Your website might be one of those that have more than thousands of pages. Sometimes optimizing some of the information will bring it down to a low ROI. More so, if you are targeting thousands of keywords, focusing on three phrases to be ranked highly is not much to pay off. That is why you need to identify the gap between the demand of knowledge and your supply. gap analysis helps you identify what you are already achieving through your content, and what need to be achieved. It also helps you identify the limits of your expertise considering the goals.
You will solve most of your problems by having a gap analysis mechanism for your blog or product website. It will allow you to focus on specific areas, will also show you the content performance trend, and also help you to drive important traffic. Also, it will help to conduct query analysis and apply intent and tailors to your personas. You will also be able to interview customers, do experiments, optimization testing, and run an audit of your content.
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How to properly conduct a gap analysis
You can do it through the following steps, which can be simplified using a gap analysis template.
1. Identify what you want to accomplish
It focuses mainly on your primary objective, what will you like to achieve by doing it? Is your traffic shallow?
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2. Analyze the existing content
In every object, you can specify the current situation after looking at your data. If you need additional information, you can list the help that you need. Then, always visualize the result; it is the only way to see what trending is. After that you can compare your performance with the others, if you are below them, find ideas on how to catch up with them.
How to analyze the existing content
Gather data
You can use your analytics tool to pull landing pages. If landing pages sites from the Google and site analytics come together, then you can obtain site content, its visibility, and traffic volume of that content into one report.
- Go to Google Analytics account, click acquisition> search engine optimization> landing pages. For trends identification.
- You can go to behavior> site content> landing pages. For landing pages.
- Identify how many landing pages are from Google. For visibility search.
- Identify the Google and the traffic that they attract for the content. Most of the pages usually appear indexed, some are not.
- Determine for visibility by topic. You can count all the pages from Google analytics and compare it with the number of pages from the Google console sheet for every item.
- Competition. An insight from competitors helps to bridge the gap. You can have a close competitor that has almost the same traffic for more keywords than you do.
- Evaluate the links by category. Pull the link data and separate it by types, you can split it into software’s, business or any other that you prefer. It will help you realize how authoritative is your site considered for each topic and also how high is your competitors’ authority over each topic.
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3. Bridge the gap
Once you know what you need and where you are, you are now ready to create a plan that can help you achieve the goals. You can start by:
- Evaluating products and event pages
- Finding opportunities by analyzing your competitor’s visibility
- Improving your content’s visibility by the creation of relevant content and increasing referrals.
It is no doubt that you are competing with thousands of websites posting many pages daily. You need to view your content as one. content analysis helps you to see trends and high-level opportunities without getting lost with the details.
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