Content gap
A content gap is a topic or piece of information that is missing from your website or covered too thinly. In the context of AI, it is often the specifics people use to compare offers.
How to spot one
AI may keep comparing providers by support hours, migration terms or scope of service. If your company actually meets a given criterion but doesn’t explain it on its website, you have a sensible topic to fill in.
How to treat a signal from Heuriso
The recommendation is based on AI answers and the parts of your website we checked. If the information wasn’t found in the part of the site we reviewed, that doesn’t yet mean it isn’t anywhere.
Check your existing pages and your actual offer first. Sometimes improving a description or internal links is enough, without writing a new article.
Why a missing detail can matter more than a missing article
A customer looking into migration wants to know which data can be moved, who does the work and what the limitations are. A general paragraph about “easy onboarding” doesn’t answer that. So a gap can exist on a long page with plenty of text. Before you plan a new piece, check whether the answer belongs in an existing service description.
To identify a gap, use customer questions, recurring sales objections and the content of AI answers. Comparing competitors helps you find topics, but it doesn’t prove you need every section they have. Choose information that matches your own offer. If you don’t provide a certain service, an honest explanation of that limitation can be more helpful than imitating a competitor.
A practical test of “done” is whether someone can get the answer without contacting a salesperson. Ask a person unfamiliar with your offer to find the information on your site. If they still have to guess the terms or exceptions, adding a paragraph hasn’t solved the problem.
Common mistake: publishing many versions of the same answer
Separate pages that differ only by a city name or a slight variation of a question can make it harder for people to find the right content. First decide whether a topic reflects a distinct need that deserves its own page. If not, expand the existing one. Judge the addition by how useful the information is, not by the number of new URLs or words.
Example
A page says “we help you move your store” but doesn’t explain whether migration costs extra, what it includes or who does it. That is exactly the information that can close the gap.
Key takeaway
Add true information. Don’t add a service or a term just because AI praises it at a competitor.