{"id":192111,"date":"2025-10-30T09:14:59","date_gmt":"2025-10-30T14:14:59","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=192111"},"modified":"2025-10-30T09:18:33","modified_gmt":"2025-10-30T14:18:33","slug":"brand-gap-analysis","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/brand-gap-analysis\/","title":{"rendered":"Brand Gap Analysis: Find Out Why You\u2019re Invisible in AI Search"},"content":{"rendered":"<div class=\"intro-txt\"> Your brand presence shouldn\u2019t depend on luck, algorithms, or guesswork. It should be built and improved with precision so you show up in all the places that matter, exactly as you want to be represented.&nbsp;<\/div>\n<p>That\u2019s what a brand gap analysis enables. It also turns brand visibility from a vague concept into something measurable and fixable. Here\u2019s how.<\/p>\n<h2><a id=\"post-192111-_7w5vl8bvt4qg\"><\/a><div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\"> What is a brand gap analysis?&nbsp;<\/div><\/div><\/h2>\n<p>A brand gap analysis measures the difference between your brand\u2019s potential visibility and its actual presence across Google, AI results, and the wider web. It highlights the spaces where your brand could (and should) be more visible, trusted, or correctly represented.<\/p>\n<p>Unlike a <a href=\"https:\/\/ahrefs.com\/blog\/content-gap-analysis\/\">content gap analysis<\/a> (which focuses on missing keywords or pages), a brand gap analysis examines every factor shaping discoverability and reputation, from how AI describes you to which competitors are cited instead.<\/p>\n<h2><a id=\"post-192111-_2pkmydbf5a1k\"><\/a><div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\"> Core dimensions of a brand gap analysis&nbsp;<\/div><\/div><\/h2>\n<p>At Ahrefs, we break brand gap analysis down into six core dimensions:<\/p>\n<ol>\n<li><strong>Visibility gap<\/strong>: where your brand appears less often than competitors in search or AI results.<\/li>\n<li><strong>Narrative gap<\/strong>: how AI or media describe your brand vs. how you want to be positioned.<\/li>\n<li><strong>Topic gap<\/strong>: topics or themes you should be associated with but aren\u2019t.<\/li>\n<li><strong>Format gap<\/strong>: content types AI tends to cite (e.g., guides, videos, reviews) that you\u2019re missing.<\/li>\n<li><strong>Web mentions gap<\/strong>: external sources that mention competitors but not&nbsp;you.<\/li>\n<li><strong>Demand gap<\/strong>: branded queries or searches that signal awareness opportunities you haven\u2019t captured yet.<\/li>\n<\/ol>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-192198\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/3-brand-gap-analysis.png\" alt=\"Ahrefs' six core dimensions of a brand gap analysis include visibility, narrative, format, topic, web mention and demand gaps.\" width=\"1600\" height=\"1609\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/3-brand-gap-analysis.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/3-brand-gap-analysis-423x425.png 423w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/3-brand-gap-analysis-768x772.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/3-brand-gap-analysis-1527x1536.png 1527w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/3-brand-gap-analysis-120x120.png 120w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p>When analyzed together, these dimensions reveal where your brand\u2019s authority, visibility, and perception can be strengthened.<\/p>\n<p>So how do you turn these dimensions into something you can measure and act&nbsp;on?<\/p>\n<p>Let\u2019s break down the process.<\/p>\n<div class=\"recommendation\"><div class=\"recommendation-title\">Want to turn your brand gap analysis into a report for stakeholders?<\/div><div class=\"recommendation-content\">\n<p>Download the <a href=\"https:\/\/docs.google.com\/document\/d\/1z16ENB8G7kshEyJfXXSRQyqNVYsl7x-YRDcYWtp5vpQ\/copy\">Brand Gap Analysis Report Template<\/a>, a customizable framework to share visibility gaps, AI mentions, and opportunities for growth with stakeholders.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1098\" height=\"533\" class=\"wp-image-192112\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/screenshot-of-ahrefs-brand-gap-analysis-template.png\" alt=\"Screenshot of Ahrefs' Brand Gap Analysis template, showing the executive summary.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/screenshot-of-ahrefs-brand-gap-analysis-template.png 1098w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/screenshot-of-ahrefs-brand-gap-analysis-template-680x330.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/screenshot-of-ahrefs-brand-gap-analysis-template-768x373.png 768w\" sizes=\"auto, (max-width: 1098px) 100vw, 1098px\"><\/p>\n<p>It includes:<\/p>\n<ul>\n<li>An executive summary format for leadership reporting<\/li>\n<li>Scoring tables for AI + search visibility<\/li>\n<li>Competitor insights stakeholders may be interested in<\/li>\n<li>An action plan and notes section to document next&nbsp;steps<\/li>\n<\/ul>\n<p>Use it to make your brand\u2019s visibility story easy to analyze, explain, and act on. Follow the process below to help you fill out each section with valuable insights.<\/p>\n<\/div><\/div>\n<h2><a id=\"post-192111-_aqdg0f8excwp\"><\/a><div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\"> 1. Define your branded entities and connect them to key topics&nbsp;<\/div><\/div><\/h2>\n<p>Before you can find your visibility gaps, you need to define your brand and clarify the specific gaps you\u2019ll be measuring.<\/p>\n<p>Sounds like a simple concept until you realize that your brand is referred to differently by different people, even teams within your own company. For instance, some people refer to your brand\u2019s legal entity, while others refer to the shortened version or an abbreviation.