How to Find Keywords Your Competitors Are Ignoring

Think all the “good keywords” are already taken? That’s a common trap for business owners. The truth is, plenty of opportunities exist if you know how to look. With the right competitor analysis for SEO, you can uncover hidden keyword opportunities and give your content a boost without fighting over the obvious terms. The key is learning how to analyze competitors effectively and discovering the gaps they’ve left behind.

Why Competitor Analysis Matters

Understanding what your competitors are targeting isn’t just about copying their strategy—it’s about finding what they aren’t doing. Every competitor has gaps in their content, missed search terms, or keywords they haven’t optimized for yet. These gaps are where you can step in and attract traffic they’re leaving on the table.

For example, a competitor might rank for “yoga classes” but ignore location-specific searches like “beginner yoga classes near downtown.” By focusing on these gaps, you can create highly targeted content that’s easier to rank for, and more likely to convert visitors into customers.

Competitor analysis also helps you spot trends in your niche. Maybe everyone is focusing on informational content, but no one is targeting transactional or comparison-based searches. By identifying these overlooked areas, you can capture valuable traffic before your competitors catch on.

Step 1: Identify Your Top Competitors

Start by figuring out who your real online competitors are. Tools like Ahrefs, SEMrush, and Ubersuggest can show which businesses rank for your target terms. But don’t just look at direct competitors in your industry—sometimes the most relevant competitors come from adjacent niches or from businesses targeting the same audience with slightly different offerings.

For instance, if you sell organic skincare, your direct competitor might be another organic skincare brand, but an indirect competitor could be a wellness blog that ranks for “natural skincare tips.” By mapping both direct and indirect competitors, you get a fuller picture of the landscape.

Pro Tip: Make a spreadsheet listing each competitor, the keywords they rank for, their top pages, and any noticeable content gaps. This makes it easier to compare them later.

Step 2: Find Keyword Gaps

Once you know your competitors, it’s time to identify the gaps. Look for keywords:

• They rank for weakly (positions 11–30)

• They haven’t targeted at all

• Where they rank high but the content could be improved

Keyword gaps are essentially untapped opportunities. Targeting them lets you capture search traffic without competing directly for the most competitive terms.

A practical approach: Use tools like Ahrefs’ “Content Gap” feature to compare your site to competitors. It will show keywords they rank for that you don’t, and vice versa. You can also manually explore their blog topics or product pages to see what’s missing.

Step 3: Analyze Content and Intent

Not all keywords are equally valuable. After you find potential targets, check the search intent behind them. Are people looking for information, ready to buy, or comparing options? Understanding intent helps you create content that actually meets user needs.

For example, if the keyword is “best project management software,” users are likely comparing tools and are closer to making a purchase. Content that highlights comparisons, pros and cons, and pricing can perform much better than a general informational article.

Analyzing intent also ensures you don’t waste resources optimizing for keywords that won’t drive meaningful results. The right alignment of keyword and content type increases engagement, dwell time, and ultimately, conversions.

Step 4: Look Beyond the Obvious

Some of the most valuable keywords are long-tail phrases your competitors overlook. These might not have massive search volume, but they’re highly targeted and easier to rank for. Long-tail keywords also often show stronger purchase intent because they’re more specific.

For example, instead of competing for “yoga classes,” try:

• “Yoga classes for beginners in Brooklyn”

• “Morning yoga classes for seniors near me”

• “Online yoga sessions with certified instructors”

These keywords often have less competition, which means you can reach the right audience faster while building authority for your broader niche terms.

Step 5: Track, Test, and Adjust

Keyword discovery isn’t a one-time task. Monitor which keywords bring traffic, which pages perform well, and adjust your strategy accordingly. Some keywords may underperform, while others exceed expectations.

A good practice is to track:

• Rankings for each target keyword

• Click-through rate from SERPs

• Conversion metrics on pages optimized for new keywords

Over time, this allows you to refine your SEO strategy and capture more opportunities as they appear. Staying flexible and data-driven keeps your SEO ahead of competitors.

Turn Competitor Gaps into Your Advantage

Hidden keyword opportunities are everywhere if you know where to look. By doing proper competitor analysis for SEO, focusing on gaps, analyzing intent, and testing your strategy, you can capture traffic your competitors are missing.

If you’ve been avoiding SEO because it feels like every keyword is already taken, this proves that smart research and strategic execution go a long way. With a targeted approach, your content can outperform competitors without competing for the most obvious search terms.

Want a clear plan to uncover the keywords your competitors are missing? At Hot Brewed SEO, we help businesses like yours find untapped SEO opportunities and grow traffic faster. Book your free consultation today!