When you understand the nature of the Content gap, you will understand the principles and how to analyze Content easily. After filtering a set of keywords from your competitor’s website and your website, you will compile a list of target keywords that need to be deployed in content. During this process, you should use tools to support.

Benefits Content gap brings to SEO

SEOers can easily grasp the development trends of content and focus on exploiting them in many aspects. Thanks to this, the reputation of the website will be significantly improved and attract more visits. Below are the two biggest impacts from Content gap analysis.

Increase SEO score

Using Content gap in SEO will bring a large amount of traffic thanks to fully exploiting new ideas. However, writers need to ensure the content has a low level of duplication and is more useful than competitors to have a chance to increase the ranking gap on search engines. This effectively contributes to increasing the SEO score of the article.

In addition, Content gap also provides good support for the keyword research process. Don’t simply focus on keywords with high search volume. Writers need to be able to shorten content gaps based on keyword difficulty. This is the safest opportunity to deploy Content gap.

Reach potential customers effectively

Content gap has the ability to determine the gap between competitors and businesses and between businesses and customers. Specifically, Content gap reflects customers’ expectations for related issues through searched keywords and the ability of businesses to meet those needs. That means every piece of content created is with the end user in mind, be it a current or potential customer of the business.

If a company’s website doesn’t have all the information readers need to know, they will look for new, more useful data sources. In this case, businesses will not have the opportunity to reach and maintain stable customers.

Tools used when analyzing content gaps

The public uses in Content gap analysis are very diverse. However, you need to proficiently use the following tools to save time:

• Free tools: Google Search Console, Google Analytics, Google Search,…
• Paid tools: SEMrush, Ahrefs,…

To bring the highest efficiency, analysts need to be knowledgeable and have a way to handle collected information professionally. This helps provide better quality data as a foundation for building a quality website.

Content gap analysis process in SEO

Content gap analysis steps require many skills and should be conducted in specific steps. Details are as follows:

Step 1: Evaluate content quality

Content planners must focus on this step to filter out content with poor performance such as keyword density on many websites but not receiving positive feedback from users. The following is an illustrative example of quality content with the Google Analytics tool.

Log in to Google Analytics, navigate to Search Console and the landing page. All data related to impressions, average clicks, and average duplicate positions will appear. You should rely on these indicators to analyze trends related to the research topic.

Then switch to the query section, focusing on the impressions and clicks columns to find keywords with high clicks for optimization.

Next select the behavior section, click to select website content and landing page. You should pay attention to the bounce rate and average time columns, then identify URLs with high bounce rates or low time on page to improve.

Step 2: Identify high-performing topics

In this step, the user performs the following operations:

Log in to Google Search Console, click performance and select the impressions column. At this point, users will be able to see all keyword visibility levels with traffic from high to low based on search results. You should focus on keywords with low clicks and high impressions.

To determine what content the keyword is ranking for, select the Search box on Google to search. Besides, you should also look at your competitors’ high-ranking articles to learn how to develop content.

Step 3: Analyze competitors

To be more optimal, you should learn about your competitors in terms of content using analytical tools. From here, select potential keywords to expand articles on the website.

SEOers can identify competing websites based on the following factors:

• Research experience.
• Keywords with high volume.
• Rely on tools like Moz, Semrush, Ahrefs.
• To analyze your competitors’ content, you need to carefully evaluate two aspects:
• Commonalities in content topics and their competitiveness.
• What’s new in your competitor’s content has the potential to improve your website’s rankings and traffic.

Not simply focusing on analyzing competitors on the website, you can also focus on exploiting the Social Media segment with the support of BuzzSumo. Information related to social network shares is provided and based on that to deploy content for your website.

Step 4: Search and select potential content

After completing the above 3 steps of Content gap analysis, you have collected a number of potential keywords for content development. Group them together on the same topic and develop according to its direction. The preferred strategy is to organize content according to the Topic Cluster model, which means answering three questions:

• What content needs to be developed?
• What content needs improvement?
• What content is the top target?

How to close the gap with your competitors

To narrow the gap with competitors requires a lot of time and effort. This process begins when you have performed a Content gap analysis and fully compiled data related to the keywords to be achieved. SEO strategies should be comprehensively developed by SEOers, including SEO optimization plans, building article management sections, and continuously capturing trends. Thus, the conversion rate of the business will improve.

Not only focusing on improving SEO scores for content, optimizing SERPs also helps your website increase visits and achieve high reliability. To achieve this goal, you can also use Content gap as a powerful support tool.

Epilogue

Hopefully the knowledge about Content gap and how to analyze Content gap can assist you in setting up the most optimal website content.