<\/p>\n\n<table id=\"tablepress-475\" class=\"tablepress tablepress-id-475 tablepress-responsive tablepress-ahrefs-width-720px\">\n<thead>\n<tr class=\"row-1\">\n\t<th class=\"column-1\">Legal Entity<\/th><th class=\"column-2\">Common Name(s)<\/th><th class=\"column-3\">Abbreviation(s)<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr class=\"row-2\">\n\t<td class=\"column-1\">International Business Machines Corporation<\/td><td class=\"column-2\">IBM<\/td><td class=\"column-3\">IBM<\/td>\n<\/tr>\n<tr class=\"row-3\">\n\t<td class=\"column-1\">Apple Inc.<\/td><td class=\"column-2\">Apple<\/td><td class=\"column-3\">AAPL<\/td>\n<\/tr>\n<tr class=\"row-4\">\n\t<td class=\"column-1\">Domain Holdings Australia Ltd<\/td><td class=\"column-2\">Domain (or sometimes Domain Group)<\/td><td class=\"column-3\">DHG<\/td>\n<\/tr>\n<tr class=\"row-5\">\n\t<td class=\"column-1\">Amazon.com Inc<\/td><td class=\"column-2\">Amazon or Amazon.com<\/td><td class=\"column-3\">AMZ or&nbsp;AMZN<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-475 from cache -->\n<p>You might also want to consider any sub-brands or other connected brand elements, like:<\/p>\n<ul>\n<li><strong>Main brand:<\/strong> Ahrefs<\/li>\n<li><strong>Product brands: <\/strong>Site Explorer, Brand Radar, AI Content Helper<\/li>\n<li><strong>Proprietary features<\/strong>: Patches, Keyword Intents, AI Keyword Translator<\/li>\n<li><strong>Proprietary metrics<\/strong>: Domain Rating, Traffic Potential<\/li>\n<li><strong>Personal brands: <\/strong>Tim Soulo, Patrick Stox, Ryan Law, Glen Allsopp<\/li>\n<li><strong>Sub-brands<\/strong>: Yep, Detailed SEO<\/li>\n<\/ul>\n<p>There\u2019s no limit as to how deep you can go. Each of the brands and connected entities will have its own visibility profile in search and AI results, and you can repeat the following analysis for each&nbsp;one.<\/p>\n<p>Once you have the list, the next step is to map meaning to each entity, clarifying what your brand, products, and people should be known&nbsp;for.<\/p>\n<p>Search engines and LLMs don\u2019t understand brand names on their own; they infer meaning from how your brand is described and discussed. That\u2019s why you need to <a href=\"https:\/\/ahrefs.com\/blog\/semantic-seo\/#:~:text=Connect%20your%20brand%20to%20features%20and%20attributes%20people%20care%C2%A0about\">connect each entity to the topics, features, and attributes<\/a> people actually associate with them, like the problems they solve, the qualities they\u2019re praised for, and the context they belong in.<\/p>\n<p>A good starting point is keyword research.<\/p>\n<p>Look for recurring adjectives, modifiers, questions, and descriptive phrases people use alongside your brand or category \u2014 terms like \u201caffordable,\u201d \u201ceco-friendly,\u201d \u201cAI-powered,\u201d or \u201caward-winning.\u201d For example, IDEO has connected its brand to \u201chuman-centred\u201d design:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-192140\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/Screenshot-2025-10-22-at-7.32.15-pm.png\" alt=\"IDEO's brand is connected to keywords specifically about human-centered design.\" width=\"829\" height=\"487\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/Screenshot-2025-10-22-at-7.32.15-pm.png 829w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/Screenshot-2025-10-22-at-7.32.15-pm-680x399.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/Screenshot-2025-10-22-at-7.32.15-pm-768x451.png 768w\" sizes=\"auto, (max-width: 829px) 100vw, 829px\"><\/p>\n<p>These reveal the values and attributes your audience already cares about, which you can then reinforce through messaging, content, and brand signals.<\/p>\n<p>For example, when looking for lawyers, many people value a firm\u2019s ability to win without it racking up major expenses in the process:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1069\" height=\"648\" class=\"wp-image-192113\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/a-group-of-keywords-in-ahrefs-keywords-explorer-i.png\" alt=\"A group of keywords in Ahrefs' Keywords Explorer indicating search potential for no win, no fee lawyers.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/a-group-of-keywords-in-ahrefs-keywords-explorer-i.png 1069w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/a-group-of-keywords-in-ahrefs-keywords-explorer-i-680x412.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/a-group-of-keywords-in-ahrefs-keywords-explorer-i-768x466.png 768w\" sizes=\"auto, (max-width: 1069px) 100vw, 1069px\"><\/p>\n<p>For a plumbing service, they value a plumber who can help them at any time during an emergency:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"948\" height=\"577\" class=\"wp-image-192114\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/a-group-of-keywords-in-ahrefs-keywords-explorer-i-1.png\" alt=\"A group of keywords in Ahrefs' Keywords Explorer indicating search potential for emergency and 24\/7 plumbing.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/a-group-of-keywords-in-ahrefs-keywords-explorer-i-1.png 948w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/a-group-of-keywords-in-ahrefs-keywords-explorer-i-1-680x414.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/a-group-of-keywords-in-ahrefs-keywords-explorer-i-1-768x467.png 768w\" sizes=\"auto, (max-width: 948px) 100vw, 948px\"><\/p>\n<p>You get the&nbsp;idea.