Identify content gaps in AI Search (Platform: Finding Content Opportunities with Conductor)

Knowing your overall performance numbers is one thing. Knowing exactly where your content is letting you down — and what to do about it — is another. This lesson takes you inside the Your Performance tab in AI Search Performance to run two distinct diagnostic workflows: one for finding awareness gaps, and one for identifying authority gaps. Understanding which problem you're solving first is what turns data into a focused content plan. 

Topics include:

• Using the KPI cards to choose your diagnostic lens

• When to focus on Brand Mentions vs. Website Citations — and what each tells you

• Reading the Personas and Intent Heatmap to find content gap white space

• Using Topic Coverage to identify your weakest topic areas

• Using Cited Pages to understand your content authority footprint

• Drilling down to specific prompts and taking action in Writing Assistant

🔁 Seen this video before? If you've already completed the AI Search Performance course, feel free to skip ahead. 

Step-by-step

Here are the steps we cover in the video, with relevant links to more information. Be sure to watch to get more context and decision support for potential choices you might have to make as you go: 

1. Navigate to the Your Performance tab in AI Search Performance ↗️ (Performance > AI Search > Your Performance).

2. Review the three KPI cards at the top — Your Brand Mentions, Your Website Citations, and Your Sentiment Score. The active card determines which metric all the widgets below are displaying. Before diving in, decide which diagnostic question you're answering today:

   • "Is my brand showing up in AI conversations?" → Select Your Brand Mentions. Use this when you want to find where a specific audience isn't hearing about your brand at all. Low mentions typically signal a need for new content to establish presence.

   • "Is my content being treated as an authoritative source?" → Select Your Website Citations. Use this when you have some brand presence but AI engines aren't linking to your site. Low citations typically signal a need to optimize existing content — improving structure, depth, and authority signals so AI treats it as citable.

3. With your chosen KPI selected, scroll to the Personas and Intent Heatmap. The grid shows your coverage at every intersection of a tracked Persona (rows) and Search Intent category (columns).

   • Dark cells = strong coverage.

   • Light or empty cells = weak or zero coverage. These are your gaps.

4. Scroll down to Topic Coverage — a treemap showing your coverage across tracked topics. Lighter tiles = weaker coverage. Larger tiles = more prompts tracked, meaning bigger gaps have bigger stakes.

5. Identify a cell in either the Heatmap or Treemap with notably low coverage for an audience and intent or topic that matters to your business. That's your target.

6. Click the cell to drill into the underlying prompt data. Filter further to build a targeted list of prompts to target with new or optimized content.

7. Click the three-dot menu and select Go to Writing Assistant to kick off the content creation process.

Related Resources

• AI Search Performance Support Article

• AI Search FAQs