Content Gap Analysis SEO — Step-by-Step Guide & Transcript

[00:01] cool dude. Same exact strategy as put the stuff up, you retune. And here's how at this page right here. It's going through its third phase here. Three. It's gone through three iterations. That's three content gap analysis page

[00:15] here you go. Here's how you want to do this. So we're going to take this page here as the example. Now, I like the colors, but there's nothing fancy here. So you can do this multiple ways, but here's what I would start with. And what

[00:28] we want to do is we want to come inside of here once we've identified the page. Impressions, we have clicks, and we have average position on. And down, we're looking for positions that are low, but are generating clicks with high

[00:41] impression share. Generally, if you have low position, but a lot of impressions with a few more ads, and we're going to go through this in a second to the page, you can really pick this page up the rankings. But what we're doing is we're

[00:56] gathering this list. Generally, what we'll do is we'll export it like this. All right? So we're going to bring this over. Now we have all of our pages in a list. All right? Now again, the equation is very simple. High click or high

[01:09] impression share and very low rank. So if I start seeing things like this where I come down here, so the next analyzation is you cherry-pick the ones impression or they're starting to get some type of click. Make your list.

[01:23] Let's just pretend that this is your master list right here. But let's just impressions. This is usually a clear and there's a high probability of getting more searches. And then this

[01:35] right here is we have 25 clicks have been generated. So people are It's interesting. Google is rewarding us with traffic. The traffic you receive, or the potential traffic impressions, is what your page is about. So you don't want to

[01:48] Google work. There's a bunch of search volume, you give me 25 clicks, there's a bunch of potential traffic here, then on top of it I do a double-check inside of and I see there's volume. What we want to do then is we come over here, and the

[02:03] going to take a look at this page here. We're going to do a control F. We'll go here, control F. It's not even on It's not even on the page. The phrase is not even on the

[02:18] page. Do you think Google's already rewarded me with 25 clicks. Google is already said I'm number seven for this, and the term doesn't even show up on the flipping page. Do you think that this would allow us to jump position? Well,

[02:31] here's the next step. Let me share this with you. So, you come on over here, and see all the opportunities that Lighthouse Houseman had? Go check your leaving on the table? And now, let's keep moving on. So, we've identified a

[02:45] phrase, so living in a lighthouse. So, we're going to go back to this page, and on the page? Okay, it does not. So, the first thing I wanted to do is where can I add this phrase? Because Google's showing me

[03:00] impressions, even giving me clicks for this phrase, but it doesn't even show up on the page. Google already thinks I'm relevant for it. Add it to the page. you wrote your content. This gentleman here, he wrote this, right?

[03:13] add it once or twice, but then I'll get more Chris, how many times should I add Take a look over here. We're going to go back over. We put the phrase in, and you want to know how many times to add it? Well, ah, here we go. Now, this is a

[03:28] government page, but still this is an informational piece. Do they say it on the page, yay or nay? So, they have at, so they put it in their title tag. They so they put it in their title tag. They are heavily optimized. Uh H1 tag, so

[03:40] living in a lighthouse, four separate words. Anytime that shows up on the page, I can still be tuned for that phrase. Are you with me? So, living in free tool. >> three times.

[03:54] >> And then I'm assuming he already has this. Five. So, there we go. So, living here. Aha. So, there we go. So, here's why we're Google's giving me some type of reward because it shows up on the page,

[04:08] just not in the exact match the exact phrase doesn't show. So, if he adds that exact phrase, guarantee he hits the first page. Or he's going to definitely, no question in my mind, move up from this will stop jumping around and it'll

[04:21] be a solid first page hit or it'll be a solid listing. It might be nine. It might be seven. It might be 10. He will go up and it will stay. Do you get this concept? Excellent. And this is what you want to do if you have the budget. Once

[04:34] a month you're doing refresh, right? Most businesses do it every 90 days, right? But when you're doing a first when you're first doing a setup and you lay in your pages, right? You lay in the I call it the skeleton. You lay in the

[04:46] page. You put in the elements, okay, we're tuned here. All right, we got the to put the calls to action. All right, break that up. All right, let's get the about the county. Let's talk about the sub service in this area. Anything

