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Take care of your website with SEO audit. What is content gap and how to find it?

6 minutes of reading
Take care of your website with SEO audit. What is content gap and how to find it?
Category SEO

In order to keep your website competitive, you need to keep adding new content to it regularly. However, this often poses a challenge, as the maintenance required to create new content can feel overwhelming at times. This guide will help you identify the biggest gaps in your website’s content so that you can start filling them in more effectively and sustainably.


“Content is king!” in the world of SEO

Studies have shown that a higher percentage of content is positively correlated with higher rankings. Plus, Google favors pages with high-quality content over those that are not. It is a powerful way of growing your business through free or low-cost channels, and it can be used in almost any industry. The best part about content marketing is that it doesn’t need to cost you anything – in fact, your work could even lead to more clients, leads, and sales.

What is the content gap?

A content gap is a lack of intresting content on a website or verly little (thin) content. This can happen for many reasons such as not enough resources, lack of understanding on what needs to be done, or too much focus on design. If your website doesn’t have any information about a topic that people are looking for, then you’re missing out on potential customers and revenue.

How do content gaps affect your position?

Content gaps are a problem for any company, but they can be especially damaging if you’re trying to rank well on search engine results pages. This is because search engines use content as a signal when ranking websites. If your site has content gaps, it will struggle to rank well with search engines, which means potential customers may never find you.

However, if they already find their way to your website, they are left with nothing interesting or helpful to read, which causes them to leave without making a purchase. This can be frustrating for both customers and business owners who want their site visitors to convert into sales.

Content gap analysis

It is important to find what content gaps exist on your website, so you can then create new content or update existing content. If any of your pages are not optimized for search engine crawlers, it may be costing you traffic and conversions.

What should you do to find content gaps?

Conduct an SEO audit

An SEO audit is an analysis of your website’s content, search engine ranking, and competitive landscape. It will help you find gaps in your content that need filling with blog posts, pages, or infographics. The importance of an audit is two-fold: it helps you create better content for your site while also increasing search engine visibility. Conducting a content gap audit is quick, easy, and can be done with any website.

Conduct market research

Conducting market research is essential for any business. The more you know about your target audience, the easier it will be to identify their needs. This research will help you decide what content you should include on your site, as well as how frequently it should be updated. Conducting this research also has SEO benefits, since search engines rank sites higher when they contain content that is relevant to a user’s search terms.

Map your website’s content

The first step of your content gap audit is mapping your website’s content. This will help you categorize it. A lot of times, websites don’t realize how much information they have or how many topics their site covers until they map everything out. You may find that there are gaps in knowledge, where you don’t know enough about something to write about it, or there are gaps in types of content, such as infographics or videos.

Analyze your content and keywords

What topics are missing that would fill the gaps? What are my top keywords and what pages do they appear on? Can I add more keywords on those pages? Do these pages include any images or video that could be added as well? It’s time for these types of questions. The answers might reveal content ideas that can help your site rank higher in search engine results, generate better leads, and ultimately, improve customer engagement.

Check yours competitors content

Checking your competitors content is a great way to figure out what you should be writing about. You can find a lot of good content by following them on social media, reading their blogs, or looking at their websites. You’ll want to look for gaps in the topics they cover, which will give you an idea of where you need to focus your content creation efforts.

Evaulate your meta tags and headings

Start by evaluating your meta tags and headings. You can do this quickly by looking at your most popular pages, or you can take a more systematic approach with a site crawler. This will help you see what words are missing and where you need to start adding content.

Create a publishing plan

Plan out your blog posts by using a calendar or spreadsheet. This will help you know when you’ll have time for a new post, as well as what you’ll be posting about. You should also include any research done ahead of time, so that you can get it out of the way.

Update outdated pages

Updating your content is a great way to help fill any gaps in your site. It also helps make your site more relevant for search engines. Finally, it can give you an opportunity to update outdated information on your website with fresh new content.

Tools, which can be helpful

Finding gaps with a Google Search Console

Find gaps in your site content with a Google Search Console audit. It will provide a list of all of your pages that are not ranking, along with information about why they are not ranking. You can also find gaps based on keywords that are ranking on page 2 or 3 for your site.

Finding gaps with a website crawler

Once you have a list of pages, use a website crawler (we recommend Screaming Frog) to find all the gaps on your site. The crawler will give you an overview of any pages that are missing content or have content that is not optimized for SEO. It’ll also let you know if there are any 404 errors. All of this information will help you make decisions about what content needs to be created and what content needs updated or fixed.

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Wrapping up

Fixing your content gaps will make your website more user-friendly, which is essential for search engine optimization. While it may seem like a daunting task, spending a little time on the front end will save you time, money and frustration on the back end.

Assemble a team of experts who can offer insight from different areas of expertise. You’ll want to include people with technical skills, marketing knowledge, design knowledge and customer experience. Conduct an audit of your website to identify what types of content are missing or inconsistent across channels.

Aleksandra Pietrzak
Curator at the National Museum in Poznań, graduate of Art History at the Jagiellonian University and Contemporary Art at the Pedagogical University of Krakow, curator of exhibitions and author of scientific and popular texts. A lover of contemporary art, literature and travel.
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