Today we are going to start this article by asking you a question related to your SEO strategy– Is Google Search Console Sending Messages With Errors? If so, do you know why? This might be the case of content gaps. So how do you solve this problem?– Simply by using Content Gap Analysis.
What do you mean by Content Gap Analysis for SEO?
You can say that a Content Gap Analysis is like a well-wisher that tries to indicate that you might have missed some of the lucrative opportunities while strategizing your SEO. Many content creators reach a dead-end where they just sit and think what next. What topic should they be writing about? What is the new social media content? And so on. To tackle this problem, many reach out to SEO keyword research.
Searching keywords can help you determine what themes you can post on the website. However, a simple keyword search will not tell you if there are other prolific content possibilities. Therefore, to access these ‘gaps’ between what you are writing and what can be written, you need to do Content Gap Analysis. Doing this will aid you in gathering more topics to write on, a more valuable target audience, and massive traffic to convert into customers.
How does Content Gap Analysis help?
As the name goes, Content Gap Analysis lets you scrutinize the content gaps between the existing content and potential content for the future. In layman’s language, it is merely finding ‘holes’ between the contents by recognizing missing content pieces. This will not only help you in aligning yourself into the buyer’s journey but will also allow you to lead the audience in the direction where they gradually turn into sales.
By doing Content Gap Analysis, you can discover new segments of keywords that you were not using. However, your potential customers were making use of them for their searches.
What does content gap analysis includes:
- Ebooks and downloadables.
- Landing pages.
- Social media content.
- Blog articles.
- Or any other website content.
Four Steps to Undertake a Content Gap Analysis:
One can not jump directly to the goal without giving a thought to how to start their journey. So to become a leading content creator, you first have to go through the pain points of your target audience. And this is a step-by-step process. Let us begin then.
1. Mapping Out The Buyer’s Journey
Every audience member starts from point A to reach point B, which is their final destination. But during this course, they are challenged with many questions, doubts, and second thoughts. So start thinking like a customer and draw a map that leads the customer from point A to B. Furthermore, include yourself in that map and see how you can solve their problems.
Let us take an example of a start-up: They have ideas but do they have the finances?
- Tell them how they can create finances for themselves from various sources.
- Or how can they manage the finances after they gather some?
- Take up a topic of needed tools to manage those finances.
- Provide them tips and tricks for their accounting and bookkeeping.
- Guide them through company comparisons.
- Give them a call-to-action in some of your posts so that they can ask you for help.
The above situation or example can be manipulated according to the scenarios.
2. Conducting Market Research
The simple most task that you can undertake to get into your customer’s minds by asking them directly. Stop beating around the bush and ask for their opinions, topics they want to read, or any issues they face. Conducting market surveys for Content Gap Analysis will tell you the audience’s pain points, concerns, needs, questions, and objectives.
You can even make use of Google forms to allow potential customers to submit their doubts anonymously. By using these, you can generate many juicy content ideas for the website.
3. Do not forget to Analyze Your Website’s Content
Aligning your website’s content with the buyer’s journey should be your focus. Do not leave any gaps between your content and what your audience is looking for, or else they may slip through them.
Try to bridge the gap in-between and look out for keywords in use by them. Furthermore, you should not press the audience into taking a direct step of call-to-action. They might not be sure if they want your services at that point or not. Rather than directing them to make a call, provide them with detailed information regarding the topic they are searching for.
4. Analyzing Your Competitor’s Content
An excellent way to measure your website is to compare it with your rival’s. See how your competitor is growing and sweeping all the target audience towards its business. Eliminate what is not necessary on your website. Fill in additional holes. From them, try to find how they are nurturing their potential customers to turn them into sales. Why aren’t you capable of doing so.
All this will surely help you in turning your content into hot discussions. But remember not to ‘copy’ the competitors. Everyone has different strategies, and it can harm your business if you jump into someone else’s methods.