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Content Gap Analysis - Improve Your Online Rankings With A Comprehensive Content Gap Analysis


There are numerous vulnerabilities on the internet.

Whatever you do, there will always be content gaps based on questions and inquiries that can be exploited with a little forethought to help your site rank well.

You can design a content roadmap that fills these gaps using keyword and content gap analysis, making the internet a better, more helpful place for your audience by answering issues that may not have been answered elsewhere.

How to Do an Effective Content Gap Analysis for SEO

What Is A Content Gap Analysis?

COPYRIGHT_SBG: Published on https://www.small-business-guide.com/content-gap-analysis/ by Matt Robinson on 2022-07-22T11:00:50.960Z

Magnifying glass, youtube, maps, and messaging icons
Magnifying glass, youtube, maps, and messaging icons

The term "content gap" refers to the gaps in content that your audience would like to read but has yet to be created.

A content gap analysis is the process of identifying those gaps and developing a strategy to fill them in your future content marketing initiatives.

The content gap is primarily concerned with your target audiences' desires and desires.

By looking at what types of information users want but can't find, you can begin to see the gaps between the content you create and the content that users on a web browser are searching for.

Consider the content gap from the perspective of the customer. Have you ever entered a specific query into a search engine only to discover that the results only answered a portion of what you were looking for?

Maybe it didn't answer the question at all and was just a related search? That is the content chasm.

Why Is A Content Gap Analysis Important?

A content gap study is beneficial for various reasons.

Let's take a look at a few of them, and why employing content gap analysis as part of your content strategy is worthwhile.

It Helps You Guide Customers Along Their Customer Journey

We all want to be good communicators with our customers, and content is one of the most effective methods to do so.

A content gap analysis can assist discover areas where extra content that corresponds to the flow of a customer's journey with your brand could be developed.

That means you can assist clients in making a purchasing choice by giving them with timely, relevant content that addresses the specific questions they are asking at key times along their journey.

Customers will be pleased, and your brand will be elevated above its competition.

It Helps You Attract New Customers

More than just moving existing leads and prospects through your pipelines, content can help.

It can also help you connect with new customers and audiences who are unfamiliar with your brand.

They can join your sales and marketing funnels and pipelines if you can reach those groups by filling in the gaps.

It Helps You Rank Better for SEO

Content gaps are areas and themes for which content has not yet been written.

That indicates there's a chance for new SEO rankings and a better total SEO score.

You can target certain keywords and rank higher by using regions of overlap between your content, your competitors' material, and current content.

While comparing your content to your competitors is an important element of a content gap analysis, you need also consider your customers and what your new content subjects may provide them.

How Do You Determine If New Content Needs To Be Created?

For Keywords That Aren’t Ranking

Although a low ranking frequently signals that additional information is needed, this is not always the case.

Make sure you look over your site to see if there are any pages that could target some of the keywords you discovered in your SEO content gap analysis.

When you don't have to, why reinvent the wheel?

For Keywords Ranking On Page 4 And Beyond

It's essential to look over these pages for SEO chances.

If not, you'll need to add more material to your website.

Content Gap Analysis Strategies

Use Efficient SEO Tools

SEO Tools infographics
SEO Tools infographics

SEMRush and Ahrefs are two SEO tools that have revolutionized the industry.

Both offer content gap analysis.

SEMRush has a "Bulk Analysis tool" that is similar to Ahrefs' content gap analysis tool.

Both of these tools can help you figure out why your page isn't ranking as well as the competitors.

Simply enter the URL you're testing, including your own, and it will provide you with a complete analysis of all metrics.

Both of these tools are expensive, although there are numerous free alternatives.

Answer The Public, for one thing, is fantastic at understanding broad-topic inquiries.

Here's an example of a diagram of tea-related terms.

Keyword Sheeter is yet another free SEO tool winner.

When you type in a key seed word, it automatically generates a list of related keywords.

You'll have to filter them to determine which keywords work and which don't, but it's an excellent tool for producing a large number of keywords.

Scan Google’s First Page

Searching what is already on Google's first page is the most obvious technique to detect holes.

Assume you want to publish a blog post about high-quality coffee's origins.

See what shows up when you search for the following keywords:

Where does the best coffee comes from on search in google
Where does the best coffee comes from on search in google

Then look over the findings one by one to find any gaps.

Because the internet has so much generic content, coming up with something original isn't as difficult as it may appear.

You have a strong possibility of exceeding the competition even if you update old information to fill up holes.

Revisit Your Old Content

For sites that have had time to build up their content collection, this type of content gap analysis technique works well.

Many blogs already revisit and improve on old content because it works so effectively.

It's also feasible that you started your blog as a solo project.

Over time, you've most likely increased your writing talents and obtained more on-page SEO understanding.

You may notice several errors in older postings that you were unaware of, similar to correcting blog posts a few days after writing them.

Combine Relevant Content

Do you have a number of weak pages that could be reinforced by joining them together?

Combining the pages that are relevant may result in a single large authoritative blog post.

Monstrous pillar posts are typically the source of a topic cluster. This type of content draws the most backlinks since it delivers the most thorough information on a topic.

Always have a main point in mind.

Yes, mixing signals and backlinks from two or more pages will help you enhance your SEO.

Combining unrelated topic matter, on the other hand, can backfire if done incorrectly. The better your information is to grasp and the reader can find the solution faster.

People Also Ask

What Is The Difference Between SWOT And Gap Analysis?

GAP analysis compares your company's current business performance to a desired level of performance, whereas SWOT analysis helps you figure out your company's strengths, weaknesses, opportunities, and threats.

What Is A Gap Analysis Template?

A gap analysis template is a diagram that compares current performance to potential or intended performance. In any form of organization, whether company or government controlled, a chart can be a useful tool for showing employees and supervisors where the margins should be.

Where Are The Content Gap?

The space between what users look for on the web and the results they receive is known as a content gap. It's basically a market void that needs to be addressed in order to satisfy search intent.


A content gap analysis can help brands discover new areas and topics to rank for that they might not have known about otherwise.

It also helps a brand gain more search engine authority, steal competitor traffic, and broaden their breadth of knowledge to better serve their customers.

After all, the goal of any content marketing strategy is to ensure that your brand remains relevant and capable of assisting customers, leads, and prospects in answering questions and solving problems.

If you're a marketer looking to help your brand grow a successful content marketing program, check out our blog on content marketing trends.

You'll learn about the key upcoming trends for 2022, as well as how to put them into action.

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About The Authors

Matt Robinson

Matt Robinson - Since the late 1990s, I've been helping companies of all kinds flourish online, with a focus on SEO, local search marketing, and blogging/social media. I've worked as a consultant for businesses as large as Target.com and as small as a mom and pop shop selling handmade wooden pens out of their garage. My whole life has been surrounded by small businesses. I like public speaking and am always excited to have the opportunity to teach/train businesses, groups, or people on effective internet marketing strategies and approaches. Since 2004, I've been giving talks at search marketing and social media conferences on a regular basis.

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