How to Conduct a Content Gap Analysis

As an SEO specialist, I understand the importance of having a strong content strategy in place. However, creating great content isn’t enough. To take your website and brand to the next level and outrank your competition, you need to conduct a content gap analysis. 

In today’s blog post, I will cover what a content gap analysis is and how you can conduct one to improve your SEO strategy.

What is a Content Gap Analysis?

A content gap analysis is a process of identifying gaps in your current content offering and creating new content to fill those gaps. It can include analysing your website and blog for missing keywords, topics, and themes that are relevant to your target audience that could help drive traffic to your site.

According to SEMRush’s content marketing strategy statistics, 41% of respondents analysed their competitors influenced the success of their strategy. A content gap analysis helps you understand where your competitors are performing better than you and how you can bridge that gap.

What are the types of content gaps? 

1. Keyword Gaps

Keyword gaps refer to the keywords that your competitors are ranking for, but you are not. It means that your website is missing out on potential traffic and leads because you do not have content optimized for those keywords.

To identify keyword gaps, you can use various tools such as Google Keyword Planner, Ahrefs, or SEMRush. These tools will show you which keywords your competitors are ranking for and provide suggestions for relevant keywords that you can target.

Pro Tip:
Use Google Search Console to uncover new keywords that your website is already ranking but not well-optimised.

2. Topic Gaps

Content topic gaps refer to the topics that your competitors are covering, but you are not. These could be related to industry trends, customer pain points, or popular search queries. By identifying these gaps, you can create new content that addresses these topics and attracts a new audience to your website.

To identify content topic gaps, you can conduct a thorough analysis of your competitors’ websites and social media profiles. You can also use tools like Buzzsumo or Google Trends to see what topics are currently trending in your industry.

3. Content Format Gaps

Content format gaps refer to the types of content that your competitors are using, but you are not. For example, your competitors may have a strong presence on YouTube with video content, while you only have written blog posts on your website.

To identify content format gaps, you can analyze your competitors’ content strategy and see which formats they are using to engage their audience. You can also survey your own audience to see what types of content they prefer and incorporate those formats into your strategy.

4. Content Quality Gaps

Content quality gaps refer to the overall quality of your content compared to your competitors. This can include factors such as writing style, visuals, and level of detail. If your competitors are consistently producing high-quality content, it may be time to reassess and improve your own content standards.

To identify content quality gaps, you can read and evaluate your competitors’ content to determine what sets it apart from yours. You can also gather feedback from your audience on the strengths and weaknesses of your content.

5. Content Distribution Gaps

Content distribution gaps refer to the channels and platforms that your competitors are using to distribute their content. This could include social media platforms, email marketing, guest blogging, or influencer partnerships.

To identify content distribution gaps, you can research where your competitors are promoting their content and compare it to your own distribution strategy. You can also track referral traffic to see which channels are bringing in the most visitors to your website.

6. Geographic and language-based gaps

Geographic and language-based gaps refer to the locations and languages that your competitors are targeting with their content. If your competitors have a strong presence in a specific geographic area or are creating content in multiple languages, it may be worth expanding your own reach to these areas.

To identify geographic and language-based gaps, you can research where your competitors’ audiences are located and which languages they are using to engage with their content. You can also analyze the keywords and phrases your competitors are using in different languages to gain insights into their content strategy.

How to do a content gap analysis?

1. Establish Goals

Before you start conducting a content gap analysis, it’s important to establish your goals. 

Here are some questions to start with:

  • What do you want to achieve with your content? 
  • What is the purpose of conducting a content gap analysis?  
  • What metrics will you use to measure success?

Once you have a clear understanding of your goals, it will be easier to identify the areas where your content is lacking and create an action plan.

2. Audit your site

A content audit is the process of reviewing all the content on your website to assess its performance and relevance. It involves cataloguing and analysing all your content pieces to understand what’s working, what’s not, and what can be improved. Metrics such as traffic, engagement, conversions, and SEO value are typically used in this process. 

In essence, a content audit sets the stage for an effective content gap analysis by providing the necessary background and insights. It enables you to understand where you currently stand so you can effectively plan where you need to go.