<\/p>\n<p>If you\u2019re not sure what topics people search for that your brand can target, try validating some ideas through Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keyword-generator\/\">free keyword generator<\/a>:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1027\" height=\"556\" class=\"wp-image-192115\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/using-ahrefs-free-keyword-generator-to-validate-v.png\" alt=\"Using Ahrefs' free keyword generator to validate various keywords or features to connect your brand to.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/using-ahrefs-free-keyword-generator-to-validate-v.png 1027w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/using-ahrefs-free-keyword-generator-to-validate-v-680x368.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/using-ahrefs-free-keyword-generator-to-validate-v-768x416.png 768w\" sizes=\"auto, (max-width: 1027px) 100vw, 1027px\"><\/p>\n<p>You\u2019ll get a rough idea of the types of things people search for and how&nbsp;often:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1093\" height=\"738\" class=\"wp-image-192116\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/results-from-ahrefs-free-keyword-generator-for-a.png\" alt=\"Results from Ahrefs' free keyword generator for a search about &quot;no win, no fee&quot;.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/results-from-ahrefs-free-keyword-generator-for-a.png 1093w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/results-from-ahrefs-free-keyword-generator-for-a-629x425.png 629w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/results-from-ahrefs-free-keyword-generator-for-a-768x519.png 768w\" sizes=\"auto, (max-width: 1093px) 100vw, 1093px\"><\/p>\n<p>As you uncover these topics and values, capture them in a structured list. They\u2019ll serve as your benchmark for what your brand should be known and found&nbsp;for.<\/p>\n<p>In the next step, you\u2019ll compare this \u201cdesired state\u201d to your brand\u2019s actual visibility to pinpoint the&nbsp;gaps.<\/p>\n<h2><a id=\"post-192111-_7bl0hd881br\"><\/a><div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\"> 2. Benchmark your current brand visibility online and in search&nbsp;<\/div><\/div><\/h2>\n<p>The next step is to assess your current brand visibility in Google search, AI search, and online mentions (instances where your brand is referenced on other sites, in articles, reviews, directories, or social media).<\/p>\n<p>These mentions help shape how both people and machines perceive your authority and relevance.<\/p>\n<p>Start by entering your brand\u2019s website (or dedicated webpage) into Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a>. You\u2019ll get a dashboard of metrics giving you a decent baseline.<\/p>\n<p>For example, you\u2019ll get a snapshot of metrics for search performance on Google, including:<\/p>\n<ul>\n<li><strong>Domain Rating (DR)<\/strong>: A measure of the website\u2019s strength and authority online.<\/li>\n<li><strong>Backlinks<\/strong>: The number of links around the web going to the brand\u2019s website.<\/li>\n<li><strong>Organic keywords<\/strong>: The number of keywords the brand ranks for in Google search (without paying for&nbsp;ads).<\/li>\n<li><strong>Organic traffic<\/strong>: The estimated traffic earned from organic rankings in Google search.<\/li>\n<li><strong>Organic traffic value<\/strong>: The equivalent cost to earn the same traffic via Google Ads.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1415\" height=\"387\" class=\"wp-image-192117\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/ahrefs-site-explorer-dashboard-with-metrics-for-d.png\" alt=\"Ahrefs' Site Explorer dashboard with metrics for domain rating, backlinks, organic keywords and organic traffic highlighted.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/ahrefs-site-explorer-dashboard-with-metrics-for-d.png 1415w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/ahrefs-site-explorer-dashboard-with-metrics-for-d-680x186.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/ahrefs-site-explorer-dashboard-with-metrics-for-d-768x210.png 768w\" sizes=\"auto, (max-width: 1415px) 100vw, 1415px\"><\/p>\n<p>You\u2019ll also get a bird\u2019s-eye view of the brand\u2019s visibility in AI search across different platforms:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1421\" height=\"298\" class=\"wp-image-192118\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/screenshot-from-ahrefs-dashboard-indicating-a-bra.png\" alt=\"Screenshot from Ahrefs' dashboard indicating a brand's visibility in AI citations across AI Overviews, ChatGPT, Perplexity, Gemini and Copilot.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/screenshot-from-ahrefs-dashboard-indicating-a-bra.png 1421w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/screenshot-from-ahrefs-dashboard-indicating-a-bra-680x143.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/screenshot-from-ahrefs-dashboard-indicating-a-bra-768x161.png 768w\" sizes=\"auto, (max-width: 1421px) 100vw, 1421px\"><\/p>\n<p>Clicking any of these metrics will take you to Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/brand-radar\">Brand Radar<\/a>, which shows more specific metrics related to your brand\u2019s visibility in AI search:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1049\" height=\"299\" class=\"wp-image-192119\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/ahrefs-brand-radar-settings-to-show-metrics-for-a.png\" alt=\"Ahrefs' Brand Radar settings to show metrics for a brand's metrics, citations, impressions or AI Share of Voice across various AI search platforms.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/ahrefs-brand-radar-settings-to-show-metrics-for-a.png 1049w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/ahrefs-brand-radar-settings-to-show-metrics-for-a-680x194.