Working with Merkle Inc., Shades of Light’s SEO, SEM and performance marketing partner, the company conducted keyword gap analysis as part of their annual SEO campaign planning. The analysis revealed a significant ranking gap on mid- to high-volume informational topics, especially those that rank for “how to” and “ideas” questions.
https://www.brightedge.com/resources/case-studies/shades-light-builds-topical-authority-drives-revenue-seo