  • How many URLs are live? Are they indexed?
  • Which pages are your top performing pages in terms of organic traffic or revenue?
  • How old are your contents and are their performance decaying overtime?
  • What are the main topics that exist and how many pieces of existing content are in each series
  • From which countries do you get most visits

3. Conduct Keyword Research

Keyword research is a crucial part of any SEO strategy, and it’s vital for a content gap analysis. Start by identifying your target audience and the keywords they are searching for that are related to your industry or niche. Then analyse your existing content and see how it stacks up against your target keywords. Are there any gaps? Are there keywords you’re missing? Use keyword research tools like Ahrefs or SEMRush to identify potential gaps in your existing content.

4. Identify your competitor’s content strategy

Another crucial step in a content gap analysis is to identify your competitors and analyse their content strategy. Look at what type of content they’re creating, the topics they cover, and how well it performs in terms of traffic and engagement. This will give you valuable insights into areas where you may be falling short or opportunities for improvement.

Additionally, look at the keywords they’re ranking for and compare them to your target keywords. Are there any gaps or opportunities that you’re not capitalising on? Use this information to refine your own content strategy and stay ahead of the competition.

5. Analyse user intent and customer journey

Understanding the user’s intent behind a search query is crucial for creating targeted, relevant content. Conducting a content gap analysis can help you identify gaps in your content that are related to user intent. Look at the search queries that bring users to your site and determine what they’re looking for. Are there any topics or questions that you’re not addressing? Use this information to create new content that meets the needs of your audience.

Also, map out the customer journey to gain insights into how your audience consume the content. Each stage requires different types of content to address the needs and questions of your audience. Once you have mapped out the customer journey, you can identify the types of content that are needed at each stage. This includes blog posts, videos, whitepapers, case studies, etc.

🔖 Read also: How to use SERP analysis to understand search intent and competitive landscape.

6. Plan new content

Now that you’ve identified gaps in your current content offerings, it’s time to create new content to fill those gaps. Create new blog posts, infographics, videos, or social media posts based on the themes and topics that your target audience is searching for. Use the information gathered from your analysis to create a content calendar that includes targeted topics and keywords.

Use your keyword research to create content that’s optimised for the keywords that you want to target, and use your competitor analysis to determine the gaps in their content that you can fill with your own content.

7. Monitor and track progress

A content strategy is an ongoing process, and it’s essential to monitor and track your progress. Keep an eye on your website analytics to see how your new content is performing. Are you seeing an increase in traffic and engagement? Are you ranking for new keywords? Use this data to continuously refine and improve your content strategy.

8. Stay adaptable

The SERP is constantly changing, and it’s essential to stay adaptable with your content strategy. Keep track of industry trends and changes in search algorithms, and be prepared to adjust your strategy accordingly. 

Continuously reviewing and refining your approach will help ensure that your content remains relevant and effective. Remember, a successful content strategy is an ongoing process that requires constant adaptation and improvement.


Conducting a content gap analysis is crucial for improving your SEO strategy and driving more traffic to your website. By identifying gaps in your existing content offerings, you can create new content that addresses the needs of your target audience, creating more opportunities to rank for the keywords that matter. So, start analyzing your content today, and take the first step towards boosting your SEO strategy!


How often should I conduct a content gap analysis?

It should be done regularly, but the frequency boils down to your business’s size and need. If you have a large site, you should incorporate a content gap analysis regular 
If you’re just starting out, you probably should put your priority to do a content gap analysis . After that, do it at least every six months, and as your business grows, consider doing it more frequently.

How long does a content gap analysis take?

The time required for a content gap analysis depends on the size of your website and how much content you have. It can range from a few hours to several days. However, tools like Google Analytics and SEMrush can help speed up the process.

What should I do with the results of a content gap analysis?

Once you have identified gaps in your content, it’s important to take action and create new, high-quality content to fill those gaps. This can include blog posts, infographics, videos, or social media posts. Be sure to use your keyword research and competitor analysis to guide your content creation process.

Is a content gap analysis only useful for SEO purposes?

No, a content gap analysis can also be helpful for creating a more comprehensive and well-rounded content strategy. By understanding what types of content your target audience is interested in, you can tailor your content offerings to better meet their needs and interests. This can lead to increased engagement and brand loyalty.

Aubrey Yung

Aubrey Yung

Aubrey is an SEO Consultant with 5+ years of B2B and B2C marketing experience.