Using SEO data analytics to identify business gaps

Use SEO data analytics to identify business gaps It’s been a while since we’ve had an SEO data analysis post, and in this post we’ll be digging into the most important aspect of any company’s SEO strategy. For any business, SEO is expensive, difficult to keep up with, and inconsistent. On top of that, you end up having to spend a lot of time and money on it. In order to drive the most out of your SEO strategy, you need to get the most out of your SEO data.

SEO is a branch of Internet marketing that strives to increase the visibility of a website in a search engine’s ranking algorithms. Long forgotten by many marketers, SEO has been making a comeback of late and is now being used by many companies to help them maximize their marketing efforts.

Blog Post: Identifying gaps in your marketing strategy is the first step towards filling them. This post will explore the importance of using SEO analytics to identify gaps in your marketing practices, and the steps you can take to fill them.

30-second summary:

  • Are your prospects going through these loopholes to reach your business?
  • SEO professionals have an excellent perspective in the form of data that actively helps identify business opportunities and gaps.
  • SEO pioneer, serial entrepreneur and bestselling author Chris Jones highlights three key aspects that can be established to lay the foundation for a successful SEO strategy in 2021.

One of the strangest things to explain to someone who isn’t very familiar with digital marketing is how entrepreneurs can start targeting business opportunities that aren’t currently on their radar. For, looking at the problem from a semi-philosophical standpoint, how can we know what we do not know? If we rely only on human logic, this task will be very difficult. Fortunately, we SEO professionals have many tools that can help us identify business opportunities and gaps. This means we don’t target keywords, target audiences, backlinks, or content topics on our websites. In other words, these are the basics of a successful SEO strategy in 2021, and you may be missing an opportunity to make them work for you. Here are three examples of how you can use SEO analytics to identify your company’s weaknesses in terms of keywords, content, and backlinks.

Find your gaps in keywords

Digital marketers have been aware of the fluctuating importance of keywords since the late 1990s. But no matter how things evolve, you still need to rank for the right keywords or you won’t appear on any pages. But have you ever done several searches for the keywords you want to rank for and not found your website in the search results? Doesn’t it frustrate you to see your competitors on the first page? You can be just as good as they are. The way to do this is to run a keyword gap analysis in a tool like Semrush or Google Search Console (GSC). Semrush is better and more convenient for this, but if you don’t have access to it, let me talk about CMS first. First you need to link Google Analytics and the CMS. Then go to Analytics and go to Acquisition>Search Console>Queries. word-image-2502 You can see which search terms visitors are using to reach you, as well as the number of clicks, impressions and conversions (CTR) for those terms. Export this data to an Excel or Google Sheets spreadsheet, and then compare the number of actual website visits these keywords earned you with the number of impressions you received for these keywords. The percentage difference between the two gives you a measurable idea of what you need to improve. However, I prefer Semrush’s Keyword Gap tool for this purpose. Just enter your URL and the URLs of several competitors, and the program compares the number of keywords you and your competitors have. The tool provides a keyword overlap table and your best chances for new rankings.

Identification of gaps in content

You probably know that no serious SEO professional writes content solely on keywords these days. Keywords have their place as subject headings for Google, but we need to focus content on actual topics. We need to answer the questions people have with our content. And maybe your main competitors are doing much better than you. The result is that they rank well for a particular search and you don’t. So how do you use SEO data to find gaps in your content? Well, we’ll build on the previous point and use our competitors’ keywords to find out. I’ve said before that we write content for topics, not keywords, but keywords are still responsible for how the audience finds your content. In Semrush or in your spreadsheet, you can filter your keyword gap analysis to show keywords for which you are ranked in positions 11 to 100 or any number. If your competitors are doing well for a particular term and you’re languishing at position 18 or 22, it’s time to examine the content you’ve created for those terms. What’s wrong with that in terms of user experience and SEO? Is the information out of date? Is the content thin? Doesn’t it solve a particular problem in the buyer’s mind? For example, do you write blog posts about how to make a doctor’s appointment without talking about why you need to go to the doctor? Not everyone who goes to the medical center website is ready to act. Analyzing your content in this way (as well as your competitors’ content, such as by analyzing SERPs) is usually a more manual approach, but the keyword gap analysis you perform should prove very useful. You can also use the data to generate new content marketing ideas as needed. Tools like BuzzSumo, Answer the Public and the Semrush thematic search combine user analytics to show you relevant topics for specific keywords.

Find your holes in backlinks

When we talk about using SEO data to identify gaps in your business, the icing on the cake is a good in-depth backlink analysis. If you are found using keywords and the content is credible to customers, backlinks increase your site’s authority for Google. A return link is a show of trust. It is the equivalent of someone standing up in a crowd and saying: Yeah, I believe in what you do. The way to build a strong backlink profile is through your content marketing, where you contact influencers to see if they want to link to your useful and authoritative content. But your competitors will end up doing the same thing, and probably to much greater effect. Again, we can use SEO analysis to determine where you are falling short. Of course, you can use everything already mentioned here to analyze your competitors’ content, but eventually you’ll probably need a paid tool to perform a full backlink gap analysis. You can use Ahrefs, Semrush, Moz’s Link Explorer or others. You can use the free trial to test how each program works, but to track backlinks you need a paid subscription. Based on your research, enter data about your website and a number of competing sites. Regardless of the tool you use, you should look at the total number of backlinks and referring domains. Note that there are often more backlinks than domains. This means that some domains link to you more than once. That doesn’t sound so bad, but if you want to have a large and diverse backlink profile, you need to increase the number of domains linking to you. word-image-2503 At this point, it’s just a matter of going through the data and seeing if you missed anything. Check the backlinks of your main competitors. What type of content gets the most links? Are they long blog posts? White papers? Or is it some other form of content that gets those links? Find out what your competitors are doing well and then create better content! If these domains are linking to this type of content for someone else, they can probably do the same for you. Also, if you’ve filtered your top pages for backlinks and found that you get a lot of backlinks on a certain type of post, make more of those posts in the future!


Whether it’s keywords, content or backlinks, ultimately the best overall presentation wins in SEO. They should be useful and authoritative for users and Google. As SEOs, we are used to sorting data. However, this is not the case for the average business owner. In this case, I hope readers learned a lot about how analytics are your friend when it comes to identifying gaps in your company’s SEO strategy. If you start doing well, you’ll be part of those victories too. Chris Jones is founder and former CEO of digital marketing and affiliate network Pepperjam, which he sold to eBay Enterprises in 2009. Recently, Chris founded LSEO.com, a company that provides SEO software and services, and has invested in numerous successful technology companies. Chris is an experienced speaker and author of one of the best-selling books on SEO, Search-Engine Optimization – Your Visual Blueprint to Effective Internet Marketing, which has sold approximately 100,000 copies.After analyzing 18 years of Google Analytics, EggheadDesigns has come up with some interesting insights into how Google ranks websites. What we’ve discovered is that 70% of Google’s algorithm is written in Javascript. As a developer, this might make you believe that Javascript is the key to making a great website. However, Google has a programming language called V8 that has a similar impact on a number of pages.. Read more about marketing analytics and let us know what you think.

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