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Methodology · Content Strategy

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Definition

A topical gap is a question, subtopic, or related concept within a brand’s claimed domain of expertise that is not addressed by any existing piece of the brand’s content — creating a gap in topical coverage that competitors or other sources fill by default. Topical gaps are missed citation opportunities. Every question in a brand’s domain that goes unanswered by the brand’s content is a question that gets answered by a competitor’s content — building the competitor’s topical authority at the brand’s expense. Identifying and closing topical gaps is the systematic version of content strategy: not publishing what seems interesting, but publishing what is missing from the brand’s coverage of its domain.

Topical completeness

Topical authority

Content depth

Semantic completeness

Competitive citation gap

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