What is a Content Gap?

A content gap is a keyword or topic that your competitors rank for, but you don't have content covering. Identifying these gaps reveals opportunities to create content that can drive organic traffic you're currently missing.

Content gap analysis compares your site's content to competitors' to find topics where you're not competing. These represent either quick wins for keywords you should target or strategic opportunities to build topical authority.

Why content gaps matter

Your competitors are already proving these topics drive traffic. If they're ranking and getting clicks, you're missing out on potential visitors by not covering the same ground. Finding content gaps is more efficient than guessing at topics - you're targeting proven opportunities where demand already exists and competition has validated the value.

Use SEO tools to compare your site against competitors. Most platforms offer content gap analysis showing keywords competitors rank for that you don't. Focus on terms where multiple competitors rank but you're absent. Look at competitors' sitemap or content listings to see what topics they cover. Check which of your competitors' pages get the most backlinks or traffic to identify valuable topics you might be missing.

How to fill content gaps

Don't just copy what competitors wrote. Identify the gap, then create something better. Add your unique experience, more comprehensive information, or a different angle that makes your version stand out.

Prioritize gaps where you actually have expertise or experience to share. Filling a gap with thin content just to check a box won't help. Focus on gaps where you can provide genuine helpful content. Consider the strategic value - some gaps represent quick wins for low-competition long-tail keywords, while others build topical authority in your niche even if they're harder to rank for initially.