Content gap

In short, the content gap is the difference between what your users are searching for and what content is actually on your website. Let's take an example. Imagine you have an online store like Canem that sells dog equipment. You describe every single product on the shop and you also describe all the categories thoroughly. After all, these are the things you have on the webshop.

But a large proportion of your potential customers are searching for other things. For example, they search for "how do you teach a dog not to pull?" or "dog training fetch exercises" or "how to clip a dog's nails?" and other dog-related searches. These things are not described on the webshop's products or category pages. In other words, there is a "gap" or a lack between the content on the webshop and potential customers' searches.

What do you do when you have identified a content gap?

Well, you sit down at the keyboard. The analytical webshop owner will create a document or spreadsheet and create an overview of all the places where there is a content gap. In short, all the search phrases that the user searches for where you as a webshop owner do not have matching content.

Then it's time to get content production going. It doesn't necessarily have to be text alone. It can also be video, audio files or a calculator.

Imagine you have a shop that sells hedge plants like Plantecenter Fyn does. Your users will search for "how many hedge plants per meter". It's a good idea to create a calculator where you enter that you have 34 meters where you need a beech hedge. The calculator will then spit out the number of hedge plants you need.

If you want to read more about the concept of the content gap, check out Backlinko's great blog post about it.

We know online marketing in Shoporama

We've been working with online marketing ourselves for decades. As the only shop system in the country, we have spoken multiple times at conferences such as Marketingcamp, SEOday, Shopcamp, Digital Marketing, E-commerce Manager, Ecommerce Day, Web Analytics Wednesday and many more.