Channel Your Inner SEO With Gap Analysis





Blog Date

June 5, 2024


UK, Manchester

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Channel Your Inner SEO With Gap Analysis

Channel Your Inner SEO With Gap Analysis

As an SEO professional, I’ll admit that I’ve always had a love-hate relationship with competitor analysis. On one hand, it’s a crucial part of any comprehensive SEO strategy – understanding what our rivals are doing can provide valuable insights to inform our own approach. But on the other hand, I’ve often found the traditional methods of competitor research to be somewhat shortsighted and, frankly, a bit of a waste of time.

You see, the standard advice peddled by SEO “gurus” is to scour our competitors’ websites, examine their backlink profiles, and try to one-up them in every way possible. The implication is that if we can just outrank them for the same target keywords, we’ll be golden. But in my experience, that’s a flawed premise.

Why? Well, for starters, many of our competitors may not even be actively pursuing search engine visibility in the first place. Or if they are, their approach might be completely different from ours – focusing on different customer segments, business models, or marketing channels entirely. Trying to replicate their tactics could end up being a costly exercise in futility.

Moreover, even if we do manage to outrank our competitors for certain keywords, that doesn’t necessarily translate to more qualified leads or sales for our business. After all, users searching for those terms may not be our ideal prospects – they could be researchers, students, or simply curious individuals with no real intention to buy.

No, I’ve found that a more effective approach is to focus on something I like to call “gap analysis.” The idea here is to identify the unique opportunities that our competitors have overlooked, either due to oversight, lack of resources, or a simple misalignment with their strategic priorities.

Think of it this way: if we can find the content topics, keyword phrases, or user intent gaps that our rivals have neglected, we can swoop in and own those spaces, building a loyal audience and generating high-quality leads in the process. It’s a more proactive, customer-centric way of approaching SEO that goes beyond just trying to outrank the competition.

So, how do we actually go about conducting this kind of gap analysis? Well, I’m glad you asked! Let me walk you through a few key steps:

Uncover Blue Ocean Topics

One of the most powerful applications of AI-driven gap analysis is the ability to identify content topics and themes that are not being adequately covered by the major players in your industry. Think of these as “blue ocean” opportunities – vast, untapped spaces where you can establish yourself as a thought leader and attract a highly engaged audience.

To do this, I’ll often start by feeding a series of prompts to a large language model (LLM) like GPT-3, asking it to surface topics and angles that are rarely discussed by the top-ranking sites in my niche. For example:

“Provide 3-5 thought-provoking, counter-narrative opinions on [industry topic] that are not commonly covered in the major industry blogs and publications.”

“What are some lesser-known, lighthearted perspectives or op-ed style angles that the leading [industry] experts have overlooked?”

“List 3-5 important statistics, data points, or industry trends that are not typically highlighted in the most popular [industry] content.”

The responses I get from these prompts can be absolutely gold. They uncover fascinating, underexplored angles that my competitors have somehow missed – and that presents a prime opportunity for me to swoop in and own that space.

Identify Semantic Gaps

Another powerful application of AI-powered gap analysis is the ability to identify semantic gaps in our existing content. In other words, finding the related keywords, phrases, and concepts that our top-ranking pages are not adequately covering, despite ranking for those terms.

This is where tools like Google Search Console (GSC) can be incredibly useful. By exporting our GSC data and feeding it into a language model, we can quickly see all the keyword phrases we’re ranking for, but not necessarily optimizing our content around.

For example, let’s say I have an article on my website about “social media video best practices.” When I analyze the GSC data, I might find that I’m ranking decently for terms like “video marketing tips” and “social media video strategy” – but my content doesn’t actually address those topics in any depth.

By incorporating those semantically related phrases into my article, I can dramatically improve its relevance and topical authority, which should translate to better rankings and more qualified traffic over time.

Uncover User Intent Gaps

But gap analysis isn’t just about finding content and keyword opportunities – it’s also about identifying gaps in our understanding of user intent. After all, what good is ranking for a particular phrase if the users who land on our page aren’t actually looking for what we have to offer?

This is where AI can be a powerful ally in uncovering those hidden intent gaps. By analyzing the search queries and user behaviors associated with our target keywords, we can start to build a more nuanced picture of what our prospective customers are really looking for.

For instance, let’s say we’re targeting the keyword “best SEO practices.” A surface-level analysis might lead us to create a generic, checklist-style article on SEO best practices. But by diving deeper with AI-powered intent analysis, we might discover that a significant portion of the searchers for that term are actually small business owners looking for easy-to-implement SEO tips, rather than SEO professionals seeking an in-depth technical guide.

Armed with that insight, we can then tailor our content to better match the user’s needs and intent, increasing the chances of converting them into qualified leads.

Leverage AI for Content Optimization

Of course, once we’ve identified those content, semantic, and intent gaps, the next step is to actually fill them. And this is another area where AI can be a game-changer for SEO.

By leveraging language models to generate initial drafts, analyze our existing content, and make recommendations for improvement, we can dramatically streamline the content creation and optimization process. Gone are the days of staring at a blank screen, struggling to find the right words – now, we can simply feed the model our requirements and have it spit out a first draft, complete with seamless integration of the target keywords and concepts we identified earlier.

And the benefits don’t stop there. AI-powered tools can also help us identify opportunities to enhance our content’s readability, structure, and overall engagement factor – all without sacrificing the human touch that’s so crucial for building trust and authority with our audience.

Putting it All Together

At the end of the day, gap analysis isn’t about blindly copying our competitors or chasing the latest SEO fads. It’s about taking a more strategic, customer-centric approach to search engine optimization – one that prioritizes finding and filling the unique spaces our rivals have overlooked.

By leveraging the power of AI to uncover those content, semantic, and intent gaps, we can carve out a differentiated position in the market, attract a loyal following, and generate high-quality leads that translate directly to the bottom line. It’s a win-win-win, and it all starts with channeling our inner SEO detective.

So, what are you waiting for? Let’s get to work on uncovering those hidden opportunities and dominating the search results, one gap at a time!

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