About the tool

Most competitor tools hand you a spreadsheet of keywords you don't rank for. It is interesting, and almost impossible to act on. You still have to work out which keywords belong together, which are worth a page, and what that page should be.

This works the other way round. It compares your site's structure against your competitors' and finds the whole pages you are missing. Not a keyword you rank 40th for, but a service page that exists on two competitors' sites and does not exist on yours.

A missing page is a brief. When a law firm discovers it has no contentious probate page while a competitor has a whole section on it, the next step is obvious and the commercial case is already made.

It finds the gaps you cannot see from inside your own site

Most gap analysis starts from your site's categories and asks what is missing within them. That approach has a blind spot: it can never find a section you do not have at all, because there is nothing on your side to compare from. Those whole missing sections are usually the biggest gaps on the list.

This tool reads your competitors' site structure as well as yours. When a competitor has an entire section you lack, a probate practice, a licensing offer, a product category, it appears in your results clearly marked "You have no section here", with every page in it laid out. Up to eighteen service lines are analysed per run, ranked by the size of the opportunity rather than the size of your site.

How it works

1. It reads whole sites, not samples

The tool finds sitemaps through robots.txt, follows sitemap index files through to their children, and handles compressed sitemaps. It reads up to 25,000 URLs per site, which covers most sites completely. If a site is larger than that, it says so rather than presenting a partial count as a total. Sites with no usable sitemap fall back to a limited crawl, and that is flagged too.

2. It strips out everything that is not commercial

Blog posts, news, guides, webinars, case studies and date based archives are set aside, wherever they sit, including nested inside service sections such as /medical-negligence/news/. So are team, office, careers and policy pages. On one national firm we analysed, well over half the site was editorial and admin content. Comparing that buries the picture that matters: the services, products and sectors that earn enquiries.

3. It analyses every service line automatically

Your service lines are read from your own URL structure, so the categories are yours rather than something a model invented. Competitor only sections are added alongside them. Each line is then analysed in the background and appears as it completes, so you are reading the first results within seconds while the rest finish.

Build, extend, or expand: not every gap needs a new page

Each recommendation is sorted into one of three kinds, because they call for different work.

Build. A page competitors have and you genuinely lack. You get a suggested URL that follows your own site's structure, and the competitor pages that prove the demand.

Extend or merge. You already cover part of this subject, sometimes across several pages. Instead of proposing a duplicate, the tool links the existing pages and suggests extending or consolidating them. Cheaper than a new build, and often the faster win.

Outside your current services. A competitor covers it, but it sits beyond what you offer today. A firm acting for employees is not quietly told to build employer side HR pages, and a disputes practice is not told it is missing tax planning. These appear separately, clearly labelled, because expanding the offering is a strategic question, not a content gap, and they never inflate your numbers.

The headline count, the priorities and the summary chart count only the first kind: pages you could brief tomorrow.

What you get

• An opportunity summary ranking every service line by how many pages you are missing, filling in live as each line completes

• Whole missing sections flagged where a competitor has an area of the site you do not

• A page by page table per service line, with the competitor page that proves demand for each recommendation

• Suggested URLs in your own structure, so recommendations fit the site you already have

• Existing pages to extend or merge, linked, where you already half cover a subject

• Blog posts worth promoting, flagged where you have written on a subject but have no service page for it

• The full plan as CSV, every service line in one file, ready for a writer or a content calendar

Who it is for

Agencies pitching new business. A page level gap analysis is one of the fastest ways to show a prospect something concrete and specific about their own site in a first meeting.

In house marketers building a roadmap. Instead of debating which post to write next, you get a structural case for the pages the site is missing, with priorities attached.

Professional services firms, where the money sits in service pages rather than blog traffic. Law firms, accountants, consultancies and healthcare providers almost always have service coverage their competitors have already built.

Ecommerce and retail teams checking category coverage against rivals before planning a range expansion.

How to read your results

Start with the summary. A service line with fifteen missing pages against one with three tells you where the effort belongs before you read a single recommendation.

Look for the "you have no section here" flags next. A whole missing section is a bigger strategic finding than any individual page, whether the answer is to build it or to consciously decide it is not your market.

Then work down each line. High priority items are subjects competitors have invested in and you have not, which usually means they are earning traffic and enquiries you never see. Extend or merge items are usually the fastest wins, because the raw material already exists on your site.

Treat the "outside your current services" group as a commercial conversation rather than a task list. Sometimes it reveals a service worth adding. Often it confirms a competitor is simply a different kind of business. Both are useful to know.

Frequently asked questions

Do I need to install anything or verify my site?

No. The tool reads publicly available sitemaps and pages, exactly as a search engine does. No tracking code, no signup, and no access to your analytics or Search Console.

How many competitors can I compare?

Up to three. A gap that appears across two or three competitors is far stronger evidence of demand than one that appears on a single site.

Will it suggest pages I already have?

Every recommendation is checked against your entire site, matching on meaning rather than exact wording, so an existing page at /accidents-in-public-places-liability/ rules out a suggestion for "public place accidents". Where you partly cover a subject, the tool points at the existing pages to extend instead of proposing a duplicate.

Why does it ignore my blog?

Because blog volume swamps structural comparison. A site with 400 posts and 12 service pages looks bigger than a competitor with 200 service pages, which is exactly backwards for planning. Your blog still gets read, though: it is used to spot subjects you have covered as posts but not as service pages.

What if a competitor has no sitemap?

The tool falls back to a limited crawl and flags it, so you know that competitor's coverage may be partial. Still a useful comparison, just treat it as a floor rather than a full picture.

How long does it take?

The initial scan takes a few seconds. Each service line is then analysed in the background and appears as it completes. A full run across a large comparison finishes in around a minute, and you are reading results the whole time.

Do results vary between runs?

Slightly. Page counts, existing page matches and missing sections are computed directly from the sites and are stable. The wording and exact number of AI recommendations can vary a little between runs, though the substantial gaps recur consistently.

Is it really free?

Yes. It is one of a suite of free SEO tools we build and maintain. No signup, no usage limits, and no upsell in the results.

Turn the gaps into a plan

Finding the gaps is the easy part. Deciding which ones deserve investment, and building pages that actually rank and convert, is where most content plans stall.

If you want a second opinion on your results, or help turning them into a roadmap with commercial priorities attached, get in touch at [email protected].