Table of "missing" keywords in the Keyword Gap tool
Now you have a list of keywords you can use to create content that attempts to fill those gaps.
Read more: How to use competitor country area code philippines keywords to improve your strategy
Discover the strengths and weaknesses of the website
Every website has multiple weak points. Even dominant players like Amazon or eBay.
Identify your competitors' strengths and weaknesses by taking these factors into account:
Authority
"Authority" is an SEO concept that refers to the overall quality of a website. It predicts how a site will rank in Google .
At Semrush, we use a metric called “ Authority Score .”
It works on a scale of 100. And it's based on the quality and quantity of a site's backlinks (links from other sites pointing to the site in question), organic traffic, and other factors.
The higher the score, the better the chances of ranking better for relevant keywords.
You can find the Authority Score (AS) of any domain in the Link Building , Domain Overview , Backlink Audit , or Backlink Analysis tool .
The "Authority Score" shows "83" for
in the Domain Overview tool
You can also compare multiple authority scores with the Bulk Backlink Analysis tool .