The Need for The Gap Analysis?

As search marketing professionals we are continually challenged to return amazing results for our clients. The adept search marketers will undoubtedly meet those challenges while the rest of us will continue to search for the "secret sauce" so to speak.

There is a tool in our Search toolbox that can help make it a bit easier for us to reach those sought after results, the gap analysis.

A gap analysis basically consists of defining the present state, the desired or `target' state and hence the gap between them. In organic search for example a gap analysis might be a snapshot of rankings for your top keywords now and where you would like to be ranking in say 6 months and what tactics are needed  to reach those rankings.  For organic search I'd argue that the best approach is the Tactical Gap Analysis to help close the gap. The search marketing mix would ideally be where you can modify the mix to reach your goal. In other words a 60/30/10 mix of linking, content creation, and social search might be the perfect blend to reach those ranking results.

Although the gap analysis is not adequate for all situations  I believe an analysis of your online competitors and a good understanding of search tactics can help you reach your desired results.

 Thanks to P&G for the inspiration.