competitors for the gap analysis (more than 5 becomes unwieldy)

Step 2: Running the Gap Analysis

A keyword gap analysis compares the keywords you rank for against the keywords your competitors rank for. The "gaps" are keywords where competitors rank but you do not. There are several ways to run this analysis depending on the tools available to you.

Gap Analysis with Ahrefs (Paid Tool)

Running a keyword gap analysis in Ahrefs

• Go to Ahrefs > Competitive Analysis (or Site Explorer > Content Gap)
• Enter your Wix domain in the "This target doesn't rank for" field
• Enter up to 10 competitor domains in the "But these competitors do" fields
• Click "Show keyword opportunities"
• The results show every keyword where at least one competitor ranks in the top 10 but your site does not appear at all
• Filter by keyword difficulty (KD) under 30 for quick wins, under 50 for medium-term targets
• Filter by traffic potential over 50 to focus on keywords worth targeting
• Sort by traffic potential (descending) to prioritise the highest-value gaps first
• Check the "Intersection" filter: keywords where ALL competitors rank (and you do not) are the most important gaps
• Export the filtered results to add to your keyword map and content planning spreadsheet

Gap Analysis with SEMrush (Paid Tool)

Running a keyword gap analysis in SEMrush

• Go to SEMrush > Keyword Gap tool
• Enter your Wix domain and up to 4 competitor domains
• Select "Organic Keywords" as the keyword type
• Click "Compare"
• Review the Venn diagram showing overlap between your keywords and competitors
• Click "Missing" tab: keywords where ALL entered competitors rank but you do not. These are your critical gaps.
• Click "Weak" tab: keywords where you rank lower than all competitors. These are optimisation opportunities for existing pages.
• Click "Untapped" tab: keywords where at least one competitor ranks but you do not
• Apply filters: Volume minimum 50, KD maximum 40, exclude branded competitor terms
• Use the "Intent" filter to separate informational, commercial, and transactional gaps
• Export results and prioritise by volume and difficulty

Gap Analysis with Free Tools

You do not need paid tools to run a gap analysis. It takes more manual work, but the results are still valuable.

How to run a free keyword gap analysis

• Enter each competitor domain into Ubersuggest (3 free searches per day) and export their top organic keywords
• Do the same for your own domain to get your keyword list
• Combine all competitor keywords into a single spreadsheet column and remove duplicates
• Cross-reference against your own keyword list: any competitor keyword that does not appear in your list is a gap
• Alternatively, use Google Search Console to export your keyword list and manually compare against competitor keywords visible in Ubersuggest
• For a manual approach: search your core keywords in Google and note which topics competitors cover that you do not
• Review competitor blog archives and service pages for content topics you have not addressed
• Use Google "site:competitor.com" to browse all their indexed pages and note topics they cover

Step 3: Analysing and Prioritising Gap Keywords

After running the gap analysis, you will likely have hundreds or even thousands of gap keywords. Not all are worth pursuing. Use this prioritisation framework to focus on the highest-value, most achievable opportunities.

The Gap Keyword Prioritisation Matrix

• TIER 1 (Immediate Priority): High traffic potential (200+ monthly) + Low difficulty (KD under 20) + Clear transactional or commercial intent = Create content THIS WEEK. These are rare and valuable.
• TIER 2 (High Priority): Moderate traffic (50-200 monthly) + Low difficulty (KD under 20) + Any intent = Create content THIS MONTH. These are your bread and butter.
• TIER 3 (Medium Priority): Any traffic + Medium difficulty (KD 20-40) + Transactional intent = Create content THIS QUARTER. Worth the extra effort because transactional keywords convert.
• TIER 4 (Standard Priority): Moderate traffic + Medium difficulty + Informational intent = Schedule for content calendar. Good for building authority.
• TIER 5 (Low Priority): Low traffic (under 50 monthly) + Any difficulty = Consider as secondary keywords or future targets. Do not create dedicated pages for these alone.
• TIER 6 (Backlog): High difficulty (KD 40+) regardless of volume = Add to backlog. Target these only after building significant domain authority.

Evaluating Gap Keywords Before Committing

How to evaluate whether a gap keyword is worth targeting

• Search the keyword in Google and analyse the SERP. What page types rank? What content quality and length is required?
• Check the Domain Rating (DR) or Domain Authority (DA) of ranking sites. If all top results have DR 70+ and your Wix site has DR 10, the keyword may be unrealistic despite a moderate KD score.
• Check intent alignment: does the keyword match your business? A plumber should not target "how to fix a boiler" if they only do pipe work.
• Check for SERP features: if a featured snippet dominates and the keyword has low click-through, the traffic potential may be overstated.
• Estimate the content investment: will this keyword require a 3000-word pillar page, or can a focused 1500-word blog post compete?
• Check if you have existing content that could be re-optimised for this keyword instead of creating something new.
• Consider the business value: will traffic from this keyword generate enquiries or revenue? Informational traffic is valuable for brand building but direct revenue comes from transactional traffic.

