Everyone is aware of the fact that content is regarded as king in the digital world be it for search engine optimization or other purposes. The ones doing the digital business are aware of the significance of great content.
It is the right content that gets the right visitors and audience. Otherwise, if your content fails to please the audience, you might not get the results you are looking for. This is from where the significance of SEO content gap analysis arose.
Performing the content gap analysis will let you know where your content is lacking so that accordingly you can improve and achieve the much-needed results. But for that, having the know-how of the content gap analysis is a must. Fortunately, a professional SEO knows the art of content gap analysis.
Let us master the art of performing content gap analysis like a pro in the post mentioned below.
About SEO Content Gap Analysis
The content gap analysis refers to the process of assessing the content to figure out if there are gaps within the content that you might be missing in the results. The best way forward to deal with the same is to perform the content gap analysis to attract more customers, transform leads into customers and add value to your target audience.
Performing content gap analysis will help you to understand how you can update your old content to improve your SEO, including rankings, and improve organic traffic. It will also assist you in finding new keywords which currently are not present in your content.
Significance of Content Gap Analysis
The major significance of the content gap analysis is that it helps to improve your content performance. With this, you may create new content based on the viewer’s insights and update the existing content.
The content gap analysis means in-depth research on web pages, blog articles, social media content, ebooks, the home page, and other content resources. By finding the gaps within your content, your users can easily find your websites.
Kinds of Content Gap Analysis
The content gap analysis is of two kinds:
Competition-based content gap analysis- The most common version of content gap analysis is based upon competition analysis. It will assist you in getting started with the right tools such as finding the right keywords, keywords your competitors are using, and keywords that are not in the rank.
Market-based content gap analysis- The market-based content gap analysis includes the raw keywords surveys. The market-based content gap analysis will assist you in finding what you and your competitors are missing. It will give you a clear idea of who your audience is, their needs and desires, perform keyword research, and lastly tell you the reason why your site is not ranked.
Steps to Perform Content Gap Analysis
Merely screening the blog posts to see if you have missed out on the exciting content idea does not sum up the content gap analysis. Here’s an insight into the steps to perform an effective content gap analysis.
Buyer’s Journey
Mapping out the buyer’s journey is the first step toward performing content gap analysis. Here, you need to consider the viewer’s questions and consider some of the options. You also need to know what buyers are exactly looking for and use such calls to action (CTAs) in your content so that they end up contacting you.
The buyer’s journey must be mapped out based on the different services and products you offer because it is the content that helps the buyer in his journey.
Market research
The second step of performing the content gap analysis is conducting market research. By doing market research, you get to know about the viewer’s questions, needs, goals, and concerns. The viewer’s feedback serves as the basis of your website’s content strategy.
For this, you can create a survey for the viewers in Google forms and send it to your target audience. Some of the most important questions to ask your target audience includes the difficult thing about the product, the solutions they are looking for, the most important things they consider in the products, and lastly the factors which make them choose a particular product.
By researching all this information about the buyers, you’ll get plenty of content ideas to focus upon. Consequently, market research will assist you to address the concerns of the potential customers.
Analyze Website content
There is no doubt in this that the content is published on a variety of platforms but the most crucial platform out of all those is none other than the website. The website is the storefront of the business and has to be in line with the buyer’s journey.
By analyzing the website content, you can easily figure out which content is missing and accordingly decide to fill in those gaps. Besides this, there is also another way to find the gaps in your website content.
There are SEO tools that inform you about the keywords you are ranked for and also the keywords which are missing in your website content but have ranking otherwise. Accordingly, you can maximize the traffic and get the right content on your website.
Competitors content
Watching out your competition to figure out who is your toughest competition also assists in filling the content gaps. That’s why it is always said to look at your competitors and compare your content with theirs.
Comparing your content with your competitor will let you know the loopholes in your content. It will also guide you from one stage to another. By this, we didn’t mean to copy the competitor’s strategy but to come up with something different and innovative from what they are doing.
Best Practices For Performing Content Gap Analysis
Analyzing Google
The prominent practice for performing the content gap analysis is analyzing the first page of Google. Look at what is already ranked at Google and whether your content is among them or not. This is a great way to know the content gap so that accordingly you can make the desired adjustments.
SEO tools
Using SEO tools has become inevitable for businesses if they want to achieve the desired results within the stipulated time. The SEO tools can assist you in finding the best performance keywords so that you can dive into the content and create something great for your website.
Content audit
The next best practice for performing the content gap analysis is doing the content audit. Go through the content reviews so that you can track the poor-performing content on your website. By going into the loopholes of the content, you get a chance to improve the content and get rewarded for the same in terms of results.
Conclusion
Keeping up with the latest developments will become pretty easy for you by doing the content gap analysis. Performing the SEO content gap analysis will also improve the quality of the content you produce. Include the content gap analysis in your marketing strategies and see your business improve.