10 Ways to Conduct Competitor Content Gap Analysis for E-Commerce Platforms

In the dynamic world of e-commerce, staying ahead of the competition is key, so we’ve gathered specific strategies from ten industry experts, including SEO Experts and Marketing Directors. Their tips range from utilizing ‘Top Pages’ reports in SEO tools to leveraging customer reviews for content insights, providing a comprehensive guide for conducting competitor content gap analysis.

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Utilize ‘Top Pages’ Report in SEO Tools

One effective technique for conducting competitor content gap analysis for e-commerce platforms is to use the “Top Pages” report in tools like Ahrefs or Semrush. Here’s a step-by-step approach:

Identify Competitors: Choose a few of your top competitors who rank well for your target keywords.

Analyze Top Pages: Use Ahrefs or Semrush to find the “Top Pages” for each competitor. This report shows which pages on their site are driving the most traffic.

Extract Content Insights: Look at the content on these top-performing pages to understand what topics, keywords, and formats (e.g., blog posts, product guides, FAQs) are resonating with their audience.

Identify Gaps: Compare this list with your own content. Identify topics or keyword areas that your competitors are covering extensively but are missing or underrepresented on your site.

Create a Content Plan: Based on the gaps identified, develop a content plan to create or optimize pages targeting these high-value topics and keywords to capture similar traffic and improve your rankings.

This technique helps you pinpoint exactly where you can gain a competitive edge by addressing unmet needs in your content strategy.

Germano Ferreira, SEO Expert, Growlogics Media

Identify High-Volume, Low-Competition Keywords

Having spent four years as a software engineer on Amazon’s Fulfillment Technology team, I recommend this: 

Use a tool like Ahrefs to identify keywords your competitors rank for but you don’t. Focus on high-volume, low-competition keywords to create targeted content that fills these gaps, driving more organic traffic to your e-commerce platform.

Peter Wang, Founder, Exploding Insights

Analyze Competitors’ Keyword and Content Strategy

One specific tip for conducting competitor content gap analysis for e-commerce platforms is to look into keyword research tools. First, compile a list of relevant keywords pertaining to your products or industry. Then, using tools like SEMrush, Ahrefs, or Google Keyword Planner, review the keywords your competitors are ranking for.

Additionally, take note of the content formats your competitors are employing for these keywords. Are they creating blog posts, leveraging product descriptions, videos, or other content types? Analyzing the content strategies that are proving successful for your competitors can offer valuable insights for refining your company’s own approach.

Taleisha Barker, Marketing & Communications Manager, Flowers Across Melbourne

Address Buyer Pain Points with Content

From personal experience, keyword research tells you what people are searching for, but what are they hoping to achieve with those searches? Analyze competitor content for topics that address buyer pain points throughout the purchase journey. Are they missing informative guides for product comparisons? In-depth reviews addressing user concerns? Engaging tutorials showcasing product usage?

Identify these content gaps and create content that speaks directly to those unmet user needs. Keep in mind that you’re not just competing for rankings; you’re competing to provide the most valuable shopping experience. In my humble opinion, you can win by understanding the ‘why’ behind the search and becoming a trusted resource, not just another product page.

Dylan Young, Marketing Specialist, CareMax

Perform Keyword Gap Analysis with SEO Tools

At RankWatch, we use one effective technique for conducting competitor content gap analysis for e-commerce platforms: leveraging keyword gap analysis tools. This approach involves comparing your keyword profile with your top competitors to identify opportunities where they rank, but you do not. You can create content that fills these gaps by targeting these specific keywords, driving more organic traffic to your site.

For example, we worked with an e-commerce client struggling to compete in a crowded market. By performing a keyword gap analysis, we discovered that their competitors were ranking well for certain long-tail keywords related to product reviews and comparisons that our client hadn’t covered. We developed comprehensive, SEO-optimized content around these topics, significantly boosting their search engine rankings and attracting a more targeted audience. This strategic focus on content gaps increased their visibility and enhanced their authority in the niche market.

