Today we're talking about Content Gap Analysis. So what is it?
Content Gap Analysis is the process of evaluating existing content on a topic and discovering 'gaps' in that content to improve upon.
So what's the best way to find content with gaps? Google your keyword and see what's showing on the first page!
For example, let’s say you want to create a blog post about 'Home Cleaning Hacks'. You’d search for that keyword and see what Google’s first page has to offer.
When monitoring your competitors' content look at their content with this in mind:
- Content Freshness: When was the content published or last updated?
- Thoroughness: Does the content give you everything you're after?
- Usability: Can you easily read and understand what’s on the page?
- Wow Factor: Is the content impressive enough to share?
Ideally, you’d 'fill in' all of these gaps with your own content. But even improving on one or two gaps gives you a good shot of beating your competition.
SEMRush has a feature that can speed up the first step in this process - finding topics that have a large number of content gaps. To use it, just pop a competitor into the tool and look at all of their top-performing keywords.
Sometimes you’ll come across a first page that’s rock solid. The content is legit and doesn’t have a ton of gaps. But you’ll also find a few first-page results that are full of holes. That’s where you can swoop in with your content and create something ten or even twenty times better!
The next step is to audit your own content. Sometimes the best place to look for content gaps is your own stuff and can reveal content on your site that’s underperforming. Some possible quick fixes:
- Shortening intros.
- Adding a video.
- Adding more visuals like infographics.
- Making the content super easy to read.
Have a look and see what applies to you. Some quick changes could add up to big improvements in rankings which means more organic traffic!
If you’re looking to 'brew' your SEO knowledge to a delicious level, check out the links below!
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