A missing page is a content gap. A page that exists but is buried five clicks deep is a crawl gap, and it looks exactly the same in your rankings.
Check discovery first
Before commissioning new content, search your own site for the answer. Often it already exists in a help article, an old blog post or a product page that search engines rarely reach.
Fixing crawl gaps
Link orphaned pages from relevant hubs, add them to sitemaps, and consolidate near-duplicates into one strong page instead of three weak ones.
Takeaways
Audit discovery before you write. It is cheaper, faster and often more effective than producing another page.
