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Queries competitors rank for and you do not. Queries where you rank on page two — visible but not clicked. And questions your own customers ask that no page answers.
The third is the most valuable and the least used, because it needs someone to read support tickets and sales calls rather than run a tool.
A gap where no page exists needs writing. A gap where a page exists and ranks poorly needs improving, and that is usually cheaper and faster.
Distinguishing them is the whole value of the exercise. A gap analysis that only lists missing topics will have you writing new pages while existing ones sit on page two.
Customer questions in support tickets and sales calls. Tools miss those entirely.
No. Filter by whether you want that visitor, not by volume.
Update, more often than teams expect. It is cheaper and faster.
Half an hour with your own data usually saves reading three of these. The guides will still be here afterwards.