Content gap

What is a content gap?

A content gap occurs when there are searches related to your products or industry that you don't have content to cover. It could be blog posts, guides, FAQ pages or category descriptions that your competitors have but you lack. When you find and fill these gaps, you capture traffic that would otherwise go to competitors.

Types of content gaps

• Keyword gaps: Specific keywords your competitor ranks for but you don't. For example, your competitor ranks for "best running shoes for asphalt", but you have no page on the topic.
• Topic gaps: Entire topic areas you don't cover with content. For example, your competitor has a complete guide section on running, while you only have product pages.
• Format gaps: Content types you are missing. Your competitor has video guides, comparison articles or infographics, but you only have text.
• Intention gaps: Search intent you don't fulfill. You only have transactional content (product pages) but lack informational content (guides, how-to articles).
• Funnel gaps: You only cover the bottom of the funnel (ready-to-buy customers) but lack content for top-of-funnel (awareness) and mid-funnel (consideration).

How to find content gaps

• Competitor analysis with SEO tools: Use Ahrefs, SEMrush or Sistrix to compare your keywords with your competitors. See which keywords they rank for that you don't.
• Google Search Console: Find searches where you appear in the search results but have a low CTR - this could indicate that your content doesn't match search intent well enough.
• Customer inquiries: Questions from customers via email, chat and support can reveal what content is missing from your website.
• Search suggestions: Google autocomplete, "People also ask" and "Related searches" show what people are searching for within your topic area.
• Manual searches: Search your most important keywords and see what content ranks at the top. If you're not there, you have a gap.

Prioritizing content gaps

Once you've identified your gaps, prioritize them accordingly:

• Search volume: How many people are searching for the topic? Higher volume = greater potential.
• Commercial value: Can the content directly or indirectly lead to sales in your webshop?
• Competition: How hard is it to rank? Start with lower competition for faster results.
• Relevance: How close is the topic to your core business and products?

Filling content gaps

Once you've prioritized, it's all about creating content that's better than what's already ranking:

• Analyze the top results: See what the existing pages cover and find out what you can do better or more thoroughly.
• Match search intent: If people are searching for a guide, write a guide - not a product page.
• Add unique value: Use your expertise, own data or customer cases to stand out.
• Link internally: Link the new content to relevant product and category pages in your online store.

Content gaps for webshops

Typical content gaps for webshops include:

• Buying guides: "How to choose the right..." - help customers make the right choice.
• Product comparisons: "X vs. Y" - compare products or product types.
• FAQ pages: Answer the most frequently asked questions about your products or industry.
• How-to articles: Practical guides related to your products.
• Category descriptions: In-depth descriptions with relevant information on your category pages.

In Shoporama, you can create this content via the article system and link to it from relevant product and category pages to strengthen your internal link structure.