Strategic Content Gap Analysis for Your Web

Tati Khumairoh

Tati Khumairoh

Published at

illustration of doing content gap analysis

Table Of Contents

    Content gap analysis is a strategic process used in content marketing and SEO to identify opportunities for creating new content that fills gaps or deficiencies in your existing content strategy. 

    In this article, we will dive deeper into how this analysis works and the best practices that can be obtained.

    What is Content Gap Analysis?

    Content gap analysis is an approach to evaluating and enhancing your website's content strategy. It involves identifying the disparities between the content you have and the content your audience needs. By conducting a content gap analysis, you can uncover opportunities to create new, valuable content that bridges these informational voids.

    Content gap analysis helps answer critical questions:

    • What are the topics or keywords that your target audience is searching for?

    • Which content is already available on your website?

    • What content is missing but should be created to better serve your audience?

    Importance of Content Gap Analysis

    Content gap analysis is not just a strategic exercise; it serves as a powerful tool for improving various aspects of your digital presence. In this section, we'll explore the significance of content gap analysis in enhancing SEO.

    • Enhancing SEO and Organic Traffic: Content gap analysis is an invaluable asset in the world of search engine optimization (SEO). By identifying gaps in content related to specific keywords, you can strategically create new content targeting these keywords. This helps you rank higher in search engine results pages (SERPs).

    • Competitive Advantage: Content gap analysis is not limited to your own content; it extends to understanding what your competitors are doing. Analyzing competitors' content reveals opportunities to diversify your content portfolio. This can lead to a broader and more engaged audience.

    • Improving User Experience: Content gap analysis contributes significantly to enhancing the user experience.

    How to Perform A Content Gap Analysis

    After knowing its importance, it is time to start a content gap analysis. Here are the key steps to execute an effective content gap analysis:

    A. Define Your Objectives

    Before diving into the analysis, it's essential to establish clear objectives. Consider the following question:

    • What are you aiming to achieve with your content gap analysis? Is it improving SEO, increasing organic traffic, or enhancing the user experience?

    • Who is your target audience, and what are their specific needs and preferences?

    • What are your competitors doing well in terms of content, and where do you want to outperform them?

    Having well-defined objectives guides the entire analysis process and keeps it focused on your desired outcomes.

    B. Analyze Your Existing Content

    Evaluate your current content to understand what you have and how it aligns with your target keywords and objectives. Key aspects to consider:

    • Content Inventory: Create an inventory of all your existing content, including blog posts, articles, videos, infographics, and more.

    • Relevance: Assess the relevance of your existing content to your target keywords and audience. Some content may need updating, while others may need to be retired.

    • Performance Metrics: Examine performance metrics like page views, bounce rates, and engagement to identify which content is resonating with your audience.

    C. Examine Competitor Content

    A significant part of content gap analysis involves understanding what your competitors are doing. Here's how to do competitive analysis in terms of content:

    • Identify Competitors: Determine who your primary competitors are in your industry or niche.

    • Competitor Keywords: Discover the keywords and topics your competitors are targeting in their content.

    • Content Quality: Assess the quality, depth, and engagement of your competitors' content.

    • Content Gaps in Competitor Strategies: Identify areas where your competitors have content gaps or where their content might be outdated or incomplete.

    D. Identify Content Gaps

    With all the data in hand, you can now identify content gaps:

    • Keyword-Content Mismatch: Pinpoint keywords you're targeting but don't have content for, or keywords for which your existing content is underperforming.

    • Missing Topics: Identify topics or subtopics that are relevant to your niche but haven't been covered on your site.

    • Competitor Shortcomings: Explore the areas where your competitors have content gaps or where you believe you can outshine them.

    • User Intent: Consider the user's intent behind their search queries and ensure that your content provides the information they seek.

    E. Monitor Content Performance

    An integral part of your content gap analysis process is to continually monitor the performance of your new and existing content. Keyword ranking tracking is a crucial component for assessing how your content is faring in search engine results pages (SERPs) and adjusting your strategy accordingly.

    You can use Sequence Stats to monitor all of your keywords. This tool gives you daily ranking data and complete keyword metrics. This way, you can see whether the optimization you do is effective or not.

    Picture 1 - Rank Dashboard in Sequence Stats.

    Picture 1 - Rank Dashboard in Sequence Stats.

    By thoroughly and systematically following these steps, you can perform a comprehensive content gap analysis that informs your content strategy and helps you create content that aligns with your objectives and serves your target audience.


    In conclusion, content gap analysis is a dynamic and strategic process that plays a pivotal role in the success of your content marketing and SEO efforts. It is not merely an exercise in identifying gaps; rather, it is a means to align your content strategy with your objectives, 

    Using Sequence Stats to track its performance will ease your job. So, consider it as a powerful tool to automate your tasks. Register yourself and enjoy the free trial now!