Conducting Content Gap Analysis With Semalt
We often get asked what a content gap analysis is and how do we go about it. Well, in this article, we will be answering all those questions. First off, a content gap analysis is important as it helps us identify opportunities we may have missed in our SEO strategies for our respective clients. By analyzing these gaps, we can modify and improve these strategies so that our clients always brag about the best SEO services.
One question we are fairly certain you ask yourself is how does Semalt know what to write on a website. Well, this could be referring to the content Semalt writes on its site or the content we write for our clients. Either way, it seems to be some mystery, especially because we discuss many important SEO related issues.
One way we find the right topics is through SEO keyword research. This usually goes a long way in tackling the most pressing issues that will attract readers to your website. But do you sometimes wonder if that is all to find the right content for your website? What if you are missing out on other lucrative SEO opportunities?
This is where performing a content gap analysis is a smart way to find these "gaps" in your content strategy. This helps us discover new ways and strategic content ideas to use in pulling in more traffic. We also get to convert more clicks and provide more rich content to your audience.
Here, we will explain how we do a content gap analysis and audit your content strategy and improve your overall website's SEO.
What Is A Content Gap Analysis?
Content gap analysis is when we audit a website and find the existing holes or gaps in its content. During this process, we identify missing content pieces that can and should align with a particular stage of your target audience conversion funnel.
We analyze your content to discover the areas in which you might be missing valuable assets that are essential in converting clicks to customers. During the process of content gap analysis, it is also common for us to discover new keyword opportunities that your website isn't currently taking advantage of with its existing content.
When performing a content gap analysis, we audit your:
- Web pages
- Blog articles
- Social media contents
- Landing pages
- Downloadables and ebooks
- And other assets in the form of content
We believe that running this analysis is essential to discover holes in your content that cause you to lose customers. Once we are done with the audit, we can fill up these holes and make it easier for clicks to convert to customers, which will definitely put a smile on the faces of our customers.
Mapping Your Content To The Buyer's Journey
You may not want to hear this; however, not every visitor that comes to your website is ready or going to buy your products. These visitors are often hunting for information, and they will use the information they can gather to compare their options and prices to attain the best shopping solution.
As your website managers and content creators, our objective is to create content for each stage of the buyer's journey, whether it is for problem-aware, solution-aware, or the last stage, which is the point where the customer makes the purchasing decision.
Many Brands have developed excellent strategies to create informative content in the form of blog posts to draw in their target audience. They also have great "money" pages, which do the job of converting those visitors into buyers. However, there is a gap. Many brands fail to consider that some visitors are still considering various options, and because they have no contents to help them, they may fall through the cracks.
When conducting a content gap analysis, we first identify whether the website has contents for the different stages of the customer's journey.
- The Awareness Stage
This page targets keywords that relate directly to a problem faced by the target audience. The content in these pages provides solutions to these problems and offers valuable information on what the problem means and how we can solve it. Awareness pages are important, but they do not convert readers into customers immediately.
- The Consideration Stage
This is the point where visitors are comparing the various solutions to their problems. Here, they consider articles that have "Best-of," "Guide," or "How-to" descriptions on them. To keep your readers in this stage, we create content that compares your services and products to that of your competition and highlights why you are the better option. Or we can create content showing that your brand is one of the many solutions.
- The Decision Stage
This is the point where you convince your audience to make a purchasing decision. These pages are what you have as sales pages, service pages, etc. They serve as the final stop before a visitor buys or contacts you. These pages are made to promote your brand even more than the awareness and consideration contents.
- Success Content
These are the final stages of a buyer's journey, where contents are created to reassure the buyers that they will get the expected outcome from the products and services. These can be a thank you page or a follow-up email subscription that connects buyers to a support team or desk, which will provide assistance on how to use the product or services. Or it could be a page that asks for customer reviews or comments.
4 Steps To Conducting A Content Gap Analysis
Content gap analysis goes beyond just combing through posts to see what's missing. It involves a step by step process to find the gaps in your content and devising proper contents to fill these holes.
Here is how we do it:
Mapping Out The Buyers Journey
Here we provide answers to one fundamental question, "what steps do we expect the target audience to take when getting from point A to B to C?" We take out time to develop primary questions the target audience could have, the various options they may consider, what they hope to see before buying, what call to action they are most likely to respond to and many more.
Our goal at this stage is to map out the journey of the audience for every business based on its services and products.
Conducting Market Research
One of the best ways to know what your audience wants is by asking them. Conducting a market research survey helps us learn directly from the audience and figure out their most pressing questions, desires, needs, goals, etc.; we use the feedbacks gotten from this survey to develop better website content strategies.
One tool you can use for this is Google Forms. This can be used to create a simple and anonymous survey that we can send to the target audience. Some questions that are common across all industries include:
- What are your concerns about a certain product or service?
- What do you struggle the most with concerning a product or service?
- What more do you think can be done to improve a product or service?
- What are the factors that influence your decision on which products or services to purchase?
The response we get from our surveys provides valuable content ideas which we can implement on the website.
Analyze The Content On The Website
While a brand shares content across several platforms, we ensure that the content featured on the website itself aligns with the different stages of a buyer's journey, leaving no gaps for potential customers to fall through. We crawl through your website for all the URLs and determine how of if they adequately meet the needs of customers in all stages.
We can also analyze the website using tools to see the keywords the website or URL is currently ranking for. We also discover other keywords that the website could be ranking for but isn't. we use this opportunity to maximize the keywords each URL ranks for and solidify the content funnel.
Analyze Your Competitors Content
We have discovered that one way to beat your opponent is to know your opponent. By understanding what the competition is doing, we can compare it to your content and see how it measures up. Such comparisons usually expose gaps that we can fill. If your competitor's funnel is similar to yours, we study how they lead visitors from one stage to another and develop better means to achieve better results.
Having a company like Semalt in your corner is indeed a relief for many businesses. That is because we take on tasks such as these, while businesses and entrepreneurs focus on other aspects of growing their businesses. As a company, we take on all your SEO challenges and provide visible and long-lasting solutions to your SEO problems.
With services that range from SEO optimization to Web management, you get the best website care. As well as developed teams of experienced professionals for both content and technical SEO.