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/ahrefs-brand-radar-settings-to-show-metrics-for-a-768x219.png 768w\" sizes=\"auto, (max-width: 1049px) 100vw, 1049px\"><\/p>\n<ul>\n<li><strong>Mentions<\/strong>: The number of times your brand is mentioned in AI responses.<\/li>\n<li><strong>Citations<\/strong>: The number of times your brand\u2019s website is cited as a source in AI responses.<\/li>\n<li><strong>Impressions<\/strong>: An estimation of exposure based on how often responses containing your brand are shown in search results.<\/li>\n<li><strong>AI Share of Voice<\/strong>: How often your brand is mentioned in AI responses compared to competitors.<\/li>\n<\/ul>\n<p>You can track any metrics you think matter to your stakeholders.<\/p>\n<p>The list above is the minimum to get you started. It\u2019s also a great list to revisit periodically to see how your brand\u2019s visibility changes over time and to report the results of your efforts.<\/p>\n<h2><a id=\"post-192111-_liqr6tnatnt7\"><\/a><div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\"> 3. Find keywords your brand should rank for (but doesn\u2019t) <\/div><\/div><\/h2>\n<p>Start by analyzing your branded keyword visibility to assess ownership of search results when people search your brand directly.<\/p>\n<p>Enter your brand name into Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a> and go to the <strong>Matching terms<\/strong> report:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1422\" height=\"939\" class=\"wp-image-192120\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/doing-a-branded-search-in-ahrefs-keywords-explore.png\" alt=\"Doing a branded search in Ahrefs' Keywords Explorer and gathering a full list of matching terms.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/doing-a-branded-search-in-ahrefs-keywords-explore.png 1422w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/doing-a-branded-search-in-ahrefs-keywords-explore-644x425.png 644w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/doing-a-branded-search-in-ahrefs-keywords-explore-768x507.png 768w\" sizes=\"auto, (max-width: 1422px) 100vw, 1422px\"><\/p>\n<p>You\u2019ll see a list of all branded terms that people search for. This report is a goldmine of brand data that comes directly from&nbsp;users.<\/p>\n<p>You can see exactly what topics, features, and products people associate with your brand. You can also see what other brands your audience considers to be your competition.<\/p>\n<p>Use the <strong>Target<\/strong> filter and add your brand\u2019s website to see how well you rank for these&nbsp;terms:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1102\" height=\"852\" class=\"wp-image-192121\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/using-the-target-filter-to-add-your-brands-doma.png\" alt=\"Using the &quot;Target&quot; filter to add your brand's domain to see ranking positions for your branded keywords.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/using-the-target-filter-to-add-your-brands-doma.png 1102w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/using-the-target-filter-to-add-your-brands-doma-550x425.png 550w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/using-the-target-filter-to-add-your-brands-doma-768x594.png 768w\" sizes=\"auto, (max-width: 1102px) 100vw, 1102px\"><\/p>\n<p>The ideal outcome is for your website to rank in position one for all your branded keywords. But that\u2019s not always going to be the&nbsp;case.<\/p>\n<p>For any query containing your brand name where you\u2019re not in the top spot,&nbsp;ask:<\/p>\n<ul>\n<li>Is the higher-ranking page from a competitor or third-party review site?<\/li>\n<li>Is it a \u201cbrand + competitor\u201d comparison query where they outrank you?<\/li>\n<li>Is your YouTube, LinkedIn, or other owned asset ranking instead of your main site (and that\u2019s acceptable)?<\/li>\n<\/ul>\n<p>These are your branded search gaps. For each one, decide whether it\u2019s worth closing and how to do&nbsp;it.<\/p>\n<p>For example, for the keyword \u201cAhrefs YouTube\u201d, the website ranks in position two, but by examining the search results, our branded YouTube profile ranks above the website (as expected), and therefore, there\u2019s no gap for us to&nbsp;close.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1410\" height=\"790\" class=\"wp-image-192122\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/expanding-search-results-in-ahrefs-keywords-explo.png\" alt=\"Expanding search results in Ahrefs' Keywords Explorer by clicking the SERP dropdown to explore which sites rank above yours.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/expanding-search-results-in-ahrefs-keywords-explo.png 1410w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/expanding-search-results-in-ahrefs-keywords-explo-680x381.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/expanding-search-results-in-ahrefs-keywords-explo-768x430.png 768w\" sizes=\"auto, (max-width: 1410px) 100vw, 1410px\"><\/p>\n<p>However, there are quite a lot of keywords about the paraphrasing tool with decent search volumes for which the website does not&nbsp;rank:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1135\" height=\"727\" class=\"wp-image-192123\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/discovering-gaps-in-rankings-for-branded-keywords.png\" alt=\"Discovering gaps in rankings for branded keywords by analyzing those with low or no rankings.