Content Gaps: What They Are and How to Find Them
Sometimes, a high-performing website will rank for keywords that aren't included on the page. This is a content gap, and it's a great opportunity for you to rank higher in search.
Last week I shared an “SEO Strategy Quick Tip” on LinkedIn.
It got a lot of attention:
Since people on LinkedIn enjoyed this post, I figured you might as well.
So, here it is (with a little extra detail, because I think you’re awesome).
Look for content gaps.
- Find a high performing page that brings in quality traffic.
- Look at the list of keywords that page ranks for (use SEMrush)
- See if there are any keywords where that page ranks within the first 5 positions but doesn’t have any mention of that keyword on the page (yes, it happens).
- mindful.org has a guide on “how to meditate”
- they rank # 1 for the keyword “how to meditate at home“
- the page that ranks does not include the keyword “home”
This is a content gap.
Someone cares specifically to learn how to meditate at home. There are loads of helpful information that could be elaborated on the specificity of home meditation.
Think about why someone might be motivated to find at home meditation help:
- Home distractions: kids, dog, cleaning, etc. These are things that someone would have to manage at home in order to meditate well.
- They are spending more time at home and need to find a way to create time and space for their mental health.
- They want to know what makes a good at-home meditation environment.
You get the idea.
Sure, the reality is, to some extent, meditation is meditation. But, that’s a rather insensitive, not-personalized way of thinking.
If you want to help your potential customer and create an opportunity for sales, you need to care more.
Mindful.org could hold its dominance of the topic with more relevant content OR a competitor could come to steal away that traffic by focusing more on home meditation.
The winner is going to be the one who cares more.
How did I find this example!?
Identifying content gaps is a part of putting together a great content template. Learn more about those here.
Keep in mind, you’ve got content gaps, as well. Everybody does and that’s why SEO is never finished. If your competitors find your gaps before you find theirs, they can steal away your traffic.
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