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If your content isn't converting like it should, you're probably leaking leads — and the culprit is hiding in plain sight: content gaps.
You might have a blog. You might even rank on Google. But if your ideal customers still aren't reaching out, buying, or booking — something's missing. That's where a proper content gaps analysis comes in.
In this guide, you’ll learn a simple 5-step process to uncover those gaps and patch the holes that are costing you traffic, trust, and revenue.
What are content gaps?
Content gaps are the blind spots in your website where valuable search intent goes unanswered. These gaps usually fall into one of three categories:
Keyword Gaps – Topics people search for, but you don’t rank for.
Journey Gaps – Stages of the buyer’s journey you haven’t covered.
Competitor Gaps – Content your competitors have that you don’t.
These aren’t just missed opportunities — they’re open invitations for your competitors to win the leads that should be yours.
Why this matters: Content Gaps = Revenue leaks
Here’s what a content gap looks like in practice:
Someone searches "best CRM for solopreneurs" → You don’t appear.
Someone compares “Notion vs ClickUp” → You’ve never written about it.
Someone Googles your pricing → You have no dedicated page.
Each of these moments is a leak — and over time, they add up to thousands in lost revenue.
The 5-Step content gaps analysis process
Step 1: Inventory what you already have
Start with a content gaps template (spreadsheet or tool). Log:
URLs
Target keyword
Buyer journey stage (TOFU/MOFU/BOFU)
Performance metrics (rankings, traffic, leads)
Your goal: get a full view of your content landscape — what exists, what performs, and what’s missing.
Tip: If you use a platform like Semactic, it automatically maps this for you with built-in workflows.
Step 2: Compare against competitors
Now run a content gap tool comparison using Semactic, Ahrefs or Semrush.
Identify:
Keywords they rank for that you don’t
Content formats they use (vs, pricing, tools, how-tos)
Landing pages or cluster pages that drive traffic
Use a content gaps analysis example to isolate high-intent pages — these often deliver the biggest lift in leads.
Step 3: Map to the buyer journey
Even strong content can miss the mark if it doesn't match intent.
TOFU (Top of Funnel): Broad educational topics
MOFU (Middle): Tool lists, case studies, how-to comparisons
BOFU (Bottom): Pricing, demos, “vs” pages, ROI calculators
Most websites overinvest in TOFU — and neglect BOFU. That’s where leads are lost.
Step 4: Analyze the SERP, not just keywords
Before creating new content, study the Search Engine Results Page (SERP) for your target keyword:
What type of content ranks? (blog, tool, video, listicle?)
What subtopics or questions appear?
Can you add more value, insight, or clarity?
This ensures you’re not just writing — you’re writing to win.
Step 5: Prioritize and patch
Turn your findings into a focused action plan:
Prioritize by intent and potential (BOFU > MOFU > TOFU)
Dedicate one page per keyword — don’t dilute
Include internal links and a clear CTA
Track performance by rankings, traffic, and conversions
Bonus: Platforms like Semactic generate your editorial roadmap and assign tasks directly — no need for separate planning tools.
Quick wins to patch content gaps fast
Need a head start? Begin with these:
Create a “Competitor vs You” comparison page (bottom-funnel gold)
Turn your pricing email into a searchable pricing page
Add internal links from high-traffic articles to lead-gen pages
Each closes a small gap. Together, they stop the bleeding.
Final thought: don't just create - Close the gaps
More content ≠ better results. Better coverage of what your audience actually needs? That’s what drives conversions.
With this 5-step content gaps analysis process, you’ll stop guessing — and start building a content engine that attracts, converts, and compounds.
A content gap is a missing piece in your content strategy where a user’s search intent isn’t met. It’s the blind spot between what your audience is searching for and what your site actually provides. This includes missing topics, unanswered questions, or content that fails to guide users through their decision-making journey. Content gaps silently leak traffic, leads, and revenue — often in places you don’t expect.
There are three main types of content gaps:
Keyword Gaps – Topics your audience is actively searching for, but your site doesn’t rank for. Journey Gaps – Missing content across the buyer journey (e.g. no BOFU content like pricing or comparison pages). Competitor Gaps – Content your competitors have created (and rank for) that you haven’t addressed yet. Each type represents a lost opportunity — and an open door for your competitors.
Start by auditing your existing content. Log each page with its keyword, funnel stage (TOFU/MOFU/BOFU), and performance metrics. Then compare this with competitor content using tools like Semactic, Semrush, or Ahrefs. Finally, analyze the SERP for each keyword to see what’s ranking and what questions go unanswered. The goal: identify high-intent gaps and map them to the buyer journey.
Tip: Tools like Semactic automate this process with semantic maps and action-ready workflows.
Let’s say you're a CRM software company, and someone searches: “best CRM for solopreneurs” → but you don’t have a page targeting that term. That’s a keyword gap.
Or a prospect is comparing: “Notion vs ClickUp” → and you don’t have a competitive comparison page. That’s both a competitor and journey gap.
Or someone Googles your pricing, but there’s no dedicated page. That’s a bottom-of-funnel gap — and likely costing you leads.
Céline Naveau
Céline is medeoprichter van Semactic, het toonaangevende Europese platform voor SEO-activatie en een pionier in Generative Engine Optimization (GEO). Met meer dan 10 jaar ervaring in SEO combineert ze diepgaande expertise als consultant — vooral voor e-commerce- en nieuwssites met veel verkeer — met een toekomstgerichte visie op search. Voor ze Semactic oprichtte, leidde Céline een team van specialisten in search marketing, social ads en analytics bij een toonaangevend Belgisch digitaal bureau. Ze bekleedde ook sleutelrollen in marketing en projectmanagement bij zowel nationale als internationale bedrijven. Vandaag zet ze zich in om de volgende generatie strategieën voor organische zichtbaarheid vorm te geven, waarbij SEO en GEO samenkomen om digitale teams strategische controle en meetbare impact te bieden.
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Dank je wel! Je inzending is ontvangen!
Oeps! Er is iets misgegaan tijdens het verzenden van het formulier.
If your marketing feels stuck in planning mode, you're not alone. Most inbound strategies stall not because of a bad idea—but because they never get implemented.