7 Ways to Find Untapped Keyword Opportunities

Want to rank higher on Google? Over 90% of pages never make it to the top. Targeting untapped keywords - those your competitors overlook - can help you stand out and drive more traffic. Here’s how to find them:

• Use SEMrush & Ahrefs: Compare competitor keywords and identify gaps.
• Leverage AI: Tools like Keyword Gaps highlight missing opportunities.
• Spot Content Gaps: Find missing topics your audience is searching for.
• Focus on Long-Tail Keywords: These specific phrases often have less competition and higher conversion rates.
• Match Keywords to Intent: Align your content with user search goals.
• Explore Google’s PAA: Use "People Also Ask" questions for content ideas.
• Track Trends: Stay ahead by monitoring emerging topics and industry news.

Quick Comparison of SEMrush vs. Ahrefs

Feature	SEMrush	Ahrefs
Primary Strength	SEO + PPC insights	Organic search focus
Unique Metric	Domain Competitive Power	Return Rate (30-day searches)
Best For	Combined SEO & PPC strategies	Organic search strategies
Ease of Use	Comprehensive but complex	Streamlined and user-friendly

Start by using these tools and strategies to build a keyword strategy that drives results.

How to Find Untapped Keywords (and get more traffic from Google!)

1. Compare Keywords Using SEMrush and Ahrefs

Find hidden keyword opportunities by using SEMrush and Ahrefs side by side. These tools each bring unique strengths to the table, making them a powerful combo for keyword research.

SEMrush stands out with its Keyword Magic Tool, which organizes long-tail keywords into logical groups. It also offers a Personal Keyword Difficulty (PKD%) score, tailored to your domain, helping you spot keywords where you have a better chance of ranking [6].

"A keyword gap analysis involves comparing your website's keyword rankings with your competitors'. And identifying the relevant keywords they rank for that you don't." - Aleksandra Beka Jovicic [3]

Key Features Comparison

Feature	SEMrush	Ahrefs
Primary Strength	Detailed keyword data + PPC insights	Organic search focus + multi-platform research
Unique Metric	Domain Competitive Power	Return rate (30-day search repeats)
Best For	Combined SEO & PPC strategies	Organic search strategies
Ease of Use	Comprehensive but more complex	Streamlined and user-friendly

For example, in June 2024, a Boston plumbing company used SEMrush's Keyword Gap tool to uncover local keywords their competitors ranked for, such as "emergency plumbing boston" and "plumbing services boston." This led to content ideas like "How much does a plumber charge to fix a leak?" [3].

How to Use These Tools Effectively

• SEMrush: Use the Organic Research tool with filters for keyword difficulty and search volume to pinpoint realistic opportunities [7].
• Ahrefs: The Content Gap tool helps you find keywords your competitors rank for but you don’t [4]. Plus, it supports research across platforms like YouTube and Amazon [5].

"With the Keyword Magic Tool, I like to start by filtering out KD% that are too high. That way, I know my client won't focus on unreachable keywords...This is a simple way to go grab low-hanging fruits and make sure the content plan that we'll follow will actually be useful to customers." [7]

Focus on keywords with low competition and decent search volume to create content that drives results.

2. Use AI Analysis with Keyword Gaps

Keyword Gaps uses AI to identify competitor keywords missing from your site and suggests ways to improve your SEO.

Understanding Keyword Intersection Types

Type	What It Shows	Value
Missing	Keywords competitors rank for that your site doesn't	High-priority opportunities
Weak	Keywords where your rankings are lower than theirs	Areas to improve content
Strong	Keywords where you outrank competitors	Maintain your advantage
Untapped	Keywords where you don’t rank, but competitors do	New content possibilities

"It's important to know where you stand against your competitors so that you know where to focus your SEO efforts. So using this tool before starting a campaign can be key." - Semrush [8]

Advanced Filtering Capabilities

Keyword Gaps includes filters to refine keyword opportunities, such as:

• Position filtering: Focus on competitors' top 10 rankings.
• Search intent analysis: Match content to user needs.
• Keyword difficulty scores: Spot realistic targets.
• Device-specific data: Compare mobile and desktop results.

