One of the most important yet sadly underutilized SEO (search engine optimization) techniques is content gap analysis. As content marketing and SEO go hand-in-hand, it makes sense that evaluating and examining your content would be part of your overall marketing strategy. However, many website admins fail to use this critical tactic.
Read on as we discuss why it’s so important to evaluate your content for gaps and how it fits in with your basic SEO strategies.
What Exactly Is a Content Gap Analysis?
A content gap analysis is the process of evaluating existing content to identify missed content opportunities or gaps. It can be information that is missing, doesn’t have the proper examples or details, is irrelevant or outdated, or is hard to understand. However, performing a content audit is only half of the equation.
The other half is developing a plan to fill those gaps to ensure your content quality is top-notch and only contains useful, relevant, and essential information. A good way to approach your analysis is by thinking about your content from your customers’ perspective: how can you provide answers or solutions to the questions, pain points, or problems they have?
Generally, a content gap analysis consists of the following steps:
- Defining a target audience
- Mapping the customer’s journey
- Determining your audience’s wants and needs
- Performing keyword research
- Evaluating the content of high-ranking competitors
- Auditing your existing content
- Developing an effective plan to fill in content gaps or missed opportunities
Why Content Gap Analysis Is Essential for SEO
So, why should a content gap analysis be a core aspect of your content strategy? Below, we’ve outlined a few reasons why you should be using a content gap analysis as part of your marketing and SEO efforts:
Attract New Customers
By publishing high-quality, gap-free content, you can attract more of your target audience, qualified leads, and new customers. Plus, you can capture the attention of new prospects and leads, making them part of your sales and marketing funnels.
Rank Higher
If you can identify content gaps and fill in those holes, you’re delivering information and topics that are fresh, new, and unique. That’s what SEO is all about! You can also find duplicate or overlapping content and judge your content in relation to competitors, which can drive your SEO rankings higher.
Guide Your Customers
An effective way to engage with customers is by delivering high-quality, relevant content, which creates a cohesive flow for your customer’s journey along the sales funnel. The goal is to convert potential customers towards making a purchase by providing them with relevant content that matches the questions they’re asking at specific points in their journey.
Drive Growth for Your Brand with Results Digital
Are you unsure how to develop a strong, high-performance SEO strategy? We can help!
Whether you need help learning how to perform a website audit for SEO, creating a content gap analysis plan, defining a target audience, or other digital marketing strategies, our experts at Results Digital can do it all. Call us at (281) 975-2086 to request a consultation with our talented team of digital marketing professionals.