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/discovering-gaps-in-rankings-for-branded-keywords.png 1135w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/discovering-gaps-in-rankings-for-branded-keywords-664x425.png 664w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/discovering-gaps-in-rankings-for-branded-keywords-260x166.png 260w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/discovering-gaps-in-rankings-for-branded-keywords-768x492.png 768w\" sizes=\"auto, (max-width: 1135px) 100vw, 1135px\"><\/p>\n<p>In this case, it may be worth improving the on-page optimization of the page to address these&nbsp;gaps.<\/p>\n<p>Next, take a look at how your brand performs for related unbranded searches.<\/p>\n<p>Start with the list of topics you identified as relevant to your brand in step one and search them in Keywords Explorer. It\u2019s often easier to search them one by one. Then add your website to the <strong>Target <\/strong>filter.<\/p>\n<p>For example, Ahrefs\u2019 visibility for the topic of \u201ckeywords\u201d is pretty decent, but with some room for improvement:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1109\" height=\"655\" class=\"wp-image-192124\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/example-of-ahrefs-coverage-for-the-topic-of-key.png\" alt=\"Example of Ahrefs' coverage for the topic of &quot;keywords&quot;.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/example-of-ahrefs-coverage-for-the-topic-of-key.png 1109w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/example-of-ahrefs-coverage-for-the-topic-of-key-680x402.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/example-of-ahrefs-coverage-for-the-topic-of-key-768x454.png 768w\" sizes=\"auto, (max-width: 1109px) 100vw, 1109px\"><\/p>\n<p>It\u2019s expected that anything related to \u201ckeyword planner\u201d refers to Google\u2019s product, not ours, so we\u2019re not competing for visibility on&nbsp;those.<\/p>\n<p>We\u2019re ranking on page one for many other competitive terms around keyword generators and checkers. However, we can probably examine why our visibility for \u201ckeyword tools\u201d in general is rather low.<\/p>\n<p>As you go through the same process for your brand, it can be helpful to create a list of keywords relevant to your brand, allowing you to track your visibility for them over&nbsp;time.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1128\" height=\"685\" class=\"wp-image-192125\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/how-to-add-keywords-to-a-list-or-to-ahrefs-rank-t.png\" alt=\"How to add keywords to a list or to Ahrefs' Rank Tracker to monitor performance over time.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/how-to-add-keywords-to-a-list-or-to-ahrefs-rank-t.png 1128w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/how-to-add-keywords-to-a-list-or-to-ahrefs-rank-t-680x413.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/how-to-add-keywords-to-a-list-or-to-ahrefs-rank-t-768x466.png 768w\" sizes=\"auto, (max-width: 1128px) 100vw, 1128px\"><\/p>\n<p>To close the topic gaps you identify, you\u2019ll likely need to add a new page or update an existing one to cover the topic more deeply.<\/p>\n<p><strong>Related reading:<\/strong><\/p>\n<ul>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/seo-topical-map\/\">How to Build an SEO Topical Map (With Template)<\/a><\/li>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/brand-seo\/#section5\">Find the Topics Your Audience Searches (And On What Platforms)&nbsp;<\/a><\/li>\n<\/ul>\n<h2><a id=\"post-192111-_dvibci9om58\"><\/a><div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\"> 4. Find your brand gaps in AI search&nbsp;<\/div><\/div><\/h2>\n<p>Unlike with Google search, your brand can appear in more ways in AI-generated answers on various platforms. For instance, it can&nbsp;be:<\/p>\n<ul>\n<li>Mentioned in the AI response<\/li>\n<li>Mentioned and linked in the response<\/li>\n<li>Linked as a cited source<\/li>\n<\/ul>\n<p>This step builds directly on your keyword and topic analysis but shifts the focus from <em>rankings<\/em> to <em>responses<\/em>.<\/p>\n<p>Use the AI Responses report in <a href=\"https:\/\/ahrefs.com\/brand-radar\">Brand Radar<\/a> to find queries that don\u2019t show your brand in the response or citation but should. Enter your brand name and review how your brand appears across different AI indexes (Google AI Overviews, ChatGPT, Perplexity, etc.).<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"632\" height=\"559\" class=\"wp-image-192126\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/selecting-from-different-ai-search-indexes-in-ahre.png\" alt=\"Selecting from different AI search indexes in Ahrefs' Brand Radar.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/selecting-from-different-ai-search-indexes-in-ahre.png 632w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/selecting-from-different-ai-search-indexes-in-ahre-481x425.png 481w\" sizes=\"auto, (max-width: 632px) 100vw, 632px\"><\/p>\n<p>The magic of Brand Radar lies in its filters. You can find a <a href=\"https:\/\/ahrefs.com\/blog\/brand-radar-use-cases\/#section1\">full tutorial here<\/a>, but for now, consider these:<\/p>\n\n<table id=\"tablepress-476\" class=\"tablepress tablepress-id-476 tablepress-responsive tablepress-ahrefs-width-full\">\n<thead>\n<tr class=\"row-1\">\n\t<th class=\"column-1\">Use Case<\/th><th class=\"column-2\">Filter Settings<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr class=\"row-2\">\n\t<td class=\"column-1\">See what AI says about you for branded searches<\/td><td class=\"column-2\">Query contains {your&nbsp;brand}<\/td>\n<\/tr>\n<tr class=\"row-3\">\n\t<td class=\"column-1\">Find branded queries for which AI references other websites (not&nbsp;yours)<\/td><td class=\"column-2\">Query contains {your brand} AND the citation does not contain {your domain}<\/td>\n<\/tr>\n<tr class=\"row-4\">\n\t<td class=\"column-1\">Get stats about all your brands and sub-brands.