Tips For Finding Content Gaps on Your Website

It’s no secret that having quality content on your website will help your site to show better on search engine result pages (SERPs). In fact, high-quality, unique content is one of Google’s top-ranking factors, so not having it would greatly be hindering your search engine optimization (SEO) efforts. You may also be missing an important topic area that pertains to a whole new target audience. You may recognize that not having a ton of content or blog posts hinders your SEO efforts, but have no idea where to start with content topics. Perhaps you have content on your website, but don’t know what other content to add. Whatever the reason, we have just the tips to get those creative juices flowing and those content gaps filled.

6 Tips For Finding Content Gaps:

1. Enhance Your Current Content

Sometimes filling content gaps is as simple as enhancing what you already have on your website. Start by taking a look at your current content, such as blog posts or news articles. It’s best to organize each piece by tagging them with general topic ideas. See how you can naturally add important keywords and update them for content freshness. Check the word count. If the page is below 500 words, you will want to add more content to that piece. Ask yourself, “What can I add to this post that will enhance the quality?” Perhaps, it’s new products and services that were recently released and need more exposure, or recent blog posts or articles you’ve created and can now discuss and link to them. You may find two pieces light in length, but their topics are related. This is an excellent opportunity to combine the two articles for a longer piece.

2. Utilize the Competiton

We get that competitors can be a real roadblock sometimes, but in this case, they may be able to help! Keeping an eye on what your competitors are doing in any area of business is always a smart tactic to have. It’s just as important to look at their content as it is with other factors like new products or services, promotions, sales, price, etc. Look at what kinds of content they are producing and what keywords they are ranking for, then compare it to your own. If you find something relevant to your company and you haven’t touched on it yet, then write your own unique piece about it.  

Also, keep an eye out for content pieces that your competitors wrote that gained a lot of external links. External links indicate that the topic is popular, and other sites are referencing the same information. This is a great opportunity to gain backlinks to your site. By using your competitors to close content gaps, you’ll have a better chance of redirecting traffic to your site, rather than to theirs. 

3. Listen To Your Audience

Another great SEO tactic is to have a contact form on your website. Contact forms are 

an easy way to receive feedback from your audience. You’ll be able to see what your users like, dislike, or have questions on. Look for recurring themes in what comments your consumers are making. If you find that the same general questions are being asked, then it could be a content gap that you could fill. Write a piece that answers their questions and goes into depth on that particular topic. This can help clear up some confusion for your users and prevent them from leaving your site and moving onto a competitor’s site. 

If you find that your users haven’t used the contact form or that the answers aren’t providing many ideas or topics, then you may want to consider creating a quick survey or directly asking your customers questions. Depending on your business, you could ask them what they would like to learn more about or what is not clear to them.

4. Ask Your Friends, Family, And Acquaintances

Whether it’s your target audience or your peers, asking people who don’t work for your company questions about your business can help you identify content gaps that haven’t yet come to mind. As a business owner, you understand all aspects of your business and may not be thinking the same as someone who is not as knowledgeable on the subject. Friends and family care about you and your success, so chances are, they’ll take the time to sit down and discuss content gaps with you. They may be more honest in their thoughts and not afraid to tell you what areas are lacking. Friends, family, and acquaintances may also be more willing to participate in a survey, knowing that it will help you grow your website visibility and business overall.  

5. Engage In Industry Discussions

Another great tactic to finding content gaps is by keeping an eye on industry discussions. You can often find industry-related discussions on internet forums, blog pages, or social media pages such as Facebook. Once you identify communities in your industry and discuss topics related to your business’ niche, then follow them and monitor what they are talking about. These groups typically consist of your target audience, so don’t be afraid to chime in! Engaging with them can help you identify many unanswered areas and gain clarification to questions you have. Additionally, building a healthy and positive relationship with them can help grow your company’s reputation. 

6. Use Your Online Resources

Use your resources. When performing a content gap analysis, you want to make sure you are analyzing not only your website but also your competitors. One major factor to keep an eye out for are ranking keywords. An easy way to view what keywords you are ranking for and what keywords your competitors are ranking for is by using online resources. Two great sites are SEMrush and Spyfu. These sites offer content solutions and allow you to conduct competitor research. You’ll be able to see organic traffic insights through keyword gaps. For instance, SEMrush has a keyword gap tool that allows you to easily see the gaps between you and your competitor’s sites.  

Benefits Of Quality Content

So why take the time to research and write all of this fresh content? Having multiple pieces of quality content will help your website be more visible to search engine result pages and, ultimately, improve your ranking. Having more content means there are a greater number of pages for consumers to engage in, providing more opportunities for users to land on your website. They also help with optimizing with more SEO efforts. By building out your content, you’ll have more areas to insert keywords, add internal and external links, add quality how-to videos or infographics, and so much more. Don’t forget to write content tags as you go to help you better see what pieces relate and to give users a better user experience by having them in categories.


Before you know it, you’ll be a pro at finding content gaps for your websites. Just keep these easy tips in mind. 

  1. Enhance Your Current Content
  2. Utilize Your Competitors
  3. Listen to Your Audience
  4. Ask your Friends, Family, and Acquaintances
  5. Engage in Industry Discussions
  6. Use Your Online Resources 

Have any questions or are looking for help in finding your content gaps? Contact WebFX!

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