Content Coverage Analysis: How Splashtop Improved Rankings & Organic Traffic

You’ve poured hours into writing that blog.

Used all the right keywords.

Optimized every heading.

You hit “Publish” and waited for months.

Yet your blog is nowhere to be found. It’s buried deep in Google’s graveyard: the dreaded third, fourth, or even fifth page of search results that no one ever visits.

Sound familiar? It takes a lot more than surface-level optimizations to rank in this crowded space.

It takes content that cuts deep: aligning precisely with user intent.

It takes expert content, answering the questions everyone else ignores.

It takes a Content Coverage Analysis that leaves no gap unfilled.

In this blog, we explore how Leadwalnut developed a Content Coverage Analysis framework for a US-based client, Splashtop.

About Splashtop:

Splashtop is a US-based, B2B business specializing in remote access and support solutions. They provide secure, high-performance remote desktop software to businesses, enabling seamless collaboration and IT support.

For the past six months, the Leadwalnut team has been working with them to identify critical content gaps, and develop advanced content frameworks, to improve their rankings, organic traffic, and domain authority.

Here’s a step-by-step breakdown of how the team developed a winning content coverage analysis framework for them.  

The Challenge:

Despite multiple optimizations, certain pages on Splashtop’s website weren’t performing as expected.

A key challenge was the "Wake on LAN" category, where rankings remained stagnant, and critical keywords were massively underperforming.

Despite having more pages than our competitors, the content struggled to drive traffic and meet its full ranking potential.

The Approach:

To tackle this, the team conducted an in-depth Content Coverage Analysis.

This strategic approach focused on

- uncovering hidden content gaps

- aligning the content with user intent  

- creating in-depth, authoritative content

to improve rankings and drive quality traffic.

The Step-by-step Process:

1) Identifying Top Keywords Across Funnel Stages: Analyze keywords with the most growth potential and evaluate current traffic and ranking positions, across the buyer funnel:

For example:

Top of the Funnel: Wake-on-LAN, Wake on LAN, What is Wake on LAN, Wake on LAN meaning

Middle of the Funnel: Wake on LAN Windows 10, Home Assistant Wake on LAN, Wake on LAN port, How to enable Wake on LAN

Bottom of the Funnel: Wake on LAN not working, Wake on LAN tool

This is to ensure that the content addresses users' evolving needs at every step, from initial curiosity to conversion, driving more relevant traffic and improving rankings.

2) Mapping Existing Pages For Target Keywords: Take a close look at the current content to see how well it targets the keywords we are aiming for.

This means mapping each keyword to the page that's supposed to rank for it, ensuring that the existing content is aligned with the right search intent.

3) Performing Competitor Content & Trend Analysis:  

- Compare Splashtop’s keyword rankings with that of the competitors to uncover missing opportunities.

- Analyze competitors’ pages, noting the formats used, like PDFs, videos, or infographics.

- Evaluate the depth of competitors’ content, keyword targeting, and additional elements like images, FAQs, and setup screenshots.

4) Evaluating Content Depth, Identifying Content Gaps, and New Opportunities

Evaluate Splashtop’s existing content, pinpoint where we were missing the mark, and find new opportunities to improve.

For example:

- Gap: The page "Turning on My PC Remotely" lacked FAQs and had no recommended keyword-focused H2 headers.

- Recommendation: Add FAQs to this page and integrate "Wake on LAN" keywords into its headers to improve ranking potential.

What Were the Findings?

- Limited Keyword Coverage: Many relevant keywords were underperforming or not targeted effectively.  

- Ranking Gaps: A significant number of keywords were ranked on lower pages (3rd, 4th, etc.), not reaching their full potential.

- Depth Issues: Existing content lacked depth in addressing certain subtopics, impacting its ability to rank higher.

- Missing formats: Not focused on image and video content which are powerful educational formats in this category.

- Competitive Gaps: Competitors were covering additional relevant topics, resulting in higher rankings and traffic.

Content Coverage Analysis is the process of evaluating how well your content addresses user needs and aligns with search intent.

It’s the cornerstone of developing expert content that builds credibility and wins audience trust.

We spoke with Abhishree, a senior SEO analyst from the team and learned more about the process.

1. Why is Content Coverage Analysis important? Why should any business care about it?

Content coverage analysis helps:

- Identify gaps in addressing user intent

- Ensure all relevant subtopics and keywords are covered

- Create comprehensive, authoritative content that ranks better

Sometimes, despite multiple optimizations, certain pages just don’t perform as expected.

This was the challenge we faced with the "Wake on LAN" category.

Despite repeated iterations, rankings remained stagnant, and critical keywords were buried deep in search results.

We knew the answer wasn’t just more tweaks: it was time for a deeper, more strategic dive.

We performed an in-depth content coverage analysis, to uncover hidden gaps, align content with user intent, and unlock untapped market potential.

For example, Here is the Total Available Market for Wake on LAN.

Even after multiple iterations, there was no improvement in the performance of pages related to "Wake on LAN." This called for a content coverage analysis to utilize the available market potential.

