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By doing a thorough content gap analysis and creating a plan to fill those gaps, you can improve your site’s SEO performance and increase engagement and conversions. Once you have identified the content gaps on your website, it’s time to start filling them up. The best way to start is by creating an outline for each piece of content you want to make. Include the topic, main points, keywords, structure, and any other important details that need to be included. Having MEDIUM TELEGRAM CHAT FOR SEO -defined plan in place will make executing it much easier.
With the right insights, you will be able to see what makes this content stand out and rank highly, such as the backlinks going to the content and how often they use the keyword in question. You can then use these insights as you write and optimize your own material, looking for weaknesses in the other content that you can capitalize on to drive your own material higher up on the SERP. If there are particular topics that aren’t getting enough attention, take action right away by creating the content marketing strategies including those subjects. This could involve researching and writing blog posts, creating new web pages, or even producing videos to add the missing content. Several keyword research tools, such as Google’s Keyword Planner and SEMrush, can help you identify and create a list of target keywords with the most popular keywords and phrases related to your industry. Keyword gap analysis provides valuable insights into your competitors’ keyword strategies, giving you an edge.
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.
There’s not as slick of a solution as the paid tools, but there are still ways to get by and thrive. This tool is a great help for diagnosing why your page doesn’t rank as well as your competitors. You plug in all of the URLs you are testing, including your own, and it gives you a birds-eye view of all of their metrics.
Performing keyword research allows you to start connecting the dots between what your customers have told you and what the data from search engines is showing. When you’re able to measure your results, take note of how much traffic is driven to each page, your keyword rankings, organic traffic, and click-through and conversion rates. Using a topic analysis template is crucial, as it will help you identify any gaps that exist for each keyword of interest. It’s essential that you take the time to examine all of your data before moving forward with anything else.
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.
You must map your business content to the buyer’s journey, which means you need to be aware of the problem, aware of the solution, and the final decision-making stage of the purchasing process. When performing a content gap analysis, you need to determine if you have content at each stage of awareness, review, decision, and success of the goal-achieving process. Immediately you will see certain competitor keywords highlighted as green. Second, it spies on your competitors’ digital marketing by finding keywords your competition is currently ranking for organically. On top of that, it’s possible to uncover a list of keywords they are bidding on. However, having a professional on your side is always helpful to interpret results and create a list of target keywords.
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.

  • Now that you have an overview of the content landscape across competitors, you can take it a step further and look at what kind of traffic they are focusing on to develop your own content strategy.
  • If you think a keyword has zero volume, then naturally this affects your decisions and SEO strategy.
  • Second, it allows for optimal organization of your newly found information (including topics and keywords).
  • This is one area where the SEO tools for keyword research and competitor analysis really help out.
  • You can then perform keyword gap analysis to see if there are keywords for which they rank well that you do not.


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.
Ideally, you want to rank for all relevant keywords identified in the gap analysis. And while that’s the ultimate goal, you still need to start somewhere and prioritize. This is an alternative way of analyzing your content gaps if you don’t like using the visualizations above. If you prefer rows and columns, we cater to that too; with an easy export to both excel and google sheets. This is the real difference between a mediocre and top-notch content gap analysis. Once you’ve identified these competitors, it’s time to export what’s currently working for them.
The content people produce is getting higher in quality and companies are investing boatloads of cash into their content marketing strategies. If you have a website that is pulling in a lot of traffic from Google, it is your responsibility to protect that asset from newly created, competing content. The goal is to identify valuable keyword opportunities by not copying but taking insights from your competitor’s targeted keyword strategy. How do you know whether to refresh an existing page or create a new one?

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With good content and keyword gap analysis processes in place, you can start ranking better and driving more search visitors for your target topics. With focused effort and time, you can even displace the very same competitors you are analyzing, taking over top positions in the SERPs. You need solid content to bridge the gap between the individual steps of the buyer’s journey, from the initial “problem awareness” to the point of purchase decision. Performing content gap analysis is the key to finding gaps that give you the confidence to create new content assets that generate traffic and drive users to purchase.
Contact us today and we can help you with a free strategy session to get you on the right track. 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. It enables websites to gain insight into how successful a marketing or SEO strategy is. Download out the top 20 SERP report in Excel, the spreadsheet should include the below columns, however, if they don’t you will need to VLOOKUP the missing data from appropriate data sources. However, if it seems like a lot of work for you to do alone, you can always get a helping hand from professionals in achieving a higher SERP ranking. Being able to generate traffic from popular websites like Pinterest, Facebook, Reddit, and major news outlets is one of the most powerful ways to supercharge your SEO.

Tools For Content Gap Analysis Are The Best

He is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our premium members in more than 80 countries to Map, Plan and Manage their digital marketing. Sometimes, all a page needs to improve performance is simple tailoring of what you already have, content-wise. None will be as efficient and easy to use as paid software, however, they’re a great start if you’re not sure if investing in these SEO tools will be worth it. Just because you have content on a subject, doesn’t mean it’s optimal.
This will, in turn, drive traffic to your site, supercharge your rates of engagement, and, ultimately, your conversions. To simplify and scale the process, we recommend utilizing an SEO platform. Below, we’ll walk you through the process of conducting link gap analysis with or without a platform. Access the entire search landscape and uncover content opportunities with the largest and freshest keyword data set which covers 30+ billion keywords in 170 countries. Full power of seoClarity platform to scale enterprise SEO to earn the search visibility you deserve. It provides all SEO data, metrics, and capabilities seamlessly integrated for the fastest, most scalable insights.

There Are Gaps Between Content AndKeywords

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.
You can look at things such as SERP positioning, monthly traffic, and click-through rate. SEO relies on building topical authority and topical relevance, both of which help you continue to strengthen your ability to rank in the results pages. Google has said it would have no reason to trust a site with less than 30 pages, because it uses content to understand what your brand is.
Take advantage of any SEO software tools that fit your needs and budget, and maximize the competitive gap analyses and insights they can provide. Of these extra Frase tools, the GSC Content Analytics feature is most directly applicable to finding content/topic gaps. Frase works with early-stage content (pre-published drafts) and also existing content that you can bring into the platform (via live URL import) for further analysis and optimization. For competitive SEO gap analysis, Semrush provides a Keyword Gap Tool.
Ranking for top keywords on paid and organic channels translates into more traffic – and more revenue. Starting with a seed keyword, you’re able to generate hundreds of related keywords, cluster them and then produce incredibly detailed content briefs effortlessly. As previously discussed, if you come across clusters of keywords with a sporadic ranking between positions 30-50, these are typically the pages that require updating. As a bonus, you’ll notice in the screenshots that every cluster has a keyword that is highlighted green. This is because our algorithm has identified that as the best keyword to create a content brief around. On the other hand, clusters that have an average rank of 50+ are usually a sign we’re missing that content altogether.

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