A great way to learn about your target audience and identify their pain points is by conducting surveys and interviews with them. You can also learn about what they enjoy reading and what topics they feel should be covered in-depth. You should also download a marketing calendar template, as you’ll need this for setting out your content map. If done correctly, you can ensure that all of the current content is mapped to the different stages of the buyer’s journey.
I hope this article on SEO content and keyword gap analysis, along with some of the tools available to help in these areas, has been helpful to you. The goal is to arrive at a manageable set of new target keywords that — when incorporated correctly into new or existing content — will help you rank better and gain new visibility in organic search. Content gap analysis and keyword gap analysis are both important components of an effective SEO content strategy, but they serve somewhat different purposes. This form of content gap analysis centers on reviewing your top competitors’ content to find areas of weakness or opportunity that you can exploit with your own content efforts. It’s more like looking at ‘competition vs ideal state’, rather than strictly a ‘you vs them’ comparison. Let’s take a look at the process you should follow to run a successful content gap analysis and start finding the areas where you can expand into with your content strategies.
The various viewing options help to create content that bridges the gap to previously neglected topics. This allows content for in demand and valuable topics to be created, which is coordinated to the purpose of the page, fulfills user expectation and considers the purchase cycle phase. Furthermore, the content can then be published when demand is at its highest. This means the text is not only high quality and holistic, but also relevant, as it is received at the right time by the right user. Finding competitors can be done by googling your target keywords and seeing the pages that come up. Usually, you’ll have an idea of competitor sites already, but this is a good way to see what’s actually ranking the highest.
Andy runs a successful SEO consulting business in the UK as well as Snippet Digital SEO consultancy with Suganthan. Like in the last step, with the content brief generator, you can create new pages from scratch. For some marketers, this is an easier process as you’re working with a blank canvas, as opposed to trying to work around an already existing article. Except for this time, instead of updating existing content, we’re creating new content.
- These days I would recommend Ahrefs over SEMRush as a general SEO tool to most people anyway.
- With this, you’ll be able to identify which keywords are bringing in the most organic traffic, allowing you to map out your content accordingly.
- However, getting your site to the first page of Google takes time, effort, and a strategic approach.
- This article will walk you through the importance of a content gap analysis and provide a step-by-step plan to perform one.
A communications business might instead want to create content about Voice Intelligence and helpful collaboration tools for remote work. And a beauty retailer could generate posts around at-home peels and masks and prebiotic skincare. After you’ve analyzed your main website and any other relevant areas, you can go ahead and analyze your competitors’ content. An SEO competitor analysis report will be crucial for uncovering gaps that exist as a result of them covering certain topics in greater depth than you do. You can carry this out most efficiently by using SE Ranking’s Competitive Research tool, as we mentioned earlier. Once you’ve downloaded your content audit analysis template, it’s time to start analyzing the main areas of your website.
In this post, we break down how to comprehensively find all important content gaps and provide a roadmap to get real results. Another way to find gaps on your site is to use SEO tools to see what keywords your site is already ranking for. This kind of gap analysis takes a look at what your website offers visitors.
Look for improvements in your rankings and traffic, increase your Share of Voice for important keywords and see how this correlates with site revenue. Track spaces where you have overtaken your competitors outside of just rankings as well, such as rich snippets. When you are creating content, your primary goal should be to create interesting and useful content that aligns with the consumer’s search intent. Incorporate essential keywords in a natural and relevant way and be sure on-page SEO – the structural elements of the page are up to snuff. Finally, before you publish content it’s important to audit those pages to ensure that they are properly optimized and provide the best performance for the end user.
Tools For Content Gap Analysis Are The Best
You can find the areas of overlap between your content, your competitors’ content, and the content that already exists to pick out specific keywords and rank higher. By taking a look at what types of information they want but are unable to find, you can start to see the gaps between the content you create and the content that users on a web browser are searching for. In this article, we’ll answer all of those questions and help you improve your content marketing game so that your articles can be discovered by your audiences.
Enriching your web pages with structured data might also fall under this SEO pillar as well. For example, if we look closer at the terms that Betterment outranked Ellevest for, you can see exactly which pages rank. Of course, this is the initial research, you’ll want to refine your results further to narrow terms down based on keyword difficulty and intent. Now you need to determine where you can get the most value from your keywords. We know the top result in Google gets over 31% of clicks, with some variation depending on the industry, keyword, and device. However, no matter the industry, the number of clicks (and consequently traffic) that goes to your website drops consistently as you drop from one to two and so on.
Competitive Analysis Can Help You Rank Higher In Search Results
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.
Methods of research vary, but you want to access the opinion and feedback from industry experts (for context), current clients (for expectations) and potential clients. For SaaS companies that have a good sales organization with a stable outreach/lead generation program, the most reliable source is the sales team. The marketing team can tailor the content required to nurture these high-value prospects. Incorporating analysis of content gaps and missing keywords into your SEO processes isn’t terribly difficult, but it may be a new step for some SEO practitioners and website/blog content developers.
You can sort by organic, paid, or PLA (this stands for Product Listing Ads and you need a business account in Semrush to use it). Sign up today for a $1 trial and enjoy access to 6000 keyword clustering credits, 3 Keyword discovery searches, 1 Content Brief and Pro versions of SERP Similarity, SERP Explorer. Once the new page is created, approved and published, don’t forget to submit it to Google Search Console. Using our content brief generator, you can create a brief to create (or in this case update) what the most comprehensive page would look like. A middle-of-funnel keyword might be something like ‘How to [problem you solve]’. Whether you’re reading this for your own business or for clients, moving the needle in the short term is a no-brainer.
Though, for very low competition keywords, you could see results in just weeks. Make sure that you prioritize the most relevant ones and figure out the best course of action to fill in any existing gaps. Long tail keywords with lower search volumes often yield higher conversions, because searchers looking for something more specific are likely further along the sales funnel and looking to make a purchase.
By answering these questions you can set yourself up for success and have a plan in place to measure and monitor your content gap analysis. There are SEO GAP JOIN to invest time into a content gap analysis. SE Ranking’s Keyword Rank Tracker gives you daily updates on your rankings across multiple locations. Having this knowledge is crucial to delivering successful online content marketing services, as it helps ensure that your audience isn’t left wondering where to go next. By mapping content in this way, you’re taking the guesswork out of the entire process for your users and consistently driving them to the next stage in their journey. Now that you’ve narrowed down your backlink opportunities based on which domains link to your competitors but not to you, it’s time to determine which sites will provide the most valuable backlinks.
While there are many amazing SEO tools on the market, there’s not 1 in isolation that gives you the complete picture for a content gap analysis. A content gap analysis involves auditing what you currently have and then laying out a content strategy that meets users at multiple touchpoints. You can also use SEO tools like SEMrush to see what keywords your competitors are ranking for and align these with some new content ideas. In conducting your content gap analysis, you’ll want to identify whether you have content for the Awareness, Consideration, Decision, and Success stages of the funnel. 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.
It also helps us to track the positioning of keywords and to know in detail the CPC and competition for each keyword. To do this, copy and paste the URLs of a few relevant top-ranking pages for your target keyword in the top section. Some of these keywords represent relevant subtopics that we missed out and may want to cover. To show that you deserve a place in the top ranking search results, your content needs to be comprehensive. Use the All Intersections filter to only show keywords where multiple or all competing websites rank.