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Why you should include content gap analysis in your SEO strategy

Why you should include content gap analysis in your SEO strategy

When it comes to brainstorming content ideas for your website, content gap analysis is an often overlooked, yet incredibly valuable, tool.

Content gap analysis examines the content on your website compared to that on your competitor’s site to identify keyword opportunities that may have been missed or could be improved upon.

Content gap analysis makes it easy to pinpoint untapped or underperforming areas in content. When you’re armed with this information, you’re able to devise an effective content plan within your SEO strategy to fill these gaps and climb the search engine results page (SERPS).

By tapping into these missed or weak opportunities, you can boost your websites visibility against that of your competitors on the SERP. This should, in turn, improve traffic to your website for keywords that you may not have otherwise focused on.

So, how do you do content gap analysis?

To conduct a thorough analysis, you need to run your site through a content gap analysis tool. There are many free and paid tools available across the web, including those on Semrush and Ahrefs.

Let’s say your business offers services in painting and decorating, and you want to target keywords that put your site ahead of your competitor on the SERPS.

To start brainstorming keyword ideas, run both sites through your preferred content gap analysis tool. Here, you’re presented with a list of keywords that your competitor ranks for, but you don’t, and keywords that you both target, but they rank higher for.

Let’s use the term ‘garage painting’ as an example. Your competitor ranks for this term, and whilst you offer this service, you haven’t got any content on your site targeting it.

The term ‘garage painting’ averages 1,000 monthly searches on Google, and your competitor is probably going to appear on the search engine results page. That’s a lot of extra traffic going to your rival’s site.

By conducting this research, you’re able to identify keyword opportunities that relate to your website, but that you have not yet tapped into. How better to compete with rival sites than doing what they’re doing, but better?

By creating relevant, well optimised content using these keyword opportunities, you’re sure to reap the rewards of your efforts and welcome an increase in traffic to your website (and away from your competitors!)

Need help conducting content gap analysis for your website? Speak to the friendly team at Engage Web today.

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