These filters help you uncover insights that are practical and actionable.

Practical Applications

The AI-powered tool in Keyword Gaps analyzes competitor data and highlights high-potential keywords. For example, when working with "Missing" keywords, you can:

• Compare up to five competitors at once.
• Filter by specific search intent.
• Target keywords with achievable difficulty levels.
• Save keywords for future content planning.

"Keyword Gap offers a side-by-side comparison between keyword profiles of up to five competitors." - Semrush [8]

This AI-enhanced strategy works well alongside other competitor analysis methods.

Cross-Channel Analysis

The platform also supports keyword research across multiple channels:

• Organic search rankings
• Paid search campaigns
• Google Shopping results
• Mobile vs. desktop performance
• Subdomain and subfolder comparisons

This multi-channel approach helps uncover opportunities often overlooked when focusing on a single area.

3. Find Missing Topics in Your Content

After identifying keyword gaps in your competitors' strategies, the next step is to uncover the content gaps on your site. This process refines your SEO approach by showing you what you're not addressing.

Content gap analysis highlights topics your site should cover. Tools like MarketMuse Topic Navigator can help you spot critical questions that your audience is searching for [1].

Breaking Down Content Gaps

Content gaps generally fall into four categories:

Gap Type	What It Means	What To Do
Freshness	Content is outdated	Update it with the latest information
Thoroughness	Topics are incomplete	Add more depth and detail
Usability	Poor structure or layout	Improve formatting and readability
Wow Factor	Lacks unique value	Include original research or insights

Understanding these categories helps you focus on what your content is missing.

Advanced Ways to Spot Gaps

Here’s how to identify missing topics:

• Analyze Search Intent: Look at Google’s first-page results for your target keywords. Notice patterns in the content that ranks well - it often signals what users find relevant [9].
• Audit Your Content: Check performance metrics like click-through rates, bounce rates, time spent on the page, and conversion rates to find underperforming pieces that need improvement.
• Understand Audience Interests: Use tools like Sprout Social or HubSpot to monitor trending topics and questions your audience cares about [10].

"Content Gap Analysis is the process of identifying and evaluating missing content pieces that could and should align with the various stages of your target audience's buyer's journey."
– Backlinko [9]

Deciding What to Tackle First

After identifying gaps, prioritize them based on their potential impact and how easy they are to address.

For example, seoClarity shared how CarMax discovered over 500,000 missing keywords compared to competitors. This gap represented a loss of 114,834,902 potential visitors [11].

To make the most of your efforts, focus on:

• Keywords that drive high ROI
• Topics where you can outshine competitors quickly
• Content that fits different stages of the buyer’s journey
• Areas where competitors have weak or incomplete content

Tools like SEMrush can help you systematically analyze competitor keywords and uncover these opportunities [2].

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4. Target Specific Long-Tail Keywords

Focusing on long-tail keywords can help you drive more targeted traffic to your site. These keywords, which make up over 70% of search queries [12], are typically 3–5 words long and often lead to conversion rates above 35% [13].

Why Long-Tail Keywords Matter

Long-tail keywords stand out because they:

Characteristic	Benefit	Impact
Specificity	Matches exact user intent	Leads to higher conversions
Competition Level	Less competitive	Easier to rank for
Search Volume	Lower individual volume	Brings in more qualified traffic
Cost Effectiveness	Lower CPC and better ROI	Competes less for ad space

Tools to Identify Long-Tail Keywords

Specialized tools can make finding these keywords easier:

• Mangools KWFinder ($29.90/month): Helps uncover low-competition keywords.
• Long Tail Pro ($59.90/month): Offers keyword difficulty insights.
• WordTracker ($27/month): Suggests niche-specific terms [14].

