If you’ve ever seen the Grand Canyon with your own two eyes, then you’ll know how genuinely perplexing it is to comprehend something of its size. We suppose just a few million years ago it might just have been “The Canyon”, but what kind of a sell is that for a tourist attraction? Fun fact: the gap in the grand canyon is almost as big as the gap in your content. Shots fired. (JK, we know your content is 🔥)
That said, content does have its gaps here and there. And while you might look at it as a weakness, it actually presents a great opportunity. To help you mind the gap, Search Engine Journal is walking us through how to do a content gap analysis for SEO.
Mapping Your Content to the Buyer’s Journey
Not every piece of content serves everybody equally. People will fall into four stages: Awareness, Consideration, Decision, and Success. The key to filling in content gaps is determining which stage in the buyer’s journey each piece of content is tailored to.
4 Steps to Conducting a Content Gap Analysis
- Map Out Your Buyer’s Journey. Put yourself in the shoes of your buyer and draw or write out the steps you would take to solve the problem they face. Start with questions you would ask and do a few searches to see where those questions lead. Keep up this exercise until you’re at a point where you think the customer would purchase.
- Conduct Market Research. Go right to the source. No mental gymnastics needed to try to imagine yourself in objective scenarios. Just ask. Use survey software like Google Forms and start collecting feedback.
- Analyze the Content on Your Website. Go through your URLs and determine which stage of the buyer’s journey each one serves. Then, analyze the CTAs in each piece of content and consider how it aligns with the stage the reader is in.
Keep reading for the last step.