In this situation we are going to compare My Swingle’s article on lawncare to its competitors’. For example, it’s easier to use if you’re looking for keywords that you’re not ranking for at all (new content opportunities). It’s possible to filter search queries to look at your competitor’s position compared to yours but it takes some finesse. Furthermore, because we selected the “context” insight earlier on, we can (and should) only filter for the clusters of keywords that trigger informational results. It means we’re doing our content gap analysis without all the noise of looking at transactional pages.
- This will give you insights into how aggressive your competitors are when it comes to link building and help you understand how fast a competitor can potentially catch up with your link profile.
- They both are powerful keyword analysis tools that can provide valuable insights into the performance of your website and help you identify any content gaps in the process.
- I use the audit a lot both for potential
clients, as well as to control my projects.
- He’s passionate about data, content and cricket – although not necessarily in that order.
No matter how optimized your site is, there are always untapped opportunities. It may be a good idea for Zoho and Mailchimp to follow this best practice and publish dedicated pages for the keywords instead. Google is clearly looking for different information and article formats for both keywords. Further analysis shows us that “customer acquisition” and “customer acquisition cost” are very closely related and sometimes even used interchangeably, but they are not exactly the same thing.
While this is a huge milestone in itself, all of the data and knowledge that you’ve gathered will yield you no results unless it sparks some action. There are many different approaches you can take to figure out who your SEO competitors are—the most rudimentary being a simple SERP analysis for relevant keywords. You can also use an SEO tool to identify which brands mainly rank for your keywords. You can even develop a workflow that includes a combination of both methods. Your keyword “gaps” are areas in which you could overtake your competitors and outrank them. In short, it’s a way to reveal keyword opportunities you’re missing out on.
It’s Never Been Easier To Identify Gaps Within Your Content
Enriching your web pages with structured data might also fall under this SEO pillar as well. For example, if we look closer at the terms that Betterment outranked Ellevest for, you can see exactly which pages rank. Of course, this is the initial research, you’ll want to refine your results further to narrow terms down based on keyword difficulty and intent. Now you need to determine where you can get the most value from your keywords. We know the top result in Google gets over 31% of clicks, with some variation depending on the industry, keyword, and device. However, BEST SEO TELEGRAM GROUP , the number of clicks (and consequently traffic) that goes to your website drops consistently as you drop from one to two and so on.
Both results are very valuable because you see who you are competing with currently to be ranked but also what your “real life” competition is up to. Most SEO tools offer some form of site auditing and give you an overall score for the site. The metrics below can give you an idea of how much your competitors are investing in technical SEO.
At the core of a content gap analysis, is the philosophy that you can maximize existing content (of course, a content gap analysis can also mean creating new. But it often means refreshing and updating). In sum, don’t forget old content, which can see huge wins by updating it. To perform a content gap analysis, you need both the right tools and a human eye. When the process is too manual, you lose time and content opportunities. Likewise, with a content gap using a tool like Ahrefs or Semrush, it’s a helpful way to see competitors’ keywords you’re not ranking for. But alone, this doesn’t have enough context to make strategic decisions, as there are likely many important keywords your competitors might not be ranking for.
Implementing this workflow will help you to stay up-to-date with your competitors and possibly outperform them when executed correctly. To facilitate access to your documentation, you can consider creating an educational space for your development team on your shared workspace – wherever that might be. Since 2002, I have been working as a web developer and gradually moved into SEO over time. Beginning in 2014, I began working full time in SEO, mostly focusing on the technical side of things.
In other words, content audits can reveal content on your site that’s underperforming. Then, check out the first page for each of those keywords, one-by-one. No dog and pony show or big sales pitches, we will explore the project with you and if there’s a good fit, we’ll work hard to earn your business. You can even ask your current customers what kind of content was most helpful or what they couldn’t find through interviews or surveys. Ask yourself what your customers are doing as they become aware of your brand, consider your brand, and make a decision with your brand.
You must map your business content to the buyer’s journey, which means you need to be aware of the problem, aware of the solution, and the final decision-making stage of the purchasing process. When performing a content gap analysis, you need to determine if you have content at each stage of awareness, review, decision, and success of the goal-achieving process. Immediately you will see certain competitor keywords highlighted as green. Second, it spies on your competitors’ digital marketing by finding keywords your competition is currently ranking for organically. On top of that, it’s possible to uncover a list of keywords they are bidding on. However, having a professional on your side is always helpful to interpret results and create a list of target keywords.
You should also update your keyword gap analysis periodically and adjust your strategy accordingly. Keyword gap analysis is a process of identifying and targeting the keywords that your competitors rank for, but you don’t. BEST SEO TELEGRAM GROUP helps you discover new opportunities to improve your organic search visibility, traffic, and conversions. In this article, you’ll learn how to conduct a keyword gap analysis and find new opportunities in six steps. While you can manually search for content gaps, this process has been made massively easier with the use of various online tools. These are especially helpful when it comes down to detailed keyword research.
This will help you gain a firmer understanding of the strengths and weaknesses in their digital efforts, so you can find your own areas to improve. Finally, if you need more help, there are plenty of SEO experts who specialize in helping businesses develop effective strategies for filling content gaps on their websites. A professional can provide guidance on how to approach the analysis and analyze all the necessary data points in order to ensure maximum SEO benefits.
With Google now ranking against technical measures such as page speed and core web vitals, the right content can still perform poorly in the SERP if the page’s technical performance is poor. Once you have outlined your competitive analysis and you understand the keywords you will target, begin by looking at the top ten pages that rank for these keywords. Look at information such as the backlinks pointing at the pages, where and when the keyword appears, and the quality of the content. Look for gaps that you can use to advance the ranking of your own material. You want to focus on your online competitors, which means that if you found any new ones while looking at the Share of Voice metrics, make sure they also have a place in your analysis. Look at their content strategies, such as their Quick Answer placements, local 3-pack rankings, and image search placement.
Methods of research vary, but you want to access the opinion and feedback from industry experts (for context), current clients (for expectations) and potential clients. For SaaS companies that have a good sales organization with a stable outreach/lead generation program, the most reliable source is the sales team. The marketing team can tailor the content required to nurture these high-value prospects. Incorporating analysis of content gaps and missing keywords into your SEO processes isn’t terribly difficult, but it may be a new step for some SEO practitioners and website/blog content developers.
Other tools that you can use for this analysis include Ahrefs, Moz, and Sistrix. If you follow the steps above, from keyword research to clustering, you’ll be miles ahead of the competition. Take the data from the content brief generator (H2’s, People asked questions etc) and create the most comprehensive page on the topic. As a reminder, check out our guide on how to create a brief that’ll beat your competition in our guide here.
For example, the competitive articles that rank higher than you for desirable user search queries. SEO software tools provide valuable insights into the content and keywords of your competitors, allowing you to identify gaps in your content strategy and keyword strategy. An SEO gap analysis is a systematic strategic plan to find missed areas of opportunity in your company’s search engine footprint. The analysis involves a comprehensive assessment of your website’s SEO performance compared to your competitors. It helps to identify the areas in your strategy where you may be falling short or not optimizing to a website’s full potential.