How to use Gap analysis to drive traffic to your website

If there is a strategy on the minds of SEO developers, it is how to use Gap analysis to attract more organic traffic to the web by adding greater value that fills in the gaps of keywords.

Using Gap analysis allows you to find the gaps in your speech and trace the path between the desired and the tangible. What you will really be doing is building a strong strategy, making your content really useful and accessible to your users. In fact, this is in itself one of the objectives of any marketing action.

Particularly during these post-pandemic days, the analysis of the functioning of your content on the web comes in quite handy to see which are the inputs that have been strengthened during these days of so much work online.

What is Gap Analysis?

Gap Analysis is a content strategy and SEO technique used to find gaps in the content sets on your website. It results as a process in which you map the main questions, objectives and concerns of your customer throughout their purchase journey to later compare it with your current content offerings.

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In this way, gaps or similarities can be detected in order to act on them and improve them. By comparing the result to the actual goal, companies, business units or teams can determine what they need to work on to improve their performance and get on the right track faster.

There may be a great demand for products indicated by the number of searches that are carried out. However, if it has a relatively low proportion of visits, we can speak of a 'gap' or a 'Gap'. Therefore, it needs to be analyzed to understand and review the techniques that improve organic traffic by eliminating these gaps.

There are two main types of Gap Analysis; There is the internal Gap analysis and the competitive Gap Analysis. The application of a strategy such as Gap analysis is a process that starts from the idea of ​​understanding in depth where you are and where you want to go.

How to use Gap analysis in four steps

To apply a Gap analysis strategy it is necessary to first do a content audit analyzing the SEO and the possible gaps that may have occurred.

This way, it will be easier to determine what type of content or ideas can help improve traffic. At the same time, you can eliminate these spaces between the expectation and the delivery of content . Some of the questions to ask yourself are:
  • Where are you? What is your current situation? It is something that you need to analyze in order, from the answers you get, to go where you want to go.
  • What is your goal? Where do you want to go and why? Establishing the future objectives of your content strategy will help you understand the route you should take at all times.
  • How far are you from your goal? At this point you will understand the depth of the gap you are facing in order to reach your final goal.
  • How can you do it? Finding out how to use Gap analysis effectively to achieve your goals will help you determine the appropriate action plans.
How to use Gap analysis to measure your internal content

If you are dedicating time and effort to build a brand that adds value to the lives of your users, surely you are creating content. Keeping that content useful for the lives of your audiences should be the priority.

In this sense, it is important to visualize the results of your plan and be clear about how to use Gap analysis. Content gaps typically include:
  • Updated content: When was the content last published or updated?
  • Scope: Does the content offer you all the details of what you are looking for?
  • Ease of use: Can you easily read and understand what is on the page?
  • Wow factor: is this content impressive enough to share?
Therefore, the first thing is to find the gaps that you are having with the visitors of your website. Once this is identified, the next step is to create excellent content to fill the deficiencies detected. All this will improve the user experience, increase the engagement of your content and almost certainly increase traffic to your website. And best of all, it will be qualified traffic.

How using Gap analysis helps you find the right keywords

Gap analysis is also an important tool to closely follow the online conversation of your audiences and competitors and see what place you occupy in it. In this way, new opportunities can be detected to reach the public with your content.

Keyword competition, in essence, gives you an idea of ​​how many web pages you need to overtake to claim a top spot in search engine results . There are two elements that influence the competitiveness of a keyword. These are, its general popularity and the level of competitiveness within the industry .

Once you have identified the most suitable keywords, you can get good ideas about what content you need to create and which one requires modifications to achieve results.

The process answers three main competitive SEO questions
  • What are the keywords of your competitors that you have no content on?
  • What do you need to do to remove traffic and search intentions from your closest competitors?
  • What content do you need to create to beat your competition in the SERPs ?
How using Gap analysis is key in strategic planning

Learning how to use Gap analysis can be a key part of strategic planning. By searching for problems through this assessment tool, managers and content creators can adjust the strategy to better suit the real situation and more in line with users' needs. Although it also serves to improve the company's processes and align them with the objectives pursued.

When an organization detects that there may be problems with its performance, knowing how to use Gap analysis can be one of the best tools to find what the real problems are within the marketing and communication strategy.

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For example, if a company wants to start a campaign to improve its reputation, it could conduct a Gap analysis to analyze the market. This will help you determine the impact of your brand on your local economy. Using that data, it will be easier to develop a strategy that is tailored to the circumstances and the target audience you want to reach.

Similarly, when a company is preparing for an audit or other oversight activities, a gap analysis is a proactive way of showing auditors what regulations the company is complying with. In addition, it generates the certainty that you have a plan to comply with the rest.

What tools can you use to optimize the results of your Gap analysis

You have already viewed the keywords and the content of both your own and those of your competitors. Now, you have to analyze what content worked best. In this way, I can start to trace a route with which to generate favorable content for my audiences.

At this point you can rely on tools like Google Search Console. They will allow you to observe the content of your website with more depth and objectivity. This free tool analyzes which pages within your website need an adjustment in their metadata and other elements.

In addition to an overview of the links to your site, and how to use Gap analysis in your next content, there are other tools that can be a great help to detect and minimize the gaps within your strategy.

1.- Google Adwords

In alliance with Google Search Console, it is one of the best tools to discover the conversations of our audiences in digital environments. This allows us to identify the Gap or the gap between the words provided by the search engine giant and our current list.

2.- SEMrush

It is almost the favorite tool of all experts. It is responsible for tracking keywords on well-positioned web pages in search engines, providing you with a ranking regarding your position in search engines.

3.- ContentKing

This little-known tool allows you to develop an inventory of your content. That is, in real time it is performing the Gap analysis of your content, measuring the performance of the real content compared to the desired one.

4.- Buzzsumo

It is a tool that allows you to analyze the reach of your competitors' content on social networks such as Facebook, LinkedIn or Twitter. The free version allows you to search for the most shared content.

In the same way, it also gives you an idea of ​​the main characters or influential websites that are talking about your page and keep track of mentions of a brand or topic. However, it is restrictive and will only allow you four searches per day.

At Antevenio we help you build an effective route to increase organic traffic to your website. We are specialists in digital marketing and in anticipating trends that work at all times.
Topic revision: r1 - 17 Oct 2020, ExcelrTuhin
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