Content Gap Identification

Content Gap Identification is a systematic process for identifying topic areas where your competitors are successful, but you don't have any or only weaker content yet. This method forms the foundation for the Skyscraper Technique and enables you to create better content that generates backlinks.

Content Gap vs. Keyword Gap

Aspect

Content Gap Analysis

Keyword Gap Analysis

Focus

Thematic gaps

Keyword gaps

Goal

Create better content

Cover more keywords

Method

Competitor content analysis

Keyword volume comparison

Result

Content opportunities

Keyword opportunities

Why is Content Gap Identification Important?

1. Identify Competitive Advantages

By analyzing your competitors' content strategies, you can identify areas where you can differentiate and excel.

2. Recognize Backlink Potential

Content gaps often reveal topics that are popular in your industry but not optimally covered - ideal candidates for link-worthy content.

3. Optimize Resource Allocation

Instead of producing content blindly, you can strategically invest your resources in the most promising topic areas.

The Content Gap Identification Process

Step 1: Identify Competitors

Goal: Select the right competitors for analysis

Selection Criteria:

Similar target audience
Comparable domain authority
Successful content strategy
High organic visibility

Step 2: Create Content Inventory

Goal: Complete overview of all competitor content assets

Data to Collect:

URL and title
Content type (blog, guide, tool, etc.)
Publication date
Content length
Engagement metrics
Backlink count

Step 3: Content Categorization

Goal: Group content into thematic clusters

Categorization Approaches:

By topic areas
By content formats
By search intent
By target audience

Content Categories Overview

Content Category

Example Formats

Backlink Potential

Production Effort

Ultimate Guides

Complete guides, How-to guides

Very high

High

Tools & Calculators

Interactive tools, calculators

High

Medium to high

Original Research

Studies, surveys, data analysis

Very high

Infographics

Visual data presentation

Medium

Case Studies

Success stories, examples

Medium

Step 4: Conduct Gap Analysis

Goal: Identify specific content gaps

Analysis Dimensions:

Topics competitors cover that you don't
Content formats that work for competitors
Search intents not being served
Content depth and quality

Important: Focus on content with high backlink potential and low competition

Step 5: Prioritize Gaps

Goal: Evaluate content gaps by potential and feasibility

Evaluation Criteria:

Backlink potential (high/medium/low)
Search volume and relevance
Production effort
Resource availability
Time frame

Gap Prioritization

Content Gap

Backlink Potential

Effort

ROI Estimate

Priority

Ultimate Guide to [Topic]

9/10

8/10

High

1

Tool for [Function]

8/10

6/10

High

2

Infographic on [Data]

5/10

3/10

Medium

3

Tools for Content Gap Identification

1. SEO Tools

Ahrefs Content Explorer: Comprehensive content analysis
SEMrush Content Gap Tool: Direct competitor comparison
Sistrix Content Optimizer: Content performance analysis

2. Content Discovery Tools

BuzzSumo: Content performance and sharing
Feedly: Content monitoring and discovery
Pocket: Content collection and organization

3. Analytics Tools

Google Search Console: Own content performance
Google Analytics: User engagement metrics
SimilarWeb: Competitor traffic analysis

Tip: Combine multiple tools for comprehensive gap analysis