Hubspot Content Gap Analysis Guide for Better SEO

A Hubspot-style content gap analysis helps you uncover opportunities your competitors are already ranking for, so you can plan smarter content and capture more organic traffic.

What Is a Hubspot-Inspired Content Gap Analysis?

A content gap analysis is the process of comparing your existing content with competitor content to identify topics, keywords, and formats you are missing.

Following the framework used in the original HubSpot content gap analysis article, you focus on what your audience needs but cannot yet find on your site.

In simple terms, it helps you answer three questions:

• What are people searching for in my niche?
• Which search terms and topics do competitors cover that I do not?
• Where can I create or improve content to win new rankings?

Why Use a Hubspot-Style Approach?

The Hubspot approach to gap analysis is systematic and data-driven. It goes beyond guessing topics and instead uses search data and competitor performance.

This method helps you:

• Prioritize content with real search demand
• Uncover keyword clusters and related questions
• Improve existing posts instead of always starting from scratch
• Build content that moves users through the full buyer journey

Step 1: Collect Baseline Data Like Hubspot

Before you look at gaps, you need a clear picture of current performance. A Hubspot-inspired baseline includes your existing URLs, topics, and keywords.

Export Current Content Inventory

Start with a complete list of your site’s content.

1. Export a URL list from your CMS, Google Analytics, or a site crawler.
2. Include titles, primary topics, and target keywords if you have them.
3. Note key metrics such as organic traffic and conversions.

Map Each Page to a Primary Topic

Next, categorize every URL.

• Assign one primary topic or keyword to each page.
• Tag the intent: informational, comparison, or transactional.
• Mark weak, outdated, or underperforming pages.

This mirrors the way Hubspot groups articles into topic clusters and pillar pages.

Step 2: Identify Competitors the Hubspot Way

The next step is to select the right competitors for your content gap analysis. Hubspot emphasizes looking at search competitors, not just business rivals.

Find True Search Competitors

Search competitors are sites that rank for the same keywords you want, even if they do not sell what you sell.

To find them:

• Search your main keywords in Google and note domains that appear often.
• Use SEO tools to reveal top organic competitors.
• Include publishers, blogs, and marketplaces if they dominate results.

Prioritize 3–5 Core Competitors

Working with too many sites can dilute insights. A focused, Hubspot-like method keeps it to a short list.

Select competitors that:

• Rank strongly for many of your target topics
• Publish content regularly
• Serve an audience similar to yours

Step 3: Run a Hubspot-Style Keyword Gap Analysis

With your content and competitors defined, you can find the true gaps. This is where the Hubspot method leans on data.

Compare Keyword Portfolios

Use your preferred SEO platform to compare domains.

1. Enter your domain and a competitor domain.
2. Export keywords where the competitor ranks but you do not.
3. Repeat for each competitor and merge the lists.

Filter the combined list to focus on:

• Keywords with meaningful search volume
• Realistic difficulty for your authority level
• Topics relevant to your products or services

Cluster Related Keywords

Hubspot’s content strategy is aligned around topic clusters, not isolated terms. Group related keywords into themes.

• Create clusters around core topics, such as “content gap analysis,” “SEO content strategy,” or “keyword research steps.”
• Assign each cluster to either a future pillar page or a supporting article.
• Map where your current content already touches a cluster but could be stronger.

Step 4: Audit Existing Pages the Hubspot Way

Not every gap requires a new page. A Hubspot-style audit shows when to improve, consolidate, or create content.

Find Opportunities to Upgrade Content

For each topic cluster, ask:

• Do I already have a page about this topic?
• Is it ranking on page 2 or 3 for relevant terms?
• Can I deepen, update, or better structure the content?

If a page is close to ranking well, upgrading it may be faster and more effective than starting over.

Eliminate Overlap and Thin Content

Hubspot’s approach favors strong, comprehensive resources over many weak posts.

• Identify overlapping posts competing for the same keyword.
• Decide which one should be the primary page.
• Merge or redirect secondary posts into the main resource.

Step 5: Build a Hubspot-Inspired Content Roadmap

Once you know your gaps and existing strengths, turn insights into a prioritized content plan.

Prioritize by Impact and Effort

Score each content opportunity on:

• Traffic potential based on search volume and click potential
• Strategic value for leads, sales, or brand authority
• Effort required to create or update content

Start with quick wins: high-impact topics that require moderate effort, similar to how Hubspot plans campaigns around impact.

Define Content Types and Formats

For each priority topic, decide the best format:

• In-depth guides and pillar pages
• How-to articles and step-by-step tutorials
• Comparison pages and buying guides
• Templates, checklists, or tools

Ensure your roadmap balances top-of-funnel education with content that supports consideration and decision stages.

Step 6: Optimize and Measure Results

After creating or updating content, follow on-page best practices and track performance over time.

On-Page Optimization Checklist

Apply a consistent checklist to each new or refreshed page:

• Clear, descriptive title tag and meta description
• Logical heading structure (H1, H2, H3) for scannability
• Internal links to related cluster content and key conversion pages
• External links to authoritative references where relevant
• Concise paragraphs, bullet lists, and visuals to improve readability

Monitor and Iterate Like Hubspot

Set a recurring review cycle, similar to the approach showcased by Hubspot in their content strategy resources.

1. Track rankings, traffic, and conversions for new and updated pages.
2. Identify posts that gain traction but could still move higher.
3. Refresh data, examples, and internal links regularly.

Next Steps and Helpful Resources

A disciplined, Hubspot-inspired content gap analysis turns guesswork into a repeatable, data-backed process that steadily expands your reach and authority.

For additional strategic guidance on SEO and content planning, you can explore consulting resources such as Consultevo alongside the original HubSpot tutorial linked above.

By combining a structured framework with ongoing measurement, your content library will evolve into a comprehensive resource that consistently attracts, educates, and converts your ideal audience.