How To Identify Content Gaps On Your B2B Website

Posted on 11/11/2016 by Team Hallam

If you want to drive more traffic to your site, whether organic or paid, creating quality landing pages can broaden your reach in the search engine results. But how do you know which pages to create and where should you start?! Read on for my tips on identifying gaps in your website's content and filling them.

Start with the Basics

There are certain pages every B2B website should have, regardless of their industry. It’s a good idea to make sure you have these first, before creating any additional content. Researching how your competitors use these pages can give you a good indication of how to structure them on your own website. These pages include:

  • Service pages – Does each of your services have a dedicated, well-optimised landing page?
  • Product pages – Can visitors to your website easily find your product range?
  • Industry pages – If you work across a number of different industries, having landing pages for each of these can help to instil confidence in your brand from visitors in these sectors.
  • Case studies – Trust signals are an important part of building relationships with potential customers, make sure you have several on your site.


Research Your Keywords

Once you have the basics covered, you can start to think about expanding your website’s content. You may think you know exactly what words and phrases your customers use to find products or services like yours, but conducting some keyword research can help you discover additional terms which you could create landing pages for to capture even more traffic.

There are a couple of free tools available which can provide you with a wealth of information relating to the keywords your potential customers are using.

Moz Keyword Explorer

Although you can setup a paid subscription to this tool, the free version allows you two query searches per day.

Simply type your product or service keyword into the search bar and click search. To find new, alternative keywords, visit the Keyword Suggestions tab:


On this screen, you can use the ‘Display keyword suggestions that’ drop-down menu to broaden your research. Try the following options to get some new ideas:

  • Look for questions people ask
  • Exclude your query terms to get broader ideas
  • Look for related keywords with similar results pages


You can select keywords, add them to a list and export these to Excel to save for later.

Moz Keyword Explorer also provides you with a range of metrics on each keyword, which can be useful when deciding which ones to prioritise:

  • Min/Max Volume:  The minimum and maximum number of times on average this search term is used per month in the UK. This gives a good indication of whether a search term is popular.
  • Difficulty: A score from 0-100 (100 being very difficult) indicating how difficult it would be for you to rank well for this keyword, based on competitors.
  • Opportunity: A score from 0-100 which estimates the relative click-through rate of organic search results for this keyword. The closer to 100 this score, the more likely users are to click through to your website from the search results.
  • Potential: A score from 0-100 which combines all of the above metrics to identify the keywords with the highest potential. In other words, where there is a sweet spot between high search volume and low difficulty.

Google Search Console

Google Search Console’s Search Analytics Report provides you with a list of keywords that caused your website to appear in the search engine results, as well as data on which ones drove clicks through to your pages. You can easily use this data to identify content gaps. These could be instances where your website was in the search results but failed to draw users in, or when your content didn’t match the search query.

Haven’t set Search Console up for your website? Read our quick guide on why and how to do this here.

To access the Search Analytics report, go to:


You’ll then see the following report. Select all of the tick boxes (Clicks, Impressions, CTR, Position) to get data on keywords relating to your website and set the date range to the last 90 days:


Export this list to Excel so you can easily manipulate the data. My colleague Michelle has written an excellent blog post on how to identify content ideas from this report. Read more here.

Research Topics and Concepts

While researching keywords is valuable and will help broaden the reach of your site in the search engine results, it’s also important to think about new content from a concept point of view. As Michelle explored in her recent blog post on Searchlove 2016, user intent is the key to the future of search.

Once you have a list of new keywords, think about how these could be grouped together by topic, and how you could create one, in-depth, quality piece of content to address all of these keywords.

Moz Keyword Explorer gives you this option:

Here are some other tools which can help you discover new topics and concepts for your website’s content.

Answer the Public

This tool provides you with a number of real searches which have taken place around a topic, all of which have been framed as a question. This can be a valuable source of content ideas targeting long-tail keywords, which can be an effective strategy to capture more organic traffic. This could also help you to feature in a Google Answer Box.


This is a really useful tool which you can use to explore the types of content your competitors are producing which has performed well on social media. Although replicating this content would not be a good idea, you can use the results as a source of content inspiration.

Here’s an example the results for the search term ‘cupcakes’:



After following these steps, you should find that you have a list of ideas for new content for your B2B website. If you’re missing some of the basic pages every site should have, work on creating these as soon as possible.

Use your additional ideas to create high quality landing pages which will help attract more traffic, or perhaps as the starting point of your blog strategy for next year. Need some help writing great copy for your website? Get in touch!

If you need help with your don't hesitate to contact us.

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