Sahil Kakkar, CEO & Founder, RankWatch

Explore Competitor Comments for Content Ideas

Everybody is familiar with the awful sensation when their blog article absolutely outshines the lives of others. But do not worry—there is a way to get through! Explore more than just topics when examining the competition’s content. Explore the comment sections. Find out what inquiries the audience of other companies has that their material falls short of resolving. These are a rich source of innovative ideas. You can build your authority and secure the respect of people who follow you by producing content that addresses all of these issues that the target demographic endures.

Faizan Khan, Public Relations and Content Marketing Specialist, Ubuy Australia

Spot Patterns in Competitors’ Top Content

One powerful technique is to conduct a thorough analysis of competitors’ top-performing content and identify common themes or topics they cover extensively. At our company, we often use this method to pinpoint areas where our competitors are excelling and where we can improve. By examining their content in detail, we can spot patterns such as frequently asked questions, trending topics, or recurring themes that attract a lot of engagement. We then create content that addresses these gaps while adding unique insights or a fresh perspective to stand out. Additionally, this method helps us understand the content strategy of our competitors, allowing us to craft a more informed and effective content plan for our clients.

Marc Bishop, Director, Wytlabs

Create Exclusive Content for High-Value Keywords

In the restaurant industry, we often look at competitors’ menus, reviews, and social media posts to find gaps in the market. Similarly, for e-commerce platforms, you can use tools like SEMrush or Ahrefs to explore the keywords and content that your competitors rank for, and then identify high-value keywords they are missing.

After identifying these gaps, create high-quality, informative content that addresses these topics. For example, if your competitors lack comprehensive guides or FAQs about certain products, you can fill this void by developing detailed, engaging content that meets this need. This is akin to offering a unique dish that competitors don’t have on their menu, thereby attracting customers looking for something different and unique. Providing this exclusive content not only draws in new traffic but also establishes your platform as a go-to resource in your niche.

Moreover, continuously monitor and update your content to ensure it remains relevant and competitive. The restaurant industry thrives on fresh, seasonal menus, and similarly, your e-commerce platform should regularly refresh its content to keep up with changing trends and consumer interests.

Alex Cornici, Director of Marketing, Awesome Hibachi

Monitor Competitor Social Media for Content Gaps

One specific technique involves using social listening tools to monitor competitor content and customer interactions on social media platforms. Tools like Sprout Social or Hootsuite can help you track which topics and keywords are being discussed by competitors and identify areas where customer questions or interests are not being adequately addressed. This provides insights into content gaps that you can fill to attract and retain customers.

For example, if competitors are not providing detailed care guides for different types of flowers or tips for making flower arrangements last longer, you can create content that fills this void. This is akin to offering a unique flower arrangement service that competitors do not provide. By addressing these content gaps, you provide valuable information that enhances the customer experience and positions your platform as a knowledgeable and reliable resource in the flower delivery industry.

By continuously monitoring these trends and updating your content accordingly, you ensure that your platform remains relevant and engaging. This approach not only helps you fill content gaps but also keeps your audience interested and coming back for more, ultimately driving higher engagement and sales.

Rishi Dhuck, Director Of Business Development, Bloomen

Leverage Customer Reviews for Content Insights

Leverage Customer Reviews and Feedback

Step-by-Step Technique:

Gather Reviews: Collect customer reviews from both your site and competitor sites. Focus on detailed feedback where customers mention what they like and dislike about products and services.

Identify Patterns: Look for recurring themes or complaints. For instance, if multiple customers mention that they couldn’t find comprehensive information on a product’s usage, this highlights a content gap.

Create Targeted Content: Use these insights to create content that addresses these gaps. This could be in the form of detailed product guides, how-to videos, or FAQ sections.

Example:

We noticed that customers frequently mentioned the lack of clear dosage instructions for certain supplements. By creating detailed dosage guides and usage videos, we not only filled a content gap but also improved customer satisfaction and reduced support queries.

Quotable Soundbite:

“By analyzing customer reviews, you can uncover content gaps that competitors miss, allowing you to create valuable resources that enhance customer experience and drive engagement.”

Sarah Gibson, Director, Proactive Healthcare

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