Do users want to find out more or do they want to buy

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However, this requires a lot of effort and is quite subjective. Gaps that you don't yet cover at all have great potential. You can create new landing pages to cover your topic even more broadly. In Sistrix you can find an analysis for this under SERPs > Competitors > Keywords. However, you can only filter a little here and don't see the search volume for prioritization: sistrix common keywords The metrics.tools offer a little more filter options, as you can also find the search volume and the URL here: common keywords with search volume Unfortunately there is no export function here. The best thing is therefore to work by hand.


My colleague Luisa has developed a very good approach for this: Identify gaps withSpecial Data Excel We export all the keywords for our domain as well as the domains of our competitors and combine them in a table in Excel. There we check in one column whether we are ranking, and in a second column we count how many competitors are ranking. We use this to create a pivot table that looks something like this: competition gap analysis excel The more competitors rank for a keyword, the more likely these keywords are relevant to us. We can therefore leave out the search volume for the 584 keywords for which all three competitors rank and only we do not and open them up one after the other.




If you want to know more about how this works, please write it in the comments. Maybe Luisa will explain this in more detail. Understand the searcher's intent But taking a look at the competition helps not only with the keywords, but also with the actual content of your site. Because Google usually knows very well what searchers really want to find based on the user signals it evaluates. The top search results probably correspond fairly well to the search intent. The most important question is the basic orientation. If the majority of results are shop categories, then you're more likely to buy.