Steps for identifying Content Analysis Gap and improve SERP ranking

Content is the most fundamental element. Be it ensuring brand’s awareness and creditability, targeting the potential customers, increasing sales, maximizing profit, content is the king. But incredible content is like winning half the battle, and the other half includes visibility, alignment and availability of the content as per the potential customer’s requirement. Building strong customer relationship is the most crucial task of content. With increasing competition and search engines using smarter algorithms for search, it becomes imperative to develop a content strategy for the content.

Content Analysis Gap (CAG) implies analysing the performance of the current content, identifying the gaps and then filling those gaps. It is the best way to determine how the current content is performing and what kind of improvements it needs.

Here are the steps to follow to Analyse Content Gap

Review existing content

• Make an inventory of the existing content and its performance. Conduct a thorough audit to review the entire content.
• Collect the data, identify current topics, and examine their visibility and performance. Check the relevancy of keywords, the existing traffic, the conversion rates etc.
• Evaluate the current performance of your content with the competitor’s performance.
• Various available tools on the internet can be used here for the purpose, like Google analytics to check the visibility and ranking on Google. Or Buzz sumo can be used to analyse what content is best for a topic or is working for the competitor.

Assess the objectives

• What is the brand trying to achieve? What are the goals in short run and long run? What are the expectations of the company in different areas? These questions need to be answered first and foremost.
• A clear idea of the target audience and their expectations is necessary.
• The desired and expected visibility, the traffic, the conversions, the CTR (Click through rate), the dwell time of the user – all should be defined precisely.

Identify the gaps

• Assess the gap between the current performance and the desired performance.
• Identify and mark the topics where the competitors are performing better. Set the priorities and mark the areas where more focus is required.
• Conducting keyword research to identify more relevant keywords for the topic will be an essential step in this direction.

Bridge the gaps

• Once the external and internal factors responsible for gaps are identified, an effective content strategy should be put in place to fill in those gaps.
• Evaluate the pages and ensure that critical pages are indexed. Create more relevant topics and content and improve visibility with more appropriate keywords.

According to industry experts, a company should conduct a CAG every 6-12 months but can be done quarterly depending upon its objectives. The CAG has two significant benefits:

• It improves company’s relationship with the potential customer. Understanding the customer and his journey to the product is the key to conducting CAG.
• It maximizes the benefits of doing SEO for the company. All the useful steps are taken to improve the content and thereby increase the site traffic. The brand credibility is strengthened and helps take a business to the next level.

Vineet Kumar Singh is a Digital Marketing executive at Web Daksh Technologies. Web Daksh is leading SEO services provider in Delhi

and a renowned Digital Marketing Company in Delhi

.

Vineet Kumar Singh works Content writer with Content Holic.