Find the content gaps your competitors have filled
Cross-reference SERP data from the SerpAPI workflow step with your indexed content to find topics, sections, and angles you haven't covered yet.
Illustrative preview - actual platform experience may differ.
How it works
Your indexed content + SERP data = clear gap analysis.
Index your site
Morrison crawls and embeds your entire site into a vector database. This becomes the AI's knowledge of what you've published.
Compare against SERPs
Use the SerpAPI step or Content Chat to compare your coverage against what ranks for any keyword. The AI checks live SERP results against your index.
Prioritize the gaps
Get specific gaps with context - what competitors cover, what you're missing, and which gaps are most worth pursuing.
What you can do
SERP-based gap detection
Use the SerpAPI workflow step to pull what top-ranking pages cover for any keyword, then ask the AI to compare it against your indexed content.
Content index comparison
Your entire crawled site is the baseline. The AI knows what you've published, so it can pinpoint what's absent rather than guessing.
Section-level coverage mapping
Go deeper than page-level gaps. Find sections, subtopics, and angles that competitors cover within their pages but you don't.
Competitor topic extraction
Pull SERP data via the SerpAPI step and ask the AI to extract topic patterns from top-ranking pages, then check each against your content index.
Gap prioritization by opportunity
Ask the AI to assess which gaps represent the biggest opportunities, based on competitive landscape and how much of the topic you already partially cover.
Gap-to-brief pipeline
Once gaps are identified, use workflows to generate content briefs that reference what competitors cover and what your site already has.
Frequently asked questions
What is a content gap analysis?
A content gap analysis identifies topics and questions that your competitors rank for but you don't cover. It reveals opportunities to create new content that fills these gaps and captures search traffic you're currently missing.
How does Morrison find content gaps?
Morrison cross-references live SERP data for your target keywords with your indexed content. You can ask in chat about specific topics, or run workflows that systematically compare your coverage against what ranks in search results.
How often should I run a gap analysis?
Quarterly is a good cadence for most sites. Search landscapes shift, competitors publish new content, and your own site evolves. Regular gap analysis ensures your content strategy stays aligned with current search demand.
Related use cases
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