how to do an effective content gap analysis for se with timestamps YoutubeScribe.com

[0:00] In this video, we’re going to fill in the
gaps in your content marketing strategy with
[0:04] a seriously cool content gap analysis.
[0:07] Stay tuned.
[0:07] [Intro Music]
[0:11] What’s up guys, it's Sam Oh here with Ahrefs,
the SEO tool that helps you grow your search
[0:16] traffic, research your competitors
and dominate your niche.
[0:19] And today I’m going to show you how to do
a little bit of incognito work on your competitors.
[0:23] More specifically, you’ll learn 3 hyper-effective
content gap strategies that should give your
[0:28] content marketing and blogging
efforts a friendly boost in traffic.
[0:32] So let’s jump right in.
[0:33] The first content gap analysis we’re going
to do is to find keywords that your competitors
[0:37] rank for, but your website isn’t ranking
in the top 100 Google search results.
[0:42] So I’ll go to Ahrefs’ Site Explorer tool
and here, you can enter in a URL or domain.
[0:46] So, in our case, since we’re looking for
new blogging topics, I’m going to do a prefix
[0:50] search on Ahrefs blog.
[0:52] Next, I’ll click on the Content Gap
tool in the left sidebar.
[0:56] Now, when you’re looking for new keywords
to target, this top section here is where
[1:00] you’ll need to enter in the domains or URLs
of your competitors in organic search.
[1:05] So here, I’ll put in moz.com/blog/,
 yoast.com, and backlinko.com.
[1:12] If you’re not sure who your competitors
are, then you can use the competing domains
[1:16] report right here within Site Explorer to
find websites that are ranking for similar
[1:20] keywords as your site.
[1:22] Now, for Moz’s blog, we’ll have to make
sure that the mode is set to prefix, since
[1:26] we only want to find keyword topics from their blog.
[1:29] And you’ll see right here that their blog
posts all have URLs prefixed with /blog/.
[1:34] Now, as for Yoast and Backlinko, we can leave it
as a domain search since their blog post URLs
[1:39] are just domain.com slash slug.
[1:42] And for our own blog, we’ll have to make
sure it’s also set to “prefix” since
[1:45] our posts are all under the /blog/ subfolder.
[1:48] Now, before we hit the “show keywords”
button, let me add a little bit of context
[1:52] as to what we’re searching for here.
[1:54] In the first part, we’re asking Content
Gap to show us keywords that any of these
[1:58] websites rank for, where at least one of the
these sites ranks in the top 10 of Google’s
[2:03] search results.
[2:04] And the final condition is that this site,
which is our blog, doesn’t rank at all in
[2:09] the top 100 Google search results for that keyword.
[2:12] But I want to make our results even more relevant,
so I’m going to change the “show keywords”
[2:16] filter from “any” to "all" of the below targets.
[2:19] So we’ll only see keywords where all 3 of
our competitors have pages ranking somewhere
[2:23] in the top 100, but our own site is not seen there.
[2:26] And in almost all cases, I recommend leaving
the “top 10 ranking” checkbox checked.
[2:31] Now, I’ll run the search.
[2:32] So you can see here that we have 492 keywords
where every single one of these sites are
[2:37] ranking in the top 100 Google search results
and at least one of them ranks in the top
[2:42] 10 for a target keyword.
[2:43] Now, the ones that immediately stand out are
the keywords “seo copywriting” and “video seo."
[2:49] You can see that all 3 of our competitors
are ranking decently high, which tells me
[2:53] that they have made some kind of intentional
effort to target these topics, and probably
[2:58] for good reason.
[2:59] These would both be perfectly relevant for
our business too, so I’ll make a mental
[3:03] note to create content around these topics.
[3:07] And from here, I can click on the SERP dropdown
to see the top 10 ranking results and even
[3:11] click here to see the top 100 results!
[3:14] Also, there’s are a couple really valuable
shortcuts that will help your workflow.
[3:18] If you click on the caret beside any of 
these numbers, you can get some quick stats
[3:22] on the page plus shortcut links to your favorite reports
[3:25] like the backlinks report or organic keywords report.
[3:29] And you can also click on any of these 
numbers to open the respective page.
[3:32] Now, if you find that there are too many keywords
in here, you can narrow down your results
[3:36] even further by clicking the plus
button and adding more competitors.
[3:41] And you can add up to 10 competitors here,
but I’ll just add one more and run the search again.
[3:46] And you can see that the results set
has shrunk to 423 keyword ideas.
[3:50] Now, if you’re on the other end, and you’re
not getting enough keyword ideas, you can
[3:54] change this filter from “all of the below
targets” to something like “at least 2
[3:59] or 3 of the below targets” or “any of
the below targets.”
