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How can you identify content gaps in your news website using an SEO audit?

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Content gaps are topics or keywords that your news website does not cover or rank well for, but your audience or competitors do. Identifying and filling these gaps can help you improve your website's relevance, authority, and traffic. One way to find content gaps is to use an SEO audit, which is a process of analyzing your website's performance, structure, and content in relation to search engine optimization. In this article, you will learn how to conduct an SEO audit for your news website and use the results to discover and fill content gaps.

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1 What is an SEO audit?

An SEO audit is a comprehensive review of your website's technical, on-page, and off-page factors that affect its visibility and ranking on search engines. Technical factors include your website's speed, security, mobile-friendliness, and crawlability. On-page factors include your website's content, keywords, titles, headings, meta tags, images, and internal links. Off-page factors include your website's backlinks, social media presence, and online reputation. An SEO audit can help you identify and fix any issues or errors that might prevent your website from reaching its full potential.

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Javier Bueno

Director en Sayonara Marketing Digital
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Es la primera toma de contacto con cualquier proyecto SEO. Se debe analizar todo: onpage y offpage con el objetivo de detectar los problemas, cosas a mejorar, etc. y plantear una hoja de ruta para resolverlo. Para ello, se suelen utilizar herramientas tipo screamingfrog, ahrefs, semrush, Analytics, GSC y, además, una revisión personal exhaustiva de todo lo identificado, para prevenir falsos positivos.

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2 How to conduct an SEO audit?

Conducting an SEO audit involves utilizing multiple tools and methods. To get started, you can crawl your website using Screaming Frog, which can scan pages and extract data and metrics. Then, use Google PageSpeed Insights to measure loading speed and suggest improvements. Additionally, you can use Moz to evaluate content quality, keyword usage, and optimization. Ahrefs is another tool that can track backlinks, social media shares, and domain authority. Finally, generate an SEO audit report with SEMrush to summarize your website's strengths, weaknesses, opportunities, and threats.

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Javier Bueno

Director en Sayonara Marketing Digital
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Es importante auditar con varias herramientas que hagan lo mismo, para complementar la información. Por ejemplo, para la velocidad de carga, además de PageSpeed Insights, podemos usar GTMetrix y sacar unas conclusiones más exactas y fiables unificando ambas auditorías automática. Con el resto de checkeos igual y, además, siempre una comprobación visual personal técnico de cada punto detectado para descartar falsos positivos.

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3 How to identify content gaps?

Once you have conducted an SEO audit, you can use the data and insights to identify content gaps in your news website. For example, compare your website's keywords and topics with those of your competitors to see what they are ranking for that you are not. Additionally, compare your website's keywords and topics with those of your audience to uncover what they are searching for that you are not covering. Furthermore, compare your website's content quality and quantity with those of your competitors to determine how you can improve or differentiate your content. Lastly, compare your website's content performance and engagement with those of your competitors to evaluate how you can increase traffic, conversions, and retention.

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Javier Bueno

Director en Sayonara Marketing Digital
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Algunas herramientas que te pueden ayudar a identificar las brechas de contenido son ahrefs, semrush o moz, que realizan un análisis de tus urls y comparan con las de tus competidores para detectarlas.

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Sam Kaye

Product Manager at Stacker
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I'll use Ahrefs in this example: Take your head term of a term that encapsulates a main focus of your article or part of it, so if I'm writing an article about lack of middle housing, and a key part of my article is about zoning, you can take the term "zoning," pop it into Ahrefs Keyword explorer, and the tool will not only show you related terms people are searching for at high volumes but also questions people are seeking answers to related to zoning. You can skim through these questions and consider whether your article provides useful information to answer these questions or not. If not, you might consider building out that section of your story.

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4 How to fill content gaps?

Once you have identified content gaps in your news website, you can use various strategies to fill them. This includes creating new content that addresses topics or keywords your competitors or audience are interested in, but which you are not covering or ranking well for. You can also update or optimize existing content that covers the topics or keywords you want to rank better for, by adding more value, relevance, and freshness. Additionally, you can promote or distribute your content to reach more potential readers through social media, email marketing, or paid advertising. Finally, it is important to monitor and measure your content's performance and impact through analytics tools, feedback surveys, or user testing.

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Javier Bueno

Director en Sayonara Marketing Digital
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Por supuesto, además de identificar y llenar las brechas de contenidos, es muy importante luego hacérselo saber a los buscadores. Para ello, hay que actualizar los sitemaps y enviarlos a GSC, y enviar a indexar o reindexar la nueva URL. También, tener en cuenta que si la URL amigable ha cambiado o tiene diferentes versiones, debemos aplicar una redirección 301 e indicar la URL canónica.

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5 Benefits of filling content gaps

Filling content gaps in your news website can have many benefits, including improved visibility and ranking on search engines, increased traffic and revenue, enhanced reputation and trust, and increased innovation and diversity. By providing more relevant and authoritative content for your target keywords and topics, you can attract more readers who are interested in your content. Delivering valuable and informative content for your audience that meets their needs and expectations will also help to increase your website's reputation and trust. Additionally, exploring new or underrepresented topics and perspectives can enrich your journalism and your audience.

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Sam Kaye

Product Manager at Stacker
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So many verticals are saturated with content covering the same highly searched topic angles, the real value at this point is in the content gaps. You can use tools like Ahrefs and SEMrush to find content gaps based on top competing pieces of content, but the more valuable insights come from themes in UGC like comments on stories and posts. While those SEO tools will provide popular questions related to your topic, if they exist in the tool, other content strategists probably know about them. But if you're in touch with your audience and understand the context of their conversations, you'll be able to produce editorial that fills information gaps in a more impactful way. Most of the audience dev pros I know spend a lot of time in comments.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you identify content gaps in your news website using an SEO audit?

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1 What is an SEO audit?

2 How to conduct an SEO audit?

3 How to identify content gaps?

4 How to fill content gaps?

5 Benefits of filling content gaps

6 Here’s what else to consider

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