Content Gap Analysis.

Content gap analysis identifies topics and keywords that your competitors rank for but you don't cover—or cover inadequately. It reveals where your content strategy has blind spots, where competitors are capturing audience attention that should be yours, and where creating new content or improving existing pages can drive incremental organic traffic.

How to Conduct Content Gap Analysis

SEO tools (Ahrefs Content Gap, SEMrush Keyword Gap) compare your keyword rankings against competitors and surface terms where competitors rank in the top 20 but you don't. Beyond tools, manual analysis—reviewing competitors' sitemaps, blog categories, and top-ranking pages—reveals topic areas your content strategy hasn't addressed. Comparing against your own keyword research also reveals topics with search demand you haven't created content for.

Prioritising Content Gaps

Not all gaps are worth filling. Prioritise gaps where: multiple competitors rank (validating demand); search volume and keyword difficulty suit your current authority; the topic is relevant to your business; and creating the content would serve a genuine audience need. Low-priority gaps include topics irrelevant to your audience, regardless of how many competitors cover them.