Creating content is more than just providing the target audience with information. It is about creating content that fills the gaps and can resonate with the audience. With content gap analysis, you can identify the content that your audience is lacing and establish yourself as an authority in that space.
Content gap analysis is a process of finding and evaluating any missing content that could align with different stages of your buyer’s journey. In other words, you find the topics that your competitors may have covered but have not. You can also look at the gap as the portion of the search engine results where your competitors are ranking, but you are not. The analysis is achieved by auditing what you currently have and then laying out a content strategy that addresses the needs of users at multiple touchpoints.
Content gap analysis is an important part of search engine optimization. It identifies gaps that can help your content perform better in search engines. By knowing which information is more relevant and useful to customers, you can improve the quality of your content even before publishing it. This helps to
Content gap analysis can be performed in several ways. You may be struggling with related keywords or lack of topic ideas, which can signify a gap in content. You may also be looking to identify customers’ pain points and tap into that opportunity. The main approaches that you can use to identify the gaps include:
When publishing content, most people focus on ranking higher in Google’s search engine first page results. Looking at what is already ranking on the first page can help you identify any gaps in the content. For instance, if you want to write a blog post about the keto diet, you would search the keyword and check the results you get on Google’s first page. Depending on the results, gaps in the content may include:
Once you identify any of the gaps, filling or improving it can give you an edge over the competition and increase the chances of your content getting on Google’s first page.
You can easily scale the content gap analysis by using tools such as Semrush. The tool comes with a feature for finding topics that have lots of gaps. To get started, enter the name of a competitor in the tool and explore the generated list of their top-performing keywords.
Once the keywords have been generated, check each on Google’s first page. If the first page by all means appears solid, then the content is legit and there aren’t many gaps. In some cases, however, you may notice lots of holes that you can fill with your own content. Other tools that you can use to conduct a content gap analysis include Ahrefs and keyword.io.
Finding out what your target customers read about can help in identifying gaps. You can do this by directly asking about their pain points or preferences. Then create content that aims to genuinely address those needs. You may ask questions related to:
You may also identify gaps in your own content. Conducting an audit helps to identify any content on your site that is underperforming. You can then improve on these gaps and set your content up for better performance. Some of the ways you may improve the content include:
Content gap analysis is a vital step in creating an effective SEO strategy. It helps you find out the kind of content your competitors have published and if there are any gaps left. Although the process is relatively easy, hiring an expert can help in doing it the right way and getting the best results. Nvent Marketing offers search engine optimization services, including content gap analysis to help you and your clients catch up and stay ahead of the competition.
David Murphy is a writer who specializes in search engine optimization, website design, and information technology. With over 10 years of experience working in the tech industry, he provides practical tips and advice to help small businesses and entrepreneurs improve their online presence. David has authored numerous articles and eBooks on topics like increasing website traffic, speeding up load times, and integrating analytics. His passion lies in making complex technical subjects easy for the average reader to understand. When he's not writing or researching the latest in SEO and web development, David enjoys hiking, camping, and exploring the great outdoors near his home..