Content gap

A content gap is missed demand you could serve with one good page. On a small site, every page has to pull its weight. New pages mean writing, design and links. If you ship the wrong ones, you slow yourself down.

Think in topics, not phrasing. If people search “pricing calculator for saas” and “saas price calculator”, that is one page, not two. Link it from your pricing hub, for example /pricing.

1. 1

   Compare queries you rank on with rivals

   List the queries rivals rank for where you do not. This is a keyword gap. Use your Search Console queries as the baseline, then export rivals’ ranking queries from any tool you use.

2. 2

   Read a rival’s sitemap

   Open rivalsite.com/sitemap.xml. Scan the URLs. Note pages that map to topics you do not cover, like /guides/getting-started or /compare/yourtool-vs-alt.

3. 3

   List SERP questions against your pages

   Search the topic. Copy the People Also Ask questions and the related searches. Check if you have a page that answers each topic-level question. If not, that is a gap.

4. 4

   Check your own hubs

   Open your hubs like /guides, /pricing, /integrations. Do they link to all core subtopics? Missing links often mean missing pages.

Example: you sell onboarding software. Rivals rank for “user onboarding email examples”. You have no page. That is a content gap worth a single page linked from /guides/user-onboarding.

• Match search intent. If the results show templates, ship a template page. If they show comparisons, ship a comparison.
• Favour bottom and middle of funnel. Queries like “yourproduct alternative” or “{task} software” usually matter more than definitions.
• Check difficulty and footprint. If page one is all broad guides from huge sites, pick an angle you can own or pick another gap.
• Avoid overlap. If an existing page could answer the topic with a new section, update it instead of adding a new URL.

A good pick is specific, aligned with your product, and can win links. “Onboarding checklist pdf” as a downloadable checklist beats a vague post on “what is onboarding”.

1. 1

   Write for the job to be done

   State the problem that query signals. Show the steps, examples and artefacts a searcher expects. If templates rank, include real templates.

2. 2

   Align title and slug

   Title under about 60 characters. Use the main phrasing once. Keep the URL short, like /guides/user-onboarding-emails.

3. 3

   Build the hub link

   Link from the parent hub and related pages. Example: add an internal link from /guides/user-onboarding and /pricing to the new page.

4. 4

   Ship evidence

   Add screenshots, code, or a sample file. Make it citeable. That helps both ranking and future AI summaries, as of 2026.

5. 5

   Add comparison and next steps

   If the topic leads to your product, show how to do it with your tool. Add a clear next step and relevant FAQs.

A fixed page looks like a focused guide with a clear H1, useful subheadings, one main intent, and links to and from the right hubs. Not two near-duplicates on the same topic.

• In Search Console, track impressions, clicks, and queries on the new page over 28 days.
• Check average position on the core query. Watch for cannibalisation with existing pages.
• Add internal links from any new related pages. Keep the hub updated.
• If the page stalls, expand sections that match intent, add examples, or merge with a stronger related page.

Avoid measuring by word count or publish volume. Measure by pages that gain queries you did not rank on before, and that lead to signups or contacts.