Content is the backbone of SEO. But for local businesses, it’s not just about throwing out any content—it’s about delivering the right content, the stuff your competitors missed, the information your audience is actually searching for. That’s where content gap analysis comes in.
But here’s the problem: most content gap strategies are designed for massive, enterprise-level companies. If you’re a local business, the game is different. The competition isn’t creating a content goldmine, and data is often scarce. So how do you crack the code for local SEO?
Simple: you adapt the traditional content gap analysis for the local landscape. Let’s break down how to do that and find the gaps that can help your business dominate the local market.
What Is a Content Gap Analysis?
At its core, a content gap analysis identifies where your content is lacking compared to your competitors. By filling those gaps, you bring in more traffic and guide more potential customers through the door.
For local businesses, it’s not about producing endless blog posts or spamming your audience with sales pitches. It’s about finding the right gaps—what’s missing from your site that potential customers are searching for? The goal is to uncover untapped opportunities that push your local business up in rankings and convert browsers into buyers.
The Challenges of Local Content Gap Analysis
If you’ve ever tried to run a traditional content gap analysis for a local business, you know it’s not as simple as following a checklist. Here’s why:
1. There’s Not Enough Data
For local businesses, your competitors probably don’t have a ton of content either. That makes pulling meaningful data from them a grind. In a local market, many websites are thin, offering basic information like hours and services without the deep content libraries you might find on national or global sites.
2. The Content Isn’t Great
Even if you do manage to gather data from local competitors, you might realize something: the content itself is mediocre. In local search results, thin pages can rank simply because there’s nothing better out there. So how do you learn from competitors when there’s not much to learn?
The answer: you don’t just follow the competition. You go beyond, leveraging your local expertise and unique business angle to provide better, more valuable content.
How to Find Content Gaps for Local Businesses the Right Way
Forget the old school, enterprise-level methods. Here’s how to build a winning content gap analysis for local businesses:
1. Use Google Search Console to Spot Opportunities
Google Search Console (GSC) is your best friend when it comes to finding content gaps for local businesses. Here’s how to do it:
Log into GSC for your client’s website.
Head to the Performance section and filter by Impressions.
Set the filter to “greater than” a specific number (like 100 impressions) to find queries that get views but no clicks.
What does this tell you? It reveals which search terms you’re ranking for but aren’t converting on. In other words, you’re showing up, but your content isn’t hitting the mark. These are the golden opportunities to refine your content, add new keywords, or even create new pages entirely.
2. Analyze Queries and Pages
Once you’ve identified the high-impression, low-click queries, dig deeper. Click on a query in GSC and see which pages are tied to it. Then ask yourself:
Does this query make sense for this page? Maybe the query deserves its own page or blog post.
Is the content lacking? Expand your content to address the search intent behind the query. Maybe your content is too thin or doesn’t directly answer the searcher’s question.
Do I need to optimize for local intent? Incorporate local keywords and references to stand out in local searches.
3. Use Google Analytics for Site Search Data
If your site has a search bar, dig into the data on what people are searching for on your site. If users are searching for something that you don’t cover well—or at all—those are content gaps you can fill with blog posts, FAQs, or dedicated service pages.
4. Look at the SERPs (Search Engine Results Pages)
When researching content gaps, it’s not just about what’s missing from your site—it’s about what’s missing from the entire local SERP.
Use tools like BrightLocal or GS Location Changer to mimic local search results. Pay attention to these SERP features:
People Also Ask: What related questions are popping up? Incorporate these into your content as headings or FAQs.
Featured snippets and rich results: Aim to optimize your content to capture these high-visibility positions.
Local-specific information: Are your competitors mentioning local landmarks, events, or specific neighborhoods? Make sure your content reflects local relevance.
5. Craft Better, More Relevant Content
Once you’ve spotted the gaps, it’s time to fill them with high-quality, relevant content. That means going beyond the basics. Local businesses often skip over valuable opportunities like explaining local industry trends, answering common customer questions, or sharing community involvement.
For example, a local plumber can write a blog on “How to Prevent Frozen Pipes in Dallas Winters”. It’s a local problem, and your content will speak directly to your audience.
6. Don’t Forget the Basics
While you’re focusing on content, don’t forget the technical SEO basics. Make sure your pages load fast, your titles and meta descriptions are optimized, and your images are tagged with alt text. These small but essential factors help Google understand your content and push it higher in search results.
Conclusion
Content gap analysis isn’t just for the big players. For local businesses, finding content gaps—by analyzing what’s working, what’s not, and what your competitors are missing—can be the key to local SEO success.
It’s not about copying what others are doing. It’s about outperforming them with content that’s more valuable, more relevant, and more local. With the right tools and strategies, you can build a content strategy that fills the gaps and gets your business to the top of local search results.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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