How to Do a Competitor Gap Analysis
Three gap types (keyword, backlink, content) and how to run each in under an hour.
A competitor gap analysis compares your site against 2–5 direct rivals to surface the keywords they rank for that you don't, the backlinks they've earned that you haven't, and the topics they cover that you've missed. Run it quarterly — the top 20 gaps usually explain 80% of your rival's SEO advantage.
The three gaps
A proper analysis has three layers. Most tools focus only on the first.
1. Keyword gap
Terms your rivals rank in the top 20 for, that you don't rank for at all.
Find: intersect their ranking keyword lists, subtract yours. Sort by volume × intent.
2. Backlink gap
Referring domains linking to 2+ of your rivals but not to you.
Find: intersect their referring-domain lists, subtract yours. Sort by domain authority.
3. Content gap
Topics they cover in depth (multiple pages, structured hubs) that you have zero coverage on.
Find: cluster their URLs by topic, count pages per cluster, compare to your own topic tree.
Step-by-step workflow
- Pick 3–5 direct competitors. Not aspirational giants — actual companies competing for your searchers.
- Pull the three gap datasets (LemRank does all three from one panel; see below).
- Filter by relevance. Discard branded terms, obviously off-topic, and keywords with wrong search intent for your funnel.
- Score by opportunity. For keywords: volume × your realistic KD ceiling. For backlinks: domain authority × topical fit. For content: number of ranked competitor URLs per cluster.
- Publish a 90-day roadmap — the top 10 keyword gaps, top 10 link targets, top 3 content clusters.
How LemRank runs the analysis
The Competitor Research module lets you add 3–5 competitors and shows:
- Keyword Gap tab — their top 20 keywords you don't rank for, with volume, KD, and intent labels.
- Backlink Gap tab — domains linking to competitors but not you, ranked by authority.
- Content Gap tab — topics with 3+ competitor URLs vs your 0.
Filter, sort, and export straight to your keyword workspace or backlog.
Common mistakes
- Picking aspirational competitors. Analysing an incumbent 10x your size gives you targets you can't reach.
- Chasing every gap. Prioritise the top 20 by opportunity, not the top 200 by count.
- Ignoring intent. A keyword competitors rank for isn't necessarily one your buyers search.
- Running it once. Gap analysis compounds — quarterly cadence catches new competitor pushes early.
What this doesn't do
- It doesn't tell you why they rank — check the SERP + on-page.
- It doesn't hand you finished content — it hands you the brief.
Related
Run it on your own site
Run any keyword through the free difficulty checker — live top-10 authority, no signup.
Score a keyword nowFrequently asked questions
How many competitors should I include in a gap analysis?
3–5 is the sweet spot. Fewer misses coverage; more creates noise and false-positive gaps.
How often should I re-run the analysis?
Quarterly for most SaaS/agency sites. Monthly if you're in a fast-moving vertical or actively chasing SERPs.
What's the difference between keyword gap and content gap?
Keyword gap is one-keyword-at-a-time. Content gap is topic-cluster-level — it identifies whole content areas you've missed.
Should I include indirect competitors?
Only for content gaps. For keyword and backlink gaps, stick to direct SERP competitors — the ones actually ranking above you.
Can I export gap data?
Yes — LemRank exports all three gap types to CSV or directly to your keyword workspace.
Related articles
How to Do a Keyword Gap Analysis (With Example)
Keyword gaps are the fastest route to compounding traffic — you already know what to write about because someone else already proved the demand.
What is Share of Voice in SEO (With Formula)
Share of Voice tells you what slice of the total available search traffic your site captures across a tracked keyword portfolio.
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