Step 4: Building Your Gap-Closing Content Plan

Creating Content Briefs for Gap Keywords

For each priority gap keyword, create a content brief before writing. This ensures every piece of content is strategically planned to outperform the competition.

How to create a content brief from gap analysis data

• Primary keyword: The gap keyword you are targeting
• Secondary keywords: 3-5 related terms from your keyword research
• Intent: Informational, commercial investigation, transactional, or local
• Page type: Blog post, service page, comparison page, or location page
• Content format: What format are the top-ranking competitors using? (long-form guide, listicle, case study, how-to, video, etc.)
• Target word count: Check the average word count of the top 5 ranking pages. Aim for at least 20% more comprehensive.
• Heading structure: List the H2 and H3 headings you plan to use, covering all aspects of the topic that competitors cover plus unique angles they miss
• Unique angle: What can you add that competitors do not include? Original data, personal experience, more detailed steps, expert quotes, downloadable resources.
• Internal links: List 3-5 existing pages on your Wix site that should link to this new page, and 3-5 pages this new page should link to
• CTA: What action should readers take after consuming this content?
• Schema markup: What structured data should be added? (Article, FAQ, HowTo, etc.)

The Content Calendar Approach

Building a gap-closing content calendar

• List all Tier 1 and Tier 2 gap keywords from your prioritisation matrix
• Estimate the content investment for each: quick blog post (1 day), comprehensive guide (2-3 days), service page (1-2 days)
• Determine your content capacity: how many pieces can you realistically create per month?
• Assign Tier 1 keywords to the current month
• Assign Tier 2 keywords across the next 1-3 months
• Assign Tier 3 keywords across the next quarter
• Build a monthly schedule: aim for 4-8 gap-closing content pieces per month if capacity allows
• After publishing each piece, add it to your keyword map with the assigned primary keyword
• Track rankings weekly and measure how quickly each new page enters the top 50, then climbs to page 1

Step 5: Analysing Competitor Content to Outperform It

Closing a keyword gap is not just about creating content that exists. You need to create content that is BETTER than what already ranks. Here is how to analyse competitor content and plan superior pages.

The 10-Point Competitor Content Audit

How to audit and outperform competitor content

• Word count: How many words is the ranking content? Plan to write at least 20% more if the content quality is equal.
• Content depth: Does the competitor cover the topic thoroughly or are there gaps and unanswered questions? Fill every gap.
• Freshness: When was the competitor content last updated? If it is outdated (more than 12 months old), you have a freshness advantage by publishing current content.
• Visual content: Does the competitor use images, infographics, or videos? Plan to include more and better visual content.
• Structure: Is the competitor content well-organised with clear headings, bullet points, and sections? Your content should be easier to scan and navigate.
• Original data: Does the competitor include original research, case studies, or unique data? If not, adding your own gives you a massive differentiator.
• Actionability: Does the competitor tell readers what to do, or just provide information? Make your content more actionable with step-by-step instructions.
• User experience: Is the competitor page fast, mobile-friendly, and easy to read? Ensure your Wix page loads faster and looks better on all devices.
• Schema markup: Does the competitor use structured data? Adding FAQ, HowTo, or Article schema gives you a SERP advantage.
• Internal linking: Does the competitor link to related content on their site? Build a stronger internal linking structure to demonstrate topical authority.

Step 6: Monitoring Gap Closure Progress

How to track your gap-closing progress

• Create a "Gap Closure" tab in your keyword map spreadsheet
• List every gap keyword you are targeting with columns for: keyword, page URL, publish date, initial position, current position, monthly traffic
• Update positions weekly for the first 8 weeks after publishing each page
• If a page enters the top 50 within 2-4 weeks, it is on track. Most gap content reaches its initial ranking within 4-8 weeks.
• If a page has not entered the top 50 after 8 weeks, it may need improvements: more content depth, better on-page optimisation, or internal links
• Track the TOTAL number of gap keywords closed over time. This is your macro-level progress metric.
• Re-run the full gap analysis quarterly to find new gaps as competitor rankings change
• Celebrate milestones: when you close 50% of identified gaps, your organic traffic should show measurable improvement

Advanced: Reverse Gap Analysis (Protecting Your Keywords)

Gap analysis works both ways. Just as you find keywords competitors rank for that you do not, you should identify keywords where YOU rank but competitors do not. These are your competitive advantages that need protecting.

