How to analyze content performance gaps on Semrush

intermediate 8 min read Updated 2026-04-20

Quick Answer

Analyze content performance gaps on Semrush by using the Content Gap tool under the Competitive Research section. Compare your domain with competitors to identify keywords they rank for but you don't, then prioritize opportunities based on search volume and difficulty.

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Prerequisites

Active Semrush subscription
Your domain added to projects
Competitor domains identified
Basic understanding of SEO metrics

Step-by-Step Instructions

Access the Content Gap Tool

Log into your Semrush account and navigate to Competitive Research > Content Gap in the left sidebar. This tool will help you identify keyword opportunities your competitors are capturing that you're missing.

Bookmark the Content Gap tool for quick access during regular competitor analysis sessions.

Enter Your Domain and Competitors

In the Enter domain field, input your website URL. Then add up to 4 competitor domains in the Competitors section. Click the Compare button to generate the analysis. Choose competitors that are similar in size and target the same audience for the most relevant insights.

Use Semrush's Organic Competitors report to identify your top competitors if you're unsure which domains to analyze.

Configure Gap Analysis Settings

Set your target country and device type using the dropdown menus at the top. Choose Missing from the filter options to see keywords your competitors rank for but you don't. You can also select Weak to find keywords where competitors significantly outrank you (they're in top 10, you're below position 10).

Start with 'Missing' keywords as these represent the biggest content gaps and quickest wins.

Analyze Keyword Opportunities

Review the results table showing keywords, search volume, keyword difficulty, and competitor positions. Click on Volume or KD% column headers to sort by search volume or keyword difficulty. Focus on keywords with high search volume (500+) and medium difficulty (30-70 KD%) for optimal targeting opportunities.

Look for long-tail keyword clusters around similar topics to create comprehensive content pieces.

Examine SERP Features

Check the SERP Features column to identify keywords that trigger featured snippets, image packs, or other special results. Click on any keyword to view the full SERP analysis. Prioritize keywords with featured snippets as these offer high-visibility opportunities.

Keywords with featured snippets often have lower click-through rates but provide excellent brand exposure and authority building.

Export and Filter Results

Use the filter options at the top to narrow results by search volume range, keyword difficulty, or SERP features. Click Export to download your findings as a CSV file. Create separate exports for different keyword difficulty ranges to organize your content strategy by priority levels.

Set up custom filters to focus on commercial intent keywords by including terms like 'buy', 'best', 'review', or 'comparison'.

Create Content Strategy

Click on individual keywords to access the Keyword Overview for detailed insights including trend data, related keywords, and top-ranking pages. Use the Add to Keyword List button to organize selected opportunities. Build content briefs around keyword clusters and gaps you've identified.

Group similar keywords into content themes to create comprehensive pillar pages that target multiple related terms.

Common Issues & Troubleshooting

No results showing in Content Gap analysis

Ensure your domain and competitors are entered correctly with proper URLs. Try removing 'www' or changing from HTTP to HTTPS. Verify that both domains have sufficient organic keyword data in Semrush's database.

Limited keyword opportunities appearing

Adjust your country and language settings to match your target market. Try analyzing additional competitors or change the gap type from 'Missing' to 'Weak' to see more opportunities where you're underperforming.

Keyword difficulty scores seem inaccurate

Keyword difficulty is calculated based on current top 10 results. Cross-reference with Keyword Overview for more detailed competition analysis and consider your domain's authority when evaluating difficulty.

Export function not working properly

Check your browser's popup blocker settings and ensure you have sufficient export credits remaining on your Semrush plan. Try clearing browser cache or using an incognito window if the download fails.

Prices mentioned in this guide are pulled from current plan data and may change. Always verify on the official Semrush website before purchasing.

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