A keyword gap analysis is vital to having a healthy marketing strategy. The information is provides can greatly influence your marketing strategy, and offer valuable insights into what your competitors are doing and what they think is important from a business perspective.
Clients live inside their industry every day and are comfortable with the jargon. They can feel so comfortable with their industry-specific terms, they can assume that everyone must talk that way about their industry.
There is another important aspect of keyword use that doesn’t get enough attention, and it could be the unknown secret to how you use keywords. Many seem to undervalue the importance of when to use a keyword.