What are Your SEO Content Gaps? Plus, 3 Ways to Fix Them

SEO content gaps can be detrimental to your business, especially during the first few years. Here's what you need to know.
SEO content gaps

An SEO content gaps analysis is all about identifying topics and additional content that may be missing from your existing content library. This will assist you in identifying new opportunities in your content marketing strategy and improving your SEO. Content analysis also allows you to build successful content strategies that target consumers at every stage of the buyer’s journey.

READ: 7 Reasons Local SEO is Excellent for Small Businesses 

The Importance of Identifying SEO Content Gaps

It is a fallacy that people think content gaps are barriers between a business and its closest competitors. Content gaps are, more accurately, a gap between a business and its customers.

This gap indicates how your content strategy can meet the needs of your consumers at each stage of the journey. A good content strategy aims to create go-to content for prospects and customers.

Conducting Your SEO Content Gap Analysis

Now that you know the importance of finding content gaps, it’s time to answer the million-dollar question: How do you begin your content gap analysis for SEO?

1. Research the competition

The easiest way to identify content gaps is to do competitive keyword research. You can use a content gap analysis tool like SEMrush or Ahrefs to help you find the right content.

All you have to do is extract a page from a competitor’s website and enter it into the app to see how their keywords rank in search results. From there, you can Google those keywords and see the results generated. If you look at the search results and you don’t see many sites that have authority for those keywords, there’s a good chance you’re the one who does.

READ: Determining Your Business’s Target Market – Why It’s Necessary and How To Do It

2. Review the subject

The next step is to check the pages listed for subjects. This step is important because it helps you identify the gaps in the selected content. You will want to look at each page and review the following areas:

  • Quality: How well does the page cover the topic? You have a chance to outperform your competitors by covering that topic in more depth.
  • Focus: Does the content stay on topic? If there is content that seems all over the place or lacks structure, you have the opportunity to create well-targeted content.
  • New: How long has this content been created? If there are pages that are three years old or older in the results, you have a great opportunity to create new content. You can provide updated information to the researchers.
  • Reading: Can you understand the content? If the jargon is too heavy or confusing, you have the opportunity to explain the topic clearly and concisely.
  • Style: Is the content interesting and engaging? If other businesses aren’t creating shareable content, you have the opportunity to create a more engaging piece that attracts leads and shares value.

3. Find out what is missing in the content

The last step in your content gap analysis is to identify what is missing from the selected content. Reviewing the points listed above is a start. By finding out what content competitors lack, you can find opportunities to fill those gaps and create better content.

READ: 12 Ways to Repurpose Social Media Content for Email Marketing

How to fix keyword SEO content gaps

Once you find strong keywords for your posts, there are many ways you can fill in the content gap in SEO. Add new keywords to your upcoming content, but don’t just throw them in. Instead, add keywords naturally to increase the quality of your content.

How to fix SEO content gaps by analyzing your customer journey

Content gaps are the easiest type of gaps to find and fix. Once you’ve mapped out your customer journey, you’ll have a better idea of the buying process you want to add to your existing content.

How to find and fix SEO content gaps with manual competitor analysis

First, make a list of your main competitors. If you don’t know who they are, Google some of the most important keywords you’re looking for and see who else ranks them. Next, visit each competitor’s page and list the keywords your website is missing.


Conducting content analysis is an effective way to guide your audience through the customer journey. Filling in blanks is a subtle way to show customers that they are at the heart of your business.


Ghia Marnewick is a creative content writer for the Aumcore digital marketing agency NYC, an agency that specializes in brand design and PPC management services. She is passionate about finding new ways of sharing information on trending topics in the digital world.

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