What is Content Gap Analysis in SEO and How to do it?
Introduction
Content Gap Analysis is an essential step conducted by the SEO’s to improvise the business efficiency, and profitability of the business by allowing you to pinpoint the gaps present in your company. It is the technique used to assess if the enterprise can meet its needs using the present capabilities.
With the passage of time, the content on the websites gets old and stale. There are very few pieces that are evergreen and don’t require any type of updating. Content Gap analysis is figuring out the opportunities to refresh your old content and provide massive SEO gains.
Before getting deep knowledge of Content gap analysis, let’s get brief information about “Gap Analysis”. The process of finding holes in the company’s systems, leadership, and offerings and filling in those holes is referred to as gap analysis.
Content Gap analysis could be applied to various marketing fields, but it is the most common SEO tactic. It is a very useful technique in the landing page as well as copywriting.
What is Content Gap Analysis?
The strategic method used for checking and optimizing the content of a website is called Content Gap Analysis. It helps in the evaluation of existing content on a topic and discovering gaps in the content to improve upon.
Content Gap Analysis is all about doing good keywords, and market research. There are different ways to do this, by updating the existing content and creating the new content based on discovered audience findings.
Main Strains of Content Gap Analysis
There are two main strains of content gap analysis in SEO.
#1 Competitor-Based Content Gap Analysis
This is the most common way to Content Gap Analysis and gets easy with the right tools.
Key features of Competitor based Analysis:
- Finding out what keywords your pages rank for.
- Finding out what keywords your competitor’s page ranks for.
- Building a list of competitor’s keywords that you aren’t ranking for.
- Forming a hypothesis of why the page is not ranking for those specific terms and putting your theories into action.
#2 Market-Based Content Gap Analysis
This approach involves raw keyword research. It’s all about the gaps of what you and your competitors are not doing.
Key features of Market-based Analysis
- Getting a complete idea of who your audience is and what are their needs and desires.
- Keyword research to find those questions which aren’t answered in the blog.
- Forming the hypothesis of why the page is not ranking for those terms and putting your theories into action.
Using various keyword research tools, you will be able to find various focused topics and questions that won’t be discussed by you or your competitor.
When you include such topics in your articles, it gives a massive boost to the traffic of the article, and the conversion rate also becomes high.
Best tool for Content Gap Analysis
The two main tools that provide Content Gap Analysis features are
- Ahrefs’
- SEMRush
Taking into account various references Ahrefs’ is far more superior to SEMRush. They both have almost the same price range however, Ahrefs have a more powerful UI.
Ahrefs for Analysis
This tool has made it very easy for us to do a content gap analysis. Firstly you have to start by specifying out your article as well as the articles you are competing with. You can choose more than one.
You can change the intersections settings to “1 target”. This will show you a list of keywords that the competing website ranks for but the others don’t. This is a unique opportunity for improvising the content. You will get the desired results.
SEMRush for Analysis
Just like Ahrefs’ even SEMRush also has various gap analysis tools for you to try out.
“Keyword Gap” and “Bulk Analysis” are very useful for our purposes, “Backlink Gap” is also a great tool. It allows you to see what types of backlinks your competitors are receiving which aren’t received by you.
“Keyword Gap” helps compare the domains but with Ahrefs’ you can compare individual pages as well.
“Bulk Analysis” tool is used for diagnosing the reason behind your page’s low rank as compared to your competitors.
Consolidating Content
There is a big possibility that you have written about the same thing more than once. So rather than battling with your content, you can bring a comparison between two or more articles and see which one ranks best, then merge the posts.
Once you get to know which one is performing better in Google search. This shows how these little tools can provide powerful insights. You must use the content gaps to create new blogs as well as edit old ones. It is a data-driven strategy that helps in maximizing the organic keyword ranking.
Conclusion
A good content gap analysis could help in reviving the essence of your old content. Achieving a good rank is getting harder, hence the companies are investing boatloads of cash into content marketing strategies. If you already have a website which is having a lot of traffic, it is your responsibility to protect and compete for its ranking. For getting the best results, you must refer to an SEO company that would give the right guidance. Being the best SEO company in Noida, Escale Solution is result-oriented and budget-friendly.
