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What is Content Gap?

7 minutes of reading
What is Content Gap?
Category SEO

“Content is King!” wrote Bill Gates in his famous 1996 essay. It is no secret that the quality of a website is measured along with the quality of the content that is placed on it. This is one of the most important factors affecting not only positioning, but also the number of recipients. However, there are times when something is missing on our website. Traffic is stagnant, conversions are missing, sales are not growing. One of the reasons for this is content gaps.


Content – the most important element of the website and the Internet

Content is the lifeblood of the internet and any website. Without it, there would be no way for businesses and individuals to communicate their message and ideas to the world. As such, it is important to ensure that you are creating quality content that not only resonates with your target audience but also provides value to them. But having great content isn’t enough – it’s also essential to optimize it for search engines. Doing so will help your website and content rank higher on SERPs, which in turn can help increase your reach and visibility.

Defining a content gap

This term means a gap or discrepancy between the content on your website and the organic search results. In a slightly broader sense, it is the gap between what users search for on Google and what results they actually get. The point of view of website positioning could be looked at as a collection of all of the phrases where our website ranks, but only falls in the number ten results for key phrases.

Why should you perform a content analysis on the website?

Content analysis can help you identify what topics your website currently covers, as well as any potential topics that are missing from your content. This helps you identify gaps that you can fill with new content, thus improving the overall quality of your website and its relevance to potential visitors. Additionally, content analysis can reveal any potential technical issues, such as broken links or duplicate content, which can further damage your site’s ranking on search engines.

The benefits of filling content

When it comes to SEO optimization, content gaps are one of the most overlooked but effective tactics. By filling these gaps, you can improve your ranking on SERPs and increase your organic search traffic. Filling content gaps can provide multiple benefits to your website.

  • First, it helps your website rank higher for certain keywords related to the content gap. This is especially important if there are no competitors with content similar to yours.
  • Second, having more content that is relevant to your target audience can help drive more organic search traffic.
  • And third, content gaps are a great opportunity to promote yourself as an authority on a given topic.
  • In addition to increasing organic search traffic, content gaps can also give you a competitive advantage. They can help differentiate you from your competitors by providing quality content and thought leadership on a specific topic.
  • Furthermore, filling these gaps can give you an edge in topics related to the gap and increase your brand recognition.

How to find the gaps?

  1. Perform a competitive analysis. Start by doing some research on your competitors. Use tools such as Ahrefs, SEMrush, and Moz to determine what types of content they are publishing and how often they are publishing it. Take note of topics they’ve covered and which ones they haven’t.
  2. Research relevant keywords. Once you’ve identified content gaps in your competitors’ content, do some keyword research. Figure out what type of content your target audience is looking for, and use those keywords to create content that meets their needs.
  3. Look for opportunities to improve existing content. You don’t need to create entirely new content to fill content gaps – you can also update existing content to make it more comprehensive and to improve its overall quality. Consider improving the visuals, adding more detail, or using better formatting to make the content stand out more.
  4. Monitor your performance. Once you’ve created the content, monitor its performance over time to make sure it’s helping to drive traffic to your website. If not, consider revising the content or creating new content to address any issues.
  5. Utilize social media monitoring tools. Social media monitoring tools like BuzzSumo can help you stay on top of industry trends and identify any potential content gaps. By searching for topics that aren’t being discussed or have only been discussed briefly, you can develop content that will be sure to attract readers and search engines alike.

How to fill the gaps?

First, you need to determine what content needs to be reworked and what needs to be removed – your site’s heatmap can come in handy for this. Next, think about which content can be expanded using phrases from the content plan. Choose the elements that will require editing – titles, headings, visuals, etc.

Changing content gap implementation won’t happen if a plan isn’t in place. The plan should contain specific milestones and a timeline. First you will need to create the style guide to ensure that all your content shares the same message. Once the details are set in stone, it is time to take action. Activities can be performed on your own or you can solicit support from professionals, like professional copywriters and marketing agencies.

Useful tools

There are several tools available that can help you identify content gaps in your current website and create new content that will increase your ranking in search engine results.

  • Google Trends can be used to compare the performance of various keywords and phrases over time and analyze how they are being used by your competitors. With this tool, you can see what topics are currently popular and adjust your content accordingly.
  • Senuto is a keyword research tool that can provide insights into what other websites are using for their SEO campaigns. It uses machine learning algorithms to identify popular keywords and phrases and suggest additional keywords and topics to focus on.
  • SEMRush is another useful tool for identifying content gaps. This tool uses advanced analytics to provide keyword research data, such as related keywords and topics, average monthly searches for a keyword, and competition levels for each keyword.
  • Finally, the Topic Research Tool is a powerful tool that provides comprehensive information about popular topics and relevant keywords associated with them. It can provide insights into which topics are more likely to drive more traffic to your website and help you create content that can better target those audiences.

How do you measure success?

In order to measure the success of your content gap optimization, you need to look at two key metrics: organic search visibility and organic traffic. Organic search visibility is the percentage of total searches on a given keyword that your website appears in. Organic traffic is the number of visitors that come to your website from organic search results.

You can also use tools such as Google Search Console, Moz Pro, and Ahrefs. These tools provide data on the keywords you rank for, their positions, and the estimated monthly searches they receive. This data can give you a good idea of how well your content gap optimization is working.

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Last words

Content gaps are an important part of SEO optimization. By finding and filling these gaps, you can improve your website’s ranking and visibility on the search engine results pages. By focusing on long-tail keywords, analyzing competitor content, and creating content that is unique and valuable, you can take advantage of content gaps and make sure that your website stands out from the competition.

Now that you know how to identify and fill content gaps, it’s time to put your newfound knowledge into action.

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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