Content Gap Analysis | Here’s How to Do It

Content Gap Analysis

Written by Jeremy Earle, JD

March 1, 2022

SEO Agency in Nashville, TN

The number of people creating content is at an all-time high. Since last year, 72 percent of marketers have produced more content. Many professionals are using this strategy to find out what’s lacking on their websites or content.

What if you could come up with 100 or even 1000+ ideas for blog posts and social media posts in less than three minutes?

The time, work, and money you save by employing this method can be enormous. It can also assist you in methodically taking over all of the keywords in your field.

What makes you think that’s possible? The content gap analysis is awe-inspiring! As the premier SEO Company in Nashville, we do this for every single client. You will not find this level of attention at other SEO agencies in Nashville.

Here’s how it works:

Definition of a content gap

If you want to make a difference, you need to have a solid content strategy and the ability to identify and fill in the gaps in your material.

A content gap analysis aims to find out what your website or piece of content is missing in terms of content ideas.

Essentially, this method aids in the discovery of keywords for which your rivals’ websites rank highly but for which yours does not. This is the quickest and most effective technique to come up with new content ideas.

To conduct an effective content gap analysis, it is recommended that you follow these guidelines:

  • Investigate the first page of Google
  • Take advantage of tools like SEMrush and services like Rank Fire SEO in Nashville, TN.
  • Conduct a content analysis.

Almost all organizations or individuals who employ Nashville SEO make it to the top of Google’s search results page. For this reason, it’s a good idea to do some research on your major keywords to see what information is already out there.

With the help of the Rank Fire SEO, you may do a content gap analysis. Finding subjects and gaps is made easier with the aid of this tool. Use the tool to examine all the terms your competition is ranking for that you aren’t.

Using these terms, you may search for content gaps on the first page of search results.

Alternatively, our managed Nashville SEO service, Rank Fire SEO, may assist you with doing a content gap analysis for your site (as well as developing a plan, content, and ranking it).

It’s good to check for content gaps inside your content. Content audits can help you identify which of your website’s pages aren’t working as well as they should.

If you don’t know where to start, here are some frequent content gaps to look out for:

  • Questions that remain unanswered signify that the content is not up to date or complete.
  • The goal of the buyer

If you don’t see any of these elements in any of your articles, include them. You can generate new material or revise your existing content to improve your ranking potential.

One year after publication, just 5.7% of pages appear in the top 10 search results, according to an Ahrefs case study. Even a year after it’s released, your material needs to be analyzed to see whether it’s still relevant. In doing a content gap analysis, optimizing both old and new content is critical.

Why Is Content Gap Analysis Necessary?”

It’s a fact of life that potential customers are searching for solutions to their inquiries about your products or services every day. Understanding your audience’s search intent and keyword research is critical at any stage of the buyer’s journey.

One- or two-word keywords account for 70.87 percent of high-volume monthly search terms. As a result, if you want your content to rank well in search results, you need to pay close attention to which keywords you use.

For the sake of clarity, here is a breakdown of the typical buyer’s journey:

A customer’s path before making a purchase is known as the “buyer’s journey.” People don’t normally go out and buy something on the spur of the moment.

Before purchasing a product or service, a procedure is normally followed. It is estimated that B2B buyers spend up to 90% of their decision journey simply researching a service or product they are considering purchasing.

Buyers go through the following stages:

  • When someone realizes they need a product or service, they’re in an awareness state.
  • A person at this stage is beginning to weigh their options for resolving the problem for which they require a product or service. Videos and reviews may also be seen as part of this process.
  • The decision-making stage involves the customer evaluating and deciding on the best location to make their purchase.

“Buy (insert product)” or “*(product) reviews” are two examples of keyword chances associated with each step. These key phrases are essential if you want to deliver high-quality material to the appropriate people at the right time.

Lacking relevant information, your target audience is more likely to turn to your competitors and make a purchase, lowering your conversion rates.

Your site will become the go-to resource for your target audience if it addresses critical issues in your sector or addresses common complaints they may have. Using Google Analytics and Google Search Console, you can see what material is effective and what isn’t for your business.

