For agencies that grow D2C brands
How do you find a brand's keyword and content gaps?
Keyword and content gaps are the searches a brand's rivals rank for on page one while the brand doesn't appear, and the topics rivals cover that the brand hasn't written about. Find them by comparing rankings for the same keywords, rank them by monthly searches and fit, then plan one strong page per gap.
344k impressions in Google's AI results in three months · Moolwan · led by two how-to guidesGoogle Search Console · Generative AI features · 25 Jun–23 Sep 2026 · real data
What you'll see in 10 minutes
- Your first brand's report, built from its domain alone, with no account connections needed.
- The sites that win the brand's searches, with their rankings next to the brand's own.
- The gaps ranked by monthly searches, with the brand's page-two keywords marked as quick wins.
Why does a brand's content calendar miss the searches that matter?
Planning meeting. The content calendar is full of topics the team likes. Meanwhile a rival's how-to guide sits at position 3 for a search thousands of people make every month, and the brand has never written about it. Nobody in the room knows.
Every month without the page is traffic a rival keeps. Those visitors learn from the rival, trust the rival and often buy from the rival, and the gap widens as the rival's page collects links. Gaps come in several kinds, and each one has a way to find it.
| Kind of gap | What it looks like | How to find it |
|---|---|---|
| Keyword gap | A rival on page one, the brand nowhere | Compare rankings for the same keywords |
| Page-two keyword | The brand ranks between 11 and 20 | Filter the brand's rankings to positions 11–20 |
| Topic gap | Rivals have a cluster of pages, the brand one or none | Group rivals' ranking pages by topic |
| Question gap | People Also Ask questions nobody on the brand's site answers | People Also Ask and autocomplete for the main searches |
| Link gap | Sites link to several rivals but not the brand | Compare the brand's backlinks with its rivals' |
How do you find and rank keyword and content gaps?
Compare first, then filter hard. A raw gap list is long and mostly useless; the work is in removing what the brand can't serve and grouping the rest into pages. Work through these six steps and the calendar starts from searches people actually make.
Pick the sites that win the searches
Choose the three to five sites that rank for the brand's buying and learning searches, not only its business rivals. Marketplaces, publishers and blogs often take the clicks.
Compare rankings for the same keywords
List the keywords each rival ranks for in the top 10, with the brand's position for each. A keyword where a rival ranks on page one and the brand doesn't appear is a gap.
Remove what doesn't fit the brand
Drop keywords the brand can't serve: products it doesn't sell, places it doesn't ship to and searches with no buying or learning intent behind them.
Group gaps into topics
Group the remaining keywords by the question behind them. One strong page usually answers a cluster of keywords, not a single one.
Check what the page has to answer
Read the People Also Ask questions and the pages that already rank. The brand's page needs to answer the question better and sooner, not just repeat the keyword.
Rank by size and effort
Put page-two keywords first, because the brand already ranks and a better page moves fastest. Then fill the largest gaps by monthly searches.
When a page that used to rank starts slipping, treat it as a change and find why the brand's numbers moved before you rewrite it. When the brand asks where a position or a search volume came from, trace every number to its source.
Which of a brand's keyword gaps should it fill first?
Rank them in two minutes. Paste each keyword with its monthly searches, the brand's position and the best rival's position. Use a dash where a site doesn't rank in the top 100. The worksheet sorts quick wins from gaps, totals the searches at stake and writes the plan for the brand.
Rank a brand's keyword and content gaps
One keyword per line: keyword, monthly searches, brand position, best rival position. Rows pasted from a spreadsheet work too.
Nothing you paste leaves this page.
- best coffee beans indiapage two · quick win8,100 searches a month · brand 14 · best rival 2
- coffee grind size chartpage two · quick win2,400 searches a month · brand 18 · best rival 4
- how to make cold brew at homegap · rival on page one6,600 searches a month · brand – · best rival 3
- arabica vs robustagap · rival on page one4,400 searches a month · brand – · best rival 7
- french press coffee ratiogap · rival on page one2,900 searches a month · brand – · best rival 5
- pour over coffee guidebrand on page one1,900 searches a month · brand 4 · best rival 9
- terra brew coffeebrand on page one880 searches a month · brand 1 · best rival –
- moka pot coffeeopen · nobody on page one1,600 searches a month · brand – · best rival –
note for the brandRivals rank on page one for 3 searches where Terra Brew Coffee doesn't: how to make cold brew at home (6,600 a month), arabica vs robusta (4,400) and french press coffee ratio (2,900). 2 more are page-two quick wins: best coffee beans india (position 14) and coffee grind size chart (position 18). We suggest improving the 2 page-two pages first, then writing a page for each gap, starting with the largest.
