Google Analytics<\/strong><\/a> and GSC together. After that, go to Analytics and navigate to Acquisition>Search Console>Queries.<\/p>\n![\"SEO](\"https:\/\/www.searchenginewatch.com\/wp-content\/uploads\/2021\/05\/SEO-data-analytics-and-identifying-missed-keyword-targeting-opportunities.png\")
<\/p>\n
You\u2019ll see the search terms people have used to get to you, as well as those queries\u2019 clicks, impressions, and click-through rates (CTRs).<\/p>\n
Export that data into an Excel or Google Sheets spreadsheet, and then compare the number of actual site visits that those keywords got you to the number of impressions you got for those keywords. The percentage of the difference between them will give you a measurable idea of where you need to improve.<\/p>\n
However, I prefer Semrush\u2019s Keyword Gap tool for this. You simply input your URL and those of a few competitors, and it compares your keyword numbers against your competitors. The tool shows you a keyword overlap diagram as well as your top opportunities for getting new rankings.<\/p>\n
Find Content Gaps<\/h2>\n
You likely know that no serious SEO today writes content for keywords alone.\u00a0Keywords\u00a0have their place as subject identifiers for Google, but we need to focus content around actual topics. We need our content to address\u00a0questions people are asking.<\/p>\n
And maybe your top competitors are doing that much better than you are.<\/p>\n
As a result, they rank well for this or that query, and you don\u2019t. So, how do we use SEO data to find content gaps?<\/p>\n
Well, we are going to build on the previous point and use our competitors\u2019 keywords to find this out. I mentioned earlier that we write content for topics over keywords, but keywords are still how the public finds your content.<\/p>\n
In Semrush or your spreadsheet from before, you can filter your keyword gap analysis to show the keywords you\u2019re ranking for in positions 11 through 100 or any number you like. If your competitors are doing well for this or that term, while you are languishing in position 18 or 22, then it\u2019s time to take a look at the content you\u2019ve built around those terms.<\/p>\n
What\u2019s wrong with it from\u00a0user experience and SEO\u00a0perspectives? Is the information outdated? Is the content thin? Does it not address a certain issue within the buyer\u2019s journey?<\/p>\n
For instance, are you writing blog posts about making an appointment with a doctor when you haven\u2019t even covered why you might need to see a doctor? Not everyone who\u2019s browsing a medical center\u2019s website is ready to take action.<\/p>\n
Analyzing your content this way (as well as the content of your competitors, by mining the SERPs, for instance) tends to be more of a manual approach, but the keyword gap analysis you did should really come in handy.<\/p>\n
You can also use what you\u2019ve learned from that data to generate new ideas for\u00a0content marketing\u00a0if you need to. Tools such as BuzzSumo, Answer the Public, and Semrush\u2019s Topic Research tool aggregate user analytics to show you the currently trending topics around certain keywords.<\/p>\n
Find Backlink Gaps<\/h2>\n
When we\u2019re discussing using SEO data to identify your business gaps, then the icing on the cake is a good, thorough backlink gap.<\/p>\n
Where keywords get you found and content earns customer trust, backlinks flex your site\u2019s authority for Google. A backlink is a vote of confidence. It\u2019s the equivalent of someone standing up in a crowd and saying, \u201cYes, I believe in what you\u2019re doing.\u201d<\/p>\n
The way to a strong backlink profile is through your content marketing, reaching out to influencers to see if they would like to link to your useful and authoritative content.<\/p>\n
But then, your competitors are doing the same thing, and possibly to much greater effect.<\/p>\n
Here again, we can use SEO analytics to find where you\u2019re falling behind.<\/p>\n
You can certainly use everything already mentioned here to analyze your competitors\u2019 content, but in the end, you\u2019ll likely need a paid tool to perform a full-fledged backlink gap analysis.<\/p>\n
You can use Ahrefs, Semrush, Moz\u2019s Link Explorer, or something else. You can check out how each works with a free trial, but to stay on top of your backlink gaps, you would need a paid subscription.<\/p>\n
From your research, input your site and a few of your competitors\u2019 sites. Whichever tool you use, you will need to view the total number of backlinks and referring domains.<\/p>\n
Now, note that it is quite common to have more backlinks than domains. That just means that some domains are linking to you more than once. That doesn\u2019t sound so bad, but if you want a large and varied backlink profile, you will want to ramp up the number of domains that link to you.<\/p>\n
![\"SEO](\"https:\/\/www.searchenginewatch.com\/wp-content\/uploads\/2021\/05\/SEO-data-analytics-and-identifying-backlinking-opportunities.png\")
<\/p>\n
At this point, though, it\u2019s all about sifting through the data to see where you\u2019re missing the mark. Check out your top competitors\u2019 backlinks. What kind of content gets the most links? Is it long-form blog posts? White papers? Or is it some other content format that\u2019s winning those links?<\/p>\n
Find out what your competitors are doing well, and then\u00a0create better content! If these domains are linked to that type of content for someone else, they can certainly do it for you.<\/p>\n
Similarly, if you\u2019ve filtered to see your top pages for backlinks and notice you\u2019ve gotten a ton to a certain type of post, then make more of those in the future!<\/p>\n
Conclusion<\/h3>\n
In the end, whether it\u2019s keywords, content, or backlinks, the best overall presentation wins in SEO. You have to be useful and authoritative to human users and Google.<\/p>\n
As SEOs, we\u2019re used to sorting through data. The everyday business owner might not be, though. In that case, I hope readers have learned a lot from this about how analytics data is your friend when you\u2019re looking to identify gaps in your business\u2019s SEO strategies.<\/p>\n
When you start to get this right, you\u2019re going to share in those wins, too.<\/p>\n","protected":false},"excerpt":{"rendered":"
One of the strangest things to try to explain to someone who isn\u2019t so familiar with digital marketing is how business owners can start targeting business opportunities that aren\u2019t currently on their radars.\u00a0After all\u2013if we consider the problem semi-philosophically\u2013how can we know what we don\u2019t know?\u00a0Relying on human logic alone would make that task quite […]<\/p>\n","protected":false},"author":1,"featured_media":883,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[3],"tags":[14],"yoast_head":"\n
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