MarTech

How To Use Gap Analysis To Drive Traffic To Your Website

Gap Analysis

Gap Analysis is a content strategy and SEO technique used to find gaps in the content sets on a particular website. It results as a process in which you map the main questions, objectives and concerns of your customer throughout their purchase journey to later compare it with your current content offerings.

By comparing the result to the actual goal, companies can determine what they need to work on to improve their performance and get on the right track faster.

There are two main types of Gap Analysis; There is the internal Gap analysis and the competitive Gap Analysis. The application of a strategy such as Gap analysis is a process that starts from the idea of ​​understanding in depth where you are and where you want to go.

How to Use Gap Analysis in Four Steps

To apply a Gap analysis strategy it is necessary to first do a content audit analyzing the SEO and the possible gaps that may have occurred.

This way, it will be easier to determine what type of content or ideas can help improve traffic. At the same time, you can eliminate these spaces between the expectation and the delivery of content. Some of the questions to ask yourself are:

  • Where are you? What is your current situation? It is something that you need to analyze in order, from the answers you get, to go where you want to go.
  • What is your goal? Where do you want to go and why? Establishing the future objectives of your content strategy will help you understand the route you should take at all times.
  • How far are you from your goal? At this point you will understand the depth of the gap you are facing in order to reach your final goal.
  • How can you do it? Discovering how to use Gap analysis effectively to achieve your goals will help you determine the appropriate action plans.

How to use Gap analysis to measure your internal content

If you are dedicating time and effort to build a brand that adds value to the lives of your users, surely you are creating content. Keeping that content useful for the lives of your audiences should be the priority.

In this sense, it is important to visualize the results of your plan and be clear about how to use Gap analysis. Content gaps typically include:

  • Updated content: When was the content last published or updated?
  • Scope: Does the content offers all the details of what users are looking for?
  • Ease of use: Can you easily read and understand what is on the page?
  • Wow factor: Is this content impressive enough to share?

First try to find the gap on your website and then create excellent content to fill the deficiencies detected. 

All this will improve the user experience, increase the engagement of your content and almost certainly increase traffic to your website. And best of all, it will be a qualified traffic.

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