ARTICLE6 MINFOR MARKETING LEADERSFOR GROWTH LEADERS

How to run a search gap analysis in 30 minutes.

Using the SERP tools you already pay for. End the day with a ranked list of 10–20 keywords your competitors own and you could reasonably steal — not a 2,000-row spreadsheet nobody will read.

◆ TL;DR

▸Most search gap analyses fail because they produce unreadable output. Constrain the output to 10–20 keywords.
▸The 30-minute version works because it aggressively filters rather than comprehensively surveys.
▸Pick three direct competitors, not aspirational ones. Aspirational comps drown the analysis in noise.
▸The deliverable is a one-page doc, not a spreadsheet. Spreadsheets don't get acted on.

01The setup

Three competitors. One tool. Clear filters.

Pick three direct competitors — same business model, similar funding stage, comparable size. Ahrefs, SEMrush, or any tool with a 'keyword gap' feature works. Set the filter aggressively: keywords where competitors rank top 10 and you rank 20+ or not at all.

▸Three direct competitors. Not aspirational — direct.
▸Tool: anything with a keyword gap export.
▸Filter: top 10 for competitor, 20+ or none for you.

02The filter

Kill the noise.

The raw export will have 500–2,000 keywords. Most are noise. Filter aggressively: volume >100/mo (lower is not worth writing for), KD <40 (higher takes 6+ months to rank for), and language/country matching your ICP. You'll land at 100–300 keywords.

▸Volume >100/mo.
▸KD <40.
▸Language/country matching ICP.
▸Target output: 100–300 keywords.

03The rank

Business value × ease of capture.

Score each keyword on two axes: business value (1–5, based on commercial intent) and ease of capture (5 minus KD/20, lower KD = higher score). Multiply. Sort descending. Keep the top 10–20. The rest are a distraction.

▸Business value (1–5): does this keyword convert?
▸Ease of capture (1–5): 5 minus (KD / 20).
▸Priority = value × ease.
▸Keep top 10–20. Discard the rest.

04The deliverable

One page. Not a spreadsheet.

The output is a one-page doc with the 10–20 keywords, target page URL (existing or 'create new'), rough content structure, and an effort estimate. Call out the top 3 as a starting sprint. Share with content + growth. Done.

▸One-page doc. Never a spreadsheet for stakeholders.
▸Each keyword: target URL, content structure, effort estimate.
▸Highlight top 3 for immediate pickup.
▸Total time: 30 minutes.

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Three competitors. One tool. Clear filters.

▸Three direct competitors. Not aspirational — direct.

▸Tool: anything with a keyword gap export.

▸Filter: top 10 for competitor, 20+ or none for you.

Kill the noise.

▸Volume >100/mo.

▸KD <40.

▸Language/country matching ICP.

▸Target output: 100–300 keywords.

Business value × ease of capture.

▸Business value (1–5): does this keyword convert?

▸Ease of capture (1–5): 5 minus (KD / 20).

▸Priority = value × ease.

▸Keep top 10–20. Discard the rest.

One page. Not a spreadsheet.

▸One-page doc. Never a spreadsheet for stakeholders.

▸Each keyword: target URL, content structure, effort estimate.

▸Highlight top 3 for immediate pickup.

▸Total time: 30 minutes.