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Content Gap Analysis

Content Gap Analysis Gauteng | Discover the Topics Where Competitors Outrank You

A content gap is a search topic your customers care about that your competitors have content for but you don’t. We find every gap and build a content plan to close them.

What Is a Content Gap and Why Is It Costing You Traffic?

A content gap is a topic, question, or keyword that your potential customers are searching for, that your competitors have answered on their websites, but that your website doesn’t cover at all. Every content gap means there are customers searching for information related to your business, finding your competitors’ content, and potentially becoming their customers instead of yours.

For example, if you’re a landscaping company and a competitor ranks for “how much does garden maintenance cost in Johannesburg” but you have no content about pricing, every person who searches that question finds your competitor. A content gap analysis maps every topic where this is happening across your industry, your competitors’ websites, and your own content inventory.

The result is a prioritised list of content topics to create, ranked by search volume and competitive opportunity, so you can systematically close the gaps that are costing you the most traffic and leads.

⚠ Signs You Have This Problem
  • ✗Competitors rank for topics related to your business but you have no content about them
  • ✗Your content strategy is based on guesswork rather than what customers actually search for
  • ✗You’re publishing content but not sure which gaps to fill next
  • ✗You lose potential customers who find competitor content for topics you could rank for
  • ✗You have a good website but competitors seem to own far more search real estate
  • ✗You want a structured, strategic approach to content creation rather than random publishing

Find Your Content Gaps Right Now

This manual process helps you discover the most obvious content gaps before we do the full data-driven analysis.

Run these gap discovery checks:

1
Visit your top 3 competitor websites and read through their service pages, blog posts, and FAQ sections. Write down every topic they cover that you don’t have content about on your site. Each of those is a potential content gap.
2
Open Google and search for 10 different questions a customer might ask about your industry. For example: “how to choose a good [your service]” or “what does [your service] cost in [your city].” Note which results are competitors and whether you appear at all.
3
Open Google Search Console and look at queries where your site appears in position 4-20. These are keywords where you have some content but not enough to rank well. They’re often easier to climb for than starting from scratch.
4
Ask your sales team or customer service staff what questions customers ask most often before buying. If those questions aren’t answered in your content, each one is a content gap you should close.
Bing Webmaster Tools Screenshot

How We Find and Close Your Content Gaps

1
Competitor Content Mapping
We crawl your top competitors’ websites and map every page and topic they cover, creating a comprehensive picture of the search real estate your industry competes for.
2
Keyword Overlap Analysis
Using professional tools, we compare your site’s keyword rankings against your competitors’ to identify every term they rank for that you don’t, ranked by traffic opportunity.
3
Content Inventory Audit
We document every page and piece of content on your site, assessing which keywords it targets and how well it performs, to identify existing content that could be improved.
4
Gap Prioritisation
We rank all identified gaps by search volume, business relevance, and competitive difficulty, so your content budget is spent on the opportunities that matter most.
5
Content Brief Creation
For each priority gap, we create a detailed content brief specifying the keyword, structure, topics to cover, and word count so that every new piece of content is set up to rank.
6
Progress Tracking
After content is published, we track its ranking progress and measure how many previously-identified gaps your site is now closing, reporting monthly on your content ROI.
Google Analytics Screenshot

You Need Content Gap Analysis If...

  • ✓Competitors rank for industry topics that your site has no content about
  • ✓You’re not sure which content to create next to grow organic traffic
  • ✓You want to prioritise your content investment based on real search data
  • ✓You’ve built a reasonable content base but it’s not driving enough organic leads
  • ✓You want to systematically take search real estate from specific competitors
  • ✓You’re launching a new website and want to build a strategic content roadmap from day one

Content gap analysis directly shapes your ongoing content strategy by revealing where competitors outrank you, and is guided by strategic keyword research that maps untapped ranking opportunities. Book a gap analysis today.

Discover Every Content Gap Costing You Organic Traffic

Book a free content gap analysis and get a prioritised list of the content your competitors are using to outrank you.

14+
Years Experience
Free
Audit Included