Content Gap Analysis: How To Maximize Your Content Potential

by | Search Engine Optimization (SEO)

What is Content Gap Analysis?

What do you interpret when you read the word “Content Gap Analysis”? 

Well, if we are on the same track, your answer should be close to “analyzing some missing pieces in the content.”

Yes, that’s exactly what the Content Gap is! 

To brief you further, Content Gap Analysis is the practice of evaluating the current content on your website to discover the “gaps” and missed opportunities in order to improve and outperform your competitors.

what is content gap analysisContent gaps are the topics your target audience is searching for that are currently missing on your website.

For instance, if you run a shoe business and your website doesn’t cover the topic, say, “How to select the correct shoe size,” — this would be a content gap. Content gaps are highly likely to divert your customers to competitor websites to retrieve the information they want.

Why Does Your SEO Strategy Need Content Gap Analysis?

It is essential to carry out content gap analysis because of the following reasons:

  • The consumer interests keep shifting 
  • Existing information becomes outdated
  • Keywords keep fluctuating

So, conducting content gap analysis helps your articles perform better, boost engagement, and align the given information with the audience’s interests.

What are the Types of Content Gaps?

Keyword Gaps

Keyword Gap Analysis involves identifying keywords that your competitors are currently ranking for, and you are not. Keywords play an essential role in helping the content rank on the first page of search engines. 

Tip: Incorporating long-tail keywords can help your content rank higher because these keywords are less competitive as compared to short-tail keywords.

Topic Gaps

Topics are the first thing that comes to mind while thinking about content gaps. Every time you conduct a content gap analysis on your topics, ensure that:

  • Your site covers all the relevant topics
  • The topics on the site are updated regularly
  • The topics are relevant to the interest of the readers

You are sure to find some content gaps while pondering upon these concerns. Topic gaps can help you add fresh content to your website and offer a quick way to provide the latest quality content to the target audience.

Media Gaps

Media Gaps refer to the absence of video content on your website. Adding media to your content is important because, according to statistics, 75% of the population prefers to learn about a product or service by watching a video instead of reading about it. So, you can find the media gaps in the content and fix the issue by adding informational videos to the website.

Our Advice on Conducting Content Gap Analysis

Our extensive track record spans over a decade in the industry, and during our journey, we have helped numerous clients secure a top spot in the search results. Based on our personal expertise, we are sharing some valuable strategies that will help you bridge your content gaps.

Scan the first page of Google

The best way to find content gaps is to scan and analyze blog posts on Google’s first page. For example, if you want to write an article on “keyword research,” you should go to Google and examine the results on the first page.

While analyzing, skim through the posts to identify the gaps in the content. These gaps can be anything from the “missing latest updates and examples” to “skipped information” and “poor readability.”

Fill these gaps by providing the missing information in your article.

Perform Content Audits

“Charity begins at home.” Therefore, it’s best to conduct a self content audit in order to acknowledge which of your blog posts are underperforming. Content audits can prove to be a robust strategy when performed within regular intervals. This is because they help you find issues in your current approach and provide solutions for improving future content.

content audit for content gap analysis

With content audits, you can discover grammatical errors, outdated images, and find out broken links in your existing content, paving the way for your content to outperform the competition.

Map your Buyer’s Journey

Buyers’ journey is the journey your consumers go through while making a purchase. This journey consists of 5 stages– awareness, consideration, decision, service, and retention.

buyers journey

The trick is to stay at the top of your customer list throughout this journey because every visitor who lands on your website is not there to make a purchase. Sometimes, they simply scroll to hunt for some information, compare prices, or for other reasons.

Your goal must be to create content for each stage of your buyer’s journey, encouraging your customers to make a purchase. By mapping the customer journey, you can know what your customers see, which can help you to include new content for them.

Leverage Google Search Console

Google Search Console can be efficiently used to carry out content gap analysis. To do so, you have to follow the simple steps;

  • Go to Google Search Console and select “search results” from the sidebar.
  • Click on the “+New” and add URLs for your top-performing pages.
  • Check keywords that your content has been ranking for.

Next, go to your website to ensure the content is related to your top-performing keywords. Write new content once you find the keywords you are ranking for that are not covered on your website.

Carry Out Keyword Research

Keyword research is the process of evaluating and assessing the search terms and phrases that your potential customers might use to find out information, products, or services.

Once you have found the stronger keywords for your post, you can fill the content gaps by incorporating fresh and updated keywords into your content to increase its quality. You can also update the old content with new keywords to help improve the content reach.

Run Competitor Analysis

Competitor analysis is the process of evaluating your competitor’s content and SEO strategies to discover the gaps, fruitful opportunities, and topics of interest to your customers. Analyzing your competitors’ content can help you identify gaps in your own content strategy and assist you in creating new, valuable content that your competitors may have overlooked or not covered comprehensively.

You can use tools like SEMrush to find out which keywords your competitors are ranking for and align these to develop new content ideas for your website.

Conduct Market Research

Content gap analysis would not yield any significant results unless and until you know the end goal behind improving your content and recognizing the needs of your target audience.

Market research involves gathering information about the target audience and the visitors. It helps determine the target audience’s interests, needs, and search intent. This information can help improve your content to better resonate with the target audience’s interests.

Use SEO Tools

You can use tools like SEMrush and Ahrefs to conduct content gap analysis. These tools can assist you in finding the right content.

To find out what keywords your competitor ranks for, simply input their website page into the tool. Then, search those keywords on Google to see the results. If you don’t see many authoritative sites ranking for those terms, you have an excellent opportunity to be the one that does.

Is Content Gap Analysis an Effective Strategy?

The answer is undoubtedly a big ‘Yes’. Here’s how content gap analysis can help your website and unique blog posts:

  • Improves SEO performance
  • Boosts website traffic 
  • Better user experience
  • Multiplies social shares
  • Keeps the content updated 

Here’s How We Can Help You in Your Journey

As you are now aware, Content Gap Analysis is a crucial step in a successful digital marketing strategy. Identifying areas where your content falls short in comparison to competitors can significantly improve your online visibility and engagement.

Overall, content gap analysis is a never-ending process that needs to be conducted at least once a quarter to reap the ultimate SEO benefits. However, using content gap analysis services (like ours) is an excellent option to save you time, effort, and trouble. 

Our team of experienced individuals goes above and beyond to analyze your website’s overall content and further check if it aligns with the customer buying journey. 

At SEO Experts Company India, we help to bridge the content gaps for your website by providing the following services:

  • Content Audit: We perform a thorough content audit to evaluate the quality, relevance, and performance of the content.
  • Competitor Analysis: We analyze your competitors’ content strategies to identify gaps and opportunities for improvement. We use tools like SEMrush and Ahrefs to conduct competitor analysis.
  • Content Mapping: We map your content by keeping the buyer’s journey in consideration, irrespective of the stage of their purchasing journey.
  • Keyword Research: We perform dedicated keyword research to discover relevant and trending keywords to compose informational content that resonates with the visitors.
  • Performance Analysis: We evaluate how each piece of content performs in terms of engagement, traffic, and conversions in order to assess the underperforming content.
  • Regular Reporting: We provide detailed reports to our clients on a regular basis to showcase the progress in filling the content gaps and improving SEO performance. These reports also shed light on newly discovered keywords and topic opportunities.

Let us help you fill your content gaps by providing tailored strategies for growth and increased visibility.

Contact us at the earliest to learn more about our services.

Navneet Singh Final

A young enthusiast who is passionate about SEO, Internet Marketing, and most importantly providing tremendous value to businesses every day. Connect with him on Linkedin, Facebook, and Twitter: @nsvisibility

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