Keyword gaps hide inside every stagnant traffic curve. They sit between the subjects a site already covers and the questions real users still type into the search bar. The SEMrush Keyword Gap tool lifts that veil in minutes, revealing the phrases competitors own and the opportunities still open. Follow the steps below to turn those insights into rankings that stick.
Why gaps matter in 2025
Search engines now favor complete topic coverage rather than isolated posts. When a brand ranks for “project scheduling software” yet ignores “timeline planner” the algorithm notes a missing piece of authority. A gap analysis surfaces these missing terms, letting you expand content where it will have the highest impact on relevance and trust.
Project setup and clean workspace habits
Create a new Project inside SEMrush before running any comparison. Label it with the site name and the month so future reports remain easy to track. Inside that Project, open Competitive Research then Keyword Gap. Set the correct country to match the audience. Using the wrong database will skew every volume number that follows.
Keep your competitor list in a plain text file. When the market shifts you can swap domains in seconds without digging through old spreadsheets.
Step 1 choose three to five real competitors
The tool accepts up to five domains. Start with one direct rival that matches your product or service. Add two larger resource sites that dominate search results through extensive libraries. Finish with one emerging blog if you have noticed them climbing for related phrases. Place your own domain in the first slot so SEMrush treats the rest as comparisons.
Step 2 read the overview like a strategist
The first screen divides keywords into Shared, Missing, Weak, Strong, and Untapped categories. Shared confirms overlap, so move on quickly. Missing lists phrases your competitors rank for while you appear nowhere. Weak lists keywords where you sit in positions 11 to 100. These two buckets feed your roadmap:
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Missing drives new content or expands thin sections
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Weak sparks on-page updates, refreshed internal links, or added media such as video
Step 3 filter for feasible wins
A raw Missing list may hold thousands of phrases. Apply filters to keep the workload realistic:
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Volume – set a floor of about 90 monthly searches for niche topics
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KD – keep difficulty below 45 to fit most mid-authority domains
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Intent – pick Informational when planning articles, Commercial when optimizing product pages
Export the trimmed list to CSV. Leave the SEMrush tab open so you can return for real-time snapshots.
Step 4 cluster keywords into themes
Open the CSV in Google Sheets. Build a pivot table that groups rows by the first word or two of each phrase. Any cluster with at least three close variants deserves its own article or subsection. For instance “keyword gap analysis,” “semrush gap,” and “gap analysis seo” belong together.
If you prefer automated grouping the complementary guide on Serpstat keyword clustering shows a workflow that can shave an hour off this phase.
Step 5 study competitor depth and search features
Back in SEMrush click through a few cluster lead terms. The SERP snapshot reveals content length, media types, and special features such as video carousels. These details shape your approach. When top results lean on step-by-step images, match or exceed that visual clarity. If a video carousel dominates above the fold embed a concise clip inside your draft.
Step 6 draft an action plan that fits capacity
Load each cluster into a simple roadmap with four columns: Target Keyword, Content Type, Priority, Status. Give Priority A to high-volume low-difficulty clusters. Assign writers, due dates, and review checkpoints. Execution stalls when tasks remain vague or owners unclear.
Connect related pages with natural anchors. For example a future guide on advanced keyword research can link to the supporting discussion on Keyword Research Techniques for High-Impact Rankings. Such internal paths reinforce context and pass authority through the site structure.
Step 7 automate alerts and keep momentum
Inside your Project activate Position Tracking for the top fifty gap phrases you plan to attack first. Weekly email summaries land before the workweek starts, allowing quick pivots if rankings slip. Turn on the Visibility trend chart; a flat line signals time to reassess priorities or build new links.
Common pitfalls and simple fixes
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Chasing volume alone High search counts mean little when intent does not match the offer
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Copying competitor layout word for word Search engines reward fresh insights, not carbon copies
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Ignoring seasonality Run a two-year trend on each key phrase; rising topics deserve faster action
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Overlooking branded gaps When rivals rank for your own brand terms strengthen review pages and knowledge panels
Moving forward
Conduct a keyword gap analysis each quarter to keep expansion steady. The process above converts raw data into an organized action list that marketing and content teams can follow without confusion. Once gaps begin to close the broader blueprint in SEO Optimization Techniques: A Step-by-Step Blueprint for 2025 outlines further levers—technical fixes, structured data, and strategic outreach—that compound the gains found here.
Search visibility rewards momentum. Identify what is missing, fill the space with precise answers, and watch authority grow one resolved gap at a time.
