Search gap analysis

A benchmarking activity to review the effectiveness of search marketing.

It involves comparing volume of search intent for different grouped keywords (How many people are searching) and then comparing this to the number of impressions and website visits a company achieves when looking to gain visibility in the search results (how many people are attracted to the website through paid and natural search).

Data sources include:

  • Google Keyword Planer – number of searches for different keywords
  • Google Search Console or Search Analytics API – number of website visits for different keywords
  • Google Analytics or Google Analytics API – outcomes achieved on site

Our Smart Insights SEO gap analysis spreadsheet helps integrate these.


Welcome to my personal site where I blog about the latest developments in digital business to help students, professionals or lecturers using my books in their studies or careers.

Visit my main Smart Insights Digital Marketing Strategy site to download planning templates, strategy guides and daily updates on the latest developments.

I also write about assistive technology to help others teaching the visually impaired as part of my volunteering work for charity AbilityNet.

About Smart Insights

Dr Dave Chaffey is co-founder and Content Director of digital marketing advice site Smart Insights. We’re a publisher and learning platform that helps our 150,000 active members in over 100 countries plan, manage and optimize their digital marketing activities by applying the actionable advice in our planning templates, guides and interactive e-learning tools.

Free members can download our free templates and benchmark their digital capabilities.