A keyword gap analysis in content strategy helps you plan new content based on what your successful competitors already rank for. It targets topics you’re missing that could bring valuable traffic to your website.
The goal is to identify any key missing topics, info, or resources that potential customers want or need but are not provided on your site. Once you know what the gaps are, make a strategic plan to fill them by creating fresh content or updating existing content.
Three strategic elements make this work:
- Finding valuable content gaps worth targeting
- Planning content that fills these gaps effectively
- Creating content that outperforms competitors
Each element builds on data about what actually works in your market.
Key Takeaways
- Conduct a regular gap analysis to identify missing topics or types of content your audience wants.
- Fill those content gaps by creating new pages, updates, videos, etc. that directly match user search intent.
- Providing content that answers your customers’ questions helps you get found more in search and stand out from competitors.
- Make gap analysis an ongoing part of your strategy to keep delivering content your audience finds valuable.
What Is Keyword Gap Analysis in Content Strategy?
A keyword gap analysis in content strategy plans content around topics where competitors outrank you in search results. This approach ensures every piece of new content serves a clear purpose.
Don’t just guess what content to create. Use data to find the gaps between what you currently have and what people are truly searching for at a specific stage of their journey (you also might be familiar with the term content marketing funnel).
| Strategy Element | Purpose | Business Impact |
| Gap Analysis | Find missing valuable topics | Shows where to focus first |
| Content Planning | Create targeted content calendar | Makes content creation efficient |
| Performance Tracking | Measure success of new content | Proves strategy effectiveness |
Let’s say your company sells kitchen appliances like ovens, fridges, etc. But when you review your website content, it’s mostly just general cooking tips and recipes. A gap analysis would probably show that your potential customers are more interested in topics like:
- Detailed comparisons of the different oven models you sell
- Honest reviews from real people about your fridges
- Step-by-step guides for using the advanced features on your ovens and ranges
Those are your content gaps – chances to create super relevant, valuable content that matches exactly what users are looking for. Creating web pages to fill those gaps will give you a huge advantage over competitors.
Your strategy should focus on:
- Topics that bring traffic to competitors
- Keywords with clear business value
- Content gaps you can fill effectively
This strategic approach means every new piece of content helps achieve better search rankings. It replaces random content creation with a clear, data-driven plan.
The Importance of Gap Analysis in Content Strategy
A keyword gap analysis helps you bring more visitors to your website by targeting topics your competitors already rank for. This targeted approach works better than creating random content.
For long-term success, you need a content strategy focused on giving your audience the specific information and answers they want at every step. That’s why content gap analysis is so important.
Regularly auditing your content to find gaps unlocks big opportunities:
- You can get a lot more search visibility for topics your customers care about
- You can provide the exact info, guides, comparisons, etc. they can’t find anywhere else
- You can identify clear content gaps that allow you to stand out from competitors
- You can get more user engagement, leads, sales, and revenue by giving unmatched value
These insights help focus your content creation on topics proven to work. This means less wasted effort and better results from each new piece of content.
For each area, be sure that the keywords you select are relevant to your overall topical aim. They should be relevant to you, your product and/or service.
How to Perform a Content Gap Analysis
Competitor Analysis
Analysing what competitors publish online is key to identifying content gaps. First, make a list of your main direct and indirect rivals. Thoroughly review the types of content they create across all channels:
| Competitor Check | What to Look For | Why It Matters |
| Topics | Main themes they cover | Shows valuable content areas |
| Content Types | Blogs, guides, videos | Reveals best formats |
| Depth | How detailed their content is | Sets quality benchmark |
| Updates | How often they add content | Shows content freshness needs |
Compare their content offerings to your own. Any gaps where they cover subject areas, formats, or levels of depth that you’re currently neglecting? Those represent prime opportunities to fill critical gaps.
Identify Content Gaps
Start by creating a complete content inventory of all your current website content. Then compare it with competitor content that ranks well.
Tools that help with this check include:
- Ahrefs for finding competitor keywords
- Semrush for checking content gaps
- Screaming Frog for website content audits
These content marketing tools reveal exactly what content you’re missing. Each tool shows different parts of the content gap picture.
