Query-Gap Review (SOP)

Purpose

Growth comes from queries you are not yet winning, but these gaps stay invisible without a deliberate review. This SOP makes gap discovery a routine that continuously feeds the content and optimisation pipeline.

When & who

Trigger

Monthly review, or when planning the next content sprint.

Frequency

Monthly

Roles

SEO lead, Content strategist

Procedure

1. 1
   Export query data

   Pull the Search Console query report and identify terms with impressions but low clicks or positions beyond the first page.

2. 2
   Map queries to pages

   Match each query to its best-fit page and flag queries with no clear owner as candidate gaps.

3. 3
   Benchmark competitors

   Compare coverage against competing domains to find high-value queries they win and you do not.

4. 4
   Classify each gap

   Use the Query Gap Framework to label gaps as optimise-existing, new-page or consolidate, per intent and effort.

5. 5
   Prioritise the list

   Score gaps through the Priority Matrix by traffic potential, commercial value and difficulty to sequence the work.

6. 6
   Assign and brief

   Turn the top gaps into briefs with target intent, entities and internal-link targets, and assign owners.

7. 7
   Feed the pipeline

   Add the briefed items to the content and optimisation backlog and record the review date.

Tools

• Google Search Console
• SearchScore Tracker
• Keyword research tool