Performing a content gap analysis allows you to identify points of weakness to achieve a more robust content strategy for your website. Content is a defining factor in your website’s overall success. It drives traffic, search rankings, and user engagement.
Even if your website has dozens of top-tier content pages, there’s probably room for improvement.
What Is a Content Gap Analysis?
A content gap analysis is an optimization process that involves evaluating your website’s content for areas of weakness.
It’s like a content audit, but it focuses less on what your website has and more on what your website is missing. With a content gap analysis, you’ll identify these missing components so that you can fill the gaps with healthy content.
If your website doesn’t cover a topic of interest to its audience, you can create one or more new pages around that topic. If your website has outdated content, on the other hand, you can revise it to make it more relevant.
Overlooked topics, outdated content, and other points of weakness are gaps. A content gap analysis will reveal these missing components of your website’s content strategy.
A content gap analysis aims to satisfy visitors’ demands for content. Your website has a unique audience, and these visitors generally seek similar types of content.
If they don’t find the content they seek, visitors will abandon your website. Filling the gaps in your website’s content strategy will satisfy their demands to stay longer and interact more frequently.
Inspect Your Website’s Keyword Rankings
To perform a content gap analysis, you’ll need to identify gaps in your website’s content strategy. There are several ways to find gaps, one of which is to inspect keyword rankings. For this, I recommend SEMrush.
If you’re considering a content gap analysis, you should already have a set of keywords for which you want your website to rank. Inspecting the search rankings for these keywords will provide insight into which aspects of your website’s content strategy need improvement.
High search rankings for a keyword typically indicate your website has high-quality and relevant content for that keyword.
Conversely, low search rankings indicate your website has low-quality or irrelevant content for the keyword, which is a gap. Therefore, you can begin a content gap analysis by inspecting your website’s keyword rankings.
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Take a Look at Your Competitors
Looking at your competitors can help you find gaps in your website’s content strategy. Competitors have the same audience and objectives as your website, so they should also have similar content.
You may discover relevant topics that you haven’t yet covered on your website by looking at your competitors.
Don’t copy your competitors.
Instead, use them as inspiration to create your unique content. If you come across a new and relevant topic while browsing a competitor’s website, you can still cover it on your website; use your voice and point of view.
You can dig deeper into your competitors by inspecting their keyword rankings. A competitor may rank high for a relevant keyword that your website isn’t currently targeting.
Alternatively, a competitor may outrank your website for one of its target keywords. Since competitors have the same audience as your website, these keywords may indicate an unfilled gap in your website’s content strategy.
To inspect your competitors’ keyword rankings, you’ll need to use a premium ranking tracker like SEMrush, the tool I use.
While you use Google Search Console to inspect your own website’s keyword rankings, you can’t use it to inspect those of your competitors.
Fortunately, premium ranking trackers like SEMRush allow you to track any website’s Google rankings, which you can compare to your own website’s keyword rankings.
Brainstorm New Topics
Your website probably doesn’t cover all the topics that its audience seeks. These overlooked topics are gaps. Your website’s audience will search for them, but you won’t capture them as loyal visitors since they aren’t covered on your website.
Brainstorming can help you identify new topics that your website doesn’t currently cover. While looking at your competitors can reveal overlooked topics, it’s not a substitution for brainstorming.
Competitors may overlook the same topics as your website. Besides, you don’t want your website’s content strategy to mirror its competitors.
Here are some brainstorming tips to uncover new topics:
Read emails sent to your website from visitors. If several visitors asked the same question in an email, perhaps you should answer their mutual question in a new piece of content.
Use a keyword analysis tool. These tools show keywords related to your website’s main target keywords.
Review your website’s social media accounts for messages and comments. Like emails, users may ask relevant questions on your website’s social media accounts.
Play around with Answer the Public. While technically a keyword analysis tool, Answer the Public uses a different approach to find related keywords. It shows questions that contain your website’s target keywords.
Seek input from visitors. If your website supports comments, try asking visitors what topics they’d like to see covered.
Find Outdated Content
Outdated content is a gap, and like all gaps, it leaves your website with incomplete content that’s of little or no interest to its audience.
Outdated content is any content that is no longer relevant or accurate. Truths can change. A statement that’s accurate today may be wrong a year from now. If any of your website’s content contains irrelevant or inaccurate content, you’ll need to revise it.
Older pieces of content are more likely to be outdated than newer pieces. Depending on what platform you used to build it, you may be able to sort your website’s content by creation date. WordPress offers date-based sorting.
You can sort your website’s posts and pages by date first to investigate the older pieces of content.
It may sound complicated, but a content gap analysis is quite simple. It’s an optimization process that focuses on finding areas of weaknesses, known as gaps, in your website’s content strategy.
You can then fill the gaps by creating new content or revising your website’s existing content.
Lori Ballen is a real estate agent in Las Vegas. She’s a digital marketing specialist, speaker, and marketing coach and loves to share her “Ballen Method” to generate website traffic and leads online. Lori’s specialties are SEO content writing (ranking on the search engines), social media strategies, and affiliate marketing. Need a website? Contact Lori’s brothers Jeff and Paul Helvin at Ballen Brands.