Almost every guide to competitor research asks the same question. What are my competitors bidding on? It’s the wrong question. Copy your competitors, and the best outcome available to you is second place, at their prices, in an auction they have already bid up. The better question is quieter. What is nobody bidding on? Those keywords exist in every industry. They’re cheap, they convert, and they stay hidden because everyone is busy watching each other. This post shows you seven ways to find them, using free tools, plus four tests to tell a real gap from a trap. What A Keyword Gap Actually Is Line up your keyword list against your competitors’ lists. You get three groups. Group one: terms you both bid on. The obvious ones. Everyone found them. Prices are high and getting higher. Group two: terms they bid on and you miss. Genuine catch-up work. Worth doing, and this is what every guide on page one is about. Group three: terms nobody bids on. The gaps. Most research stops at group two....
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