Ranking SEO Services That Matter: Content Gap Analysis 

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Do you create content daily but haven’t seen the ranking increase you would like? Does it feel as if when you create content, it just goes into a hole, never to be seen by your potential customers? Yes, content creation is necessary for improving your rankings online. But, just creating content to create content won’t get you there. Creating good, quality content as part of a strategy can. Of the many ranking SEO services that we provide to our clients, the “content gap analysis” is often commonly misunderstood. 

 

When people hear the phrase “content gap analysis,” it can feel like you don’t have enough content. Many of the companies that we perform this analysis for, however, have plenty of content. What they don’t have, however, is content that’s properly focused, that’s properly targeted.

 

What is Content Gap Analysis? 

 

Content gap analysis doesn’t just analyze your content, it analyzes your competitor’s content, too. This analysis looks at all of your existing content and then compares it to the content that your competitors are putting out. 

 

The goal here is to see where you two don’t match up.  When we conduct this analysis, we’ll find the content/keywords where our clients’ competitors are doing very well but our clients aren’t. Then, we’ll determine the best way to go about closing that gap. 

 

By that same token, we also want to see where our clients are doing better than our competitors. We can then use that to help our clients to grow their business, to take over their competitors. 

 

That “gap” can be frustrating, to see where your competitors are doing better than you. But, within that gap lies opportunity. That’s where you can “make up ground” so to speak, ultimately over taking them. 

 

What Do You Get If You Analyze The Content Gap Properly? 

 

Simply put, a higher ranking. You can outrank your competitors in SEO. When done right, that can help drive more organic traffic your way, ultimately leading to more conversions. By that same token, this will have the added benefit of driving your competitors further down in the rankings. 

 

So, in a real way, you will be getting more business at the expense of your competitors. This is important in any business, yes, but perhaps especially so in those that rely heavily on local SEO. “Brick and mortar” and “mom and pop” shops that depend on in-person customers benefit greatly from the closing of a content gap. 

 

Beyond that, you’ll also, almost automatically, come up with plenty of great ideas for new content. Doing a content gap analysis is always a good idea, but it’s especially good if you find yourself dealing with “writer’s block” (or whatever the content creation synonym is). 

 

That doesn’t mean that you copy your competitor’s content, of course. For starters, that won’t help you with Google or users. But, by seeing what they have that you don’t can get you thinking about what you need to highlight about your company. 

 

Additionally, a thorough content gap analysis can make your site more of a resource. By seeing where you don’t have content, you can make your site more useful to users. And, of course, the more beneficial you make your site to users, the more Google will want to rank you higher. 

 

How Do You Perform This Analysis? 

 

Here at Website Depot, one of our pros will usually conduct a content gap analysis with a client very early on. Perhaps they’ll touch on it at the free consultation, but a more in-depth one comes later. There, we’ll identify exactly who your top competitors are. Yes, you’re most likely aware of them, but, more often than not, in our research, we find a few our client’s weren’t really focused on. 

 

Then, we look at our client’s content. We dig as deep into it as possible. No blog, post, or image is overlooked. We look at the totality of our client’s content. That way, we know exactly what they are and are not covering, relative to their competitors. 

 

Through this, the gap reveals itself. Only by going as deep as possible into your content as well as that of your competitors are we able to learn the truth. Indeed, this is just one more reason to let the professionals do this. We have the experience as well as the tools to be as meticulous as possible so as to best identify where the gap is and where it is not. 

 

At that point, it’s all about devising a strategy. We pinpoint exactly where to target in the gap and how. Then, we do so. Updating as we go, we see what’s worked and what could be improved, so that you’re hitting the gap where it should be hit. As the gap changes, we’ll change strategy accordingly. 

 

The Ranking SEO Services (and More) That Matter Most 

 

Content gap analysis is just one of our strategies that can help our clients’ SEO. There are many, many others. For the most part, these tend to start with a free consultation. There, we’ll let you know exactly how we can help you to get the most out of your digital marketing. To see how we can help, schedule a free consultation today.