Content Gap Analysis

Identifying keywords or topics that competitors rank for but your site doesn't, revealing untapped opportunities.

Content gap analysis is a research process that identifies keywords and topics your competitors rank for that your own site does not. By finding these gaps, you can discover content opportunities where you are absent from searches that your target audience is conducting.

The process typically involves: identifying your main organic competitors (sites ranking for your target keywords), running a competitor keyword analysis in a tool like Ahrefs or Semrush, and filtering for keywords where the competitor ranks in the top 20 but your site does not appear at all.

Content gaps can be large strategic gaps (an entire topic cluster you haven't covered) or tactical gaps (specific long-tail queries within a topic you cover broadly). Both are valuable. Strategic gaps require creating new content; tactical gaps can often be addressed by expanding existing pages.

In B2B, content gap analysis is particularly useful for mapping the full buyer journey. Your site may have strong TOFU content but lack the commercial-intent MOFU/BOFU content that helps prospects compare and decide. A gap analysis reveals exactly where prospects are leaving your content funnel.