As an SEO consultant, I prefer to use efficient SEO methodologies, that yield relatively fast results when I am working for clients. Out of the three methods I cover in this article one of the most effective SEO methodologies I use, is a methodology called ‘gap analysis’.

Gap analysis

The first of the three SEO methodologies is called gap analysis. Gap analysis involves identifying ‘keyword gaps’ these are keywords that my client’s website does currently not rank for, but their competitor’s website does. In other words, it highlights the keywords that I would like my client’s website to rank for in the future but that they don’t rank for currently.

To perform a gap analysis, we can use tools like SEMrush, which allows you to compare your website against up to four competitors.

When selecting competitors, there is always the challenge of determining which websites to compare against. One way is to ask your client who they consider to be their main competitors. However, you can also use a more data-driven method, utilising tools such as SEMrush to analyse traffic characteristics and suggest your most similar competitors.

Once the competitors are selected, we are able to compare the keywords they rank for but our client doesn’t. The focus should be on keywords that at least two or more competitors are ranking for, rather than just one, as this increases the likelihood of industry relevance. If all four competitors of your are ranking for a particular keyword but our client’s website is not, then that keyword is likely to be highly valuable and worth targeting.

Snapshot Tactic

The second method you can use is called the Snapshot Tactic. This involves analysing keywords that are currently ranking in positions 3 to 10 (relatively close to the top) and identifying the various URLs that these keywords trigger.

In e-commerce, the priority is often category pages rather than individual product pages, as products can go out of stock. For content-oriented websites, it makes more sense to start with guides, blogs, or articles.

Once you identify keyword-URL pairs ranking between positions 3 to 10, the next step is to optimise these URLs one by one. Since multiple URLs are involved, small incremental tweaks across 50,100, or even 200 URLs can lead to a significant improvement in overall traffic.

Anti-Snapshot Tactic

The third and final method is called Anti-Snapshot Tactic,  the complete opposite of the Snapshot approach. Instead of focusing on keywords that are already ranking well, this method targets keywords ranking at position 50 and below.

If a website is ranking this low, it is often a strong signal that it lacks the right content.

For example, imagine a jewellery e-commerce website ranking at position 50 for the keyword “silver wedding rings”, but the triggered URL is actually about gold wedding rings. This suggests that the website could potentially rank in the top 10 if it had a dedicated category page for silver wedding rings.

However, the crucial question is: Do we actually want to sell silver wedding rings?

If the answer is yes, then creating that category should be the first priority in the SEO strategy.

The three SEO methodologies.

Effective SEO consulting requires a strategic approach that prioritises efficiency and measurable results. By leveraging SEO methodologies like gap analysis, you can identify valuable keyword opportunities that competitors are already ranking for. The Snapshot Tactic helps optimise existing high-ranking pages to push them further up in search results, while the Anti-Snapshot Tactic focuses on uncovering hidden potential by addressing content gaps for lower-ranking keywords. When combined, these techniques form a well-rounded SEO strategy that not only improves rankings but also enhances overall website visibility and traffic. The key to success lies in continuous analysis of your website. For more SEO tips, read our SEO checklist. 

 

 

We are delighted to have this article written and provided to us by Lukasz Zelenzy, SEO consultant, Director and Co-Owner of SEO.London. Lukasz has over 20 years of SEO experience, and has worked with some of the UK’s largest brands and online platforms.