Know Thine Enemy: How to Conduct an Online Market Competitor Gap Analysis

By Matt Bertram

By Matt Bertram

Matt Bertram, local keynote speaker, personal brand consultant, and author of Build Your Brand Mania: How to Transform Yourself Into an Authoritative Brand That Will Attract Your Ideal Customers, is the co-owner and majority shareholder of EWR Digital, a digital marketing agency based out of Houston.
Know Thine Enemy: How to Conduct an Online Market Competitor Gap Analysis

We’re sure you think you know who your competition is, but do you know what they’re doing better than you to rank on search? There may be a gap there, and that’s exactly what we will be talking about.

What if we told you that you could know exactly what they’re doing? Here, we explain the process behind conducting an in-depth competitor gap analysis. This analysis compares your website and your top online competitors based on keyword analytics. 

Once you have the gap analysis completed, we give you sure-fire digital marketing agency techniques for minding that gap by bridging the space between your business and your online competitors.

Check out the information you can use today below and see how you can close the gap a little bit more in your own business

Finding the Right Competitors for a Gap Analysis

How to Conduct an Online Market Competitor Gap Analysis | EWR Digital

We are sure you’re able to tell us your competition in your local area. But are those the same as your online competition? The answer might surprise you. Knowing the competitive landscape of your industry is the single most important step in turning a profit online.

One idea is to utilize a competitors analysis tool to determine the competition fighting for territory in your online search neighborhood. They’ll run a gap analysis against the niche you’re in and your current keyword rankings to see who is siphoning customers from your site.

This will also allow you to figure out what they’re doing that you’re missing out on. Don’t have the resources to procure your third-party analytics software at the moment? Let a professional do it for you.

Professional SEO services have access to a plethora of tools and will be able to provide you with a complete breakdown of your online competition.

How Do They Do It?

Once you’ve nailed down your online market competition list, it’s time to locate that gap. How have they set themselves apart from your site to garner more market share?

Using gap analysis software, or hiring someone to do it, will provide a list of keywords. These keywords are the ones they are ranking for that you are not. The analysis software will also include positions of the keywords in ranking and who is winning the battle amongst you and competitors.

It will also provide the URL each of those keywords is ranking for. Don’t copy and paste the same content to your website because duplicate content is a no-go. While you can’t just copy it over, you can write your piece about the topic that covers the information in a better way.

Using Google to Rank on Google

Are you wondering how to figure out how to make better content than your competition? Use Google! Again, it may seem counterintuitive, but using an incognito search window, type in the keyword you’re trying to rank for.

Analyze the search page. Is there a blurb of text featured at the top? This is called a featured snippet. Jot down what’s included and read the source page. Are the questions featured with dropdowns? Answer these questions in your piece. Jot down which URL has the feature on each of these questions.

The more information you include in your content piece that satisfies everything Google deems relevant to this topic, the better your chances of outranking your competition.

Latent Semantic Indexing and Why It’s Important

Scroll down to the bottom of your search results page. Take note of the “Searches Related to Your Keyword” section. These are secondary keywords. They are not the primary focus, but they support the keyword you are attempting to rank for. Using these naturally throughout your content piece will, again, answer more questions relevant to your user.

In addition, the search bots Google sends to crawl your page will read them as clues that you know what you’re talking about. You’ve discussed everything people search for about this topic. This earns you credibility and trust. This gives Google the impetus to push your page higher in the search results because you offer its users the answers they crave.

Drip Out That Newly Written Content

How to Conduct an Online Market Competitor Gap Analysis | EWR Digital

Gradually release the articles rather than doing it at the same time. Please don’t write the content and post it all within 24 hours because that’s not effective. When everything is posted at similar times, it looks suspect and highly unnatural to the Google bots. They will penalize your hard-earned trust scores with spam penalties.

Aim for a publishing schedule of 2 articles per week or match the pace that your competition is following.

Use the Gap Analysis to Learn More About What Potential Customers Want

No one knows everything. While you have a firm understanding of what you do, it’s hard to see the forest for the trees sometimes. Maybe potential customers don’t understand as much as you thought. 

Analyze the keywords for topics you thought were second nature to your potential customers. Do you need to cover more of the basics? Have you missed covering an aspect of your business that isn’t your top seller currently?

This is a missed opportunity. This information could provide a higher ROI.

Use a Gap Analysis to Boost Sales and Garner More Business

Understanding your competition is vital to boosting your ROI on marketing. If you plan an entire marketing campaign without an in-depth gap analysis of the competition, you’re taking a shot in the dark.

Ready to learn more? Want a deep dive into the search analytics of your business? We have the SEO services and marketing you need to boost your business to the next level!  

Contact us today to find out how we can bring you more leads and boost your results in search.