How to Use Content Gap Analysis to Improve Your SEO

Tue Oct 29 2019

How to Use Content Gap Analysis to Improve Your SEO

Digital content marketing is the new star of today’s business communication strategies. In fact, according to the Content Marketing Institute, 92 percent of today’s marketers describe their companies as considering content to be a valuable business benefit.

Effective content matters. Even if you can lure large numbers of consumers to visit your web site, they will not stay or visit again or even care about your brand if your material is not compelling.

Dull, outdated, inconsistent, and sloppy content is not helpful, but how can you tell what online material is working for you? You use Content Gap Analysis.

About Content Gap Analysis

This investigative tactic is a method of analyzing and appraising your existing content to look for areas, or gaps, to improve.

Some examples of weak content include material that is outdated, unclear or obtuse, and incomplete without details and specific examples.

Content Gap Analysis is an integral part of a successful content marketing campaign, and it can help improve your Search Engine Optimization, or SEO.

This policy involves charting your customers’ interests, goals, and questions during their entire buying experiences.

Purchasing can be likened to a journey, and your online material is like a map, guiding consumers to the final destination—a sale.

If there are gaps in your content, they could get lost along the way.

You also need to look at where your business is and where you want it to go. List its attributes, study its performance, and outline what you need to meet objectives.

Both facets of investigation—your company and potential customers—are essential for identifying content gaps.

Effective content gap analysis involves examining several key pain points.

Upgrade Keywords

Strong keywords are vital for excellent SEO performance. Rather than racking up views, you want to attract people interested in buying your service or product.

To do this, you need relevant words and phrases. Google likes to direct people to useful web sites. A well-developed keyword campaign can help your rankings in search engine results.

Look at your competitors’ content and keywords, and then study your competitors’ rank to determine which keywords are effective and just as importantly, which are not.

Examine Analytics

Fill in the gaps in the analytical tools and methods you use for content audits. Whether you use Google Analytics or a WordPress plugin such as Yoast SEO, study the results they give you to determine content performance. Look at what content gives you the best results.

Study keywords in popular pieces of content and consider why certain content performed better than others.

Today, a strong content strategy is data-driven. By carefully studying the information you get, you can improve your content.

Carefully Create

You want to publish content that drives consumer engagement. This active interest could be in the form of likes, comments, and newsletter subscriptions as well as sales.

Sometimes people take a while to decide to purchase. But, if you consistently produce compelling material, you have a better chance of winning their trust and loyalty.

This is no small feat in today’s crowded and noisy internet environment.

Some topics interest people more than others. Popular issues are cyclical, and the internet is continuously changing.

Tools such as BuzzSumo help you study your competitors’ material and determine the most well-liked topics of the moment.

Clarify Objectives

To succeed in business, you need to be clear about what you want. You need to decide what determines success for you in the short, middle, and long terms.

Your future digital content strategy evolves organically from your goals. Your objectives determine where you will focus your marketing efforts—blog posts, video streams, social media, a web site, or all these channels.

However, no matter how much analysis you perform, you cannot read people’s minds. You cannot throw general messages out to consumers and hope for good results. Neither can extensive studies tell you exactly what keywords internet searchers will use or how individuals will react to your online content. What appeals to one person may displease another.

Content Gap Analysis helps you find weak spots in your content strategy and analytical process.  This will help you make the most of present material, update and refresh older content, and determine future strategies that will help you meet your goals.

A careful examination helps you know where you have been and how to get to where you want to go.

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