[04:59] that's relevant, right? Let's lay it in. Break it up with the calls to action. Let's hit our, right? You get it? Let's take care of our internal linking and then let's get indexed. Then you're going back to re-optimize, add your

[05:12] pretty photos, put it into position, and get it however you want it. Meanwhile, we're also doing page refreshes and leaning into what Google's rewarding you Unless you're a single service single location, that hub page is pointing to

[05:26] pages that make you dollars. Your website is there to assist a customer see your service and its value. Secondly, it's to give them information, be scratched, a service request, or they have a question. Which one is it?

[05:39] Commercial information. Your job is to be in front of them. And then how do you want to be in front of them? In as many places as possible. Maps, local service, organic ads. That's it. Top of mind. Increase the overall probability of

[05:53] That's the name of the game. Duplicate content is not a penalty. Pest Control, Flemington, New Jersey. Okay? And then you have your Pest Control in Newark.

[06:05] And you may or may not know this already. So, Green Yelp Elrich, right? Or whomever or however you pronounce it, right? Narsol Horizon. Next element is this. We scroll down, we're in Flemington now. Here's Elrich, so they

[06:20] moved up. Viking moves in position. We have Fox and Yelp. Did you notice something? Different SERP position. So, what's this tell us? These are two entirely different SERPs. So, even if I directly 100% copied the content, it

[06:35] separate SERPs. Google doesn't Plus, you're looking to change the code. The only way that I would be concerned about that is if Google is not giving me any type of play, at least on the first run. See, the first run, the last thing I

[06:48] want to do is spend a whole boatload of money writing a bunch of unique pages. I want to know is Google going to index me? Is Google going to reward me? Does Google even think that I even qualify? Do I show up in the top 100 in these

[07:01] locations for this term? Yea or nay? Because what we'll do is we'll find a state, we'll launch the 500 different cities, we'll see which ones hit and get rid of the rest. Then we'll start our refresh process. That's how it is. I

[07:13] don't want to spend the money up front. Like, if I get if I did a page that's the same thing and it hits top three, I want to spend money going back? Heck, no. It's about reaching the goal in the shortest amount of time with the lowest

[07:27] want to spend a bunch of money cuz lower work, lower time is lower dollars. That means a higher value proposition for the end customer. That's what they want, businesses. Like, I Depending on your niche, time frames to switch over. And I

[07:42] with you. You'll be able to see a time frame that it took to take all of the informational content, get rid of that, and then start honing in on high commercial intent location-based service pages, pull up the skeleton, and then

[07:58] start creating your informational content. No, pest control, especially in cold places, is a very seasonal business. In August or the beginning of September, right? So, look it. So, you could see, as soon as we kill No, I

[08:12] don't want to use that term. As soon as we re-optimize Read. What matters is getting the core concepts in position, answering all the questions. So, I answer everyone in the funnel to convey my expertise. That's what matters,

[08:25] right? And then I don't want Google to be confused. And don't be If you're working with an agency, don't be fooled by production of informational content that gives you short-term spikes of of not even clicks, but impression

[08:40] share. I'm just saying. Like, the I see this all the time. They're doing six blogs like anything that's just set, like, okay, this is part of a package, and it's not custom work or changes every month. Like, you don't have custom

[08:52] re-evaluate the way you're doing your content marketing. That's all. All Take a look at this. So, when we see this, you could see I probably did it I think we did it in here, to be honest with you. 925, like, August here. So,

[09:06] this is where we saw our pop. But the problem was Not a problem. Budgets, time, seasonality, um other thought processes going on, is that if you don't go back and re-optimize, if you don't go do keyword gap analysis, if you don't

[09:19] build links, you don't have any social presence, and then you just lean into what's working, which is maps, you're going to fall behind. You're going to stay stagnant then. Yeah, like, you got an initial pop. We went from

[09:31] informational terms all fell, impression share dropped, but what went up? Well, keywords that actually matter, high commercial intent. Big difference. Do you want to be on your way to winning who needs pest control in a city or buy

[09:45] pest control in a city, right? I want both.