Identify Topic Gaps and Build a Strategy
In the previous exercises, you explored how AI systems interpret your content, how your brand appears in AI-generated responses, and how to improve visibility using optimization opportunities.
In this exercise, you will focus on identifying topic-level visibility gaps and building strategies to improve your brandβs presence in AI-generated answers.
The quality of topic gap analysis depends on the coverage and quality of prompts used.
To get the most accurate recommendations, itβs important to define a strong prompt strategy that reflects how users actually ask questions. Expanding and refining your prompt set can reveal additional opportunities and provide a more complete view of your brandβs visibility.
4.1 Objectives
By the end of this exercise, you will:
- Understand how to identify topic-level visibility gaps
- Use Recommended Focus Areas to find high-impact opportunities
- Create a strategy based on a high-potential topic
- Connect topics to optimization opportunities
4.2 Identify Topic Gaps and Build a Strategy
Step 1: Navigate to Opportunity Workspace
Open the Opportunity Workspace.
You will see:
- Strategy overview
- Recommended Focus Areas
- Topics with visibility and prompt data
Step 2: Review Recommended Focus Areas
Scroll to the Recommended Focus Areas section.
This section highlights topics where your brand has the highest potential for improvement.
Each topic includes:
- Visibility % β how often your brand appears
- Prompt count β how many prompts are associated
- Suggested strategy type
Step 3: Identify a topic gap
Look for a topic that meets the following criteria:
- Low visibility (e.g., 0β5%)
- Non-trivial number of prompts
Step 4: Understand the role of prompts
To view the associated prompts for that selected topic, navigate to Brand Presence and select the Topic from the filter and review the associated prompts.
Prompts represent the questions users ask AI systems.
Consider:
- Are these prompts relevant to your business?
- Do you have content that answers these questions?
- Is that content structured in a way AI systems can use?
Step 5: Define a strategy direction
Based on the topic gap you identified, think about how you might approach improving visibility for that topic.
For example, consider:
- What type of content might better address these prompts?
- Are there opportunities to make existing content clearer or more structured?
- Which optimization opportunities (e.g., AI-friendly summaries or content accessibility) could apply?
You do not need to create a fully detailed plan β the goal is to begin thinking about how insights can translate into action.
4.3 Checkpoint / Reflection
Checkpoint Questions
- Did you identify a topic with low visibility and meaningful prompt coverage?
- Were you able to connect that topic to real user questions (prompts)?
- Did you define a strategy to improve visibility?