When was the last time you conducted an audit of your website’s content? If it’s been a while, it might be time to upgrade your SEO strategy and find gaps in your content strategy. Frankly, it’s easy to forget just how quickly consumer interests and search trends evolve. When this happens it can leave your content incomplete, outdated, inaccurate – or missing entirely. Of course, you can’t change these trends, but you can learn to spot content gaps and stay ahead of the competition.
What Is a Content Gap Analysis?
Content gap analysis is a strategy used to identify topics a business’ website should cover (or cover better) to deliver value to their audience. By studying the content on a business’ website in relation to that business’ products and services and their competitors’ website, the business can identify keyword and content opportunities for the site.
Examples of Content Gaps
Analysis will uncover areas where your content falls short of audience needs or lags behind competitors.
Relevance
Content gaps often emerge when older articles become less relevant due to outdated concepts, industry developments, missing (and vital) new information, or evolving search intent.
Keywords
Your website is likely missing out on consistent, targeted traffic from many long-tail keywords you are not optimizing for.
Media
Audiences might prefer various content types on each topic, such as concise or comprehensive articles, visual guides such as infographics, or short-form videos.
Completeness
Incompleteness is definitely a content mistake to avoid. While you might have a post covering a topic, incompleteness means that audiences must continue searching to find what they need.
How to Perform a Content Gap Analysis
It only takes a few simple steps to spot content gaps and begin to implement the changes required to remedy the situation.
Keyword Research
So how can you identify terms that your audience is searching for? You’ll want to use a keyword research tool – and Semrush is the tool we use most often at Rocks Digital. Rather than creating separate content for each long-tail keyword, employ keyword clustering to integrate multiple related search terms into a comprehensive content piece. This strategy allows you to address various user queries while boosting your SEO performance.
Research the Competition
To spot gaps in your content you’ll also need to know what your competitors are doing. Fortunately, tools like Semrush make it easy to see what keywords your main competitors are targeting. You can then cross-reference the results with your website to find holes in your content strategy.
Assess the Buyer’s Journey
Consider the customer journey, from initial awareness to long-term loyalty. Your website should ideally have content that speaks to audiences at every stage, from broad interest to deep engagement.
Analyze Content Performance
Use Google Search Console and Google Analytics to monitor results like high impressions and low clicks, a significant bounce rate and so on. Assessing these metrics can reveal that your content is not adequately targeted, may be too thin (or overly complex), and could benefit from a professional content writing service.
Top-Rated SEO and Content Marketing Solutions
Identify content gaps, target new keywords and increase visibility with Rocks Digital. We provide leading digital marketing services for local businesses, including SEO solutions and content marketing. Call (214) 989-7549 or request a website evaluation.
