Marketing & Content
SEO topic gap analysis and content planning
Identify the questions and topics your customers search for that your site does not answer, and produce a prioritised content plan with target pages, intent, and internal linking.
15–35%
increase in non-brand organic traffic
Opportunity assessment
Moderate impact. Meaningful cost or revenue improvement, likely noticeable at function level but modest relative to total business scale.
Relatively straightforward. Off-the-shelf tools handle the core task. Implementation is well-understood with good examples to follow.
Light data requirements. Uses straightforward inputs — documents, product descriptions, customer records — that are usually accessible with minimal prep.
Low risk. Limited external exposure. A human reviews output before it reaches anyone outside the team.
Light people impact. A new tool slots into an existing workflow. Minimal training needed. Most people will adapt quickly.
Tooling required
Things to consider
AI overviews and answer engines have changed what organic traffic is worth. Prioritise topics where the searcher needs to reach your site to act — availability, price, fit, local stock — over general informational content that an answer engine will summarise away.
Your own site search logs and customer service contact reasons are better topic sources than keyword tools, because they reflect what your customers actually want to know.
Publishing volume without quality now carries a ranking penalty rather than a benefit. Plan for fewer, better pages with genuine first-hand information.
Experiment starter: Build a plan for one category, publish ten pages against the identified gaps, and measure non-brand organic sessions and assisted conversions for that category over the following quarter against a comparable category left unchanged.
Go deeper in the playbook
Section — Opportunity Identification, including the AI Opportunity Assessment ScorecardSection — RAG and Knowledge Systems: Unlocking Proprietary DataThis is an decision support opportunity — see the relevant playbook section for how to approach it.More in Marketing & Content
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SEO product content at scale
Produce optimised product and category page content at volume. Particularly valuable for large catalogues where manual writing is a bottleneck.
Campaign performance commentary
Convert raw campaign data into narrative summaries for weekly reports and post-campaign reviews. AI drafts; analyst reviews and adds context.
AI Transformation Playbook
Ready to assess your own opportunities?
The playbook gives you the full 150-opportunity directory, scoring tools, and 100+ templates for every stage of an AI transformation programme.