Gaps are inevitable when it comes to content creation. Hence, it is necessary to keep evolving continuously. Content gaps are like missed opportunities. When the customers cannot find what they are looking for on that particular page, they might leave your site and move on to another. Hence you should learn to identify the content gaps and know what to do when you find them.
What are Content Gaps?
Your target audience is on the lookout for new information, and as content gaps are common, companies will pay closer attention to them. According to a recent study, 46% of companies with unsuccessful content marketing strategies do not analyze their content once it has been published on the site. A quick content gap analysis can also shed some light on the problem. Your target readers are looking for fundamental SEO techniques while you offer advanced information beyond their interest or their ability to understand. If you want your readers to stay engaged, their reading content must be helpful for their needs. It should cater to them.
Why is it Essential to Identify Content Gaps?
- Improved SEO – You should eliminate the content gaps to improve your site rank on the search engines. Your placement on the SERPs matter as 88 per cent of the searchers only visit the links on page one of the search engines.
- You should connect with your target readers and fix the content gaps can give readers what they are looking for. It can also establish a connection with your site. It is essential and possible to build a relationship with your audience.
- Content gap analysis reduces bounce rates and increases on-site time, which improves your conversion rate and results in more sales.
What are the Different Types of Content Gaps?
For performing a content gap analysis, you also have to learn how to identify them.
Keyword Gaps
Not all keywords are created equal. The CTR for any top spot in the search engine for one-word search queries is around 32.5 per cent, which is higher than the CTR for the long tail keywords. The CTR for the long-tail keywords is higher for the one-word queries.
The long-tail keyword is compelling as they reach customers further in the purchasing process. The one-keyword searches tend to be used for information gathering about a topic. The searches with four keywords or more are used. They are also known as long-tailed keywords. If you focus on the marketing resources or the popular keywords, you should consider integrating longer chains of keywords in your content.
Short keyword searches are highly competitive and they also lead to low conversion rates. The long-tail keywords have less competition. Thus, your website will rank higher than the sites that only optimize their content for generic and overused target phrases. Less keyword competition, in turn, means that your content ranks higher in the SERPs.
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Following are the five methods for finding the content gaps-
1. Run a content gap analysis using SEO tool
You might get worried about spending hours pouring through data and analyzing every piece of content you have posted. You can also use a tool called Ubersuggest, which offers several features which let you dig into your website’s data to find the problematic areas that hinder your work.
Once you have found more robust keywords for the posts, you can also fill in the content gaps in several ways. You can include the new keywords in your upcoming content and incorporate the keywords organically in ways which increase the quality of your content. You can also update the old content with missing keywords. It entails reworking sentences or whole sections to maintain quality content for your audience. You can also alter your current keyword optimization strategy and search for the keyword gaps in your articles.
2. Audit your customer journey and identify the content which is missing from your funnel
Not every content gap is as easy to fix as the keyword content gaps. You should dive deeper into your customer journey and figure out what the target readers need at every stage of the buying process.
Not every customer visits your website merely to make a purchase. Some customers are just curious, while others are comparing your products with the competition. For the best results, you should create content for each stage.
You need posts that make the users aware of your products and services. Your posts should also provide valuable industry insights which address the customer pain points and solve their problems.
Once you have mapped the customer journey, you will have a better idea of the stages in the buying process.
3. Manually search the competitor’s websites to identify the content gaps
If you don’t get an idea of what is missing in your content, you can take a look at your competitors! You should identify what your competitors are doing right and then try to replicate it. You should find the keywords, topics, and content gaps your competitors fill. You can also do this manually by visiting a competitor’s website and noticing what is missing from your own site.
Competitors can provide inspiration for new and revised content ideas, however, you should see to it that you don’t copy what they do.
4. Use Google Search Console
GSC is one such tool which is very efficient in performing a content gap analysis. You can search the words in the search box and once you identify the keywords you’re ranking for which are not covered on the page, you should create content which ranks.
5. Perform a self-content audit
Self-introspection is necessary when it comes to identifying content gap analysis. Self-content audits are a solid picture to perform on a regular basis. It also develops your eye for identifying content gaps faster. It also helps you find problem areas in the current approach that you are using. It improves the creation process for future content.