[4:02] So I’ll set this to at least 2 of the below
targets and run the search again.
[4:07] And now we’re exponentially higher
at over 8,000 keyword results!
[4:11] And if that isn’t enough for you, then you
could also uncheck the top 10 Google ranking
[4:15] requirement.
[4:16] Then you’ll see we’re at just under 48,000
results, which is just bananas!
[4:22] But you’ll also find phrases that you probably
have no interest in targeting.
[4:25] So I recommend starting narrow and
then broadening your search from there.
[4:29] Pretty cool, right?
[4:30] If all of your competitors are going after
these keywords, then why wouldn’t you target
[4:34] them when all of the data is right in front of you?
[4:37] Alright, the next way you can use the Content
Gap analysis tool is for a content refresh.
[4:42] And by content refresh, I’m referring to updating
your old articles to a new and current version.
[4:47] So, we’ve seen significant boosts in organic
traffic when we update old content on the
[4:52] Ahrefs blog. So this is definitely a blogging
strategy that I highly recommend.
[4:57] So the way this strategy works is to search
for other relevant pages that are ranking
[5:00] high in Google’s search results for your
target keyword and then to find sub topics
[5:05] that you can include in your new and up to date post.
[5:08] So, for example, in our organic keywords report,
I’ve filtered down the results for keyword
[5:12] terms between positions 5-10.
[5:15] And you can see that we rank in position 7
for the keyword phrase “link building.”
[5:19] If I click through to our article, you can
see that this was published in 2016, so it’s
[5:24] probably due for an update.
[5:26] So from here, I can click on the SERP dropdown
here and copy and paste a few of these URLs
[5:30] in the top section of the Content Gap tool.
[5:35] Finally, I’ll paste our link building guide
in the bottom section where it says “But
[5:39] the following target doesn’t rank for.”
[5:42] And again, I’ll start with the “all of
the below targets rank for” filter and broaden
[5:46] my search from there, if needed.
[5:48] And boom!
[5:49] There are about 30 keywords here which tells
me that there are actually quite a few things
[5:54] we might be missing in our guide.
[5:55] And from the looks of this report, I can see
that if and when we update this post, we may
[6:00] make note of “SEO links”, “link building
campaigns”, and possibly have a short section
[6:06] on explaining what backlinks are.
[6:08] How awesome is that?
[6:10] From what I’ve seen, this feature is unique
to Ahrefs where you can do a content gap analysis
[6:14] on exact URLs and prefix searches.
[6:17] Now, you don’t need to limit
yourself to only old content.
[6:20] You can do this exact same thing with one
minor tweak that will basically have content
[6:25] gap write an entire outline for
a new post you want to create.
[6:29] Just leave this bottom section blank and boom!
[6:32] You now have a list of 83 keywords that are
highly relevant to this topic.
[6:37] And we know this because all of the top ranking
pages for the parent term, “link building”
[6:41] are also ranking for these other relevant keywords.
[6:44] Alright, so the last use case I want to share with
you today is one regarding consolidating content.
[6:49] Now, there’s a good chance that you’ve
written about the same topic on more than
[6:52] one occasion.
[6:53] So rather than battling with your own pages
in Google search, you can compare two or more
[6:58] of your articles, see which one is ranking
best, and then merge the posts together.
[7:04] So I’ve already put two URLs in Content
Gap from our blog.
[7:07] The first one is about growing website traffic
and the other is about increasing website traffic.
[7:13] So basically the same thing.
[7:14] By leaving this setting to “any of the below
targets” and searching for only keywords
[7:18] where either of these pages rank in the top
10 search results, you can see that the first
[7:23] article is performing much better in Google search.
[7:27] So from here, we would analyze the second
article and see if any points from here could
[7:31] be integrated into the more dominant piece.
[7:34] Then, we would redirect the less dominant
article to the one that seems to be better
[7:38] serving the searcher’s intent.
[7:39] Now, I’m sure you can see how this simple
little tool can provide powerful insights
[7:43] for your content strategy.
[7:45] So give content gap a shot and find new topics
you probably should be targeting.
[7:50] Use content gap to update some of your old content.
[7:53] And use content gap to create new blog posts
with this data-driven strategy to maximize
[7:58] your organic keyword rankings.
[8:01] And that wraps up this video on data-driven blog topics.
[8:04] Make sure to subscribe for more actionable
SEO and marketing tutorials.
[8:08] And don’t be a stranger.
[8:09] If you have any questions related to the content
gap analysis or you just want to say hey,
[8:13] then leave a comment and I’ll be sure to get back to you.
[8:15] Sam Oh, signing out.

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