What is a Content Gap?
A content gap can be defined as the space between what users are seeking out on the web, and the results they receive. It is essentially a gap in the market that needs to be filled in order to fulfil search intent.
Why is it Important to Fill Content Gaps?
There are a couple of reasons why it is important to find and fill content gaps.
It enables websites to gain insight into how successful a marketing or SEO strategy is.
Creating content that provides visitors with all of the information they require means a higher dwell time, lower bounce rate, and increases the likelihood of conversions on your web page.
This improves buyers journey.
Filling content gaps also means that a website is more likely to drive traffic away from its competitors, because it will be providing more relevant information.
How do you Fill a Content Gap?
The best way to identify and fill content gaps is through conducting content gap analysis.
For this, websites should review keyword ranking as well as blog posts, landing pages, paid ad content, site pages and social media platforms.
There are two types of content gap analysis, these being:
Internal Website Gap Analysis
This kind of gap analysis takes a look at what your website offers visitors. Through this, a website owner can identify whether or not they need to improve the content provided to users in order to increase engagement and enhance UX (user experience).
Competitive Keyword Gap Analysis
This form of gap analysis aids websites in discovering which keywords their competitors are ranking for which they are not. It enables the website to then uncover what kind of content they need to create in order to rank higher for certain words, and beat their competitors.
What is involved in Content Gap Analysis?
When conducting content gap analysis there are a few things that you need to consider in order to get the most out of your efforts.
- Ask yourself why you want to conduct the analysis? What do you feel is missing from your content? Is it ranking highly in SERPs? How are on-site conversions? Do you want them to improve?
- Take a look at your content. Is it fulfilling its purpose or would searchers end up looking elsewhere for information and better services? What’s your page visibility and click-through-rate (CTR) like?
- Do you need to improve your page authority with more impressive external links? Do you need to target different page topics?
What Tools can Help you with Content Analysis ?
There are a variety of tools out on the web that can assist you with your content analysis. Some of these include:
- SEMrush
- Check my Links
- Buzzsumo
- Pagerank Checker
- Ahrefs
How Can We Help?
Wanting to fill a gap in the market but at a loss at where to start? Contact us today and we can help you with a free strategy session to get you on the right track.
In the meantime, you can always check out our training courses that will keep you up to speed with all things SEO.
