Marketing

Boost Your Website’s Visibility: A Guide to Content Gap Analysis

Agosto 27, 2025 Maddy E. No comments yet

What is a Content Gap Analysis?

A content gap analysis involves identifying relevant topics you haven’t covered or could cover better to improve your search results. Essentially, it fills the gap between the topics you’re currently ranking for and those that could be valuable for you to rank for. This process involves auditing your organization’s current content performance and comparing it to competitors. It starts by looking at the terms your competitors rank for that you don’t, identifying topics to add to your content strategy to address all stages of the customer journey, and reviewing existing content that isn’t ranking highly to develop a plan for improvement.

Content Gap Analysis vs. Competitor Keyword Gap Analysis

While both content gap analysis and competitor keyword gap analysis are related, they serve different purposes:

Competitor Keyword Gap Analysis: This process involves comparing all the keywords your competitors rank for against the keywords your content ranks for.
Content Gap Analysis: This includes comparing your keyword capture with that of your competitors but also looks at your existing content to identify underperformers and topics that both you and your competitors might be missing entirely, which your target audience is searching for in their customer journey.

How to Conduct a Content Gap Analysis

Run a Keyword Gap Analysis
Use keyword research tools to identify keywords your competitors rank for that you don’t. These tools help you understand search volume and keyword difficulty, allowing you to prioritize which competitor keywords to target with new or improved content.
Audit Your Existing Content
Conduct a comprehensive audit of your website’s content, including landing pages and blog posts. Collect key details such as page titles, URLs, focus keywords, and performance metrics. Identify underperforming content in terms of average rank and monthly organic search traffic to set aside for optimization.
Map the Buyer Journey
Understand your potential customers’ buyer journey, including their pain points and the types of questions they ask at various stages of the sales funnel. Use this insight to brainstorm new keywords and assess them for volume and difficulty using keyword research tools.
Create a Road Map
After identifying content gaps, prioritize opportunities that will have the most impact on search rankings and conversion rates. Add new content or updates to your content calendar to streamline the publishing process.
Analyze Underperformers
For each underperforming page, analyze competitors that are outranking it on search engine results pages. Pay attention to how well they answer user questions and what information they offer that your content doesn’t. Use these insights to update your content to be more competitive.
Review Your Content Regularly
Regular content gap analysis ensures your content remains timely, relevant, and competitive. Automate some aspects using SEO tools to track keyword rankings and receive alerts when competitors start outranking you.

Content Gap Analysis FAQ

What is a Content Gap?
A content gap is an area of missed opportunity in your business’s online content. It could be a topic your audience is searching for that you haven’t covered, a topic a competitor ranks for but you don’t, or an update to existing content that could improve its ranking and drive traffic.
What are Examples of Content Gap Analysis?
Examples include finding topics your competitors cover that you don’t, identifying areas where your content might not address user intent effectively, spotting keywords your competitors rank for that you might be missing, or recognizing outdated information that needs updating.
What are the Steps of a Content Gap Analysis?
The process involves auditing your existing content, defining your target audience, researching competitors, running a keyword gap analysis, identifying gaps in user intent, and creating new content to fill those gaps and improve your overall content strategy.

By conducting a thorough content gap analysis, you can ensure your website remains competitive, relevant, and visible to your target audience, ultimately driving more traffic and conversions.