Content Gap Analysis for SEO and Engagement
A website’s service pages can cover a business’ services in detail and still leave out information customers are searching for. At Rocks Digital Marketing we use content gap analysis as part of a website content audit to find what’s missing from existing pages. Managing Partner Lissa Duty leads our team and brings more than 15 years of digital marketing agency experience to every audit. To learn how a content gap analysis can help your pages reach more customers, speak with our team today.
What Is a Website Content Gap Analysis?
A website content gap analysis is a deep audit of the content within individual service pages and blog posts, including H2s, introductions and closing calls to action. This analysis goes a step beyond our initial review of page titles, meta descriptions, H1s and obvious duplication to reveal hard-to-spot issues that affect rankings, and to assess how people use the page.
The reality for many business websites is that various pages contain plenty of information, yet still have weak sections or a lack of focus. This analysis identifies such issues, while our website content refresh service revisits pages later to add sections as new keywords gain traffic and search trends change.
What We Review During a Content Gap Analysis
During a content gap analysis we review how each page presents the information and connects to the rest of the website. At every stage we consider the key factors important to your business, such as search performance and the visitor’s journey towards an action. Here are some of the main factors we analyze.
- Introductions – We look for introductions that lack focus, internal linking and unique, business-specific content.
- Calls to Action – Every page should tell visitors what to do after reading, such as calling your office or joining your email list.
- H2 Headings – Section headings should describe the content and support the page’s main focus.
- Internal Links – We review anchor text and check that links are directed to related services and resources.
- Thin Sections – Content sections should provide enough information to satisfy prospective customers and search engines.
- Content Quality – A page should have a logical structure and avoid outdated or repetitive content.
Finding these content gaps shows where a page needs a clearer focus and more substance. We can then get to work fixing these problems, starting with the changes of highest priority.
How We Find Keyword and Topic Gaps
Many business websites have several pages targeting the same broad search term, while the site has no presence for other relevant searches. When you work with Rocks Digital, we analyze the keywords and subjects that already have suitable content, and identify those that are not fully covered.
Our content team identifies overlapping pages that compete for the same keywords. Known as keyword cannibalization, overlapping pages can make it harder for search engines to determine just which page should rank. Aside from keywords we look for the questions customers ask about your services that your pages do not yet answer. We use what we uncover to guide your website content strategy, including which pages need more depth, and where creating a new page makes more sense than adding to an existing one.
Common Questions About Content Gap Analysis
How Often Should You Conduct a Content Gap Analysis?
Can a Content Gap Analysis Improve SEO Rankings?
Should Blog Posts Be Included in a Content Gap Analysis?
Request a Website Content Gap Analysis for Your Business
Rocks Digital’s content gap analysis helps your existing pages reach more of the people searching for your services. We provide website content audits for local and national businesses. Call (214) 989-7549 or request a content gap analysis today.
