Content Gap Analysis

The days of posting content churned out to meet standards based solely on keyword optimization and link building are most certainly at an end. Since the introduction of Hummingbird, these tactics are no longer effective without the accompaniment of high-quality content.

We’ve all heard the catchphrase “content is king” – but the standards for qualifying that content are changing. In this new digital environment, the best SEO strategists recognize that the best content puts the needs of audience first.

But how does an organization determine what their audience is seeking?

The answer lies in a process called content gap analysis. In short, this means simply using standard analytical tactics to determine what information your audience needs, why they need it, and what they think of the information currently being provided to answer their questions.

The content you are creating must walk the line which falls between giving your audience what they want, and accomplishing goals which work towards your overall SEO strategy. The best content will not only meet Google Quality guidelines, it will be resourceful, informative, and engaging. It should also be designed for simple sharing, so your brand advocates can easily assist you in expanding your audience.

So, how do you get from here, to there?

It’s not as hard as it sounds. Content gap analysis simply requires the careful review of those questions and issues which are most important to your target audience, to determine where the “gaps” lie – those areas in which their questions go unanswered, and their needs are not being met. This simple process will get you started on your path to effective content-gap SEO:

  1. Identify your targeted keywords. Those that fall in the thick backside or long tail will usually offer the best focal points.
  2. Prioritize keyword terms and phrases. Which do you think will prove most valuable? Which will offer the highest return? Adjust and outline your priorities, accordingly.
  3. Identify the intent. For each prioritized keyword phrase, brainstorm several ideas regarding the user’s motive, or intent. For instance, if your keyword phrase is “gluten-free cupcakes” a few examples of motive or intent might be the search for a diet-friendly recipe forum, gluten-free bakeries, or a popular brand of gluten-free foods. Try putting yourself in your user’s shoes – what might you be searching for, with this query?
  4. Google it. Review the top search results for your query. Can you find results which respond to your outlined motives? How many answers are present within the top 10 search results? Count the number of answers you’ve received, and record for use as a reference.
  5. Write. Use the results of your content gap analysis to prioritize content topics. Turn the motives you’ve identified into content subjects, by addressing their unanswered questions or underlying needs. Those queries which returned the fewest answers within your initial search should reflect the lowest numbers – start with your number ones, and work your way up!
  6. Pay attention. As you post content, review your results to see which content measures up, and adjust accordingly. Content can always be edited further to remain relevant, and optimize your results.

It’s not as hard as it sounds. Content gap analysis simply requires the careful review of those questions and issues which are most important to your target audience, to determine where the “gaps” lie – those areas in which their questions go unanswered, and their needs are not being met. This simple process will get you started on your path to effective content-gap SEO:

To find out more about how you can use content gap analysis to optimize your content for better ranking and performance, contact Strongpages today!