5
Components in the finished document
Competitor Content Gap Analysis
The topics and queries competitors own that this site does not, sized by what closing each gap would be worth.
Where This Sits
2
Measured directly, not asserted
2
Pieces that carry my judgment
This is a Diagnostics deliverable, which means it establishes what is true about the site now. It is the unit of scope: it can be commissioned on its own, priced on its own, and accepted on its own, whether or not anything else is bought alongside it.
It is not a package and not a retainer. It is one document with 5 components, and the list below is the whole of it.
What Is Inside It
Every component is listed with the one sentence that says what it is. They are grouped by how each one is produced, because the difference between a number a tool gave me and a number I decided matters more than most reports admit.
Measured
Pulled straight from tools and logs. No interpretation, so you can re-run any of it yourself and get the same numbers.
- Content gap table
- Topics competitors cover and the site does not, sized by demand.
- Competitor comparison table
- The same measurements taken across named competitors, so the gap is quantified rather than described.
Computed
Built by combining the measurements above. Every figure states the inputs it came from.
- Demand model
- Search volume and trend for the addressable query set, converted into a traffic and revenue range.
Judged
My reading of the evidence. This is the part you are actually paying for, and the part you are entitled to argue with.
- Keyword to URL map
- Every target query assigned to the single page meant to answer it.
- Prioritised recommendation list
- Every recommendation in the order it should be acted on, with the reason for that order.