If you’re wondering why certain pages on your website aren’t ranking for the keywords you think they should be ranking for, and you want to create or modify existing content with a laser-focus on getting results, you need to do a Content Gap Analysis and then bridge that gap with a Semantic Keyword Strategy.
To get started, you need to know what kind of content you already have, who your typical users are, and what kind of content you think they are looking for. To answer these questions, you will need:
- A spreadsheet listing all your page URLs and notes about each page’s content
- A general description of your website user personas
- An outline of your website’s user journey
Let’s start by exploring one way to do a basic Content Gap Analysis. First, create a grid that lists your user personas in the first column, and maps your user journey across the top. Fill in the grid with notes on what the users want at each step in the Journey, what you want the users to do, and what kinds of content will best meet both objectives along the way.
Compare your User Journey grid to the spreadsheet of your website’s content. Are there pieces of existing content that don’t quite match up to your users’ needs or your business goals? Are you missing pieces of content altogether? Do you have a piece of content that could rank for keywords related to its target keyword, but it doesn’t? These are signs of a content gap, and here’s how a Semantic Keyword Strategy can bridge that gap and deliver the results you’re looking for.
Semantic keywords are the supporting cast members to your content’s headlining target terms. Using synonyms, close variants and topically-related keywords on a page can help build up – or “proof” – the relevance of the page, as well as match up content to the searcher’s intent.
Conduct semantic keyword research by looking at competitors’ sites, keyword tools, and reference materials to find “relevant” terms. When added to your existing content that has a gap, you help the search engines better understand what your page is about, and help meet the needs of your visitor personas with content that’s richer, more helpful and natural in its language. Plus, you take better advantage of content and work that you’ve already done.
With a content gap analysis and a semantic keyword strategy, you could expand your keyword footprint – ranking for more relevant keywords – and improve your visitor conversion goal metrics without necessarily having to create a whole bunch of new pages. Start today with our free Content Gap Analysis and Semantic Keyword framework.