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.
- There will always be gaps in content based on questions and queries that can be exploited with some savvy planning to get your site ranking well, regardless of what you do.
- You want to cover the keywords while maintaining the search intent and overall ‘flow’ of the page.
- If I saw a domain ranking for 30 keywords with an average rank of 6, and another domain ranking for 20 keywords with an average rank of 2.
- You’ll either add those keywords to your page—or create an entirely new page—and start stealing competitors’ traffic.
- 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.
- Here are five simple steps to start generating organic traffic to your website immediately, with a limited but well-placed budget.
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 a few different reasons 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.
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 the information you’ve gathered from your customers, it’s now time to take a look at keywords.
The Long Tail Is A Target
This could be by consolidating several posts into one larger, more informative piece that covers more ground, or even by removing it altogether. Armed with this information, sneakily deleting the poll so your competitors don’t too discover this valuable information, you begin keyword research. The first version (and the most common one) is done through competitor analysis. https://medium.com/@yousefimehran2001/best-telegram-seo-group-join-link-b08f39cec9f5 ’s now helping clients to attract and convert more leads and customers.His main focus are SEO, paid media & marketing automation – all with the focus to tie marketing campaigns to revenue.
You can use tools like Google Search, SEMrush, or Ahrefs to find and analyze your competitors. A keyword gap analysis should consist of four different lists (organic & paid current competitors, as well as lists of keywords your competitors ranks for and bids on). Organic growth is crucial to the overall growth of your business, but it isn’t always straightforward.
At the core of a content gap analysis, is the philosophy that you can maximize existing content (of course, a content gap analysis can also mean creating new. But it often means refreshing and updating). In sum, don’t forget old content, which can see huge wins by updating it. To perform a content gap analysis, you need both the right tools and a human eye. When the process is too manual, you lose time and content opportunities. Likewise, with a content gap using a tool like Ahrefs or Semrush, it’s a helpful way to see competitors’ keywords you’re not ranking for. But alone, this doesn’t have enough context to make strategic decisions, as there are likely many important keywords your competitors might not be ranking for.
There should be a very, very correlated relation between branded search and branded traffic. If you’re first for branded search, you should be first for branded traffic and so on. But if there isn’t, it might be an indicator that you don’t have content within your site that’s responding to the users’ queries about your brand. So that’s definitely a very quick win that you could action right now.
In other words, content audits can reveal content on your site that’s underperforming. Then, check out the first page for each of those keywords, one-by-one. No dog and pony show or big sales pitches, we will explore the project with you and if there’s a good fit, we’ll work hard to earn your business. You can even ask your current customers what kind of content was most helpful or what they couldn’t find through interviews or surveys. Ask yourself what your customers are doing as they become aware of your brand, consider your brand, and make a decision with your brand.
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.
As mentioned above, the buyer’s journey is an important aspect of a content gap analysis. Before you can start running a content gap analysis program, you first need to set the goals that you want to achieve with your plan. Once you’ve mapped out your buyer’s journey, you’ll be able to conduct market research. SE Ranking – a platform that enables you to perform every critical SEO task in one place, including each step in the content gap analysis process. You should use a content audit template because it will allow you to sift through all of your current content. You can then take the time to weed out irrelevant data while also identifying which topics are already being covered well.
This will help you gain a firmer understanding of the strengths and weaknesses in their digital efforts, so you can find your own areas to improve. Finally, if you need more help, there are plenty of SEO experts who specialize in helping businesses develop effective strategies for filling content gaps on their websites. A professional can provide guidance on how to approach the analysis and analyze all the necessary data points in order to ensure maximum SEO benefits.
With Google now ranking against technical measures such as page speed and core web vitals, the right content can still perform poorly in the SERP if the page’s technical performance is poor. Once you have outlined your competitive analysis and you understand the keywords you will target, begin by looking at the top ten pages that rank for these keywords. Look at information such as the backlinks pointing at the pages, where and when the keyword appears, and the quality of the content. Look for gaps that you can use to advance the ranking of your own material. You want to focus on your online competitors, which means that if you found any new ones while looking at the Share of Voice metrics, make sure they also have a place in your analysis. Look at their content strategies, such as their Quick Answer placements, local 3-pack rankings, and image search placement.
While you can use our free SERP similarity tool, it only gives a maximum of 3 keywords. (ie. You can examine up to 3 keywords to understand how much of the SERP they share together). If you’re only using our Keyword Discovery module, there’s no need to export each file as you can push the projects direct into the clustering module. Once the ‘seed keywords’ are identified, we now find all relevant keywords relating to that seed keyword. The workflow needs to be more holistic and mindful of content clusters, user journeys and what brings results. Below are classic examples of keyword search volume differences between Ahrefs and Semrush.
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.
Out of the competitors analyzed in this example, HubSpot is the only website that tackles both keywords with two dedicated pages, whereas the other websites have only one page that targets both keywords. But each of the competitors ranks better, indicating that HubSpot may need to improve their content in order to compete. Here’s another view, where we filtered on keywords HubSpot ranks in the top 50 for, and all competitors rank better for. In this example, we are using SEMRush to analyze the content gap between HubSpot and some of their competitors. We have a passionate team of online marketing experts delivering award-winning PPC services and Web Design year on year. We offer fully bespoke digital marketing services designed to get your business more customers online.