Content gap analysis: find and fill keyword gaps using competitor data

Executive overview

Competitors are ranking for keywords you've never targeted. A content gap analysis surfaces those gaps by comparing competitor rankings against your own site's absence from results.

Three use cases: finding net-new topics to target, refreshing underperforming existing posts, and consolidating cannibalising content.

If all your competitors target a keyword and you don't, that's the clearest signal to act.

Finding net-new keyword targets

• Enter your blog URL in Ahrefs Site Explorer, then open the Content Gap tool
• Add competitor domains/URLs in the top section (e.g. Moz blog, Yoast, Backlinko)
• Set filter to "all of the below targets" rank in top 100, with at least one in top 10 — your site ranks nowhere
• Keywords where every competitor has coverage are the highest-priority gaps
• Narrow results by adding more competitors; broaden by switching to "at least 2 of the below targets"
• Unchecking the top-10 requirement can return tens of thousands of results — start narrow, then expand

Refreshing old content

• Filter your organic keywords report to positions 5–10 to find underperforming posts
• Paste top-ranking competitor URLs for that keyword into the Content Gap top section
• Add your own article URL in the bottom "but this target doesn't rank for" field
• Gaps reveal subtopics and angles present in competing posts but missing from yours
• Use findings to add sections before republishing

Generating outlines for new posts

• Leave the bottom section blank instead of adding your own URL
• Run the same analysis against top-ranking pages for your target keyword
• The resulting keywords map directly to the subtopics those pages cover — instant outline

Consolidating cannibalising content

• If two of your posts target the same topic, paste both URLs into the top section
• Set filter to "any of the below targets" ranking in top 10
• Whichever post ranks better becomes the canonical piece
• Extract any unique points from the weaker post, merge them in, then redirect the weaker URL