Content gap analysis: a step-by-step method and prompt

A content gap analysis compares the topics your competitors cover and rank for against the topics your site covers, then lists the gaps worth filling. The result is a short, ranked list of new pages and page updates that match what your buyers already search for.

What it is

There are two kinds of gaps. A missing page gap is a topic you have no page for. An intent gap is a topic you have a page for that does not fully answer the query, so a competitor with a more complete page outranks you. Both show up when you lay your content next to the pages that rank.

The analysis is only useful if you filter hard. Many gaps are irrelevant to your product. The aim is to find gaps that sit close to a buying decision or support a pillar you already own.

When to use it

• You are planning next quarter's content and want evidence, not guesses.
• A competitor's organic traffic grew and you want to know where from.
• Your topical map feels thin in one pillar.
• Sales hears questions that no page on your site answers.

Step-by-step method

1. Pick 3 to 5 search competitors. Search your top ten target keywords and note the domains that appear most. Include non-rivals like publications if they keep ranking.
2. Export their ranking pages. Use a keyword tool's competitor report, or list pages from their sitemap and blog navigation if you have no tool.
3. Export your own coverage. List your pages with their main topic, plus queries from Search Console where you get impressions.
4. Diff the lists. Mark each competitor topic as covered, partly covered or missing on your site. Group near-duplicate topics together.
5. Score each gap. Rate business relevance (0 to 3), search demand (0 to 3) and difficulty (0 to 3, lower is easier). Gaps with high relevance and low difficulty come first.
6. Check intent for the top gaps. Read the top three results for each. Note the format (guide, list, template, tool), depth and any angle nobody covers well.
7. Turn gaps into actions. For missing topics write a content brief. For intent gaps, plan a content refresh of the existing page.

Ready-to-use prompt

You are an SEO strategist doing a content gap analysis for [COMPANY], which sells [PRODUCT] to [AUDIENCE].

Our pages (url and main topic): [PASTE]
Our Search Console queries with impressions: [PASTE]
Competitor ranking pages (domain, url, topic, keyword if known): [PASTE]

Tasks:
1. Group competitor topics into clusters and mark each as Covered, Partial or Missing for us.
2. Score each Partial or Missing cluster: Relevance to our product (0-3), Demand (0-3, use data only if provided), Difficulty (0-3).
3. Return the top 15 gaps sorted by (Relevance + Demand - Difficulty).
4. For each, recommend New page or Refresh [OUR URL], a working title, the format that ranks (guide, list, template, tool) and one angle competitors miss.

Output one markdown table. Keep reasoning to one line per row. Do not invent volumes or rankings.

Checklist

• Search competitors chosen from real results, not assumptions
• Competitor ranking pages exported
• Own pages and Search Console queries exported
• Topics grouped to avoid duplicate rows
• Each gap marked covered, partial or missing
• Gaps scored on relevance, demand and difficulty
• Top gaps checked against live results for format and angle
• Each top gap assigned as a new page or a refresh

How Thig automates it

The SEO agent compares your site against the competitors listed in your Competitor Analysis document and posts ranked gap opportunities to your feed. Approve one and the Writer agent drafts the brief and article in your brand voice.