The Importance Of Content Gap Analysis For SEO

SEO consultants conduct detailed keyword research to determine which topics to focus on when writing content for websites. However, there’s still the possibility of missing out on other interesting and relevant subjects to write about. For this reason, it’s recommended for SEOs to try conducting something called a “content gap analysis”. Doing so allows professional SEO consultants to create more strategic content ideas that ultimately boost traffic and generate profits.

A content gap analysis refers to the process of finding holes or “gaps” in existing content. This process involves looking for any “missing” pieces of content that could align with the different stages of a buyer’s journey. This strategy allows them to distinguish the missing valuable assets that may guide the target audience to the final stage, which is purchasing the product or service.

To conduct a content gap analysis, an SEO should include an audit of their webpages, landing pages, blog articles, social media content, e-books and downloadables, and many other assets related to content. Doing this will help the target audience find the website and acquire their offers more easily.

However, not every searcher who clicks through the website will be willing to purchase products or services. Sometimes, they just want to see relevant information, compare prices, or browse for more options. Therefore, a webmaster’s goal is to have compelling content ready for every stage of the buyer’s journey.

Most of the time, businesses create informative blog posts to attract a wider audience, but this will create gaps for buyers who are still in the stage of considering price or product options.

When conducting a content gap analysis, an SEO consultant distinguishes whether the content is for the Awareness, Consideration, Decision, and Success stages of a buyer’s journey.

Awareness pages have target keywords that are relevant to the problem that a buyer is facing. These pages should provide the user with key information to answer all their questions but not necessarily convert them into a customer.

Consideration pages are usually comparison reviews and guides, which include emphasising the original product or service as one of the best solutions in a round-up post.

The Decision stage consists of “money” pages, serving as service or sales pages, which are the final checkpoint before someone buys the product or contacts the business. These pages will be more branded than the Awareness and Consideration pages.

Lastly, the Success stage reassures the buyers that they will achieve desirable results. This may include a Thank You page or a follow-up email sequence that asks them to write a review or connects them with ongoing support.

There are four steps that SEO professionals take to conduct a successful content gap analysis.

1. Map out the customer’s purchasing journey

Invest time and effort in writing down all the questions that the target audience, including the specific products they are looking for, options they are considering, and calls-to-action that may compel them to take initiative and contact the store.

2. Conduct market research

The best way to find answers is by asking the market itself what they want. An SEO can conduct a survey that will enlighten them about their customers’ questions, needs, goals, concerns, and more. Based on the data gathered, an SEO can produce a wide variety of content ideas that match the target audience’s needs and concerns.

3. Analyse website content

SEOs should crawl their site for all links and see if they align with each stage of a buyer’s journey to purchasing the product. They may also use SEO tools that allow them to know which keywords their site is ranking for.

4. Analyse competitor’s content

Professional SEO consultants should observe their competitors and gain insights to find additional gaps. However, they also need to be careful not to go so far as to copy the competitor’s strategy.

Here at Position1SEO, we will help you conduct a detailed SEO audit to analyse not only your content but also your web page optimisation, link building, and more. Our team has many years of experience in the industry, and you can rest assured that we are more than capable of boosting your site traffic and converting your users into paying customers.

For a free SEO audit, call us on 0141 404 7515 or email office@position1seo.co.uk today!