<\/td><td class=\"column-2\">Query contains {your brand} AND {sub-brand 1} AND {sub-brand 2},&nbsp;etc.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-476 from cache -->\n<p>To perform an analysis for unbranded visibility, try searching for your topics and using the filters to show queries that don\u2019t contain your brand. It\u2019s easier to search each topic individually.<\/p>\n<p>For instance, here are the settings looking at the topic of \u201ckeywords\u201d:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"651\" height=\"426\" class=\"wp-image-192127\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/searching-for-a-topic-in-ahrefs-brand-radar-and-g.png\" alt=\"Searching for a topic in Ahrefs' Brand Radar and grouping name variations like &quot;keyword&quot; and &quot;keywords&quot; together.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/searching-for-a-topic-in-ahrefs-brand-radar-and-g.png 651w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/searching-for-a-topic-in-ahrefs-brand-radar-and-g-649x425.png 649w\" sizes=\"auto, (max-width: 651px) 100vw, 651px\"><\/p>\n<p>Using the filters, you can narrow down the data to specific sub-topics. For instance, I could use these settings to analyze AI responses about bottom-of-funnel queries related to keyword research and rank tracking:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1138\" height=\"600\" class=\"wp-image-192128\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/using-filters-in-ahrefs-brand-radar-to-narrow-dow.png\" alt=\"Using filters in Ahrefs' Brand Radar to narrow down the results in various reports about a brand's visibility in AI responses.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/using-filters-in-ahrefs-brand-radar-to-narrow-dow.png 1138w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/using-filters-in-ahrefs-brand-radar-to-narrow-dow-680x359.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/using-filters-in-ahrefs-brand-radar-to-narrow-dow-768x405.png 768w\" sizes=\"auto, (max-width: 1138px) 100vw, 1138px\"><\/p>\n<p>Make a list of the relevant queries where you notice gaps you\u2019d like to close, like your brand&nbsp;is:<\/p>\n<ul>\n<li>Not mentioned, but a competitor is<\/li>\n<li>Mentioned incorrectly or alongside outdated information<\/li>\n<li>Not strongly associated with its core topics in AI responses<\/li>\n<li>Missing content formats AI frequently cites (like guides, videos, reviews)<\/li>\n<li>Mentioned in the response, but is not cited as a source<\/li>\n<\/ul>\n<p>Closing these gaps often comes down to two things.<\/p>\n<p>The first is closing topic gaps on your website by either publishing new pages or improving the topic coverage of existing ones.<\/p>\n<p>You can use <a href=\"https:\/\/ahrefs.com\/ai-content-helper\">AI Content Helper<\/a> for this. It analyzes your content and helps you identify essential topics to cover on each&nbsp;page.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1161\" class=\"wp-image-192129\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/using-ai-content-helper-to-close-topic-gaps-within.png\" alt=\"Using AI Content Helper to close topic gaps within existing content or with new content.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/using-ai-content-helper-to-close-topic-gaps-within.png 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/using-ai-content-helper-to-close-topic-gaps-within-680x385.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/using-ai-content-helper-to-close-topic-gaps-within-768x435.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/using-ai-content-helper-to-close-topic-gaps-within-1536x871.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/p>\n<p>The second is by analyzing third-party websites cited in AI responses. In some cases, you may need to reach out and ask for existing information about your brand to be updated, or request to be added if competitors are mentioned but you\u2019re not.<\/p>\n<h2><a id=\"post-192111-_f0t7p1tve0xc\"><\/a><div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\"> 5. Find gaps in your branded mentions around the&nbsp;web&nbsp;<\/div><\/div><\/h2>\n<p>Even if your brand ranks well and appears in AI responses, it might still be missing from conversations happening elsewhere online.<\/p>\n<p>That\u2019s where <a href=\"https:\/\/ahrefs.com\/blog\/audit-brand-mentions\/\">auditing your branded mentions<\/a> comes&nbsp;in.<\/p>\n<p>This step helps you discover who\u2019s already talking about your brand and who should be. Think of it as mapping your brand\u2019s share of conversation beyond search.<\/p>\n<p>You can do this in the <strong>Web pages<\/strong> report in Brand Radar. You\u2019ll get a list of pages that mention your&nbsp;brand:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1133\" height=\"702\" class=\"wp-image-192130\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/identifying-all-the-places-around-the-web-that-men.png\" alt=\"Identifying all the places around the web that mention your brand name in Ahrefs' Brand Radar, using the Web Pages report.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/identifying-all-the-places-around-the-web-that-men.png 1133w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/identifying-all-the-places-around-the-web-that-men-680x421.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/identifying-all-the-places-around-the-web-that-men-768x476.png 768w\" sizes=\"auto, (max-width: 1133px) 100vw, 1133px\"><\/p>\n<p>When reviewing these brand mentions, ask yourself questions like:<\/p>\n<ul>\n<li><strong>What is the predominant sentiment?<\/strong> Are most mentions positive, negative, or neutral?