Keyword Gap Analysis: Finding Competitor Keywords Using SEMrush

To create a winning SEO strategy, you must observe your direct competitors. Get ideas from what they’re doing right, take advantage of their weaknesses, and leverage on things you do better.

But the process of spying on your competitors can be TEDIOUS.

I can’t imagine doing this manually, especially if you compete with numerous companies in the market.

Good thing SEMrush has an impressive tool that can help you fasten the process!

In this blog, you’ll learn what Keyword Gap Analysis is and how it can help you outrank your competitors.

What Is SEMrush Keyword Gap Analysis?

This tool can greatly assist in conducting competitor analysis. It lets you compare your keyword profile to up to five of your top competitors to determine which keywords they are ranking for, but you’re not. 

It also shows you a detailed list of missing, weak, and strong keywords, which you’ll know more about later. 

If you want to know more about other SEMrush features you can use with this tool, read our SEMrush review.

Why use SEMrush Keyword Gap Analysis?

Here’s why you should use Keyword Gap Analysis Tool:  

  1. It provides a detailed overview and comparison of the keywords your domain and your competitors have. 
  2.  You can use Keyword Gap Analysis with other SEMrush tools such as competitive organic research and advertising research to develop a better strategy. 
  3. It supplies you with valuable keywords you’re missing out on.
  4. Keyword Gap Analysis can also be used to search for paid and PLA keywords. Creating successful ad campaigns is possible with the help of this tool. 
  5. It has advanced filters, which speed up the process of finding the right keywords to target.

Keyword Gap Analysis Features 


Keyword Gap Analysis Feature: Filters

SEMrush provides helpful filters that assist you in comparing and finding valuable keywords. 

Let’s take a closer look at those filters. 

The first set of filters that you’ll see are the ones below the Keyword Gap heading. They are databasedevice, and date

  • Database. Let you select which country’s data you’d like to use. Different countries offer different keyword opportunities. It’s best to choose where your target audience is. 
  • Device Type. Choose from either mobile or desktop data. 
  • Date. Historical data lets you go back in time and access past information. This is only available on Guru and Business plans. 

Another set of filters can be seen just above the charts. Take advantage of them, as they’ll make searching for specific keywords easier and faster.

  • Position. Helps you identify the group of keywords that you or your competitors are ranking on a particular page or range. For example, you can focus on the top 10 or top 50 keywords only.
  • Search. Use this to identify keyword opportunities that contain a particular word or topic. 
  • Volume. Filter keywords by search traffic. 
  • Keyword Difficulty (KD). Let you find keywords that are easy or difficult to rank for new websites. This is calculated by averaging the domain authority of the websites that are visible on the result page. 
  • Advanced filters. Contain filters that allow you to include or exclude specific data and narrow your search.

Keyword Type 

Keyword Gap Analysis Keyword Type

This feature covers which type of search results you’d like to explore. You can choose from organicpaid, or product listing ads (PLA) keywords

You have an option to compare keywords with different types for each domain. For example, compare your organic keywords vs. your competitor’s paid keywords. 

Top Opportunities

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A table that shows you sneak peeks of the top keywords to target. Using filters will change the data reflecting on this widget.

You can see the comprehensive keyword research report by clicking “View details.”

Keyword Overlap 

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Keyword Overlap is a Venn diagram that shows you how many shared keywords you and your competitors have.

This is an interactive chart. When you click a particular intersection, the data reflected will change. It’ll focus on the shared keywords in that area and eliminates other competitors.

Changes will also be visible to the Top Opportunities and Keyword Table sections.

All Keyword Details 

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The juiciest and meatiest part of the Keyword Gap Tool. It provides comprehensive data that are very helpful for competitive analysis and keyword research. 

This shows you all the keywords collected and is divided into seven categories or, as SEMrush calls it, “main intersection types” – shared, missing, weak, strong, untapped, unique, and all keywords.

Here’s what you need to know about these intersections:

  • Shared are keywords that your domain and selected competitors are ranking. 
  • Missing refers to keywords your competitors are ranking, but you aren’t. 
  • Weak shows the keywords that you are ranking but in a lower position than your competitors. 
  • Strong are keywords you’re ranking for better than your chosen competitors. 
  • Untapped refers to keywords that one of your competitors ranks but you don’t. 
  • Unique. List of keywords you’re ranking for, but your competitors aren’t. 

Other Features

Save the keywords for future reference so you won’t need to repeatedly do keyword research.

Choose your target keywords and download them as an excel file or CSV file through the “Export” feature.

Another way to keep and track your chosen keywords is to add them to your Keyword Manager.

Pros Title

  • The swiss knife of SEO tools
  • Excellent organic search research features
  • Great tool for content research, creation, optimization, and distribution
  • Manage all digital marketing tasks in a single place

Cons Title

  • Backlink filtering needs work

SEMrush is one of the best marketing tools in the market – if not the best. It has everything you need to optimize and maximize your site’s performance in all aspects of your online business. And you can do that in a single dashboard! The best thing about this tool is the ability to research for data, whether it’s keywords or content, and turn it into actionable items for your marketing strategy.

Find the Right Keywords to Target Using the Keyword Gap Tool

Here’s how to find keyword gaps on your competitor’s site:

1. Go to Competitive Research section and Click “Keyword Gap.”

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2. Type your domain and your competitor’s domain. Add up to four competitors and compare them side by side with your website. If you don’t know your top competitors, use Organic Research Tool to identify them.

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3. Choose what type of keyword you’re going to analyze. For this example, let’s choose organic for all the domains. 

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4. Click Compare. You will be directed to Keyword Gap Overview. 

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5. Use Keyword Overlap intersection. Find deeper keywords to target and eliminate other competitors. 

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6. Check “Keyword Table.” The data in this section will change depending on your chosen intersection. 

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7. Find the right keywords to target. All intersection types are helpful. It’s up to you what you want to work on first. You can focus on creating content around your missing, weak, and unique keywords to catch up with your competitors. But you can still continue to leverage your strong keywords so your competitors won’t steal your position.

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8. Use Advanced filters. If you feel like there’s too much on your list, take advantage of the filters. For example, if you want to target keywords with the word ‘shoes,’ you can use the search button or the advanced filters.

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Here’s what what the table looks like after adding filters:

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9. Save the keywords you’d like to use. Export them or add them to your Keyword Manager to stay updated on data changes and trends. 

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10. Create your content marketing strategy. Now that you have the information you need start planning your SEO campaign. 

Related: SEMrush SEO Writing Assistant: Optimize Your Content to Rank on Google

Keyword Gap Analysis: Conclusion

SEMrush’s Keyword Gap is one of the best tools for keyword research and competitive analysis. By learning how to use it for your SEO strategy, you’ll be able to beat your competitors or improve your search traffic.

Discover what other things you can do with SEMrush tools for your digital marketing campaign. We recommend that you get your free trial of Guru plan for 7 days and see what SEMrush can do for yourself!