Content Gap Analysis: 5 ways to find them and fix them.
A content gap analysis might help you find possibilities in your SEO strategy.
The most asked question is: How do we know and what to write about?
One technique to choose the subjects to cover on your website is to look at SEO keyword research. But how can we tell whether there are more profitable chances there?
Finding the existing gap in your content would be done smartly by adapting Content Gap Analysis. This assists in developing strategic content ideas that will increase traffic to a website, increase sales, and provide the target audience with even more value. Gaps in the production of material are essential. Even if you are the finest writer in the world, information can get stale in this dynamic world.
- Information ages over time of a period
- Keywords change
- Customers’ interests have shifted
You are not to blame. However, you must identify and fill any content gaps that develop to stay one step ahead of the competition.
Why Do Content Gaps Exist?
Your website’s target audience may be searching for certain topics that are not already covered there. Your audience is constantly searching for new information. However, you’d assume that firms would pay greater attention to content gaps, considering how frequently they arise. Your target audience may be looking for thousands of subjects in your sector that you haven’t yet addressed.
Why do content gaps matter so much?
The tricky parts are finding content gaps and understanding what to do with them.
Missed opportunities are what content gaps are. Customers will most likely move on to your competitor’s websites if they can’t locate what they’re looking for on your page.
What Makes Content Gaps Important to Find?
Even though content gap analysis appears like a lot of work, the results are valuable.
- A better conversion rate: It will lead to increased sales due to content gaps analysis, which lowers bounce rates and increases on-site visits.
- Improved SEO: Fill content gaps to raise the rank of your website in search results. Because over 85 percent of searchers only click links on page 1 of search engines like Google, your position on the search engine results pages (SERPs) is important.
- To better engage your target audience: Filling in content gaps can provide your readers with the information they need and help them connect with your website. Building a relationship with your target audience is crucial and achievable; in a poll of 1,000 Americans, more than 60 percent said they had an emotional attachment to a specific brand.
What Kinds of Content Gaps Are There?
To conduct a gap analysis, you must first understand how to spot content gaps. Keywords, subjects, and media are the three main types of content gaps.
- Keyword Gaps
- Topic Gaps
- Media Gaps
Five Ways to Identify Content Gaps & Fix Them
You now understand what content gaps are, why they’re critical, and what to look for.
Let’s now examine how content gap analysis may be used to identify and address them.
1. Use a tool for SEO, such as Ubersuggest, to do a content gap analysis.
I have some excellent news for you if you’re concerned about slogging through data for hours and manually evaluating every piece of content you’ve ever released. Online applications like Ubersuggest, free and paid, can help you with this.
With the help of Ubersuggest’s many functions, you may explore the data on your website to uncover issues immediately. Use it to create reports for keywords, go through the best material, and even research your rivals’ websites.
My tool’s usage is straightforward.
- Go to the Ubersuggest homepage first.
- The domain name or keyword you want a report on comes next.
- At the report’s top, either click “View all” or choose the necessary filters.
- To store the data somewhere else, click Export at the report’s top.
You have numerous options for filling in the content gaps once you have chosen more powerful keywords for your posts. In your upcoming material, use the new keywords. Instead, naturally, incorporate keywords into your content in ways that raise its quality of it. Replace any missing keywords in out-dated content. You should also modify your current keyword optimization approach as a precautionary step. To stay at the top of the search results in your industry, make it a habit to look for keyword content gaps in your articles.
2. Examine your customer’s journey to find any missing funnel content.
Not all content omissions are as simple to fill up as keyword omissions. The challenge is to examine your customer journey in greater detail to determine what your target readers require at each stage of the purchasing process. Some are merely interested, while others evaluate your goods against your rivals. You should produce content for each of these phases if you want better outcomes. Additionally, you require articles that offer insightful analysis of the sector, deal with common consumer complaints, and offer solutions.
Even USA.gov used this strategy to identify the missing content. USA.government developed detailed customer personas with behaviour lines close to their actual customers using a special customer audit technique called journey mapping.
Fixing Content Gaps
Content gaps are the simplest to locate and close. You’ll have a clearer notion of which phases of the purchasing process you need to add to your existing content once you’ve planned your client journey. Make fascinating industry articles and useful instructions. Write in detail about the goods and services you provide. Compare what you have to give to what the opposition has to offer.
3. Manually explore competing websites to find content gaps. What material you are missing isn’t always obvious. Identifying the gaps in your material on your own might be challenging.
You can ask the opposition for assistance there. Decide what your rivals are doing well, then copy them. Remember that making an identical replica is not the intention. The goal is to identify keyword, subject, and content gaps that your rivals fill. You may accomplish this manually by looking at rival websites and noting what is absent from your own.
Fixing Content Gaps
- Make a list of your main rivals first. If you’re unsure who they are, search for some of the most crucial keywords you’re aiming for.
- Make a note of the subjects your website lacks after visiting each of your competitors’ websites.
- Finally, discuss with your team how to write a page on the same subject in a unique or improved approach. Although competitors might serve as a source of fresh content ideas, stay away from duplicating what they do. You want to explore for fresh angles they didn’t address. Even while a rival may be having success with a certain term, that doesn’t imply you should constantly produce content along the same lines.
4. Utilize the Google Search Console
Did you realize that you may do a content gap analysis using the Google Search Console?
Let me demonstrate:
To begin, sign into Search Console and select “Search Results” from the menu on the left side of the screen.
- First, click the +New button next to ‘Search type’ and ‘Date range.’ (which can be modified)
- Click “Page” when the dialogue box appears.
- Enter each URL for one of your best-performing pages.
- Check your keyword rankings on that page once the results are displayed.
- Go to the page on your website or in your CMS and use Search Console to look up all your top keywords (either top clicks or impressions).
- Make sure the content is connected to your best-performing keywords by going to the article on your website. There’s a chance that some of the keywords you rank for won’t even be mentioned on the page.
- Once you’ve determined the keywords, you’re ranking for but which the page does not address, you should either write a new article or add a section to an existing one to address those keywords.
5. Perform an internal content audit.
When was the last time you browsed your website to look for content gaps?
Although SEO tools and researching the competition might be helpful, you can occasionally do an audit of your content more quickly. Additionally, by doing a content audit, you may find broken links, out-of-date photos, and even grammatical mistakes that may be corrected before negatively impacting visitors. It’s crucial to keep in mind that self-content audits are something you should perform frequently. To keep your material interesting, maintain a constant flow.
Many business owners and marketers avoid concentrating on “money” pages to encourage sales or on educational blog posts to attract followers. Finding gaps in your current content strategy and filling them with new content assets that drive traffic and guide visitors to the point of purchase requires doing a content gap analysis. An assessment of your present content is followed by developing a content strategy that caters to users at various touchpoints.