What Is Content Gap Analysis in SEO? (Explained in 2 Minutes!)
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In this video, I explain what content gap analysis in SEO is, and how I use it to find content gaps that are stopping pages from showing up on the SERPs.
You’ll learn how to compare what your competitors rank for vs what you cover, then turn those identified gaps into a simple content strategy.
I also show how to use competitor analysis and keyword research to pick the right keyword targets, based on search intent, not vibes.
If you’ve got existing content that underperforms,, this method helps you optimise what’s already there before you create new content.
Do it well and you’ll usually improve ranking, visibility, and organic traffic, because you’re building pages your target audience is already searching for.
⏩ Skip to Section
0:00 What a content gap is (and why it matters for SEO)
0:26 Where to find content gap in Ahrefs or Semrush
0:47 Reading overlap vs competitors rank (quick competitor analysis)
1:17 Turning gaps into keyword ideas for new content pages
2:08 Add keywords into a topical authority map to improve ranking
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❓FAQs
Q1 What is content gap analysis in SEO, in plain English?
It’s how I spot content gaps by finding what competitors rank for that my site does not, then I plan what to publish or optimise.
Q2 What’s the difference between content gaps and keyword gaps?
Keyword gaps are missing queries. Content gaps are the pages I need to create or improve to match search intent.
Q3 How do I run content gap analyses fast?
I compare my site vs a few competitor domains in Semrush or Ahrefs, then filter the keyword list by intent and relevance.
Q4 Why do competitors rank higher than me?
They usually cover more topics, have better optimisation, and their content strategy matches search intent more closely.
Q5 Should I update existing content or make new content first?
I start with existing content if it’s already getting impressions, then create new content for truly missing topics.
Q6 What should I do after I find content gaps?
I map each gap to one page idea, do keyword research, then fill content gaps with something more useful than what’s ranking.
Q7 How do I pick which gaps to fill first?
I prioritise keywords tied to potential customers and conversion, not just high-volume terms.
Q8 How do I use Semrush for this?
I use Keyword Gap, export where competitors rank and I don’t, then group keywords into page topics.
Q9 How do I avoid cannibalisation?
One page per main keyword and intent. If two pages overlap, I merge or reposition them.
Q10 How do I know it’s working?
I watch ranking and visibility improve in Search Console, plus steady gains in organic traffic from the SERPs.
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