• In Ahrefs Competitive Analysis, look at the "Your target ranks for, but competitors don't" section
• In SEMrush Keyword Gap, click the "Unique" tab to see keywords only you rank for
• These unique keywords are your current competitive moat. Protect them by keeping the content fresh, comprehensive, and well-linked.
• If competitors start ranking for your unique keywords, you need to strengthen your content to maintain your advantage.
• Monitor these keywords monthly for position changes that might indicate competitor targeting.

Complete How-To Guide: Running a Competitor Keyword Gap Analysis

This guide shows you how to find every keyword your competitors rank for that you do not and create a plan to close the gap.

Follow these steps to run a competitor keyword gap analysis

• Identify your top 5 organic competitors by searching your main keywords in Google incognito and noting which sites consistently appear in the top 5 results.
• Narrow to your top 3 competitors: the sites that overlap most with your target keywords and are of comparable size/authority to your Wix site.
• In Ahrefs Content Gap or SEMrush Keyword Gap, enter your domain plus your top 3 competitor domains. For free tools, use Ubersuggest to export competitor keyword lists.
• Export all keywords where competitors rank in the top 10 but your site does not appear at all. This is your raw gap list.
• Remove irrelevant keywords: branded competitor terms, keywords unrelated to your business, and keywords in wrong languages or locations.
• Add search volume and keyword difficulty data for each remaining gap keyword.
• Prioritise using the tiering framework: Tier 1 (high traffic + low difficulty + transactional intent) through Tier 6 (high difficulty + backlog).
• For each Tier 1 and Tier 2 keyword, search it in Google to analyse what content type is ranking and what quality level is required.
• Create a content brief for each priority gap keyword including: target word count, heading structure, unique angle, page type, and internal linking plan.
• Categorise each gap keyword into: "optimise existing page" (if you have a page that could rank with improvements), "create new page" (if no existing page is appropriate), or "unrealistic" (if the competition is too strong given your current authority).
• Build a content calendar scheduling 4-8 gap-closing content pieces per month, starting with Tier 1 keywords.
• Create and publish content following your content briefs, ensuring each piece is more comprehensive than competitor content.
• After publishing, submit each new URL for indexing via Google Search Console URL Inspection tool.
• Add each new page to your keyword map with its assigned primary keyword.
• Track rankings weekly for the first 8 weeks after publication and note which pages reach page 1.
• Optimise underperforming gap content after 8 weeks: add more content depth, improve title tags, build internal links.
• Re-run the full gap analysis quarterly to discover new gaps as competitor rankings evolve.

Frequently Asked Questions

How many competitors should I include in the gap analysis?

3-5 competitors is the sweet spot. Fewer than 3 gives you an incomplete picture. More than 5 generates an overwhelming number of gap keywords that are difficult to prioritise. Choose competitors of similar size and type to your Wix site for the most actionable results.

Should I target every gap keyword I find?

No. Focus on gap keywords that are relevant to your business, achievable given your current domain authority, and have sufficient search volume to be worth the content investment. Use the tiering framework to prioritise systematically. Many gap keywords will be low-priority or irrelevant.

How long does it take to close keyword gaps?

Individual gap keywords can start ranking within 4-8 weeks for low-competition terms. Closing a significant portion of your keyword gaps (50%+) typically takes 6-12 months of consistent content creation and optimisation. The compound effect means results accelerate over time as your domain authority grows.

What if my competitors have much higher domain authority?

Focus on gap keywords where the difficulty is low regardless of who currently ranks. Even high-authority competitors often have thin content for long-tail keywords that you can outrank with more comprehensive, more specific content. Also focus on local keywords where proximity matters more than authority.

Can I use gap analysis for my Wix blog strategy?

Absolutely. Gap analysis is one of the best ways to build a blog content calendar. Filter gap keywords by informational intent and you have a pre-validated list of blog topics that are proven to drive traffic in your niche. Each gap keyword with informational intent becomes a potential blog post.

How do I know if a gap keyword is worth creating a new page for?

A gap keyword is worth a dedicated page if: it has 50+ monthly searches, the difficulty is achievable for your site (KD under 30 for new sites, under 50 for established sites), it aligns with your business, and Google shows that dedicated pages (not sections within larger pages) rank for it. If the keyword is very low volume, incorporate it as a secondary keyword on an existing page instead.