Tons of content on the web gets old and stale over time, and there are very few true evergreen pieces of content that don't require some sort of updating and improvement as time goes on. The opportunities you could find from content gap analysis can provide massive SEO gains, including improved ranking positions and organic traffic.
Gap analysis is the best tool to perform a content gap analysis. The idea of gap analysis is to compare the gap between where a company currently is and where it wants to be. So content gap analysis is used to identify gaps within your existing content, to help you hit your traffic and search positioning targets.
Now, this gap could be the gap that is there in your content topics that you did not cover or may be the quality gaps in your content or in your competitors' content that you could plug.
Your findings from this process will drive you to either update your existing content or create brand new content based on your decisions on a well-informed strategy that you know will work.
The first type of gap Analysis should be performed when you're looking to create new content. The idea is to identify gaps in your existing content, so that you can plug these gaps with quality, well-researched content.
There are two approaches to content topic gap analysis in SEO :
Competitor-based content gap analysis involves building a list of keywords that your competitors are ranking for that you're not.
Market-based competitor-based content gap analysis - Identifying who your audience is and using keyword research,identify missed topics.
Let's say you have a popular article about the best exercise bikes, so you assume that the majority of the existing readers of your blog post frequently work out from home, however you run a poll and it turns out that 40 of your readers are new mums, 30 are gym goers and only the last 30 percent are those who already work out from home.
So, on to this information you begin the keyword research, and you are able to find a ton of keywords surrounding the benefits of working out from home and quick workouts you can do with limited equipment that both you and your competitors fail to discuss. Creating new content to include these topics is therefore likely to provide a massive boost to that website's traffic and conversions.
Now let's look at how you can find gaps in the topics you've already covered on your blog.
The first process is a little laborious, but it's great for generating a ton of content topic ideas based on popular search terms around a barrage topic.
You should connect with your audience in a better way.
It is important to identify the content gaps to improve your site rank on search engines. The position of our website on the search engine matters as most of the visitors visit only first page of search engines like google.
Content Gap analysis also reduces bounce rates and increase your on-site time, which is going to improve your conversion rate that will obviously result in more sales.
Why Content Gap Analysis ?
1- Improves your Content Marketing Strategy
Content Gap Analysis is simple as it sounds.You're analyzing your website, analyzing your competitors as well and looking for where there are gaps in your content, that you can go away and fill with new content.
It's also called keyword Gap analysis. We are going to be focusing on keywords.
After you've done your keyword research, it's going to improve your content marketing strategy.
So if you know where the gaps are in your content then you can improve your content marketing strategy.
2- Makes your Site More Competitive
You can go to your content calendar for the next two to six months and you can make sure you're filling in those gaps. It makes your site more competitive, that's the second thing because if you are putting out the right content and you are using the right keywords then you're going to compete better with everyone else in your Niche.
3- Increase your Chances of Ranking for Valuable Keywords
This is going to increase your chance of ranking for valuable keywords and moving up in serps as well.
4- Improves your ROI
It's also going to improve your ROI because if you're analyzing where you're doing well and where you need to improve, then that ROI or for those beginners out there that return on investment means the time you're putting into creating content is going in the right place okay now when you're new to this, if you haven't got any site at all then you might need to tweak this strategy but if you've got a website already or you've got content.
5- Makes you More Money
You're already putting out then this is definitely something that's worth your time and the overall goal of all of these that obviously for you to make more money because if you've got better content going out, if your site is more competitive, if you're ranking for keywords that are more valuable and your return on investment is higher then you're going to make more money it's a matter of your brand if you're an e-com store doesn't matter if you're a Blog, that relies on ads.
It doesn't matter if you're a local business that's trying to bring in leads. These all help you improve your site which ultimately we want to ensure means you're making more money.
Now we're going to analyze the current keywords on your website. Now analyze the current keywords on your competitors websites and we're looking for any gaps in their content, and we're looking for any gaps in their content, so is there a keyword that you consider quite valuable or an opportunity in your Niche that they're not currently targeting because there's an opportunity there for you to be able to jump into that little Gap and fill it with your own content.
If you haven't started yet with creating a website, analyze what your competitors are doing.
Look for gaps in their content and fill. It could be a way for you to quickly get ahead. The other thing about your competitors is. There might be keywords or long tail keywords that you are both going for or you want to go for ,as well as your competitor but they're not doing brilliantly at it.
So you think that they are currently targeting a particular keyword but I know I can do better quite quickly. So analyze what you're doing, analyze what your competitors are doing, identify missing keywords or those not covered well enough. Then make a list of these keywords to target in order to improve your rankings because if you go away and do keyword research, you might come up with hundreds of keywords that you could potentially rank for but you need to know where to start and that's what content Gap analysis was all about. Now start finding what's easiest to rank, for find what your competitors are not doing well or you can now compete with them and then turn that into a separate list.
Go on your website, go on your competitors website obviously and then you're going to cross check keywords and you're going to put that into a keyword research document so maybe a spreadsheet, maybe a Word document and you're just going to create lists. Figure out for different parts of your website, home page, product pages, about whatever pages you want to rank. Look at your competitors' pages and work out which keywords they're doing better on, you're doing better on and find those opportunities.
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