Review your current high-level content goals and objectives. With a clear picture of your catalogue and goals, the true gaps will emerge.
Look for three main gap types:
- Missing topics you don’t cover
- Thin content needing more detail
- Outdated content needing updates
Each type of gap needs a different fixing approach.
“You can use one of many popular keyword tools to perform a content gap audit (we tend to use Ahrefs). To perform a thorough basic content gap analysis, you should look at 3 different areas.
Area 1 – Pure content Gap. These are rankings that your website doesn’t have at all, but your chosen competition does. You can create content to fill these holes and start to rank/ close the gap to the competition.
Area 2 – Commercial Content. Here you can filter by CPC and difficulty, to see keywords which attract higher PPC bids (and so are commercially strong), but are at a difficulty where you could close the gap quickly. Here I would pay attention to any of these keywords where you rank outside the top 10, bids over £1 and a difficulty of under 20.
Area 3 – Quick Wins. Low-difficulty (under 20) keywords where your website currently ranks in positions 11-20. Here, some content tweaks will help you close the gap to the top 10 quickly. Updating existing content like this is often the quickest route to a faster rank.
For each area, be sure that the keywords you select are relevant to your overall topical aim. They should be relevant to you, your product and/or service.”
Danny Andrews, Head of SEO
Use AI and Advanced Tools
Modern tools help find content gaps faster and more accurately. They show exactly what topics deserve attention first.
AI-powered tools can comprehensively supercharge your efforts through automated content scanning and topic/quality/depth mapping.
These tools help by:
- Finding topic opportunities automatically
- Checking content quality systematically
- Tracking competitor content changes
- Suggesting content improvements
This technology makes gap analysis more thorough and reliable. It helps create better content plans based on real data.
How to Implement the Content Gap Analysis
Develop a Plan to Fill Content Gaps
Prioritise which keyword gaps to tackle first based on factors like:
- Potential impact on traffic, leads, and revenue
- Relevance to your current business goals and priorities
- Level of difficulty and resources required to execute
For each content gap, plan these elements:
- Main topic and related keywords
- Content type (guide, comparison, etc.)
- Required research and resources
- Timeline for creation
These elements help create content that actually fills the gaps effectively.
Implement Your Content Strategy
Put your gap-filling plan into action by creating high-quality content that serves user needs better than competitors.
Implementation works best when you:
- Follow detailed content briefs
- Include expert insights
- Link to related content
- Track content performance
Each step ensures your new content actually helps close the gaps.
Take the Next Step with Wordologists
Creating an effective keyword gap content strategy takes time, tools, and expertise. At Wordologists, we specialie in crafting content and content strategies that meet your business goals.
Our team blends deep AI skills with specialised expertise to create audience-resonating content. We analyse your website, identify the most valuable gaps, and create content that actually ranks.
Our case studies show real results. One of our clients went from zero visibility to ranking for key industry terms in just six months.
Get in touch with our team today and let’s discuss how to improve your content strategy.
FAQs
What is the purpose of a content gap analysis?
A content gap analysis helps identify missing pieces or opportunities in your existing content strategy and asset library. It shows exactly which topics, keywords, and content types your audience needs but can’t find on your website. This analysis guides content creation by showing what information your visitors want most.
How often should I perform a content gap analysis?
Perform a full content gap analysis once per year, with lighter quarterly checks to spot new opportunities. Industries that change quickly might need more frequent analysis. Regular checks help catch new content opportunities early and keep your website competitive in search results.
Can I use content gap analysis for my existing content?
Yes, analysing current content is a core part of the gap analysis process. This analysis shows which pages need updates, which topics need more detail, and how well your content matches what users search for. Looking at existing content helps spot quick improvement opportunities.
How can I prioritise which content gaps to fill first?
Score each content gap based on potential search traffic, relevance to your business goals, and the resources needed to create content. Focus first on gaps where you can create high-quality content quickly with your available resources. Choose topics that align with your business objectives and show clear search demand.
