Q For You
Be In The Know
- Google Agrees to Pay for (Some) Australian News
- Google Analytics Stops Collecting Data From YouTube Channels
- YouTube Connected TV Viewing and Advertising in the US [Infographic]
- Insights from 22 Million Business Posts on Social Media in 2020 [Infographic]
How to Do a Content Gap Analysis for SEO
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.
Canva
Let’s take a moment to reflect on the Mighty Morphin Power Rangers. Yeah, that’s right. We just wanted to recognize the absolute POWERHOUSE they were when they combined into the Megazord. Sort of like the creative powerhouse you can become with Canva. (Again, sort of…)
We’re likely preaching to the choir here, but if you haven’t used Canva then check it out. For many, it’s a one-stop-shop for creating social media posts, logos, presentations, and even videos. Whether you’re looking for a quick and simple online solution to your design needs or just some inspiration to supplement your work in the Adobe ecosystem, Canva gives you the tools you need.
Work With Us
Legend has it Robert Johnson made a deal with the devil at a set of crossroads and became the greatest guitar player of all time.
People do some crazy things for fame, fortune, and, in some cases, Klondike Bars.
So please don’t go selling your soul for a website redesign or a winning email strategy.
Carney has you covered.
Watch
The De Boas Band
Too many things move too fast. Sometimes it’s tough just to catch your breath. Maybe this is why we admire sloths so much. They never seem to be in a hurry. Most of this is due to a much slower metabolic rate, but still!
Nissin brings us this ad with an up and coming sloth trio bound to climb the charts, albeit slowly. Enjoy a slow jam from these furry virtuosos; it’s the only kind of jam you’ll get.
“Traditional marketing talks at people. Content marketing talks with them.”
Doug Kessler