Tips for Finding High-Value Keywords

"BrightEdge's research reveals: 'Long tail keywords being comprised of a few words makes them much more specific. This means that both users and site owners generally receive better results. Brands receive traffic that is more closely aligned with their content, which will improve their ability to effectively bring new customers into the sales cycle. Customers also receive content that is more closely aligned with their objective, making them happier.'" [12]

Here’s how to refine your search:

• Question-Based Queries: Use interrogative phrases like "how to get more YouTube subscribers" for quick rankings in less competitive spaces [15].
• Location-Specific Terms: Include "near me" or geographic modifiers to target local searches effectively [12].
• Buyer-Intent Modifiers: Add terms such as:
  • "best [product] for [specific use]"
  • "[product] with [specific feature]"
  • "[product] under [price point]"

Measuring the Potential of Long-Tail Keywords

Interestingly, 92% of all keywords get 10 or fewer searches per month [15]. This opens the door to capturing meaningful traffic by targeting multiple related long-tail phrases, which often face less competition.

"Long-tail SEO is a technique for generating high-value organic website traffic. It targets long-tail keywords, which are search terms that consist of three or more words. They also have a lower search volume and competition rate, as well as a higher conversion rate than short-tail keywords." - WebFX [13]

5. Match Keywords to User Intent

Once you've identified long-tail keywords, the next step is to ensure your content aligns with what users are actually looking for. This alignment not only improves your rankings but can also increase conversions by addressing real user needs.

Four Types of Search Intent

Understanding search intent is key to crafting effective content. Here’s a breakdown of the main types:

Intent Type	User Goal	Keyword Indicators	Content Strategy
Informational	Learn or understand	"how to", "what is", "guide"	Create detailed guides or tutorials
Navigational	Find a specific site/page	Brand names, product names	Focus on landing or product pages
Commercial	Research before buying	"best", "top", "vs", "review"	Offer comparisons and reviews
Transactional	Make a purchase	"buy", "price", "discount", "near me"	Develop product pages or local listings

Google’s search results (SERPs) often reflect these intent types. For example, a search for "chocolate chip cookies" might show recipe blogs (informational), while "buy running shoes near me" would likely surface local store listings (transactional).

Analyzing SERP Features for Intent

Take a close look at SERP features to better understand user intent. For example, if you see recipe cards for a query, it likely suggests informational intent. Similarly, video results for "how to change your air filter" indicate users are looking for step-by-step instructions [16].

Tools to Help Analyze Intent

Here are a few tools that can help you understand and match user intent:

• Google Search Console: Track which queries bring users to your site.
• SEMrush: Use their intent filters to sort keywords and spot gaps in your content.
• Hotjar: Observe user behavior to confirm whether your assumptions about intent are accurate.
• Google's Auto-Suggest: Explore related queries to uncover what users are really searching for.

Matching Content to Intent

A good example of intent alignment is Adidas. They combine product listings with educational material, effectively addressing commercial search intent [17].

"Search intent is important for SEO because it helps you understand what the searcher is looking for when they enter a specific query. This, in turn, helps you create better content that is more likely to rank in Google and drive traffic to your website."

• Dominic Sergi, Co-founder at Local Digital [18]

Tips for Optimizing Content for Intent

• Check SERP features like featured snippets and "People Also Ask" boxes to see what Google prioritizes for a query.
• Analyze bounce rates from search traffic to ensure your content meets user expectations.
• Pay attention to local intent for searches including "near me" or other location-specific terms.
• Watch for seasonal trends in search behavior that could create new keyword opportunities.

Search intent isn't static. Keep an eye on changes in SERPs and user behavior to stay ahead of the curve.

6. Check Google's Related Questions

Google's "People Also Ask" (PAA) boxes are a treasure trove for finding new keyword opportunities. These boxes, appearing in over 51% of searches, showcase the questions users are actively looking to answer. They can help you align your content with what people want to know.

Why PAA Matters

Interestingly, 74% of the sites featured in PAA boxes aren't even on Google's first page [21]. This means there's a chance to target these queries and fill content gaps others might have missed.

How to Use PAA for Keyword Ideas

When you click on a question in a PAA box, Google generates even more related questions [19]. Look for patterns in these questions and use them to create content that directly addresses user concerns. Use clear headings, short and precise answers, and FAQ markup to make your content stand out.

