How to find keyword gaps against a competitor

1. Pick the right competitors

Choose websites that compete with you in search, not only in business. A large national retailer may appear for everything; a similar-sized business in your niche usually gives more useful gaps. Start with two or three.

2. Sort gaps into three groups

• Missing — they rank in the top 20, and you weren't found in the top 100. These usually need a new page or a significant new section.
• Weak — you rank, but below 20, while they're in the top 20. These usually need your existing page improved.
• Shared — you both rank well. Keep these pages up to date and watch them.

3. Decide which gaps are worth it

Not every gap fits your business. Skip searches for their brand name, products you don't sell, or areas you don't serve. Then prefer gaps with reasonable demand, lower difficulty and an intent you can satisfy.

4. Learn from the page that ranks

Open their ranking page and note what it covers, how it's structured and which questions it answers. The aim isn't to copy it but to make a page that's more useful for your customers — with your own expertise, prices, examples and photos.

5. Act, then measure

Plan one page per gap, publish it, and add the search to weekly tracking. Expect results over weeks or months rather than days.

Doing this in Rankpax

Add competitors to your website project and run a snapshot (one search). Rankpax sorts every gap into Missing, Weak or Shared, leaves out the competitor's brand searches, and shows the evidence for each gap with a recommended action. Save it, create a brief or add it to your Action Plan in one click.