An SEO gap analysis helps you review your "market share of consumer searches" by comparing the number of searches performed for the keywords you are targeting against the actual number of visitors you get to your site through natural search in the organic search engine listings.
Where there is high demand for products or searches indicated by the number of searches, but you have a relatively low share of visits to your site from natural search this is a gap that you need to understand and review SEO techniques to increase visits.
When consulting with businesses we have found that many businesses have a poor target keyword list which is either not detailed enough or poorly structured. This spreadsheet will show you how to create a comprehensive target keyword report and review performance to identify new SEO and content marketing strategies. We use it ourselves as part of our SEO strategy and it helps us deliver over 80% of the Smart Insights 1/2 million uniques per month through organic search.
SEOs who work regularly on keyword analysis will likely have their own Google Docs or spreadsheet for this, but we provide this spreadsheet to save members time and to explore data in more depth than possible in Google Analytics since it uses a fairly advanced Excel VLOOKUP() functions to search for keywords across a list and a conditional wildcard SUMIF() function which occasional Excel users may not be familiar with. So if you don't know these techniques, you will learn about these too.
We also have a separate video tutorial explaining where and how to access the data sources covered in this video. This screencast also covers competitor backlink analysis to identify opportunities to improve SEO:
Dr Dave Chaffey is the editor of all Smart Insights resources. He has advised on SEO since he created his first site in 1997 when Altavista was the leading search engine and he switched to Google in ‘99 when it was launched. Ten years ago he ran the first SEO training courses for the Chartered Institute of Marketing and for several years was the tutor on the Econsultancy Advanced SEO course and also created the original Econsultancy Best Practice guide to SEO. Today his main SEO focus is improving organic search results for Smart Insights and our resources for subscribers.Look Inside the SEO gap analysis Excel spreadsheet
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I recently completed the RACE Digital Strategy Course. It was brilliant, and the 7-Steps guides are excellent resources, too. Thanks for providing such a fantastic collection.
Translated complex digital marketing channels into easy-to-understand concepts
Translates complex digital marketing channels into easy-to-understand concepts. Constantly updated with new insights that will help whether you own your own business or work for a large corporation.
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