Content · Intermediate

Content gap

A content gap is a topic, question or keyword your audience cares about that your site doesn't cover, or covers less well than competitors. Finding and filling gaps is one of the quickest ways to grow search visibility.

By Thryv StudioUpdated

Category
Content
Level
Intermediate
Found by
Comparing your pages with competitors' and with buyers' questions
Levels
Site (missing topics) and page (missing sections)

What is a content gap?

Gaps exist at two levels. At site level, competitors rank for topics you have no page for. At page level, your page on a topic misses sections or questions that competing pages answer.

How to find gaps

  1. Compare your page with the pages ranking for its keyword.
  2. List the sections and questions they cover that you don't.
  3. Collect questions from customers, sales and "People also ask".
  4. Check which questions AI assistants answer by citing competitors.

How to fill them

Add missing sections to existing pages where they fit the same intent, and create new pages for distinct topics.

Frequently asked questions

Should I copy what competitors cover?

Cover the topics, in your own words and with your own expertise. Copying adds nothing new.

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