This content serves to address this problem and offer valuable information but not immediately convert the reader into a customer. Many brands focus on creating informative content in the form of blog posts to draw in a wider audience, and “money” pages to convert those users into buyers. Your goal is to create content for every stage of the buyer’s journey – whether they are “problem-aware,” “solution-aware,” or at the final decision stage of your purchasing journey. Analyzing your existing content offerings allows you to see where you might be missing valuable assets that could guide readers to the point of purchase. A content gap can be defined as the space between what users are seeking out on the web, and the results they receive.
- In order to improve your website’s ranking, you need to first identify and fill the content gaps that are preventing you from ranking higher.
- Once you have compared your keyword strategy with your competitors’, identify the gaps in your own coverage.
- This allows you to see which areas need additional attention, allowing you and your team always to produce the highest quality work.
SE Ranking’s Competitive Research tool helps you to identify keywords that other companies target to drive traffic to their sites and rank in search, but your site doesn’t. This provides you with a list of keywords that could be valuable for you to target and gives you an insight into the type of content your competitors are producing to rank for these. In this section, we’ll look at exactly how to conduct a holistic SEO content gap analysis. Follow these steps carefully, and you’ll be able to identify any significant gaps in your content plan.
To do so, many companies focus on metrics like Citation Flow which measures the value of a site in relation to how many sites link to it. Clients can then download the full backlink report to further investigate opportunities. Filter your entire portfolio, or select specific keyword groups, then slice your data with the following options. Content Gap analysis will help you to see exactly where you are winning, and where you are not.
Use our gap analysis spreadsheet to identify opportunities to attract new high quality visitors searching on high intent keywords online. It compares the effectiveness of organic search compared to paid in driving visitors to your site. Using a content gap analysis tool like Ahrefs or SEMRush can immensely help you analyze your content.
The niches under my ambit will be topics appurtenant to any subject like health, medicine, spirituality, motivation, ideas, advice, current issues, news, and allegories of any image or post. To illustrate this, we’ll go with our “guest blogging” page and check the SERP for this keyword. The “At least one of the targets should rank in top 10” toggle is on by default to enhance relevance. Nizam is a driven and result-oriented marketing leader with over 11 years of marketing experience. He has a proven track record of delivering results through SEM and SEO and specializes in technical SEO, conversion rate optimization, and on-page tactics. Lidia has been working in SEO for eight years, helping businesses in SaaS, media and e-commerce grow online.
If you are a marketer who wants to help your brand grow a successful content marketing program, then check out our blog on content marketing trends. Take into consideration all the steps you’ve gone through and ensure that you have a strong idea of where to take your content creation process. That allows you to see which keywords they aren’t targeting and where gaps can be found in their own content. Another great way to look at the content gap is to consider the content your competitors are putting out. With MEDIUM TELEGRAM CHAT FOR SEO ’ve gathered from your customers, it’s now time to take a look at keywords.
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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.
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Both results are very valuable because you see who you are competing with currently to be ranked but also what your “real life” competition is up to. Most SEO tools offer some form of site auditing and give you an overall score for the site. The metrics below can give you an idea of how much your competitors are investing in technical SEO.
In fact, a survey by Conductor found that 70% of consumers prefer to learn about a company through articles rather than ads. I do keyword research for my projects and those of my clients almost daily. I use the audit a lot both for potential clients, as well as to control my projects. To be able to see keywords from other websites without accessing their search console.
From here, you simply choose the best clusters to start with and create pages to match. Next we’ll go through the process of filling content gaps by creating new content. In short, you need to study and get your keywords from websites with a search presence that are relevant to your business. By covering all the important content topics relevant to your audience, you’re in a more secure position. Even during tough economic times, people still search for, and need, content to make buying decisions. For this reason, by finding and optimizing the gaps in your content, you can improve your content’s performance.
You can also repurpose existing content to fill gaps and make sure it’s optimized for SEO. By creating high-quality, authoritative content that demonstrates your knowledge in your industry, you can improve your chances of ranking higher in search engine results. Long-tail keywords are more specific in their target and approach, and they have less competition. Use your keyword gap analysis to identify such long-tail keywords that your competitors are ranking for to improve your chances of ranking higher. Taking proactive steps toward closing the content gaps and keyword gaps between your website/blog and your top SEO competitors is key to improving performance in organic search. By performing keyword gap analysis, you can gain insight into new keyword opportunities and determine which keywords your competitors are ranking for, that you may also want to target.
