If you’re missing key topics, your traffic and leads might be slipping through the cracks. Explore how to do a quick content gap analysis so you cover what people are actually searching for.
Written by Lucie Simonova
Sometimes, content can miss the mark because people are looking for things you haven’t covered yet. A content gap analysis shows you where to add more value. It shows you where your audience has questions you haven’t answered or where competitors are pulling in traffic that could be yours.
The best part is that you don’t have to do a full-on content audit. While a full audit reviews all content in depth, with this light 30-minute check, you can focus on a specific area of your content to find new ideas, catch weak spots, and deliver quick results.
This blog post will walk you through what a content gap analysis is, why it’s worth doing, and how to run one in just half an hour.
What goes into conducting a successful content audit, and why should organizations run them on a regular basis? Find out in our comprehensive guide.
A content gap analysis is a simple comparison. You look at the content you already have, then compare it to what your audience actually wants and what your competitors are offering. The goal is to spot areas you haven’t addressed.
There are a few common types of gaps:
By finding these gaps, you can figure out where your content might be falling short and what you need to add or improve.
A content gap analysis is one of the simplest ways to strengthen your SEO. It shows you the topics, keywords, and buyer journey stages that your content doesn’t cover yet. Filling those gaps makes your site more visible in search, which brings in more traffic. At the same time, your audience benefits by finding clear answers to the questions they’re already asking.
Let’s now take a look at an example to make it more concrete.
Imagine you’re managing content for a healthcare provider. You’ve got plenty of blog posts about general wellness tips, but when you compare your site with competitors, you notice they have detailed guides on managing chronic conditions like diabetes or heart health.
Patients are searching for these topics, but you don’t cover them. That’s a clear content gap—and an opportunity to create resources that better serve your audience.
You don’t need a full content audit to find meaningful opportunities. In 30 minutes, you can pick a section of your content to focus on, gather quick data on what you cover and what your audience is searching for, compare it with competitors, and prioritize the gaps that will have the biggest impact. By the end, you’ll have a short list of topics to create or improve that can drive more traffic and better serve your audience.
Start by deciding which part of your content to look at. It could be your blog, product pages, or a specific resource section. Pick a segment where you think you can get the most value. Focusing on one area keeps things manageable and makes the next steps faster.
Once you have your focus, look at your content and what your audience is searching for. Check your top pages (= pages on your site that visitors visit the most) and the keywords that drive traffic, and look for posts that get impressions but few clicks. Then, use search suggestions, “People also ask,” or forums to spot questions your audience is asking. This gives you a snapshot of what you have and what your audience wants.
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Look at 2–3 key competitors to see what they cover that you don’t. Identify the topics, keywords, or formats that perform well for them, and pay attention to blog posts, guides, or videos that get consistent traffic. This comparison shows where your content falls short and highlights opportunities you can act on quickly. You don’t need to analyze everything, just focus on the areas with the biggest potential impact.
Go through the gaps you found and pick the most important ones. Start with a few quick wins—topics you can cover fast or keywords you can rank for easily. Then mark bigger opportunities for later. By the end, you’ll have a short list of content to create or improve that can make the biggest difference.
Even a short, focused 30-minute content gap analysis can uncover high-value opportunities. You don’t need to review everything; just pick a section, spot the gaps, and prioritize the most impactful topics. Doing this regularly helps your content attract more traffic and answer the questions your audience is asking.
A content gap analysis is a key part of improving your SEO. By finding what your audience is searching for and what competitors cover, you can make your content easier to find and rank higher in search results. If you want to take your SEO further, check out these resources for more actionable tips:
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