Finding the Cracks in the Competition
Every Essex business has competitors. Maybe it’s the estate agent across the road in Chelmsford, the builder with flashy ads in Colchester, or the Southend café everyone seems to tag on Instagram. But here’s the thing: even the best competitors leave gaps in their SEO armour.
That’s where competitive gap analysis comes in. Instead of guessing what’s working (or panicking about what isn’t), you take a forensic look at rival websites to uncover missed opportunities – and then swoop in to claim them.
Think of it like spotting a loose brick in your neighbour’s wall. You don’t knock it down, but you do learn how to make your own stronger.
1. What Is Competitive Gap Analysis in SEO?
Competitive gap analysis is simply comparing your SEO performance with your rivals to find out:
What keywords they rank for that you don’t.
Where they’re getting backlinks (and where you could too).
Which types of content are pulling in their traffic.
What local search opportunities they’re ignoring.
Done right, it’s less about copying and more about outmanoeuvring – finding your competitors’ weak spots and turning them into strengths for your Essex brand.
2. Why Essex Businesses Need It
2.1 Local Competition Is Fierce
Whether you’re a plumber in Brentwood or a florist in Basildon, chances are you’re up against dozens of local businesses. Competitive gap analysis stops you playing blind and gives you a roadmap to outperform them.
2.2 National Chains Are Encroaching
Bigger players with deep pockets often muscle in on Essex searches. But they often miss hyperlocal queries—your chance to shine.
2.3 SEO Changes Fast
What worked a year ago might not now. Analysing competitors keeps you sharp and updated.
3. Step 1: Identify Your Real Competitors
Not every business in Essex is your SEO rival. Focus on the ones ranking for your keywords, not just anyone in your industry.
How to Spot Them
Google Search: Type your target terms (“boiler repair Colchester”) and see who shows up.
Tools like SEMrush/Ahrefs: Enter your domain to reveal competitors by shared keywords.
Local Pack: Check who’s consistently appearing in Google Maps results for Essex-related searches.
Make a list of your top 3–5 competitors—these are the ones to dissect.
4. Step 2: Keyword Gap Analysis
This is the heart of competitive gap analysis.
Process
Export your keyword rankings (Google Search Console or SEMrush).
Do the same for your competitors.
Identify keywords they rank for that you don’t.
Essex Example
Your Chelmsford plumbing site ranks for “emergency plumber CM1.”
Competitor ranks for “boiler installation Chelmsford,” “gas safety checks Essex,” and “plumber near Chelmer Village.”
Gap: You’re missing service-specific and neighbourhood keywords.
Action: Create optimised landing pages targeting those terms.
5. Step 3: Backlink Gap Analysis
Backlinks are like word-of-mouth recommendations. The more credible sites link to you, the more authority Google gives you.
Process
Use Ahrefs/SEMrush “Link Intersect” tools.
Find sites linking to competitors but not you.
Essex Example
Competitor gets links from Essex Chronicle, local council business directory, and community events pages.
You’re missing all of these.
Action: Pitch local press stories, join directories, and sponsor community events for backlinks.
6. Step 4: Content Gap Analysis
Look at what content formats your competitors are using successfully.
Essex Example
Southend café competitor publishes “10 Best Brunch Spots in Essex” blog posts—ranking top for “Essex brunch.”
You only post menu updates.
Action: Create value-driven content like “Complete Guide to Vegan Cafés in Southend” or “Family-Friendly Brunch in Essex.”
7. Step 5: Technical & UX Weaknesses
Sometimes your competitor ranks despite a messy site. Spot weaknesses in their user experience or technical SEO.
Check For:
Slow load speeds
Poor mobile design
Broken links
Thin content
If you spot these issues, you can outperform by offering a smoother experience.
8. Step 6: Local SEO Gaps
Many Essex businesses ignore the finer details of local SEO.
Look For:
Incomplete Google Business Profiles (no photos, wrong opening hours).
Missing service-area pages (e.g., “boiler repair Basildon”).
Lack of reviews or poor responses.
Action: Optimise your GBP, collect local reviews, and build hyperlocal pages.
9. Tools for Competitive Gap Analysis
SEMrush – Keyword Gap, Backlink Gap, Traffic Analytics
Ahrefs – Content Gap, Link Intersect
Google Search Console – Your current keyword data
Screaming Frog – Competitor site audits
BrightLocal – Local SEO competitor tracking
10. Real-World Essex Example
A Colchester landscaping business noticed their top competitor dominated “landscape gardeners Colchester” but ignored nearby towns.
Steps Taken:
Built service pages for “landscape gardeners Wivenhoe” and “landscape gardeners Marks Tey.”
Spotted backlink opportunities from local parish websites where the competitor had none.
Created blog content on “Top 5 Essex Garden Design Trends.”
Result: Within 4 months, they ranked above their competitor in smaller towns, won new contracts, and pulled ahead in total organic traffic.
11. Your Essex Action Plan
List Competitors – Pick 3–5 who rank well for your terms.
Analyse Keywords – Find what they rank for that you don’t.
Check Backlinks – Identify where they get links and replicate.
Audit Content – See what they publish and do it better.
Spot Local Gaps – Build service pages and optimise GBP.
Track Progress – Monitor rankings and adapt.
Turn Weakness Into Strength
Competitive gap analysis isn’t about copying Essex rivals—it’s about spotting where they’ve dropped the ball and running with it. From missing keywords and weak backlinks to poor local SEO, there are opportunities everywhere if you know how to look.
With the right tools and mindset, you can outmanoeuvre bigger competitors, win more local traffic, and establish your Essex brand as the go-to in your niche.
Want help finding and exploiting SEO gaps in your market? Contact Essex SEO today, and we’ll map out a strategy that leaves your competitors scrambling to catch up.
