Content Gap Analysis- What Is It and How to Fix It?
According to a 2021 study, approximately 46% of businesses with unsuccessful content marketing did not check their work before publication.
Content Gaps are often ignored. Some websites don't take them seriously, which is why most digital markets tend to fail. As a digital marketer, you want more traffic on your website or to be head-to-head with your competitors. Failing to do so will shift your potential customers to your competitors since they will have what the audience needs.
Find any content gaps and fill them up if you don't want to lose your target customers. In this article, we will tell you five ways how you can.
Finding and Fixing Content Gaps
There are three types of content gaps. Media, topics, and keywords. Here are some methods for analyzing and resolving them.
· Take help from SEO tools
Use SEO tools to assist you and enter the term you wish to analyze. Then, fill in the content gaps with more relevant keywords. Add additional keywords to a section or a few sentences. Use the new keywords wisely and naturally to produce high-quality content.
· Lookup websites of competitors
No matter how hard you try, you will never be able to find and fix every piece of missing material. There are, however, always websites run by rival businesses that you may consult. Visit the pages of all the possible top competitors, check what content they have that you are missing, and, finally, fill the content gap by publishing the topic in a more engaging way.
· Review your own content
Yes, it is good to check on your competitors, but that does not equate that you don't review your content. Searching for gaps in your material is a crucial component of content gap analysis. You may teach yourself to see content gaps more quickly and easily by evaluating your material.
You could be unaware of typos, outdated links or pictures, or other errors in the writing. That can create a negative impression on your website. You must thoroughly check your content if you don't want to appear unprofessional.
· Google search console
Select Search Results from the menu on the left after logging into your Google Search Console, and then click +New. Selecting +New will bring up a box; click Page and enter the URL of your best-performing page. Results will be displayed when you enter your URL. Look up each keyword on the page on your website or in your CMS using Search Console. Lastly, visit your website to see if the material relates to the high-performing keyword.
· Examine your customer's journey
Customers use websites for many activities, including shopping, product research, and product comparisons with competitors. As a result, you must produce content for all types of customers. Study your customer's path first. That way, you will know in which phases you need to add content. Publish articles that inform your customers about your goods and services, offer insights, and compare your products with your competitors for the target audience.
Benefits of Finding Content Gaps
· Increased SEO: Once there are no content gaps, your search ranking will instantly improve. 88% of consumers only click on links on Google's first page.
· Effective Engagement with Target Audience: Once there are no content gaps, your target audience will find what they want. Therefore, people will be aware that your website has what they need.
· Better Customer Experience: Increased time spent on the website and higher revenue and conversion rates result from a lower bounce rate caused by no content gap.
Why Do Content Gaps Exist?
Although your website may cover a variety of subjects, there are still several topics that might not have gotten addressed. The topics your website doesn't cover yet that the public is interested in are known as content gaps. Before publication, it is your job as a digital marketer to analyze your material.