The Ultimate Guide on How To Do A Content Gap Analysis!

Team TypeStack
Team TypeStack ...
Dec 07, 2022  . 6 min read
How to do a content gap analysis - ypeStack
How to do a content gap analysis - ypeStack
Table of Content

How to do a content gap analysis is something that every business needs to know. You may be wondering why? Well, content marketing is crucial for businesses today. However, a conundrum revolves around invariably is what can be effective content marketing goals. 

Though many businesses have a basic understanding of SEO, including keyword research, trending topics, and the intent of the content, you could still miss important aspects that can help leverage the piece you write.

Not all businesses can find the gaps in their content. Understanding what is missing and filling these gaps are essential to keep the target audience engaged. Overall, it will bring in more traffic and provide greater value to your online users. 

If you are facing a similar situation, then you need to formulate an appropriate content gap analysis strategy to enrich your website's SEO and make a proper audit of your content strategy. So, how to do a content gap analysis of your website? Keep reading to understand the critical details of the strategy. 

Understanding content gap analysis

In its simplest notion, content gap analysis is the process to identify content gaps and loopholes in the existing content. 

Once you understand how to do a content gap analysis, you will be able to identify missing content pieces that align with what your target audience is looking for. 

Analyzing your existing content can sometimes determine a valuable part that you may be missing out on. Depending on the kind of gaps that you come across and manage to fill, they can be categorized into different forms such as SEO content gap analysis, advanced content gap analysis, and website content analysis. The final objective of the analysis remains to guide the target audience to the purchase point. This is what you need to keep in mind when working on how to do a content gap analysis. 

Ultimately, this exercise will help you improve your SEO tactics and will also allow you to explore a new set of keywords, thereby taking your website higher in search query results. 

A content gap analysis should be just as wide as your website content analysis and overall content marketing strategy. You cannot ignore any form of content while conducting a content gap analysis. Typically, it involves the following- 

  • Webpages
  • Blogs and articles
  • Social media content
  • Landing pages
  • Ebooks and downloadables
  • Other content assets

Objective of content gap analysis

The motto of content gap analysis is not different from your overall content strategy. You are still eyeing the same goals- SEO page content analysis, SEO content gap analysis, more traffic, higher relevance, and mapping the right user journey. However, here we can narrow it down to two main purposes:

Improve overall content strategy and website SEO

The content gap analysis will improve your content structure by filling in the gaps that existed in your content strategy. It will help you move towards more comprehensive and relevant content. Also, you can find more keywords through the missing content pieces. Conversely, you also carry out keyword research to figure out the categories of content that have been missed.

This way, your new content can rank better than your competitors. With this tactic, you understand that you have to maintain your edge. Eventually, it improves your search engine rankings and ensures better SEO.

Mapping the user journey

Every user on your website goes through different stages of intent and moves closer to making a real purchase with every subsequent stage. How to do a content gap analysis should basically revolve around identifying content gaps. When you audit the existing content on the website, you get to know the user intent at different stages. The results will help you understand if the published content fulfills the users’ intent.

Accordingly, you can manage your existing content and fill in the gaps catering to every stage of user intent. For this purpose, user intent can be classified into four categories.


Awareness intent pages generally focus on informative keywords. They serve the users looking for information. Creating content on product information or general awareness issues around your product or service will satisfy this intent. 


Now, the user understands the product or service in question. So, they would want to compare different products. You will have to create content like descriptions of rivaling products and comparison content. 


This is the intermediate stage where you are trying to convert visitors into consumers/purchasers. It can be described as the decision intent where the visitor has selected the product and is now at the purchasing stage. So, you have to ensure that appropriate keywords are used like buy, get, purchase, and apply. 


You just made a sale. Now, the last intent in the user journey is the loyal intent. Here, the purchaser is trying your product for the first time and by your content gap analysis, you want to ensure that the buyer looks for your product again. So, you need SEO content gap analysis that answers issues like queries, doubts, and questions related to product features and usage.

Content gap analysis stages

Detailed keyword research

Making detailed keyword research will provide you with the entire keyword group concerning your product or service. You have to map these keywords with different user intents to ensure that you are serving the true purpose of your content gap analysis.

Content audit on your website

So, you carried out thorough research of the keywords that you need for different user intents. Now, it is time to make a website content analysis and identify content gaps.

You can map the URLs that need to be optimized and look for the primary relevant keywords for the web pages that you have shortlisted for optimization.

Competitors' analysis

SEO and content marketing are all about staying one step ahead of your competitors. If your competitors are ranking higher in search results and also making greater conversions, it is your content strategy that is lacking something essential. Therefore, when you understand how to do a content gap analysis, you naturally realize that you need to analyze your competitors' content. This will help you in finding and closing additional gaps in your content and staying ahead of the curve. 

Content gap analysis is therefore a crucial stage of your entire content strategy. You can imagine it as an effective test for examining the efficacy of your content strategy and making the necessary changes to ensure that it remains robust. As a content marketer, you ought to understand how to do a proper content gap analysis.