A content gap refers to a topic, subtopic, or keyword that a business hasn’t yet created content around, despite it being relevant to their audience — often identified by seeing that competitors rank well for it, or that it shows meaningful search volume with no corresponding page on your own site.
Content gap analysis is typically done by comparing your site’s existing content and keyword rankings against several direct competitors, surfacing keywords they rank for that you currently don’t, or emerging topics in your industry that haven’t been addressed yet at all.
Filling genuine content gaps, rather than just publishing more content generally, tends to produce a much stronger return, since it targets real demonstrated demand that isn’t yet being served well.
Content gap analysis is a standard first step in our SEO Content Strategy engagements.