The Keyword Gap tool can reveal which brand has a stronger organic presence by evaluating exactly which organic keywords are and are not ranking in search results.
Keyword Gap tool screenshot
This can help eCommerce businesses identify opportunities to target new keywords that they may have previously neglected and, as a result, improve their organic performance.
A similar logic can be applied to paid search. The Keyword Gap tool also shows which vietnam phone number sample keywords competing brands are bidding on, so by comparing these to search volumes and defining which “new” keywords to target in advertising campaigns, businesses can gain some traffic from other competing brands.
Keyword Gap tool screenshot showing list of keywords
Pro tip: Bidding on competitor branded keywords is allowed as long as their brand name is not mentioned, so this could be a great opportunity to get their customers' attention.
#3. Create attention-grabbing, resonant content
Newly discovered keywords from the previous step should be integrated into titles, product descriptions and body text in all relevant content to attract both search engines and users.
The Topic Research tool can be a great help in gathering content ideas that are attention-grabbing and optimized for both, from suggestions for the most popular questions to headline ideas to keep topics on hand.
Topic Research tool screenshot
When it comes to writing copy for paid search, it's also possible to research your competitors' past campaigns to gain insight into new ads.
SEMrush's Advertising Research tool provides a report on past Ad Texts and the time period in which they were published, which can be an indicator of their effectiveness.