Competitor keywords are keywords that your competitors are targeting in an effort to improve rankings in the search engines, drive traffic, and increase conversions. It can be useful to know what keywords your competitors rank for as this reveals key opportunities for your own website.
Keep reading to find out more about competitor keyword gap analysis and how you can complete one to make informed content decisions for your campaign going forward.
A competitor keyword gap analysis is a method used in SEO to identify keywords your competitors are ranking for that you aren’t. These keyword gaps represent opportunities for optimisations on your website. Keywords are important in SEO because they help Google understand the purpose of pages on your website and rank them accordingly in search results.
Keep reading to find out more about how to complete a competitor keyword gap analysis.
The first step in completing a competitor keyword gap analysis is to identify your competitors. It is important to choose competitors relevant to your industry otherwise you won’t find any overlap with keyword opportunities. Typically, you would already be aware of your competitors. If not, you need to look for businesses that offer the same products or services as you in the same market. However, in some cases, you may think you already know your competitors when the reality is that different competitors are ranking for your products or services.
The simplest tip for double-checking who your competitors are is to do a Google Search for keywords relating to your products or services. For example, if you run an Accountancy Practice in Sheffield, you could search for terms like ‘Accounting Services Sheffield’. The top-ranking websites would be the competitors that are currently performing better than you for the relevant keyword.
To explore more about competitor research and what insights it can bring, take a read at our recent blog: What is Competitor Research and How to Do It
Now that you have identified your main competitors the next step is to review their keyword rankings. Using tools such as SEMRush, Ahrefs, or MOZ you can simply input your competitors’ URL and it will bring up all of their organic ranking keywords. See below for a good example.
The next step is to identify which of your competitor’s keywords you don’t rank for. Identifying these keyword gaps can be a manual process by downloading the keyword data and comparing it to your own. Alternatively, you can utilise SEMrush’s Keyword Gap Tool which speeds up the process.
You simply input your website URL alongside the competitors you are comparing against and it will generate an informative table comparing your rankings. You can also filter the data so it shows you all the keywords you are not ranking for by clicking the ‘missing’ tab.
Utilising this data you will be able to see how well you are performing against competitors for keywords you both use as well as identifying keyword gaps. Both of which are useful pieces of information for improving your online performance.
Now that you have identified what keywords you are missing out on compared to your competitors, it is a good opportunity to assess how they are targeting these keywords. Simply go to the page they are targeting the keyword on assess for the following factors:
To find out more about how to audit content on a page and assess keywords, read our blog: What to Include in a Content Audit.
After assessing how competitors are ranking for keywords, you should have a good idea about the intent of those pages. Intent is an important ranking factor because it determines whether your page will rank successfully.
For example, if a keyword used by your competitors is targeted on blog pages, that shows users are looking for information or guides. As a result, you would also want to create a blog-style page. Alternatively, if a keyword is ranking on a product page for your competitor, you would know that the user intent when searching for that keyword is to make a purchase.
This is when you need to start thinking about mapping the newly identified keywords to your website pages. Ensure to consider the intent and the purpose of the keyword. Keyword mapping is a fairly simple process that involves planning which keyword will be used on which page, ready for you to go ahead and optimise those pages.
If you are interested in learning more about keyword intent so that your keyword mapping is done properly, read our recent blog: Is Search Intent a Ranking Factor?
We have also created a helpful video that shows you exactly how to use the SEMrush keyword mapping tool below.
Completing a competitor keyword gap analysis provides a range of benefits for you and your online presence. The benefits are too good to miss out on. Read below to discover why this method is so good for your online presence.
Competitor keyword gap analysis helps you identify keyword opportunities that you have not yet. There may be higher-volume keywords that could help you reach a wider audience. There also may be less competitive keywords that are more achievable for your website.
Another benefit is that this method can speed up the process of identifying keyword opportunities. Rather than going through competitor websites and looking for keywords they are targeting, a keyword gap analysis drags all the data into one place for you. Making comparisons much easier and much quicker.
A gap analysis can also help you to make justified and informed decisions for your content plan moving forward. Having the data to back up your decisions means your content plan should be more effective.
A further benefit of competitor keyword gap analysis is that it can help you identify ways of optimising your content to improve your online presence. Having well-optimised content with relevant keywords can draw in more traffic which ultimately shows Google you are an authority in your industry.
A final benefit of keyword gap analysis is that it can eventually lead to you improving your chances of conversions. Utilising keywords properly on your site and delivering quality content to users, draws more users which widens the pool of people who consider using your products or services.
Whilst related in parts, there is a difference between a competitor keyword gap analysis and competitor analysis. Whilst both involve looking at competitors, a normal competitor analysis looks at all aspects of a website including:
Whereas, a competitor keyword gap analysis just focuses on the keywords you have not optimised for yet. Both can be used in conjunction with each other to identify ways of improving your online presence.
Wildcat Digital has a fantastic team of experienced SEO Account Managers who are actively looking for new ways to improve clients’ website performance and online presence. Competitor keyword Gap Analysis is a common method used within our SEO service. Get in touch with us today if you need support with improving your online presence to outrank competitors.
Senior SEO Account Manager
Founder
Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.
Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.
