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No matter how well your existing content performs, there are always topics your competitors are ranking for that your website isn't covering. Those gaps represent missed traffic, missed visibility, and missed opportunities to reach potential customers at the exact moment they're looking for what you offer.
Content gap analysis identifies those missing pieces. It examines the search landscape around your core topics, maps what your competitors are ranking for that you aren't, and produces a prioritised list of the content opportunities most likely to drive meaningful traffic to your site.
Content gap analysis is the process of comparing the topics your website currently covers against the topics being covered by competing websites that rank well in your target search areas. It identifies the keywords and subjects where competitors have content that you don’t, producing a prioritised list of the content opportunities most likely to attract organic traffic and strengthen your website’s overall search visibility.
You need this when your content marketing produces materials that aren’t structured for search or never get properly indexed, when writing and SEO are handled separately and the gap between them is costing you rankings, or when your content team has strong writing skills but limited SEO expertise and needs a structured process for producing content that performs in both dimensions simultaneously.
This service includes the development of a content production process that integrates SEO best practice at every stage — from keyword research and brief creation through to optimisation and publication. May include team training. Delivered as a documented SEO content production workflow with templates and guidance.
Most marketing companies focus on channels and tactics.
We focus on reaction.
Before selecting platforms, formats, or media spend, we define how your audience thinks, feels, and decides. We use behavioural psychology to understand what will capture attention, build trust, and motivate action — then choose the channels that best support that outcome.
Every channel we use has a clear purpose, a defined role, and a measurable objective. Nothing is done “because it’s popular” or “because it’s expected”.
The result is marketing that feels natural to engage with, works across multiple channels, and is designed to deliver meaningful, long-term results.
Want to see how this approach works in practice?
An analysis that identifies topics and keywords where competitors are ranking and generating organic traffic, but where your own website has no relevant content — revealing specific content creation opportunities that could deliver new organic visibility.
By comparing your website’s ranked keywords against the keywords your main organic competitors rank for, using tools like Ahrefs or SEMrush, to identify terms where competitors have content that earns rankings and your site has nothing targeting those queries.
A prioritised list of keyword and topic opportunities, each with search volume, difficulty and commercial relevance data, that can be addressed through new content creation or by expanding existing pages that partially cover the topic.
By combining commercial relevance (how closely the topic relates to what we sell), search volume (how many people are searching) and ranking difficulty (how competitive the opportunity is). High relevance, reasonable volume and achievable difficulty make the best priorities.
Gaps for commercial or transactional keywords where competitors are attracting buyers that could be yours, and gaps for high-volume informational queries where good content could build topical authority and attract top-of-funnel traffic at scale.
Annually as part of the SEO content planning cycle, or whenever the content programme needs refocusing. A quarterly check of competitor content performance identifies emerging gaps before they become established competitive advantages.
A keyword opportunity is any keyword worth targeting. A content gap is specifically a keyword where content already exists (a competitor’s page is ranking) but you have no equivalent. Content gaps are higher-confidence opportunities because the traffic market is already demonstrated.
Yes. If analysis reveals that a competitor has an entire topic area covered by multiple pages that you don’t address at all, this may indicate a structural gap — a missing section of the site that needs to be built, not just individual content pieces.
No. Some gaps are better addressed by expanding existing pages that partially cover the topic. Content strategy should consider whether a new page or an expanded existing page is the right response for each identified gap.
By identifying the pages driving the most traffic to each competitor and targeting those exact topics with superior content — more comprehensive, better structured, better sourced and more relevant to searcher intent than the existing ranking page.