This content serves to address this problem and offer valuable information but not immediately convert the reader into a customer. Many brands focus on creating informative content in the form of blog posts to draw in a wider audience, and “money” pages to convert those users into buyers. Your goal is to create content for every stage of the buyer’s journey – whether they are “problem-aware,” “solution-aware,” or at the final decision stage of your purchasing journey. Analyzing your existing content offerings allows you to see where you might be missing valuable assets that could guide readers to the point of purchase. A content gap can be defined as the space between what users are seeking out on the web, and the results they receive.
- It’s more like looking at ‘competition vs ideal state’, rather than strictly a ‘you vs them’ comparison.
- Topical authority is essentially demonstrating subject matter expertise, and it is achieved by covering everything there is to cover about the topics you want to rank for.
- Following this step-by-step tutorial, you have learned the significance of keyword research by uncovering content and keyword possibilities that your competitors are capitalizing on.
It also helps us to track the positioning of keywords and to know in detail the CPC and competition for each keyword. To do this, copy and paste the URLs of a few relevant top-ranking pages for your target keyword in the top section. Some of these keywords represent relevant subtopics that we missed out and may want to cover. To show that you deserve a place in the top ranking search results, your content needs to be comprehensive. Use the All Intersections filter to only show keywords where multiple or all competing websites rank.
However, as we said, they’re automating a process that was already available to experienced Excel users. While they’re all important to your content-building strategy, there are a few things you may want to pay special attention to. It’s now time to start optimizing for this newly discovered keyword opportunities. Use the SEO content assistant to create SEO optimized content that’s able to outrank your competitors.
With Google now ranking against technical measures such as page speed and core web vitals, the right content can still perform poorly in the SERP if the page’s technical performance is poor. Once you have outlined your competitive analysis and you understand the keywords you will target, begin by looking at the top ten pages that rank for these keywords. Look at information such as the backlinks pointing at the pages, where and when the keyword appears, and the quality of the content. Look for gaps that you can use to advance the ranking of your own material. You want to focus on your online competitors, which means that if you found any new ones while looking at the Share of Voice metrics, make sure they also have a place in your analysis. Look at their content strategies, such as their Quick Answer placements, local 3-pack rankings, and image search placement.
It’s always best to clearly indicate that any changes to the website, however minor they may be, can potentially have a massive impact on your SEO. The TF-IDF scoring helps you ensure that you cover the most correlated topics within your theme. It’s also something you can do even if you don’t have a degree in mathematics. From finding the topics where you can craft in-demand content to optimizing your finished article, you need a detailed process. Finally, don’t forget to look at metrics such as bounce rate, conversion rate, and average time on site. These metrics should improve if your analysis was successful in helping people find the answers they were looking for on the web.
But how can you know where and how to improve the performance of your content? Further, you will likely start ranking better and gaining more visibility for related searches as well. This expands your ‘visibility footprint’ in search, which helps to diversify your search traffic across a broader set of user search queries. These are ‘big data’ solutions that collect ranking data on billions of keywords/keyphrases and websites around the world. By leveraging these tools — such as those highlighted further below — you can gain a competitive edge and improve the visibility of your website in search engine results. Finding and fixing or closing important content gaps is a big part of this process.
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At the core of a content gap analysis, is the philosophy that you can maximize existing content (of course, a content gap analysis can also mean creating new. But it often means refreshing and updating). In sum, don’t forget old content, which can see huge wins by updating it. To perform a content gap analysis, you need both the right tools and a human eye. When the process is too manual, you lose time and content opportunities. Likewise, with SEO TELEGRAM GROUP using a tool like Ahrefs or Semrush, it’s a helpful way to see competitors’ keywords you’re not ranking for. But alone, this doesn’t have enough context to make strategic decisions, as there are likely many important keywords your competitors might not be ranking for.
How Do You Set Content Gap Goals?
A communications business might instead want to create content about Voice Intelligence and helpful collaboration tools for remote work. And a beauty retailer could generate posts around at-home peels and masks and prebiotic skincare. After you’ve analyzed your main website and any other relevant areas, you can go ahead and analyze your competitors’ content. An SEO competitor analysis report will be crucial for uncovering gaps that exist as a result of them covering certain topics in greater depth than you do. You can carry this out most efficiently by using SE Ranking’s Competitive Research tool, as we mentioned earlier. Once you’ve downloaded your content audit analysis template, it’s time to start analyzing the main areas of your website.
Enriching SEO GROUP LINK with structured data might also fall under this SEO pillar as well. For example, if we look closer at the terms that Betterment outranked Ellevest for, you can see exactly which pages rank. Of course, this is the initial research, you’ll want to refine your results further to narrow terms down based on keyword difficulty and intent. Now you need to determine where you can get the most value from your keywords. We know the top result in Google gets over 31% of clicks, with some variation depending on the industry, keyword, and device. However, no matter the industry, the number of clicks (and consequently traffic) that goes to your website drops consistently as you drop from one to two and so on.
Look for improvements in your rankings and traffic, increase your Share of Voice for important keywords and see how this correlates with site revenue. Track spaces where you have overtaken your competitors outside of just rankings as well, such as rich snippets. When you are creating content, your primary goal should be to create interesting and useful content that aligns with the consumer’s search intent. Incorporate essential keywords in a natural and relevant way and be sure on-page SEO – the structural elements of the page are up to snuff. Finally, before you publish content it’s important to audit those pages to ensure that they are properly optimized and provide the best performance for the end user.
Content gap analysis is the process of assessing existing content topics to determine if there are gaps or lost opportunities that can be improved. Performing content gap analysis is a smart way to find a “gap” in your content and aims at attracting more traffic, transforming more leads into customers, and adding more value to your target audience. It helps in finding new opportunities and understanding how to update older content that can significantly improve your SEO, including rankings and improving organic traffic. By identifying the gaps in your keyword strategy, you can create content that targets those keywords and improves your search engine rankings. For example, if your competitors are ranking for “best SEO tools,” you can create a blog post or page that targets that keyword and provides valuable information about the best SEO tools.
