A content gap is a topic or keyword that your target audience searches for but your site does not cover. Identifying content gaps tells you where competitors are capturing traffic and leads that your site is missing.
Content gap analysis compares the keywords your competitors rank for against the keywords you rank for. The difference reveals topics where competitors have content and you do not. These are the gaps. Not every gap is worth filling: the relevant ones are queries where the search intent matches your target audience and where ranking is achievable given your current authority level.
For B2B sites, content gap analysis often reveals two consistent patterns. First, competitors are capturing traffic on comparison and alternative pages that the site has not built. Second, competitors rank for product category terms that the site ignores because they seem too broad. Both are high-value gaps. Comparison pages target buyers who are actively evaluating vendors, the highest-intent traffic available in most B2B markets. Category terms build the topical authority that makes all other pages on the site rank better.
