What is a Content Gap?

A content gap is a topic or keyword your target audience searches for, but for which you do not yet have (good) content. Tracking down those gaps shows which opportunities you are leaving to competitors. By filling content gaps, you improve your visibility and reach new visitors.

What exactly is a content gap?

It is the difference between what people search for and what you offer. Sometimes a topic is missing entirely, sometimes your existing content is too thin or outdated. A content gap analysis makes those gaps visible, often based on keyword research.

Finding content gaps

Compare the keywords competitors rank for and you do not, look at the questions your audience asks and analyse your own site for missing topics. Tools such as Ahrefs have dedicated gap analyses for this.

Filling content gaps

For each gap you find, create content that answers the search intent better than the current results. Place new pages logically within your topic clusters and your wider content strategy.

How often do you do a content gap analysis?

Periodically, for example every quarter, and with every new campaign or strategy round.

Is more content always better?

No. Fill gaps in a targeted way with quality; standalone pages without search demand add little.