<\/li>\n<li><strong>Which brand elements show up most often?<\/strong> Do sub-brands, executives, or signature frameworks get more attention than the main&nbsp;brand?<\/li>\n<li><strong>What types of publications mention you?<\/strong> News sites, industry blogs, community forums, or social platforms?<\/li>\n<li><strong>Which formats generate stronger mentions?<\/strong> Case studies, product comparisons, thought-leadership articles, etc.?<\/li>\n<li><strong>Which topics are you most often paired with?<\/strong> What other entities or themes consistently appear alongside your&nbsp;brand?<\/li>\n<li><strong>Do mentions align with performance lifts?<\/strong> For example, do spikes in mentions correlate with traffic, rankings, or visibility of AI responses?<\/li>\n<\/ul>\n<p>Beyond individual articles, look at who is driving the coverage.<\/p>\n<p>Which authors consistently write about your competitors but not your brand? Which publications produce recurring content in your niche but rarely include you?<\/p>\n<p>These authors and publications are ideal for outreach. They already engage your audience and shape your industry\u2019s perception.<\/p>\n<p>Add the ones you\u2019d like to reach out to in a prospecting list (<a href=\"https:\/\/docs.google.com\/spreadsheets\/u\/6\/d\/1XjXJvVKqzdIs5lR9RKLEVk_ClpVSBaE2z9bBpmWTYk0\/copy\">download ours for free<\/a> if you don\u2019t have one already&nbsp;\ud83d\ude09<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1146\" height=\"253\" class=\"wp-image-192131\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/screenshot-of-example-outcome-after-filling-in-you.png\" alt=\"Screenshot of example outcome after filling in your link prospecting template.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/screenshot-of-example-outcome-after-filling-in-you.png 1146w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/screenshot-of-example-outcome-after-filling-in-you-680x150.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/screenshot-of-example-outcome-after-filling-in-you-768x170.png 768w\" sizes=\"auto, (max-width: 1146px) 100vw, 1146px\"><\/p>\n<h2><a id=\"post-192111-_f6zfhcbafzkh\"><\/a><div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\"> 6. Find where your brand visibility falls behind competitors&nbsp;<\/div><\/div><\/h2>\n<p>Once you\u2019ve identified your own branded and topic gaps, benchmark your visibility against your competitors.<\/p>\n<p>This step reveals which topics, queries, and product features are more strongly associated with other brands and where you can close that&nbsp;gap.<\/p>\n<p>Start by repeating steps 2\u20135 for your top competitors.<\/p>\n<p>It\u2019s worth looking at their branded queries just as much as their coverage for unbranded topics. You can quickly see what users and search systems connect to your competitors more strongly than they do to your&nbsp;brand.<\/p>\n<p>For instance, looking at Quizlet, their brand is connected to:<\/p>\n<ul>\n<li>Product features like flashcards and&nbsp;AI<\/li>\n<li>Audiences, like teachers and students<\/li>\n<li>Topics like derivative classification, spaced repetition, and medical terminology<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"978\" height=\"639\" class=\"wp-image-192132\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/example-of-identifying-terms-that-the-brand-quizle.png\" alt=\"Example of identifying terms that the brand Quizlet is connected to in keyword searches, like flashcards, derivative classification, spaced repetition and more.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/example-of-identifying-terms-that-the-brand-quizle.png 978w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/example-of-identifying-terms-that-the-brand-quizle-650x425.png 650w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/example-of-identifying-terms-that-the-brand-quizle-768x502.png 768w\" sizes=\"auto, (max-width: 978px) 100vw, 978px\"><\/p>\n<p>Look for similar patterns in your competitor\u2019s search visibility to find gaps you can close against them. For instance, look for topics people commonly associate with competitors and not your&nbsp;brand.<\/p>\n<p>It could be a quick win to start advertising your features connected to those topics and creating awareness among your audience about what you offer. Then use your search strategy to <a href=\"https:\/\/ahrefs.com\/blog\/demand-capture-seo\/\">capture the demand<\/a> you\u2019ve generated.<\/p>\n<p>Some other things you can try to close these gaps include:<\/p>\n<ul>\n<li>Find easy content gaps you can close by creating new content.<\/li>\n<li>Get inspired for new product features that people search for and could influence your product roadmap.<\/li>\n<li>Align your brand to less competitive product categories if you\u2019re up against strong competitors.<\/li>\n<\/ul>\n<h2><a id=\"post-192111-_pmr5j12ocnv4\"><\/a><div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\"> 7. Turn insights into a strategy and share with stakeholders&nbsp;<\/div><\/div><\/h2>\n<p>The final step is to translate your findings into a clear, prioritized action plan that your team can use and your stakeholders can easily understand.<\/p>\n<p>Generally, you\u2019ll be planning to do one of three things:<\/p>\n<ul>\n<li><strong>Fix<\/strong>: Improve or optimize existing content.<\/li>\n<li><strong>Build<\/strong>: Create new content or landing pages for uncovered opportunities.<\/li>\n<li><strong>Influence<\/strong>: Strengthen off-site visibility and brand mentions via outreach.<\/li>\n<\/ul>\n<p>At this stage, you\u2019re not just collecting data; you\u2019re building a visibility strategy based on measurable brand&nbsp;gaps.