Keyword Gap Overview

In this guide, you’ll learn more about the Keyword Gap tool in the Competitive Research section of Moz Pro.

Quick Links

• Getting Started With Keyword Gap
• Site Overview
• Ranking Distribution
• Keywords to Improve
• Top Competing Content

The Keyword Gap tool within Competitive Research allows you to compare your domain against your competitors to pinpoint gaps and opportunities for rankings, content creation, and more.

To get started:

1. Click Analyze Competitors

2. Click Keyword Gap from the Competitive Research section of Moz Pro

3. Enter your domain

4. Select whether you like to see results for a Domain, Subdomain or Subfolder

5. Enter up to 3 competitor domains, subdomains or subfolders to compare

6. Select the domain type for your competitor

7. Select your preferred market

After clicking Analyze Competitors the Site Overview module will populate with information regarding the ranking keywords for each site entered.

A. Site - The URL for the site entered for comparison

B. Ranking Keywords - The site is ranking within the top 50 search results for this many keywords

C. Top Positions - The number of Ranking Keywords where this site is ranking in the top 10 search results

D. Page Authority - A Moz proprietary metric from 1-100 which predicts how well a page will rank in Google based on a machine learning algorithm of link metrics.

E. Domain Authority - A Moz proprietary metric from 1-100 which predicts how well a domain will rank in Google based on a machine learning algorithm of link metrics.

There is also an option to view the Ranking Distribution tab which will display a visual representation of where in the top 50 results the ranking keywords for each site fall. Each site entered will be represented by a different color. Hover over the graph to see more information.

You can remove a site from the graph by clicking it in the key below. Or you can click the three bars on the top right to export the graph and view in full screen mode.

Below the Site & Ranking Overview module, a module noting Keywords to Improve will help to identify areas for improvement on your competitors’ most prominent ranking keywords. You will be able to view their top keywords that you also rank for in positions 2-20.

A. Keyword - The ranking keyword for the sites queried.

B. Traffic Lift - The estimated amount of traffic you can expect to gain by outranking your competitor for this keyword.

C. Volume - The number of searches for that keyword for any given month. This is often thought of as an indication of demand for that keyword.

D. Difficulty Score - Shows you how hard it would be to rank in the top 10 positions in the SERP for this keyword.

E. Your Ranking - Where your site is ranking in the SERP for this keyword.

F. Competitor Ranking - Where your competitor(s) are ranking in the SERP for this keyword.

You can remove columns from this table by clicking Columns on the top right. Or you can filter your results by clicking Filters.

The following filters are available within the Keywords to Improve table:

• Keyword
• Traffic Lift
• Volume
• Difficulty Score
• Your Ranking
• Your Competitor’s ranking

If you’ve identified keywords that you may want to target, you can add them to a Campaign or a Keyword List. To do so:

1. Check the boxes on the left for the keywords you’d like to track

2. Click Add to Campaign or Add to Keyword List at the top of the table

Clicking on any keyword in this module will take you straight to Keyword Explorer where you can see more information including SERP Analysis and Keyword Suggestions.

In the Top Competing Content section of the tool, you can explore your competitors’ most visible content and the keywords they rank for. This can help to provide insight into top-performing pages so you can build and refresh content on your own site.

A. Content URL - The top ranking URL for the keywords to the right.

B. Top Ranking Keywords - The keywords the URL in the first column are ranking for.