Content Strategist Team Lead
With a degree in Marketing and a background in more traditional, offline marketing, Chloe joined Wildcat in 2021 after deciding to move into the digital marketing industry. She joined us as a Content Specialist and quickly moved up the ranks, becoming a Content Strategist and later an SEO Team Leader.
Outside of work, Chloe is an avid creative. If she’s not knitting, you’ll likely find her behind a sewing machine or in the kitchen trying (and often failing!) to make sourdough.
SEO Account Director
Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.
Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.
Senior SEO Account Manager
With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management.
In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.
PPC Team Leader
Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.
Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.
SEO Account Manager
Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Account Manager. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.
In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.
Senior PPC Executive
Prior to joining Wildcat, Braden founded and ran his own Social Media Management agency where he gained valuable skills in growing brands’ online presence, which has since proven invaluable in his role at Wildcat.
Outside of work, Braden is a big football fan, regularly travelling to Pride Park to support Derby County. He also enjoys watching and playing snooker, hiking in the Peak District, and attending air and car shows.
Senior SEO Executive
After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online.
Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music.
Senior SEO Executive
Rachel joined us as a graduate, having recently graduated from Sheffield University with a degree in English Literature. Since joining, Rachel has proven herself to be a Content Queen, and particularly enjoys getting stuck into projects that allow her to explore her creative side.
Outside of work, Rachel enjoys a wide range of hobbies, including rugby, singing, reading, and spending time with her family and three labradors.
Team Lead & Technical SEO Account Manager
With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.
In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.
Senior SEO Account Manager
With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!
In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.
Senior SEO Executive
Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management.
Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.
Client Success Coordinator
Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond.
Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.
SEO Account Manager
Thea has a wealth of experience in SEO, having previously worked for other Digital Marketing Agencies in Sheffield. She has a particular interest and skills in Technical SEO, but is more than willing to get stuck in and give anything a go.
Outside of work, Thea spends most of her time with her children, but also loves reading, photography and gardening.
PPC Executive
Before joining Wildcat, Tom worked across different industries, building skills in sales and customer service. He later developed a passion for digital marketing whilst working on personal marketing projects and freelance ventures, and gained numerous certifications in PPC and Social Media.
Outside of work, Tom enjoys staying active by going to the gym and hiking. He also loves travelling and motorbiking.
Head of Growth
Rich joined us in May 2024 to head up our growth team. With years of experience helping other agencies to grow, Rich joins us at an exciting time as Wildcat is working on a five-year plan to become one of the biggest agencies in the UK.
Outside of work, Rich is a father to three children, which keeps him very busy! He’s also recently started running again to keep fit and loves a bit of DIY.
SEO Executive
Kezia joined us in July 2024 after completing a CIM Certificate in Digital Marketing and gaining experience in Content SEO at another Sheffield agency.
In her spare time, Kezia loves to get outdoors, bouldering, hiking and travelling.
SEO Executive
Amy joined Wildcat in 2024 with a background in journalism, having worked as a News Editor and Editor-in-Chief at The Sheffield Tab. She is naturally interested in Content SEO and research, so will no doubt prove to be a content power-house.
In her spare time, Amy loves watching crime shows, listening to music and hanging out with her dog, Eddie!
PPC Account Manager
Masilda joined the Wildcat team in October 2024 with over seven years of experience in digital marketing. She specialises in Google Ads, but is also certified in Google Analytics, YouTube Ads, Google Ads for Ecommerce and Apple Search Ads. She has extensive expertise in performance marketing, display advertising, online lead generation and market planning.
In her free time, Masilda likes staying active, cooking, trying new restaurants and exploring new places.
Head of Digital
Sarah joined Wildcat in January 2025, bringing over seven years of SEO expertise to the team. With a background in Fashion Communication and Promotion, she has worked both in-house and at agencies, covering a range of digital marketing specialisms before focusing on SEO.
Passionate about all things search, Sarah thrives on helping brands grow their online presence.
Outside of work, she enjoys walking her dog, running, and shopping for vintage clothing.
Office Manager
Amelia joined Wildcat Digital in January 2025, bringing extensive experience in HR, Health & Safety, Facilities Management and IT Support. Previously an Operations Manager at The University of Sheffield, she has a strong background in creating efficient and well-organized work environments.
Specialising in HR, Health & Safety, and Facilities Management, Amelia ensures the Wildcat Digital team has the resources and support needed to thrive. Whether managing office operations, maintaining compliance, or fostering a positive workplace culture, she keeps everything running smoothly.
Outside of work, Amelia loves trying new things, traveling, camping, and walking. She also enjoys socialising and exploring new places with friends and family. Her adventurous spirit and proactive approach make her a valued member of the team.
Senior PPC Executive
Alex joined Wildcat Digital in December 2024 as a Senior PPC Executive, bringing a strong background in Paid Media, Paid Social, and Programmatic advertising. With a degree in Business & Marketing and Google Ads certifications, she has the expertise to craft high-performing campaigns that drive results.
Before joining Wildcat Digital, Alex worked at two leading agencies in Leeds, honing her skills across various digital advertising platforms. Her analytical mindset and strategic approach help businesses maximize their online presence and advertising budgets.
Outside of work, Alex enjoys spending time with her dog, Lola, and going on walks with her dog walking group. She’s also a keen footballer and loves playing five-a-side whenever she gets the chance. Her enthusiasm and team spirit make him a great addition to the Wildcat Digital team.
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