Identifying Content Gaps

Members of the Administrators, Analytics Managers, Analytics Viewers, and Relevance Managers built-in groups can analyze queries and keywords entered by users to identify the top occurrences with no results, no clicks, too many clicks, or poor ranking of clicked content. This analysis helps to identify which queries don’t return relevant results and from there, pinpoint potential content gaps, that’s content that doesn’t exist yet. Knowing the topics people are most searching for also helps prioritizing content creation.

To identify content gaps

Use one of the following methods:

  • Looking at the Content Gaps explorer:

    1. Access the Administration Console Reports page and then, in the Name column, click Content Gaps.

    2. Investigate why each user query or keyword with the highest Search Event Count value didn’t return results.

  • Looking at Queries Without Results:

    1. Access the Reports page and then, in the Name column, click Summary.

    2. In the Content Gaps tab, look at the content of the Queries Without Results (Visits) list to identify most searched topics on which you should focus to improve content availability.

    The benchmark for the percentage of queries without results is 5% or less.

  • Looking at the Search Event Click-Through (%) metric:

    1. Access the Reports page and then, in the Name column, click Search Relevance.

      By default, the Search Event Click-Through (%) metric is in the data table.

    2. Sort the table with descending Search Event Count metric values.

    3. Look at the top user queries with lowest Search Event Click-Through (%) values to highlight topics for which there’s potentially no or little content accessed by search interfaces users.

      • Typically, queries displaying optimal results have a Search Event Click-Through (%) ratio above 60%. Values under 40% should be investigated, particularly those with higher search event counts (people are frequently searching using this query, but aren’t clicking anything).

      • Adding the Unique Visitor ID metric to the report can be helpful to determine whether the results were biased by one or two users with abnormal activity (for example, same user submitting the same query many times).

      • Consider taking actions when queries with Search Event Click-Through (%) ratios are below 40% (create new content, fine-tune the ranking factors…).

What’s Next?

Now that you have identified your content gaps, you can start looking at their causes (see About Content Gap Causes).

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