Free, no login. The starting rows are an illustrative example. Remove keywords the brand can't serve before you plan pages.
(login required) · ai-dm finds and ranks these gaps from a brand's domain, for every brand you manage.
How does ai-dm find a brand's keyword and content gaps?
From the domain, against the sites that win. ai-dm finds the sites that rank for a brand's searches, compares their rankings with the brand's own, and groups the gaps into topics. It adds the People Also Ask questions and autocomplete searches behind each topic and the sites that link to rivals but not to the brand, then ranks everything by monthly searches and fit. No account connections are needed.
5 gaps found · 1 keyword where the brand leads · 3 article drafts waiting for your approval
In this illustrative example, ai-dm finds that Terra Brew Coffee's rivals have 14 ranking pages on brewing methods against the brand's 3, rank at 3 and 5 for "how to make cold brew at home" (6,600 searches a month) while the brand doesn't rank, and leave the brand on page two for "best coffee beans india". Six People Also Ask questions go unanswered and 9 sites link to rivals but not the brand.
Each gap comes with its page. ai-dm turns a gap into an article brief built on the search intent and the questions the page has to answer, and can publish articles and schema written from the brand's thesis once your team approves them. Nothing goes live without that approval, and you can check how brand data is protected.
On our own brand. Moolwan's pages drew 344,000 impressions in Google's AI results between 25 June and 23 September 2026, led by two guides that each answer one shopper question: TV placement by Vastu, with 8,479 impressions, and feng shui colours, with 7,853 (Search Console · Generative AI features). The Vastu guide, written with ai-dm, appears in the same results as guides from Nerolac, NoBroker and HouseGyan. You can watch ai-dm run Moolwan, with the source and date of every number.
Related pages
Questions agencies ask about keyword and content gaps
What is a keyword gap analysis?
A keyword gap analysis compares the searches a brand ranks for with the searches its rivals rank for, and lists the ones where rivals are on page one and the brand isn't. Done well, it filters out keywords the brand can't serve, groups the rest into topics and ranks them by monthly searches and effort.
What's the difference between a keyword gap and a content gap?
A keyword gap is a single search a rival ranks for and the brand doesn't. A content gap is the topic behind a group of those searches, such as brewing methods or room-by-room Vastu, that rivals cover with several pages and the brand covers with one or none. Fix content gaps with pages, not with keywords.
Which keyword gaps should a brand fill first?
Start with keywords where the brand already ranks on page two, because improving an existing page moves fastest. Then take the largest gaps by monthly searches that fit what the brand sells. Leave out searches with no buying or learning intent, however large they are.
How do you find content gaps without paid SEO tools?
Open Search Console and look for queries with impressions but an average position below 10. Search the brand's main topics and note the People Also Ask questions and the pages that rank. Compare a rival's sitemap with the brand's. The worksheet on this page ranks the gaps once you have the positions.
Can ai-dm write the content for each gap?
Yes. ai-dm drafts articles with images and schema from the brand's thesis, built around the search intent and the questions each page has to answer. Nothing is published until someone on your team approves it, and every article is recorded with the gap it was written for.
Can a small brand rank next to much larger sites?
Yes, on the right searches. Moolwan's Vastu TV placement guide, written with ai-dm, appears in the same results as guides from Nerolac, NoBroker and HouseGyan, and Moolwan's pages drew 344,000 impressions in Google's AI results in three months. Google doesn't say why it picks a page, so treat this as an example, not a guarantee.
What does keyword and content gap analysis in ai-dm cost?
There's no plan to pick. Sign up, pay as you go, and enter one brand's domain; gap analysis works from the domain alone, with no account connections. Billed in USD and INR. Per-brand plans or pay as you go. A brand's data is deletable on request.
No plan to pick. Billed in USD and INR. A brand's data is deletable on request.