Right now, when someone searches for your business, they’re likely finding someone else or not much at all. It’s very common, especially for businesses that have grown through referrals and word of mouth, businesses that are newer online, or businesses whose names are similar to others.

Search engines and AI tools can only show what they can confirm. They learn about a business from its website, its Google Business Profile, directory listings, reviews, and mentions on other sites. When there are only a few of those, or they don’t clearly say who you are and what you do, there isn’t much for them to go on. The result is that people who already know your name and want to find you have a harder time than they should.

The good news is that the fixes are clear and they build on each other. Start by claiming and completing your Google Business Profile. Make sure your website clearly states your business name, what you do, and where you do it. Add your business to a few directories that matter for your industry and region, and start gathering reviews from customers who’d be happy to vouch for you. None of these steps are complicated, and together they give search engines and AI tools the information they need to begin pointing people to you.

Here's how your answers compare against the brand gap analysis framework

Follow this framework from Ahrefs in order to find where your gaps are:

Core dimensions of a brand gap analysis

Visibility gap

When people search for your business by name, how often they find you, and who shows up instead. Covers Google, Maps and AI tools.

Narrative gap

How search results, AI tools, reviews and listings describe your business, compared with how you want to be known.

Topic gap

What your business is currently known for, and what it should be known for but isn’t.

Format gap

The types of content that show up for your business and niche (reviews, guides, videos, photos, local listings) that you’re missing.

Web mentions gap

Directories, review sites, local listings and publications that mention your competitors but not you.

Demand gap

How many people search for your business by name, and whether that number is growing.

Your scores against the 6 gaps holding your brand back

These are the gaps where your answers showed room to improve.

↠ Priority means you’re most likely losing people who are already looking for you, so it’s the best place to start.

↠ Needs work means some of the foundations are there, but they aren’t consistent yet.

↠ Greyed out means it’s not on the radar for improvements right now.

Get expert eyes on your brand strategy:

Brand Gap Analysis

A brand gap analysis looks at what happens when someone searches for your business by name. Do they find you, what do they find, and who shows up instead? We compare your brand against up to 3 competitors across Google, Maps and AI search, then walk through the findings together..

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