If you’re running a website and want more people to find you through Google, you’ve probably wondered what your competitors are doing that you’re not. Here’s the thing: most sites have blind spots—topics or keywords your competitors rank for that you don’t. Finding those gaps isn’t magic, and you don’t need to be an SEO wizard. With the right tool, you can see exactly where you’re missing out. That’s what this guide is about: using Ahrefs to spot and fix the content gaps between you and your rivals.
If you’re a marketer, content strategist, or just someone who wants to beat out the competition, keep reading. This isn’t about chasing every keyword under the sun. It’s about finding the stuff you’re missing that’s actually worth your time.
Step 1: Get Clear on Who Your Real Competitors Are
Don’t just guess. Your “competitors” in real life might not be your competitors in Google’s eyes. Let’s keep it simple:
- Search for your main topics or products in Google. Who shows up on the first page? These are your search competitors, not necessarily the shop down the street.
- Enter your site into Ahrefs’ Site Explorer. Look at the “Competing Domains” report. This shows sites that overlap with your keywords.
- Pick 2–3 main competitors. Don’t go nuts. More than three and the analysis just gets noisy.
Pro tip: Ignore the giants like Wikipedia or Amazon (unless you’re actually competing with them). Focus on sites that are similar in size and focus to yours.
Step 2: Fire Up the Content Gap Tool in Ahrefs
Ahrefs’ Content Gap tool is about as straightforward as it gets:
- Open Site Explorer in Ahrefs.
- Plug your own website into the search bar.
- Find “Content Gap” in the left sidebar (under “Organic Search”).
- Enter the URLs of your 2–3 competitors in the “Show keywords that any of the below targets rank for” box.
- Hit “Show keywords.”
What you get is a list of keywords your competitors rank for, but you don’t.
Don’t get distracted: Ignore “Show keywords that all the below targets rank for.” You’ll end up with a tiny list of keywords everyone shares, which isn’t as useful. Focus on “any of the below” to see a broader set of opportunities.
Step 3: Filter Out the Junk
The Content Gap report is a goldmine—if you know how to filter it. Otherwise, it’s a landfill.
- Set a keyword difficulty (KD) range. Aim low to start (KD under 20). These are easier wins, especially for smaller sites.
- Check search volume. Ignore anything with zero or single-digit searches per month. It’s not worth your time.
- Look at intent. Would someone searching for this keyword actually want what you offer? Skip anything that’s way off-topic or irrelevant.
- Cut branded keywords. If your competitor ranks for their own brand name, that’s not your gap to fill.
Quick sanity check: If you see a ton of irrelevant, spammy, or weird keywords, tighten your filters. Don’t try to outdo your competition on totally unrelated topics.
Step 4: Prioritize What’s Actually Worth Chasing
You’re going to see a lot of gaps. Don’t try to close all of them—you’ll burn out.
Here’s how to spot the real opportunities:
- Look for keywords with real intent. Will ranking for this bring you leads, sales, or the right kind of visitors? If not, skip it.
- Check the content type. Is Google ranking blog posts, product pages, videos, or something else? Don’t fight the format—make what’s working.
- Size up the competition. Click the SERP (search results) button in Ahrefs to see who’s actually ranking. If the top results are huge brands and you’re just starting out, move on (for now).
- Consider your existing content. Sometimes you’re just missing a keyword on a page you already have. Other times, you’ll need a whole new article.
Reality check: Not every gap is a hole you need to fill. Some keywords are just noise, or so competitive you’ll waste your time. Focus on the stuff that lines up with your goals and resources.
Step 5: Build a Simple Action List
Now you’ve got a list of gaps that matter. Here’s how to turn that into action:
- Group similar keywords. Don’t write a separate page for every keyword. Combine closely related ones into a single, stronger piece of content.
- Decide what to update vs. create. Sometimes you just need to beef up an existing page. Other times, you’re missing a topic entirely.
- Plan your next steps. Make a quick spreadsheet or doc with the keyword, intent, suggested page type (blog, product, guide), and priority.
- Don’t overthink it. Start with 3–5 high-priority gaps, not 50. Get those live, then come back and review.
Skip the endless keyword research rabbit hole. It’s easy to keep analyzing and never actually publish. At some point, you just need to hit “go.”
Step 6: Create or Update Content That Actually Stands a Chance
Here’s where most people mess up—they find a gap, then publish something half-baked and hope for the best. That rarely works.
- Match search intent. If Google is ranking in-depth guides, don’t try to win with a 300-word blog post.
- Cover the topic fully, but don’t pad. Answer the searcher’s question completely and move on. Fluff doesn’t help you rank.
- Use the keyword naturally. Don’t force it. Write like a human, not a robot.
- Add real value. If your content is just a worse version of what’s already ranking, why would Google bother?
Don’t obsess over perfect SEO. Good content that answers the question and is easy to read will get you 80% of the way there.
Step 7: Track Results and Iterate
SEO isn’t set-and-forget. You need to see what’s working, what’s not, and adjust.
- Monitor rankings and traffic. Use Ahrefs’ Rank Tracker or Google Search Console to see if you’re climbing for your new keywords.
- Look for early signs. Even small jumps in impressions or clicks are a good sign. Don’t expect page-one rankings overnight.
- Update and improve. If something isn’t moving after a few months, see what the top results are doing differently. Add, update, or clarify your content as needed.
Don’t chase your tail. Avoid endless tweaking. Sometimes, it just takes time.
What to Ignore (Seriously)
A lot of folks get bogged down in the weeds. Here’s what’s not worth your energy:
- Chasing every keyword gap. You’ll end up with mediocre content and a burned-out team.
- Going after highly competitive keywords just because competitors rank for them. If you’re not in the same league yet, focus on easier wins.
- Copying competitors word-for-word. That’s not a strategy—it’s a recipe for thin, forgettable content.
Wrap-Up: Keep It Simple, Keep Moving
Finding and fixing content gaps with Ahrefs isn’t rocket science. It’s about spotting what matters, acting on it, and then moving on. Don’t get hung up on perfection or try to close every gap overnight. Focus on the stuff that’s actually going to move the needle, publish, and then come back for another round.
The best content strategies are built by people who take action, see what works, and aren’t afraid to keep tweaking. So find your gaps, fill a few, and see where it takes you. The rest is just noise.