Search engine optimization is an essential tool for websites to grow in popularity, particularly as people find the website through search engine results. SEO Gap Analysis is one way to improve search engine optimization, and it involves examining your website content and then comparing it to your competitor's website. You can also examine where your website is placed in the search engine rankings, so that you can measure whether or not your website ranks higher than your competitor in popular search engines such as Yahoo and Google.
One of the major comparisons that you should make between your website and your competitors is with regards to keywords. Figure out which keywords your visitors use to find other websites that have similar products and services as you. If you are not using these keywords on your website, then you should make adequate changes so that you can better compete.