What Content Gaps Are and Why They Matter
Content Gaps is a Signal in Scrunch that surfaces questions your customers are asking AI platforms that your website doesn't adequately answer yet. It lives under the Signals tab at /signals/content-gaps with its own dedicated page and drill-down views by topic.
AI chatbots can only cite sources they can find. Every gap is a question your audience is asking right now where a competitor gets the credit instead of you. Fill the gap, and AI platforms will start recommending your content.
How Content Gaps Work
The Content Gaps page walks you through a four-step workflow:
We surface the gaps
Scrunch identifies configured prompts your site doesn't adequately cover, grouped by Topic so you can prioritize by theme.You pick the format
Choose whether to create a new blog post, add an FAQ section, or update an existing page.Get a ready-to-use brief
Scrunch generates a content brief you can send to your team or drop directly into ChatGPT.Publish and get cited
Once your content is live, it becomes a source AI platforms recommend.
When Content Gaps Appear
Content Gaps uses a conservative detection method. Not every account will see gaps right away. The signal appears when:
You have prompts configured and Scrunch has collected enough AI responses to identify clear patterns
There are legitimate opportunities where your site could answer a question but currently doesn't show up in AI citations
If the Content Gaps tile on your Signals tab is greyed out, it means no opportunities have been identified yet. As new data comes in, the section will activate automatically.
Key insight: Content Gaps focuses on questions your audience is already asking AI, not generic SEO keywords. Filling these gaps directly improves your AI visibility on real searches happening right now.
Using Content Gaps Effectively
Group by topic first
Gaps are organized by topic on the main page. Start with topics that align with your core business priorities or where you already have strong domain authority.
Use the generated brief
The brief isn't just an outline. It's a ready-to-execute document you can hand to a writer, paste into an AI assistant, or use as a starting point for updating an existing page.
Track what you publish
After you create or update content based on a gap, monitor the prompt in Explorer or Citations to see if your brand starts appearing in AI responses.
Common Questions
Why don't I see any Content Gaps?
Scrunch's detection is conservative. If no gaps appear, it means either your site is covering your prompts well, or there isn't enough response data yet to identify clear opportunities. The section will activate as new patterns emerge.
How is this different from SEO keyword research?
Traditional keyword research shows search volume; Content Gaps shows you what people are actually asking AI right now and where your site isn't being cited. It's grounded in real AI response data from your configured prompts, not estimated search trends.
Can I add my own content ideas here?
Content Gaps surfaces opportunities automatically based on your prompts and AI response patterns. To track specific queries you want to cover, add them as prompts and Scrunch will monitor whether your site appears in responses over time.