Posted by Clayton Johnson | April 3, 2019
Would you like to be able to generate 100, or even 1000+ content ideas in less than 3 minutes?
This can save you tons of time… and help you take over all the keywords in your industry strategically.
How is this possible?
Behold, the power of the content gap analysis!
What Is A Content Gap Analysis?
A content gap analysis a process to discover content ideas that are missing from your website.
Essentially this process helps you find keywords that your competitors are ranking for that your website does not. (The “gaps” in your content!)
This analysis can help you in multiple ways to help you find:
- Content that you’re missing in your customer journey
- Content that your competitors have that you do not
- Topics that your competitors are covering for that you’re not
This is the easiest way to find lots of ideas on what content to create next!
Why Do A Content Gap Analysis?
Every day, potential customers are searching for answers to questions they have about your products or services.
If you don’t have content that addresses these questions, then they will probably find your competition… and end up buying from them instead!
So by performing a content gap analysis, you can identify what types of content your competitors have, then use that to create a roadmap of content to create.
If your site covers all the topics in your industry or solves every pain-point your customer may have, your site will become the authority in your niche…
Google LOVES authority sites and rewards them with tons of free traffic.
By doing this process, you’ll be able to identify ideas for content that will help you become the #1 site in your industry.
Magnetically Attracting More Sales With Content
One of the largest problems we see with most sites is that they only target end-buyer-cycle keywords, meaning keywords that customers are searching for right before they purchase.
These are usually in the form of sales pages or review pages.
End-buyer-cycle keywords are great to target, but if you only target these, you’ll miss out on the vast majority of the search traffic that’s out there!
Instead, you can use the content gap analysis to find keywords and topics that your customers are searching for even before they want to buy and attract a much larger audience!
These usually are informational based keywords that you can write guides on, or blog posts.
Don’t shy away from these types of keywords – this is what Google wants to see on your site, and will attract lots more customers!
How Does A Content Gap Analysis Work?
To perform a content gap analysis, you’re going to need the proper tools used to research the rankings of your competitor’s domains.
Lucky for you, we have an AWESOME free Keyword Gap Analysis Tool to do the job!
Our tool lets you analyze your top 3 competitors and provides you with the number of search results, average cost per click and the estimated search volume of the keywords that they’re currently ranking for.
Here’s how it works:
Step 1: Find Your Competitors
In the tool, you can enter up to 3 competitors. You’ll want to use websites from your industry that are creating great content.
There are a couple of ways to look at competitors:
- Direct competitors: These are businesses who sell the same thing you do
- Indirect competitors: Businesses who don’t sell exactly what you do, but sell to the same audience.
Either one can work well with this process!
If you need help finding your competitors, try searching for your money keyword on Google to see who is already ranking for it.
Once you have your top 3 competitors, you can input them into the tool.
Make sure to use http:// or https:// before the URL.
Pro Tip: Feel free to change out the competitors to get the best results. Sometimes if you have a competitor with a big site, they might be ranking for keywords that are not super relevant, so just switch them out with a closer competitor. Additionally, to narrow down the results, you can use specific URLs instead of entire domains.
Step 2: Run The Keyword Gap Analysis & Select Your Target Keywords
When you run the tool, it will pull a ton of keyword ideas (usually 100+ if you use the right competitors).
These are all keywords that your competitors rank for that you do not… AKA big opportunities for you to create content!
Look for keywords or topics that make sense in your customer journey and then prioritize them accordingly. You may want to consider the search volume and the keyword difficulty when selecting your targets.
Step 3: Create The Content
Once you have your keywords prioritized, you can start creating content around those keywords!
Make sure you search the keyword in Google to understand the search intent, and what type of content Google is ranking for that keyword.
For instance, Google might be ranking sales pages, long guides, short blog posts, reviews, tools, or even something different. You’ll want to match the type of content that Google is ranking currently if you want to compete for that keyword.
If you keep creating consistent content month over month, you can drastically increase your organic search traffic!
Performing a content gap analysis is a great way to find content ideas and keywords that are going to help your customers along their purchase cycle.
If you’d like some help with performing a content gap analysis for your site (AND creating the strategy, content, and ranking it), then you might be interested in our managed SEO service, HOTH X.
We’ve helped hundreds of businesses just like yours outrank their competitors and provide content that’s designed to convert traffic into sales.
If you have any additional questions regarding a content gap analysis feel free to reach out in the comments below!
Clayton Johnson is the CMO of The HOTH SEO company. He has over 8+ years experience in the SEO industry and has spoken at events like SEJ Summit. The HOTH has been featured in Inc 5000, Forbes, SMX, Pubcon, Content Marketing World, Affiliate Summit, Brighton and more.