Finding a Niche: A B2B Content & SERP Gap Analysis
Client: A new B2B SaaS company in the “project management” space.
Challenges We Faced
The client was a new startup in a “red ocean” market, competing against giants like Asana, Trello, and Monday.com:
“Crowded” Market
They couldn’t compete for any high-volume “head” keywords (e.g., “project management software”).
Losing All SERP Features
Competitors owned all the “Featured Snippets,” “PAA,” and “Video” results for their niche.
No Content Strategy
They had no idea what to write about. They were wasting money on content that would never rank.
Ineffective Funnel
They didn’t know how their competitors were converting trial users.
Dominate Your Local Market
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Our Approach – How We Solved These Challenges
Full Competitor Identification
We ignored the “giants” and instead identified 3 “niche” competitors who were successfully targeting smaller audiences.
Content Gap Analysis
This was the core of our competitive analysis services. We used SEMrush to find 50+ long-tail, high-intent topics that their niche competitors were ranking for, but the “giants” were ignoring (e.g., “best PM tool for creative agencies”).
SERP & Feature Analysis
We analyzed the SERPs for our new target keywords and found that 80% of them featured a “Featured Snippet” or a “PAA” box. We developed a content plan to specifically steal those features.
Pricing & Offer Analysis
We signed up for all 3 competitors’ free trials to analyze their onboarding funnels, pricing, and “upsell” tactics.
Results
| Metric | Before | After | Growth |
|---|---|---|---|
| High-Intent “Keyword Gaps” Found | 0 | 550+ | N/A |
| Actionable “Content Gaps” (Topics) Identified | 0 | 30 | N/A |
| “Featured Snippet” Opportunities Found | 0 | 22 | N/A |
Free Local Landing Page Analysis
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Advice for Marketers & Brand Owners
- You can’t out-spend a giant, but you can out-smart them. A Content Gap Analysis is the best way to find the niche they are ignoring.
- Don’t just analyze keywords; analyze the SERP. A SERP & Feature Analysis shows you how Google wants the content formatted (e.g., list, table, video).
- It’s often easier to steal a Featured Snippet than to rank #1 organically.
- Spy on your competitor’s funnel. A Pricing & Offer Analysis (by signing up for their trials) can give you a game-changing insight.
Extra Factors That Made It Work
- The Content Gap Analysis provided an actionable 6-month roadmap that the client’s team could start on immediately.
- Using SpyFu gave us historical data on what keywords competitors had stopped targeting, showing us what not to do.
- The analysis of the onboarding funnels gave the client’s product team two new ideas for their own UI/UX.
