Acting on Gaps
Turning a visibility gap into campaign work, and measuring whether it moved.
In the loop, a gap becomes a campaign, and the campaign gets re-measured on the same prompts.
Which Gaps to Take
Rank by decision impact, not by how far behind you are.
| Take first | Leave |
|---|---|
| Comparison prompts where a competitor is cited and you are not | Broad category prompts where six vendors are all named |
| Pricing and evaluation prompts with a clear factual answer | Prompts whose answers are opinion pieces |
| Prompts with high coverage and low visibility: the page exists, the citation does not | Prompts nobody in your pipeline has ever asked |
| Anything a rep has heard a buyer say out loud | Anything only a tool suggested |
From Gap to Work
Scan first, so you have a baseline
trigger_scan before you publish. See
tracked prompts.
Brief with the prompt and the sources
Hand the content agent the prompt text, the competitors currently cited, and the cited sources.
Write the claim plainly and early
Answer engines quote sentences. Put the claim near the top, and write it so it still makes sense when it is quoted on its own.
Fix the sources you control in parallel
Directory listings and review-site descriptions are yours to edit.
Re-scan more than once
Pick the re-scan dates before you publish, so you are not choosing them after seeing a number you like.
What to Expect
Uneven movement. The models do not move together. That is what the per-model breakdown is for.
Occasional regressions. Answers change on their own. Read trends, not points.
How long a published page takes to show up in an answer engine is not something we can promise, and it is not published anywhere. Measure it on your own prompt set: baseline, publish, re-scan, and record what you saw. Your FDE can tell you what other teams have seen.
Closing the Loop on Revenue
Visibility is a leading indicator. Two things connect it to revenue:
- Traffic Intelligence attributes AI referrals by engine, so you can compare how ChatGPT visitors convert against organic ones.
- The conversion funnel carries them through to qualified leads and meetings.
SAM reaches the visibility data, so "are we showing up in AI answers for [prompt]?" works from Slack, and a schedule can post it weekly.