<\/p>\n<p>But you\u2019ll also need to prioritize each opportunity based on its potential impact. For instance, you could weigh&nbsp;up:<\/p>\n<ul>\n<li><strong>Traffic<\/strong>: How much demand or search volume the opportunity could&nbsp;drive.<\/li>\n<li><strong>Authority<\/strong>: Whether it supports your topical depth or brand credibility.<\/li>\n<li><strong>AI visibility<\/strong>: Whether it improves your likelihood of being cited in AI responses.<\/li>\n<\/ul>\n<p>This helps you focus on quick wins first while still planning longer-term brand positioning improvements.<\/p>\n<p>Once you have an action plan ready and know the top priorities you\u2019d like to focus on, summarize it in a report for stakeholders. Download this free <a href=\"https:\/\/docs.google.com\/document\/d\/1z16ENB8G7kshEyJfXXSRQyqNVYsl7x-YRDcYWtp5vpQ\/copy\">brand gap report template<\/a> if you don\u2019t already have&nbsp;one.<\/p>\n<p>Replace all the pink sections and summarize your key findings in scorecards and quick snapshots of key points.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1173\" height=\"847\" class=\"wp-image-192133\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/screenshot-of-ahrefs-brand-visibility-scorecard-f.png\" alt=\"Screenshot of Ahrefs' Brand Visibility Scorecard from the Brand Gap Analysis template.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/screenshot-of-ahrefs-brand-visibility-scorecard-f.png 1173w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/screenshot-of-ahrefs-brand-visibility-scorecard-f-589x425.png 589w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/screenshot-of-ahrefs-brand-visibility-scorecard-f-768x555.png 768w\" sizes=\"auto, (max-width: 1173px) 100vw, 1173px\"><\/p>\n<h2><a id=\"post-192111-_96uyh8j22sm4\"><\/a>Final thoughts<\/h2>\n<p>A brand gap analysis should go beyond fixing individual pages. It\u2019s not a content gap analysis. Rather, its priority is reclaiming every opportunity where your brand should have been part of the conversation but wasn\u2019t.<\/p>\n<p>Whether in Google\u2019s top results, an AI response, or content around the web, closing those gaps compounds visibility and&nbsp;trust.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>That\u2019s what a brand gap analysis enables. It also turns brand visibility from a vague concept into something measurable and fixable. Here\u2019s how. A brand gap analysis measures the difference between your brand\u2019s potential visibility and its actual presence across<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":195,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[469,335],"tags":[],"coauthors":[458],"class_list":["post-192111","post","type-post","status-publish","format-standard","hentry","category-ai-search","category-general-seo","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Brand Gap Analysis: Find Out Why You&#039;re Invisible in AI Search<\/title>\n<meta name=\"description\" content=\"Your brand presence shouldn\u2019t depend on luck, algorithms, or guesswork. It should be built and improved with precision so you show up in all the places that matter, exactly as you want to be represented.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/brand-gap-analysis\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brand Gap Analysis: Find Out Why You&#039;re Invisible in AI Search\" \/>\n<meta property=\"og:description\" content=\"Your brand presence shouldn\u2019t depend on luck, algorithms, or guesswork. It should be built and improved with precision so you show up in all the places that matter, exactly as you want to be represented.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/brand-gap-analysis\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2025-10-30T14:14:59+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-10-30T14:18:33+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/10\/3-brand-gap-analysis.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"1609\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Despina Gavoyannis\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ahrefs\" \/>\n<meta name=\"twitter:site\" content=\"@ahrefs\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/brand-gap-analysis\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/brand-gap-analysis\\\/\"},\"author\":{\"name\":\"Despina Gavoyannis\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#\\\/schema\\\/person\\\/143d08bacfea1ed0736d76ad138ce704\"},\"headline\":\"Brand Gap Analysis: Find Out Why You\u2019re Invisible in AI Search\",\"datePublished\":\"2025-10-30T14:14:59+00:00\",\"dateModified\":\"2025-10-30T14:18:33+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/brand-gap-analysis\\\/\"},\"wordCount\":2964,\"publisher\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/brand-gap-analysis\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2025\\\/10\\\/brand-gap-analysis-find-out-why-by-despina-gavoyannis-ai-search.jpg\",\"articleSection\":[\"AI Search\",\"General SEO\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/brand-gap-analysis\\\/\",\"url\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/brand-gap-analysis\\\/\",\"name\":\"Brand Gap Analysis: Find Out Why You're Invisible in AI Search\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/brand-gap-analysis\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/brand-gap-analysis\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2025\\\/10\\\/3-brand-gap-analysis.png\",\"datePublished\":\"2025-10-30T14:14:59+00:00\",\"dateModified\":\"2025-10-30T14:18:33+00:00\",\"description\":\"Your brand presence shouldn\u2019t depend on luck, algorithms, or guesswork. 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