When a site has a lot of authority, Google gives it a lot of free traffic. Because SEO relies so heavily on appeasing Google’s algorithm, marketers claim that their top three Nashville SEO aims are to have successful content marketing that focuses on raising brand awareness, establishing credibility, and educating their consumers.

According to a Backlinko analysis, the average click-through rate (CTR) for Google’s organic search result #1 is 31.7 percent. As a result of going through this procedure, you’ll be able to uncover content ideas that will assist you in becoming the top site in your industry.

Performing a content gap analysis has the following advantages:

  • To better understand your customers and their buying experience,
  • you need to know what your key content goals are and how to investigate your competitors’ material.
  • As I indicated before, by analyzing your buyer’s journey,
  • you can uncover demographics, interests, and demands. Create content that answers the same buyer’s queries at each stage of their journey after identifying these phases.
  • To better understand your target audience,

you can get feedback from potential customers and industry experts by distributing surveys. Finding out where your target clients shop, their interests, and what content they’re getting from relevant sources may also be useful.

Observing the buyer’s journey of your top competitors’ websites is appropriate. Assess your strengths and weaknesses, then work on your weaknesses to gain an advantage.

Increase Your Profits by Analyzing Content Gaps

If you look at most websites, you’ll see a common problem: They only target terms that clients are searching for immediately before purchasing.

While end-buyer-cycle keywords can be wonderful to target, you’ll miss out on the vast bulk of the search traffic out there if you solely focus on these.

60% of marketers, according to a Hubspot survey, use sales as a metric to determine whether their content marketing efforts are paying off. Content development is so crucial that you can create more content that generates income if you can expand on content gaps.

What Is The Process Of Conducting A Gap Analysis?

A content gap study on current material requires the correct tools for analyzing your competitors’ domains’ search results.

Our fantastic free Keyword Gap Analysis Tool is here to save the day!

An easy-to-use tool that analyses your top three competitors and offers you search volume estimates for each of the phrases they’re currently ranking in is available.

Here’s how it all goes down:

1. The first step is to identify your primary competition.

Up to three competitors can be entered into the tool. Use websites in your field that are known for their high-quality content creation.

There are a few angles from which to see your rivals:

  • There are two types of direct competitors: those that sell the same product as yours and those that don’t.
  • Competitors who do not directly compete with you but serve the same target market.

This process can be handled by either one of you!

Searching for your money term on Google will show you who your competitors are already.

The tool may be used to input your top three competitors once you have them.

Be sure to prefix the URL with HTTP:// or HTTPS://.

Pro tip: If the competitors aren’t working for you, consider switching them out. There are instances when your biggest competitors are ranking for keywords that aren’t relevant, so you may simply replace them with a smaller, more relevant competition. Additionally, you can utilize URLs instead of whole domains to filter the results.

2. You’ll perform a keyword gap analysis and choose a list of potential keywords to target in the next step.

It will generate many keyword ideas (often more than 100 if you pick the correct competitors) when you run the program.

This is a great list of keywords that your competitors rank for but that you don’t.

Prioritize your keywords and themes based on their relevance to your customer’s journey. The search volume and difficulty of a target term may be factors to consider when deciding which keywords to target.

3. The third step is to create content.

You can begin developing content around your chosen keywords as soon as you’ve decided on a priority order for them.

Make use of the keywords you selected in the title of your document. This tool will help you come up with interesting headlines on the fly.

Search for the keyword in Google to get a sense of what people are looking for and how Google ranks that keyword.

For example, Google may rank sales sites, long manuals, brief blog pieces, reviews, tools, or something else. Alternatively, it may be ranking something else. If you want to rank for that keyword, you’ll need to create content similar to what Google is currently favoring.

Your organic search traffic will soar if you consistently post new material month after month!


Using a content gap analysis is a terrific approach to discovering content ideas and keywords that can aid your clients in their purchasing journey.

In the past, we’ve assisted hundreds of companies like yours in outranking their rivals and delivering content meant to convert traffic into sales.

Contact one of our specialists or me if you have any additional questions about a content gap analysis!

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