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Oct 4, 2024
Master Content Gap Analysis to Outpace Your Competition
The content marketing space is crowded and only getting more competitive.
So, how do you stand out? That's where content gap analysis comes in. Content gap analysis helps you understand your competitors' strategies and find out where they're lacking or failing so you can fill those gaps as part of your content strategy.
In this article, we'll explain what content gap analysis is and how to use it in Ahrefs and SEMrush to get ahead of your competition today — no matter your experience with content gap analysis SEO strategy.
What Is a Content Gap Analysis in SEO?
A content gap analysis is an integral part of any content strategy.
By evaluating the existing content topic and identifying gaps or missed opportunities, you ensure that your content provides the best possible experience for your readers.
By looking at the search intent of each piece of content, you can determine if a piece of content needs to be quick and straightforward, a long and informative article, etc. By quantifying the type of content, you can quickly determine which gaps should be filled.
How and Why Does a Content Gap Analysis Work?
Understanding why content gap analysis is important comes down to one of its biggest content gap analysis benefits: it shows you exactly what your audience is already searching for, so you're not guessing. Content gap analysis is a method that allows a company to identify the gaps in their content and where they need to create new content. It's a great way to measure your content output and ensure that your audience receives the right information at the right time.
You can use this method to determine which topics your customers want to know more about and how many people are searching for them online.
A content gap analysis will also help you figure out what kinds of searches are driving traffic to your site, then use those search terms as a starting point for creating new content.
How do you find these terms? Read on!
What SEO Tools Help You Find and Fill Content Gaps?
Content gap analysis evaluates an existing content topic and determines if any gaps could be filled. Whether you run this manually or lean on a dedicated content gap analysis tool, the process becomes a core part of your broader content gap analysis strategy.
By examining the search intent of each piece of content, you can determine whether to create quick and simple posts, long-form articles, or something more in-depth.
If you choose to hire a digital marketing agency or do it on your own, an audit of the content on your is essential to get a full picture from your content gap analysis results.
For reference, at the beginning of a client's relationship with us, we perform an SEO content gap analysis and a website content audit. This process helps us build our content campaign strategy, generating ideas for the topics and keywords we will use.
During the initial audit and content gap analysis, our digital team will provide a report that assesses the following:
- What keywords are your competitors ranking for that you could also be optimizing for?
- What keywords are you ranking for, but your competitors dominate on the first page of Google (or other search engines)?
Here's how to do a content gap analysis using two of the most trusted SEO platforms on the market.
READ MORE:
Ahrefs' Content Gap Tool
Ahrefs’ lets you identify gaps in content for multiple competitors at once, giving you a list of keywords your company should target. If you're searching for something like a content gap analysis Ahrefs template, this tool functions like one built directly into your dashboard — no spreadsheet required.
This tool takes all of your competitors' keywords and subtracts the ones that also appear on your website. It then displays a list of new keywords you should target for further optimization.
How to Use Arefs' Content Gap Tool
- Log into your Ahrefs account and click the Content Gap button.
2. Choose a URL you want to analyze in the first drop-down menu.
3. Select the date range you want to analyze in the second drop-down menu.
4. Select which competitors you want to compare against in the third drop-down menu (if there are more than 5 competitors, only 5 will show up).
5. Click on Analyze
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SEMRush's Keyword Gap Feature
This tool lets you compare the keyword profiles of up to five competitors side by side, making it one of the most efficient ways to run a competitive — or what some call competitor gap analysis content — without manually cross-referencing spreadsheets.
After entering the domains you want to analyze and choosing whether to see results for organic, paid, or both types of keyword rankings, you'll get a report showing you all of the top opportunities across each site and the overlap in common keywords used by all sites.
This data allows you to see where an SEO campaign will impact most.
How to Use SEMrush's Keyword Gap Feature
- First, click on the in your campaign dashboard.
- Enter up to five domains, subdomains, or folders. Get a list of standard and unique keywords they rank for within that group.
3. Customize your analysis by choosing different keyword types—organic, paid search, and PLA. Mix the types to see how they intersect and assess your SEO/PPC efforts.
4. Find out which keywords your competitors are targeting. Create a master list of target keywords, helping you stay ahead!
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Frequently Asked Questions
What is a content gap analysis?
A content gap analysis identifies topics and keywords your competitors rank for that you don't, plus content on your own site that could be expanded to compete more effectively — essentially a map of what's missing from your content strategy.
How do I run a content gap analysis in Ahrefs or SEMrush?
Both tools offer built-in Content Gap / Keyword Gap features: enter your domain plus up to five competitor domains, and the tool surfaces keywords they rank for that you don't, ready to prioritize for new content.
What's the difference between a content gap analysis and a competitor analysis?
A competitor analysis looks broadly at a competitor's overall strategy, positioning, and tactics. A content gap analysis is narrower and more actionable — it focuses specifically on keyword and topic gaps you can fill with new content.
How often should I run a content gap analysis?
Quarterly is a reasonable cadence for most businesses, though it's worth revisiting anytime a competitor launches a major content push or your rankings start slipping.
Ready to Close Your Content Gaps?
Every gap your competitors have filled and you haven't is a keyword driving traffic somewhere other than your site. Watermark can run the audit, build the content plan, and help you close those gaps as part of a broader inbound marketing strategy.
to get started.
Weak search visibility complicating your brand’s opportunities?
Weak search visibility complicating your brand’s opportunities? Gain clarity, measure success, and differentiate your brand with data-informed SEO services that drive real results. Ready to grow? Contact us today.
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Joseph Wells
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Dec 14, 2023
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