Content gap

What is a content gap?

A content gap occurs when there are searches related to your products or your industry that you don’t have content to cover. This could include blog posts, guides, FAQ pages, or category descriptions that your competitors have but you don’t. When you identify and fill these gaps, you capture traffic that would otherwise go to your 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 don’t have a page on the topic.
• Topic gaps: Entire subject areas that 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’re missing. Your competitor has video guides, comparison articles, or infographics, but you only have text.
• Intention gaps: Search intents you’re not fulfilling. 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 (customers ready to buy), but lack content for the top of the funnel (awareness) and the middle of the funnel (consideration).

How to Find Content Gaps

• Competitor analysis with SEO tools: Use Ahrefs, SEMrush, or Sistrix to compare your keywords with those of your competitors. See which keywords they rank for that you don’t.
• Google Search Console: Identify searches where you appear in the search results but have a low CTR —this may indicate that your content isn’t matching the 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’s autocomplete, “People also ask,” and “Related searches” show what people are searching for within your topic area.
• Manual searches: Search for your most important keywords and see which 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 based on:

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

Filling content gaps

Once you’ve set your priorities, the goal is to create content that’s better than what’s already ranking:

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

Content Gaps for Online Stores

Typical content gaps for online stores 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 the industry.
• How-to articles: Practical guides related to your products.
• Category descriptions: Detailed 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 linking structure.