Gap analysis is a process we’ve used with great success for many years at Branded3 but is yet to be adopted by most other agencies.
The underlying principle behind gap analysis is that, under normal circumstances, a website won’t rank highly for a particular keyword unless there is a page on the site set specifically to target that keyword.
During gap analysis we go through the website one keyword at a time, We’ll then either optimise existing landing pages or creating bespoke landing pages to target a particular keyword set.
We start with a seed list of keywords and divide them up into sets and subsets before matching each individual keyword up to existing landing pages. Some highly efficient pages can have up to 10 keywords and phrases associated with them, while others are built to target just one phrase.
Any keywords that don’t match up to an existing page are placed in a separate document and grouped with other ‘orphan’ keywords ready for a landing page to be constructed.
This scientific approach to natural search means maximum efficiency for your campaign and helps to eliminate costly gaps in your keyword portfolio.