Content Gap SEO is an Potentially Untapped Opportunity

Google has made several changes in ranking of content since the advent of Hummingbird. It is particularly concentrating on content it ranks; it is also checking the query which does not have much data but that gets high number of user clicks. Even it is particular about the content which users are engaged in, which data users are ignoring and also will watch the behavioral habits of users on the site.  But much of the Google ranking factors can be observed from these few main factors:

·         Links

·         Domain Authority

·         Keyword Matching

·         Relevance

·         Freshness

As we know that Google has implemented complex algorithms since 2010 to 2012. It will be better if we say that majority of ordering in searches rank will be explained through the elements of these broad categories.

We can observe in present that most of the rankings which will be connecting with brand signals, user/usage data, consideration of links, authority and also relevance but still most of the part will be unique. It will be seen especially in queries that have information gathering intent, also we can observe in that a set of ranking signals which are related to that known as relevance to alternative searcher intents.

Let us consider following image which displays “space pen” Google search results in US.

Here we can observe three potential popular “intents” which searchers will have around this query:

1.       Here there are users who specifically seek Fisher’s branded Space Pen.

2.       There are users who are searching particularly to learn about oft-repeated myth which is regarding the costly development of Space Pen by NASA.

3.       Even there are users who are searching for Space pen framework for Coffee script.

Google has understood the requirements of three types of searchers and populated those SERP’s exactly with the results for all the user queries. This can be named historically as “QDD” which can be elaborated as “Query Deserves Diversity”.  But we can also think these results as an evolution of raw “diversity” inputs of that model which highly sophisticated.

Let us consider highly sophisticated model image for Google search results with the search query “most flavorful steak”.

We can observe multiple intents regarding this query but here these search results are far more subtle when compared to  query “Space Pen”. Here it is displayed what searchers are looking for such as description that is interesting which drags their attraction. We know that Google has made many remarkable changes in queries such as above in the previous two to three years.

Let us consider true Google intents for the adjective “flavorful”. It shows results that touch on expensive cuts of steak, types of beef, what makes a steak more flavorful. We can check with one of the sites that seem totally out of place when we look at the numbers, but it will be making sense as it is a highly co-cited brand name.

From all the above we can think that Google is using inputs such as below:

·         It is concentrating on relationship between words, phrases, concepts and entities which help in understanding a language also evaluation of content quality.

·         There are patterns detected in how authoritative pieces are written about the keywords.

·         It will be input user or user usage data signals which will look into different aspects such as multiple sessions, multiple queries and also identifies patterns of searcher satisfaction.

Following is strawman concept that will help in starting out with some Content-Gap SEO:

First Step: It is important to identify target keywords that will best fit in the backside of the chunky middle and long tail.

Second Step: It will be the best method to prioritize a list that will be based on most valuable terms or phrases.

Third Step: It would be better to write down top most four to six types of intent or unique pieces of information which you think that searchers might use them while performing search query.

Fourth Step: The best thing is to perform search query in Google and check out the top 10. Next write down all the intent types that you have missed.

Fifth Step:  You have to use your number as potential prioritizer for creating or modifying content. Then check out this in Google whether it shows same way and begins rewarding you for this work.