The keyword gap is the set of terms your competitors rank for that you do not. Filling the right gaps is faster than inventing new topics.
1. Pick 2–3 real competitors
Choose sites that rank for your target terms and that you could realistically beat.
2. Collect their terms
- Browse their sitemap and navigation to list their topics
- Search your main keywords and note which competitor pages rank
- Use a paid tool (Ahrefs/Semrush) for the full gap report if budget allows
3. Find the gaps you can win
Filter for terms that are:
- Relevant — matches your audience
- Reachable — low competition, or topics you cover better
- Actionable — you can build a genuinely better page
4. Build the page
Follow the content refresh and readability guides to make the page complete and skimmable, then add structured data with the schema generators.
5. Track
Add the page to Search Console and watch impressions over 4–6 weeks, then repeat.