Below are the initial metrics of the analysis, including target keywords and their ranking positions for respective pages:

A closer look at the data revealed the problem:

- Only a handful of target keywords were ranking on Page 1.

- Many critical keywords were buried on Pages 3, 4, 5, and beyond.

- Despite having more pages than competitors, our content wasn’t resonating with search engines or users.

Based on this, we developed a step-by-step framework.

2. Tell us more about the framework. What were the key steps of this analysis?

Identifying Top Keywords Across Funnel Stages: We analyzed keywords with the most growth potential and evaluated current traffic and ranking positions, across the buyer funnel: Top of the Funnel, Middle of the Funnel, Bottom of the Funnel.

Analyzing Keyword Trends: We analyzed keyword performance and trends to understand how user search behavior was evolving. This analysis helped us understand user intent, and identify shifts and emerging opportunities.

Mapping Existing Pages For Target Keywords: We assessed how existing content aligned with our target keywords by mapping each keyword to the pages that were currently ranking for them.

Performing Competitor Content & Trend Analysis: In this critical step, we sought to answer key questions that would guide our strategy: Who is leading the traffic in the “Wake on LAN” category? Where does Splashtop stand in comparison? And, most importantly, what factors are contributing to their high visibility?

- We compared our keyword rankings with our competitors to uncover missing opportunities.

- Analyzed competitors’ pages, mapping their content to funnel stages, and noted the formats used, like PDFs, videos, or infographics.

- Evaluated the depth of their content, keyword targeting, and additional elements like images, FAQs, and setup screenshots.

- We studied the various formats that our competitors were covering, but we were not.

Evaluating Content Depth, Identifying Content Gaps, and New Opportunities: Now it was time to take a closer look at our own content. We went through everything, pinpointed where we were missing the mark, and found new opportunities to improve.

For example,

Enhancements for Existing Pages:

- Gap: The page "Turning on My PC Remotely"  lacked FAQs and hadn’t implemented recommended keyword-focused H2 headers.

- Recommendation: Add FAQs to this page and integrate "Wake on LAN" keywords into its headers to improve ranking potential.

Visual Content:

Gap: Pages lacked infographics and setup screenshots, reducing engagement and clarity.

Recommendation: Add relevant screenshots, setup visuals, and infographics to provide users with better guidance.

Video Content:

Gap: No video content existed for this category.

Recommendation: Create YouTube videos like "How to Set Up Wake on LAN?" and interactive demos for setup pages to enhance engagement and conversions.

Internal Linking:

Gap: While internal links were present, a cohesive interlinking strategy was missing

Recommendation: Build a closed-loop internal linking structure among all "Wake on LAN" pages to boost navigation and SEO strength.

2.2. What is unique about this framework?

This framework content coverage analysis stands out mostly because it’s extremely comprehensive and data-driven.

Unlike traditional methods that focus solely on basic keyword research or competitor analysis, this approach delves deeper into user intent, content depth, and evolving search behaviors, providing a comprehensive view of how to improve content performance.

Key unique aspects include:

- Funnel Stage Mapping: Keywords and the existing pages are strategically mapped to different stages of the customer journey, ensuring the content aligns with user intent at every touchpoint and also identified the competitor strategies across funnel stages.

- Content Gap Identification: Instead of just identifying missing keywords, it focuses on evaluating content depth and relevance, alignment with user intent, new growth opportunities, and more.

2.3. What were the tools used in the process?

Google Analytics (GA): To track traffic and page performance.

Google Search Console (GSC): For identifying keyword positions and CTR insights.

Ahrefs/Semrush: For detailed keyword gap analysis like missing keywords, keyword positions, competitor benchmarking, backlinks, etc.

Manual Content Auditing: To evaluate content depth and alignment with user intent.

3. What were the key findings?

Limited Keyword Coverage: Many relevant keywords were underperforming or not targeted effectively.

Ranking Gaps: A significant number of keywords were ranked on lower pages (3rd, 4th, etc.), not reaching their full potential.

Content Depth Issues: Existing content lacked depth in addressing certain subtopics, impacting its ability to rank higher.

Missed Different Content Types: Not focused on image and video content thereby focusing only on theoretical content.

Competitive Gaps: Competitors were covering additional relevant topics, resulting in higher rankings and traffic.

Untapped opportunity: An untapped format overlooked by everyone, interactive demos for setting up steps.

4. What do you plan to do with these gaps?

Once content gaps are identified, the plan is to strategically address them in order to enhance content relevance, depth, and overall performance.

5. What is the forecast once we implement these recommendations?

Improved Keyword Rankings – More keywords ranking on Page 1.

Increased Organic Traffic – Higher visibility and clicks, leading to more visitors.

Better User Engagement – Increased time-on-page and lower bounce rates.

Higher Conversion Rates – More users taking desired actions.

Enhanced Authority – Stronger credibility and domain authority.

Continuous Growth – Ongoing optimization for sustained performance.

At LeadWalnut, our approach is rooted in a deep understanding of audience needs, creating expert content that fills critical gaps, and employing frameworks that are rigorously tested and refined.

The outcome?

Content that not only achieves top rankings but truly connects: fostering meaningful engagement, building trust, and delivering measurable business impact.