Content Gap Analysis

What is content gap analysis?

Content gap analysis is the process of identifying missing or underperforming content on your website compared to what your target audience is searching for — or what competitors are already covering. The goal is to identify opportunities to create or enhance content that more effectively meets user intent, thereby improving visibility, engagement, and conversions.

In practice, it helps you:

• Identify keywords your site isn’t ranking for but should be.
• Discover topics your competitors are ranking for that you’re not.
• Improve existing pages that are underperforming.
• Meet audience needs across different stages of the buyer’s journey.

It’s commonly used in SEO, content marketing, and competitive analysis to close the gap between what you have and what your audience wants.

What is competitor analysis?

Competitor analysis is the process of researching and evaluating your competitors to understand their strengths, weaknesses, strategies, and market positioning. The goal is to gain insights that help you improve your own marketing, product offerings, and overall business strategy.

In marketing, competitor analysis typically includes:

It helps you identify opportunities to differentiate your brand, capitalize on weaknesses, and anticipate market trends, making it essential for staying competitive and refining your marketing strategy.

• Identifying key competitors in your industry or niche.
• Analyzing their website, content, and SEO performance.
• Evaluating their pricing, products, and services.
• Reviewing their ad campaigns, social media, and messaging.
• Assessing customer reviews and public perception.

How we use content gap analysis

We use content gap analysis in combination with competitor analysis.

• We start by using an overarching area of law that you practice.
• We identify the topics and subtopics within search results, as well as the related questions in this area of law.
• We then look at the top ten search results for these topics in Google.
• We narrow our list to of the top competitors by who shows up consistently across topics that have been identified.
• We identify all content that they have across the area of law through their sitemaps and their taxonomy.
• We examine related statutes to see how your competitors have covered these laws.
• We examine the content on their YouTube channels and podcasts, if applicable.
• We compile all this data in a spreadsheet.
• We look for topics and subtopic overlap to identify the minimum topics that need to be covered.
• We identify both page, and post topic opportuinities
• We then compare the topics and subtopics against the content on your website and in your YouTube channel.

What can we provide with this data?

• We can provide a list of the topics that your website should cover at a minimum to start to compete in your local market.
• We can provide a list of post topics that should be covered.
• We can provide a list of videos that should be created for YouTube.

What can we do with this data?

• Create a content plan.
• Create a URL structure for the content plan.
• Create an internal link strategy within the content plan and content briefs.
• We can create in-depth content briefs, with supporting documentation through our content writing service, which we pass along to our writers.
• We can use this data to help create YouTube video scripts.
• We can use this data to create podcast guest interview questions.
• We can use this data for AI prompting.