BACKGROUND
This project was for a client in the B2B procurement software space. The goal was to benchmark the brand's content coverage against three direct competitors across 60 commercially important keywords, and surface the specific gaps worth prioritizing first.
I assessed coverage across eight topic categories using a combination of manual content review and SEO ranking data, then mapped each keyword against all four brands using a consistent four-level coverage scale. The analysis identified 22 unique gaps where competitors had content the brand did not, 8 category-wide gaps where no competitor had meaningful coverage, and 6 existing competitive advantages worth protecting and expanding.
The result was a prioritized gap report with eight specific content investment recommendations ranked by keyword volume, competitive whitespace, and alignment with the brand's product strengths, including a first-mover opportunity in the SME procurement segment that no competitor was serving at all.
