Top rankings and plenty of clicks can make a page look valuable, but what if its visitors have little interest in what your business offers? A content gap analysis from Rocks Digital Marketing looks at whether your current traffic is relevant to your business, and which topics your website isn’t covering yet.
The reality is that a page can rank well for months, yet still attract visitors who will never request a quote or book an appointment. Here’s how to tell which traffic is worth having, and which topics your website may be missing.
Why High Traffic Doesn’t Always Mean Valuable Website Content
Appearing in search, getting website visits and bringing in new leads and customers are very different things. Google Search Console reports impressions, clicks, average position and click-through rate, but those figures won’t tell you whether visitors are likely to become customers.
Google Analytics shows what people do when they’re on your website, including engagement rate and key events such as form submissions. However, these numbers are most useful when measured against the goals of the business.
A pediatrician who came to Rocks Digital from another agency had a blog post that discussed when babies can first be allowed in a swimming pool. It proved to be a popular topic and earned plenty of impressions and clicks. However, most visitors were wanting a quick safety-oriented answer, not looking for a new pediatrician. Comparing that post’s traffic with the practice’s main service pages made it easier to identify the content gap, and determine the additional content that the blog post needed. In some cases it may mean removing the content piece, or improving it instead. We focused on improving that specific blog post in an effort to attract local searches and increase conversions.
Irrelevant Traffic Can Hide Better Content Opportunities
Informational posts like the pediatrician’s pool article are not a problem on their own. They can bring in the right audience when the topic matches what someone might look up before contacting your business. But many pages also rank for searches with no obvious connection to what the business offers.
A dentist client of Rocks Digital had a blog post about Freddie Mercury’s teeth that was published by their previous agency. While the article attracted attention, it showed that most people wondering about a rock star’s smile are not seeking a new dentist.
Irrelevant website content doesn’t create a content gap, but it can make a website look more successful than it really is. High numbers from unrelated posts can draw attention away from service pages and customer questions that are getting little coverage. To find content gaps, you’ll need to connect search intent, audience relevance, and the services a business actually provides.
Using Search Data to Find Relevant Content Gaps
Search Console and Google Analytics help make those connections in different ways. Search Console shows relevant queries with impressions but few clicks, and pages ranking lower than expected for important searches. Google Analytics reveals whether visitors engage with those pages and take action, such as completing a form or booking an appointment.
Unfortunately, data will not show what’s missing from a page, so one must read through the website to identify unanswered questions and relevant topics that aren’t covered. Semrush is another useful tool that can help with identifying what’s needed. It provides search volume data and shows which competitor pages receive the most traffic. Some gaps call for a new section on an existing page, while others work better as a separate page, depending on your business’ website content strategy.
Evaluating Content Gaps Before Expanding a Page
Other gaps you identify may not need new content at all. Plenty of topics get high search volume or rank well for competitors while not having much to do with your business’ offerings. Before adding anything new, evaluate how the topic relates to what you offer, and why people might be searching. Some pages will be comprehensive enough, and others may need more detail.
In some cases, adding content without a purpose can weaken a page’s focus or take time away from more useful content. The same goes for the high-traffic pages discussed earlier. As with the pediatrician and dentist examples, when a page has limited relevance to the business and no clear path to conversions, your time is probably better spent on content tied to the services you provide.
Talk to Us About Content Gap Analysis for Your Business Website
Rocks Digital provides content gap analysis and website content strategy services for businesses that want more from their search traffic. We identify the content gaps where making changes to existing pages can bring in more prospective customers, then determine which missing topics are worth adding. Call (214) 989-7549 or request a website evaluation.
