4. Cover the topic in full

If you’ve got expertise covered, it’s time to create the type of content searchers want to see. Analyzing search intent gives you a high-level idea of this, but it doesn’t reveal all. That’s a problem because the best result for a query covers everything searchers want to know.

Here are two ways to find important sub-topics and points to include:

1. Look for commonalities among top-ranking pages. Subheadings are often revealing.
2. Look for common keyword rankings among top-ranking pages. These often reveal subtopics. And if many are talking about them, they’re likely quite important.

You can use Ahrefs to do the latter:

1. Enter your keyword into refs’ Keywords Explorer
2. Select a few relevant top-ranking pages
3. Click “Open in” and choose “Content gap”

For example, say our target keyword was “content audit.” If we plug a few top-ranking pages into Content Gap, many keywords map to subtopics.

It’s clear that searchers want to know not only how to do a content audit, but also:

• what one is.
• why they should do one.
• template.
• tools they need.