Content Expansion


Trying to get your pages to rank for as many different phrases relevant to the corpus it’s in is key to growing your organic traffic.

When looking to grow your traffic online many people think Content Expansion is just adding more articles to your website.

Although adding more articles is expanding your reach for keywords to be ranking then you will be surprised by how many more phrases your existing content could start to rank for by expanding on the page level gap analysis.

Types of Content Expansion

There are several ways in which you can expand the content reach on your website:

  • Domain Level Gap Analysis – Checking what pages your domain is missing
  • Page Level Gap Analysis – Checking what headings your page is missing
  • Heading Level Gap Analysis – Checking what phrases your header section is missing

Let’s dive deeper into each of these content expansion methods.

Domain Level Gap Analysis

When looking to become an expert in a topic you need to make sure you are covering all the articles needed on the subject matter.

Cover the whole topic in its entirety at a domain level (create all pages relevant to the top-level topic)

If you are not covering the whole topic in its entirety you are simply not ambitious enough to dominate your niche.

Creating a content plan roadmap as part of your keyword research is crucial because this is where you will map out the pages to meet the search intent.

Keyword research using ahrefs or semrush is the easy part but then mapping out what pages these keywords go onto is where the fun begins.

The keyword clustering to match the SERP results is probably one of the most important factors in a site winning or losing in the SERPs.

The key here is to try and cover every single article on your website from information posts, pillar posts to transactional pages.

Page Level Gap Analysis

When looking to become an expert in a singular subtopic you need to make sure you are covering all the information needed on the subtopic query.

Cover the whole topic in its entirety at a page level (is your article the best / most informative out there)

If you are not covering the whole subtopic in its entirety you are simply not ambitious enough to dominate for the given search query.

Looking to thoroughly analyse and research the subtopic on your page is what will get you #1 rankings.

Progressive Optimisation at a page level is one of the easiest ways to grow your site’s traffic.

Steve Toth Page-Level Content Expansion

Steve Toth at SEO Notebook recently gave an amazing strategy to do content expansion at a page level here.

Onpage Page Level Content ExpansionI added 200+ clicks a day to two existing blog posts (just to prove it wasn’t a fluke).

  1. GSC: find a keyword with the highest clicks and impressions. In both cases, we were average position 2-3.
  2. Google the keyword and open all 10 pages in separate tabs. Note the headings (I use SEO Minion Chrome Extension to scrape them).
  3. Dump them all into a spreadsheet, filter by H2 and H3.
  4. Now compare them to the headings you already have and select 3-5 topics that you haven’t covered (check the volume or use intuition).
  5. Rephrase those headings and write 200 words for each of those topics, I make them H2s.

I even stuck these new sections at the bottom of the article and it still worked.

The build-out of a bunch of post-publishing optimization processes can grow your organic reach for existing articles 10 fold.

Heading Level Gap Analysis

When looking to become an expert in a very specific section of a topic you need to make sure you are covering all the information needed on the specific query.

Cover the whole query in its entirety at a heading level (is your paragraph the best answer to your H2)

If you are not covering the whole query in its entirety you are simply not ambitious enough to dominate for the specific search term.

Is each section of a page the best content on the internet. Can we rank #1 for every h2 by supplying the best information?

It’s important to remember if you change the query you put into SurferSEO SERP Analyzer this can help you expand missing phrases to get onto the page for each specific heading section.

Try to look at ways to write concisely to grab the featured snippets for every H2 or H3 on your pages.

Can you honestly say you have explained the h2 header information the best you possibly could? If no then expand the content until you say this is the best answer in a concise writing style.

Using Google Search Console For Content Expansion

Google Search Console has the most valuable data of your search traffic with information on queries, impressions, and clicks to your website.

You can get the information you need to rank straight from Google Search Console to then optimise your content better with progressive optimisation.

Why is Google Search Console amazing for Content Expansion ideas?:

  • Shows impressions for phrases your page is showing up for which might not even be mentioned on the page yet
  • Shows clicks for keywords to your page which might be the wrong page and got to create a new post for a different corpus query
  • Shows content cannibalisation issues where a few URLs are showing up for the same keyphrases
  • Brings to your attention queries that you never came across in your keyword research studies

Imagine having a system where within your dashboard on WordPress you can be informed about queries you show up for that are not even mentioned on a page?

Well, this is now available by Dusan who has created a plugin called and here is my Impressionz Review on why we included this to our post-publishing optimisation SOP processes.

Using Quora for Content Expansion

The clever trick for using quora for content expansion is to do the following:

  • Type into google “ topic” to look for blog ideas you might not have covered
  • Type into google “ keyword” to look for keyword ideas you might not have covered on your specific article

Quora is a question-and-answer based website where questions are asked, answered, followed, and edited by Internet users, either factually or in the form of opinions.

The Q&A style website brings up some amazing ideas that generic keyword research would not bring to fruition.

Using QUORA helps you to grow the volume of keyphrases relevant to your topic that traditional kw research methods might not have picked up.


Write up on every possible subtopic to do with your niche so there are many articles internal linking and creating a nice silo structure throughout your domain.

Can your page rank for more phrases than it currently is on the same corpus set of words?

Expanding the content to be the most in-depth informative post will get the readers to stay on your page longer.

User experience on your pages is important so it has got to match the intent of the search query!!

Treat each subheading as its own article and ask yourself is this the best piece of content to deliver the information on the internet – if no then improve it.

James Dooley

About James Dooley

Digital Nomad who loves travelling the world networking while working on my laptop. Life is a perception of your own reality. You have no excuses and should be making memories every single day #LearnSomethingNew #Develop #Synergy #Network

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