Tips for Optimizing Content for PAA

To improve your chances of ranking in PAA boxes, focus on:

• Writing concise, straightforward answers
• Using question-based headings
• Adding FAQ schema markup
• Including optimized, relevant images

"Quality content drives ranking in PAA boxes." – Rambod Yadegar, President of HawkSEM [20]

A Success Story

Happy Ears Hearing saw a 396% boost in organic traffic and a 44% jump in conversions by targeting PAA opportunities [20]. They achieved this by answering common industry questions and aligning their content with the PAA layout.

Tools to Expand PAA Research

Platforms like AlsoAsked.com can help you uncover even more related questions. For example, Dreams increased their long-tail keyword traffic by 59% using insights from PAA.

"The PAA results are a goldmine of information for your reputation management." – Helen Pollitt, Head of SEO at Car and Classic [21]

Using PAA effectively can complement other keyword strategies and provide a fresh way to engage your audience.

7. Track Current Topics and Industry News

Keeping an eye on trends gives your SEO strategy a timely advantage. Spotting emerging topics early can help you uncover keyword opportunities before they peak. In fact, 86% of consumers turn to search engines to find solutions [23].

Tools to Identify Trends

Here are some tools to help you stay ahead of the curve:

Tool Name	Monthly Cost	Best For	Key Feature
Exploding Topics	$39–$249	Spotting early trends	AI-powered trend prediction
SparkToro	$38–$225	Understanding audiences	Psychographic analysis
BuzzSumo	$159–$999	Content research	Real-time content monitoring

Real-Time Monitoring in Action

Set up Google Alerts to track industry topics as they happen. For instance, when ChatGPT launched, content creators quickly started targeting keywords like ChatGPT alternatives and ChatGPT prompts for [industry] [25].

Tapping Into Social Media Signals

Social platforms and industry news outlets are goldmines for spotting trends. Ross Hudgens, Founder and CEO of Siege Media, highlights the importance of this:

"Turns out, the most efficient and high margin niches are the ones that come from emerging trends." [24]

Examples of Trend-Driven Success

During the 2020 health crisis, publishers who adapted quickly to trending topics like remote work, home fitness, and mental health saw massive traffic growth [22].

Tips for Using Trend-Based Keywords

To make the most of trend monitoring, try these strategies:

• Regularly analyze your internal search data
• Follow key industry influencers
• Subscribe to relevant publications
• Keep an eye on economic changes in your sector
• Study your competitors' content strategies

As Richard Baxter puts it:

"Good content people have great general knowledge and awareness of current affairs in my humble opinion." [22]

Wrapping It Up

Finding hidden keyword opportunities takes the right mix of tools, techniques, and timing. Use these seven strategies to discover keywords your competitors might overlook.

Platforms like Semrush and Ahrefs provide powerful data and analysis to help you uncover these opportunities. Depending on your budget and goals, here's a quick breakdown of their offerings:

Tool Tier	Monthly Cost	Ideal For
Semrush Pro	$139.95	Small businesses, beginners
Semrush Business	$499.95	Agencies, large websites
Ahrefs Standard	$199	Mid-sized companies
Ahrefs Enterprise	$1,199	Advanced enterprise analysis

Once equipped with the right tools, tracking your progress becomes easier. Focus on key performance indicators (KPIs) such as click-through rates (CTR), organic impressions, conversion rates, keyword rankings, and revenue attribution.

Real-World Examples of Success

Take Vinyl Me, Please (VMP) as an example. By using an AI-driven content strategy targeting long-tail keywords in the music niche, they saw significant improvements in both engagement and sales.

"Without Ahrefs, we would lose hundreds of thousands of dollars in revenue each year." [27]

This highlights how strategic implementation and consistent measurement can deliver real results.

What to Do Next

Start by setting clear, measurable goals for your keyword strategy. Focus on terms that bring in valuable traffic and lead to conversions [26]. Regularly monitor your progress using tools that send alerts for ranking changes or traffic shifts.

"Ahrefs is simply the best all-in-one SEO tool. It's impossible to be a top tier SEO without it. At the rate they keep releasing new powerful features, no one else can catch up." [27]

Make a habit of revisiting and refining your approach to ensure you stay ahead of the competition [26].