SEO Content Gap Analysis

SEO Content Gap Analysis: -

A content gap analysis helps identify missed opportunities in the SEO strategy.

Learn how to analyze content and improve SEO.

SEO keyword research is one way to determine what topics to cover on the website.

Performing a content gap analysis is a smart way to find "gaps" in content.

This will helps one come up with strategic content ideas that will attract more traffic, convert more customers, and deliver even more value to the target audience.

Perform effective content gap analysis to audit content strategy and improve website SEO.

A content gap analysis is a process of finding loopholes in existing content, which involves identifying missing pieces of content that could and should align with the different stages of the target audience buyer's journey.

Analyzing existing content offerings can see where there might be a lack of valuable assets that could guide readers to the point of purchase.

Likely to find new keyword opportunities that one is not currently taking advantage of with existing content.

A content gap analysis often includes an audit:

Web pages.

Blog articles.

Social media content.

Landing pages.

Ebooks and downloadable.

And other content assets.

Performing a content gap analysis is crucial in finding gaps in the content so that they can be filled and made it easier for users to find the website and buy.

Mapping content to the buyer's journey.

Not all visitors to the website will be ready to buy.

The goal is to create content for every step of the buyer's journey, whether they are "problem-aware", "solution-aware" or at the final decision stage of the buying journey.

Many brands are focusing on creating informative content in the form of blog posts to attract a larger audience and “money” pages to convert those users into buyers, but this creates gaps where people who are considering still various options may fall through the cracks.

By performing the content gap analysis, one wants to determine if having content for the awareness, consideration, decision, and success stages of the funnel.

Outreach pages target keywords related to an issue the audience is facing.

This content is used to resolve this problem and offers valuable information, but does not immediately convert the reader into a customer.

One can create content that compares the service/product to competitors or simply present the brand as one of many solutions in a review article.

The decision stage is where one will find most of the "silver" pages.

These are the sales pages, the service pages, etc. that serve as the final checkpoint before a user purchases from one or more contacts.

These pages will be more marked than awareness and consideration content.

Success content serves to reassure customers that they will achieve the desired result.

It can be as simple as a thank one page or as complex as a sequence of follow-up emails that connects them to ongoing support or asks for their opinion.

Performing a content gap analysis will help one determine if one have content at each stage of the buyer's journey for each of the website's offerings.

4 steps to perform a content gap analysis:

Content gap analysis isn't just about browsing blog posts to see if running out of juicy content ideas.

There is a simple, step-by-step process for finding the clear content gaps and filling the content strategy gaps.

1. Outline the buyer's journey:

Take the time to literally draw or write down the audience's top questions, the different options they might consider, what they look for before they buy, and what calls to action are likely to compel them to contact.

The objective is to trace the own business, according to the different services and / products that one has to offer.

2. Conduct market research:

One of the best ways to come up with content ideas that match what audiences want is to simply ask them what they want.

Conducting market research will help one to uncover the audience's most burning questions, concerns, issues, needs, and goals.

These comments then inform the website's content strategy.

Use Google Forms to create a simple, anonymous survey to send to the target audience.

The responses obtained from the market research survey will provide one with a treasure trove of content ideas, all of which correspond to the real needs and concerns of potential customers.

3. Analyze website content:

While the brand likely publishes or shares content on a variety of platforms, one will want to be sure that the content on the website, at the very least, matches the buyer's journey and leaves no gaps for customers. potentials.

Explore the website for all URLs and determine how (or if) they align with each step.

Then one can determine if there is content missing that bridges the gap between one step and another.

Another way to find gaps on the site is to use SEO tools to see which keywords the site is already ranking for.

By researching these keywords, one can find related keywords that may not be targeted with the existing content.

Take advantage of these opportunities to maximize traffic and solidify the content funnel.

4. Analyze the content of competitors:

Figuring out what's missing on the site often involves a bit of a “kill process,” but looking at what the competition is doing - and comparing the site's measurement - is a good way to find additional gaps.

Many marketers and business owners make the mistake of focusing on “money” pages to drive sales, or informative blog posts to attract readers.

Performing a content gap analysis is key to finding loopholes in the existing content strategy so that one can be sure to create new content assets that drive traffic and direct users to the point of purchase.

It also helps identify new keyword opportunities based on what competitors are targeting (or not).

A content gap analysis involves auditing what is currently available and then defining a content strategy that meets users at multiple touchpoints.

Valuable content that allows even the coldest audience to become a ready-to-buy customer.