A content gap analysis helps brands find new areas and topics to rank for that they might not have known about otherwise. While thinking about your content in relation to your competition is a part of a content gap analysis, you should still be focused on the customer and what your new content topics can provide to them. To help you achieve your content goals, a strategy called a content gap analysis can be employed to help you refocus your content topics and find areas that are less competitive to publish content about. A content gap analysis can help you uncover areas in which to grow your content strategies, ultimately boosting your SEO, helping you rank higher on search results, and taking in your competitor’s traffic.
She has a BSC in Psychology and a Master in Digital Business and is a regular speaker at top-tier SEO events such as MozCon, BrightonSEO, UnGagged or WTSFest. The buyer journey illustrates the series of stages customers move through — from realizing they need a SaaS product to the purchase of your product and beyond. This also helps build stronger internal linking structures and avoid orphan pages, which are both important on-site SEO tactics. Frase also offers a toolbox with additional SEO tools, as shown below.
- Which means top-of-funnel traffic will be how you absorb non-brand market share, or keywords and searches that don’t contain the name of your company, and build brand awareness.
- Once you have this list, you’ll want to examine it and identify any gaps.
- Use a hybrid approach with your paid search team to boost your visibility in challenging keyword groups.
- The user requirements are filled in for every field, such as information on a certain topic.
We all want to be effective communicators with our customers, and content is one of the best ways to do that. He’s been a marketer for 10+ years, and for the last five years, he’s been entirely focused on the electronic signature, proposal, and document management markets. https://earth24.ir/how-do-you-run-a-content-gap-analysis/ has experience speaking at niche conferences, where he enjoys sharing his expertise with other curious marketers. And in his spare time, he is an avid fisherman and takes nearly 20 fishing trips every year.
A content gap analysis, then, is the process of discovering exactly what those gaps are and creating a plan that utilizes those gaps in your future content marketing initiatives. BuzzSumo – One of the best things about using Buzzsumo is being able to see what types of content resonate most with your audience. Simply type in a keyword, hit enter, and you’ll be able to see the most popular content in your industry. As explained above, you can use the insights gained from competitors here to help bridge the traffic gap. By evaluating where competitors rank better and why you can optimize your own strategy to include valuable keywords.
What Is Involved In Content Gap Analysis?
The final step is to monitor and measure your results and see how your keyword gap analysis has impacted your organic search performance. You should track your rankings, traffic, conversions, and other metrics for your target keywords and compare them with your previous data and your competitors’ data. You should also analyze your content performance and see which content types, formats, topics, and angles are generating the most results.
This is a clever way of recognizing opportunities where you can increase search engine rankings and overthrow competitors’ high traffic. Use a hybrid approach with your paid search team to boost your visibility in challenging keyword groups. You can also track your keyword rankings for the keywords around which you’ve created new content. If you’re ranking higher in search engine results pages, then your analysis has been successful.
Why Conduct An Analysis?
Then, sort through the information to determine which domains have links pointing to multiple competitor sites and not your own. By simply entering your website’s URL, the algorithm identifies your top competitors based on percentage overlap of keywords. Leveraging an advanced algorithm, Link Gaps allows you to auto-detect your true competitors and find backlink opportunities. The methodology behind link gaps is based on the concept of wisdom of the crowds, which has proven to be effective for over 12 years.
So the best way that I have found to measure tech SEO changes and performance is Core Web Vital scores. You can do this with PageSpeed Insights, and we’re going to be looking at the scores for mobile versus desktop. I don’t average these out because I think they provide really useful information of what issues your industry is running into when it comes to mobile usability. Take a look at the robots.txt, take a look at the sitemap, how they manage canonicalization, and that’s going to inform you better on how you could outperform your competitors. And we’re going to take it one step further, and we’re going to be looking again at branded traffic.
However, as we said, they’re automating a process that was already available to experienced Excel users. While they’re all important to your content-building strategy, there are a few things you may want to pay special attention to. It’s now time to start optimizing for this newly discovered keyword opportunities. Use the SEO content assistant to create SEO optimized content that’s able to outrank your competitors.
Make sure your content is captivating, comprehensive and tailored to your target audience interests. As you create a lasting digital marketing strategy, you must remember that there is more to succeeding in the SERPs than following only standard SEO best practices. You must also consider what your competitors are doing and how you can out-maneuver them.
Use the insights from your analysis to align your content creation efforts with the keywords that matter most. This way, you’ll not only provide valuable information to your audience but also give search engines a reason to put you on the top of the results page. Then, create new content or update existing content to include the keywords you are missing. A content gap analysis should focus on topics and keywords that are within your main areas of expertise and are likely to attract website traffic and potential customers. SEO content gap analysis also allows you to identify key opportunities to develop new content that could potentially outrank your competitors in organic search. In an SEO context, a content gap analysis is a process used to identify gaps in an organization’s content in comparison to competitors.
Once you have this, check if you have suitable content for each step of the way. From a competitive standpoint, you will want to ensure that the content and landing pages that you are publishing load faster and provide a better user experience than your competitors. Focusing on technical elements and UX elements of your landing pages, and how they compare to competition, will help your website get a leg up in organic SERPs. BrightEdge research has shown that as much as 51% of your traffic arrives through organic search. They have taken control of the early stages of the purchase process, as they have become the ones who go looking for answers, rather than waiting for salespeople to come to them.
