Table of Content
What Are Content Gaps?
What Makes Content Gaps Important to Find?
Five Ways to Identify Content Gaps
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Source: SafaltaAnd given how frequent content gaps are, you'd think businesses would pay more attention to them. But according to a 2021 study, 46% of businesses with unsuccessful content marketing strategies don't review their content after it has been released. Your target audience may be looking for thousands of topics in your industry that you haven't yet addressed.
- Fill content gaps to raise the rank of your website in search results. 88% of searchers visit page 1 of search engines like Google, so your position on the search engine results pages (SERPs) matters.
- Fixing content gaps can give your readers exactly what they're looking for, establishing a connection with your site and helping you better connect with your target readers. Establishing a relationship with your audience is crucial and doable.
- A better conversion rate will lead to more sales as a result of content gaps analysis, which lowers bounce rates and lengthens on-site visits.
1. Use an SEO tool to conduct a content gap analysis.If you're concerned about putting in the time to manually review every piece of content you've ever posted and sift through data. You can accomplish this using both free and paid online tools, such as Ubersuggest. With the help of Ubersuggest's various features, you can explore the data on your website to find issues right away. Use it to create reports for keywords, look through the best content, and even research the websites of your rivals.
2. Examine your customer journey and note any funnel content that is missing.Not all content omissions are as simple to fill in as keyword omissions. The trick is to examine your customer journey in greater detail to determine what your target readers require at each stage of the purchasing process. Not every customer who visits your website is prepared to buy. Some are merely curious, while others are evaluating your goods against those of your rivals. You should produce content for each of these phases if you want the best results. You require articles that inform readers about your goods and services. Additionally, you require articles that offer insightful analysis of the industry, deal with common customer complaints, and offer solutions.
3. Manually search the websites of rival companies to find content gaps.Sometimes it's difficult to tell what your content is missing. Fortunately, you can always see what the opposition is doing. Finding the gaps in your content on your own can be challenging. You can get assistance from the opposition there. Find out what your rivals are doing well, and then copy them. Keep in mind that making a replica is not the goal. Instead, you want to identify the content, topic, and keyword gaps that your rivals fill. By manually visiting rival websites and noting what is absent from your site, you can accomplish this.
4. Utilize Google Search ConsoleDid you know that a content gap analysis can be carried out using the Google Search Console?
through the "Search Results" link after logging into Search Console. Next, select "+ New" by "Search type." One at a time, enter the URLs of your best-performing pages. Check the keywords you're ranking for on that page when the results start to appear. Search for all of the top keywords from the Search Console on the page on your website or CMS. Make sure the content is related to your best-performing keywords by going to the post on your website.
5. Conduct an internal content audit.Although using SEO tools and researching the competition can be helpful, an audit of your content can occasionally be done more quickly. Self-content audits are a good habit to get into because they train your eye to spot gaps more quickly. This can assist you in identifying weak points in your current strategy and enhancing the process of producing future content. Occasionally, you'll also find grammatical errors, outdated images, and broken links that can be fixed to prevent visitors from having a bad experience. You could, for instance, begin by updating previous reviews on your page.
It's important to keep in mind that self-content audits are something you should perform frequently. To keep your content interesting, maintain a consistent cadence. Depending on your industry and how much content you have, you can change the frequency, but six months is a good place to start.