Learn how to harness AI to identify unanswered questions within your content, enabling you to enhance and improve it.

From experience, I’ve learned to be cautious when using the words “content” and “scale” together in SEO. These words often imply producing large volumes of content primarily for search engines, which frequently backfires when search engines catch on to the tactic.

However, when used correctly, AI can be a powerful tool for SEO, helping us enhance the quality of our content.

Our Plan

Objective

We aim to use an automated process to identify “intent gaps” in our content and enhance its quality in real time.

Steps

1. Crawl Content URLs: Use a web crawler to gather data from our content pages.
2. Analyze Content with ChatGPT: Utilize ChatGPT to analyze the text content on each page.
3. Identify Gaps with PAA Data: To pinpoint gaps, compare the analyzed content against an intent map derived from Google’s People Also Ask (PAA) data.

The outcome will be a spreadsheet that lists questions our content doesn’t answer but is related to the page’s intent, potentially saving us hundreds of hours in manual analysis.

Required Tools

• Screaming Frog SEO Spider: This tool, in its latest v20 release, includes a feature to execute custom JavaScript during crawling, enabling data extraction on the go.
• OpenAI API: This API allows us to programmatically interact with ChatGPT for content analysis, which is ideal for summarizing and reviewing content.
• AlsoAsked API: This API is unique in its ability to programmatically query and access PAA data in any language/region supported by Google.

Why This Approach is Powerful

Advantages of PAA Data

1. Intent Clustering by Google:

1. • Google uses PAA boxes to refine user queries and understand average user intent.
   • Complex tasks often require multiple searches; PAA data helps us understand these intents and incorporate them into our content.

1. Time To Result (TTR):
   • TTR measures how quickly a user completes their task.
   • Addressing related searches can reduce TTR, making our content more useful and likely to rank well.

1. Recency:
   • PAA data updates quickly, reflecting the latest trends and queries.
   • Early content on new topics can secure high rankings and attract initial links, sustaining long-term SEO performance.
   • Keeping content updated with the latest search intent ensures its relevance and effectiveness.

This strategy leverages the detailed, up-to-date insights from PAA data, making it an unparalleled source for understanding and addressing user queries that traditional keyword research tools might miss.

Step-by-Step Approach

1. Update Screaming Frog to >v20.1

Ensure you have the latest version of Screaming Frog. CustomJS was introduced in v20.0, and since v20.1, the AlsoAsked + ChatGPT CustomJS is included with the installer. To update Screaming Frog, go to Help > Check for Updates and follow the prompts to restart the program.

2. Crawl Site URLs

Start a standard crawl of your website with Screaming Frog to find a list of URLs for selection. Use the HTML filter to view pages. If your site requires client-side JavaScript to render content and links, go to Configuration > Spider > Rendering and change the setting from Text Only to JavaScript.

3. Select Content URLs

Focus on informational pages, as they typically benefit the most from this process. Each URL queried uses OpenAI tokens and AlsoAsked credits, so start with content URLs. For example, filter blog posts by typing /blogs/ in the filter box. If your URL pattern differs or there is no obvious pattern, use Screaming Frog’s Custom Search to filter based on page rules.

4. Import CustomJS

Go to Configuration > Custom > Custom JavaScript. Click + Add from Library in the bottom right in the Custom JavaScript window to load pre-packaged custom JavaScript. Scroll down and select (AlsoAsked+ChatGPT). Find unanswered questions, then click Insert.

5. Configure API Keys

Edit the imported JavaScript to include your API keys for OpenAI and AlsoAsked. This step is straightforward and essential for running the script.

6. Review Settings

Configure the JavaScript’s PAA language and region settings from line 25 onwards based on your website’s target audience. AlsoAsked supports all languages and regions offered by Google.

7. Run List Crawl for Selected URLs

Clear the current crawl by clicking the Clear button at the top of the Screaming Frog interface. Change the crawl type to List under the Mode menu, then start the crawl for your selected URLs.

8. View Results

Find your results in the Custom JavaScript tab. Access this tab by clicking the down arrow to the right of the tabs and selecting Custom JavaScript. Here, you’ll see your URLs and a list of questions based on PAAs that ChatGPT has identified as unanswered in your content. Once the crawl is complete, export the results to a spreadsheet for easy review.

Fit This into Your Current SOPs

There are various ways to gather data to improve your content, from qualitative user feedback to analyzing quantitative metrics within your analytics. This method is just one approach among many.

Why This Method is Valuable

This methodology is beneficial because it inspires based on actual data. By using the strengths of Large Language Models (LLMs), it summarizes content to identify gaps rather than generating new content, offering valuable context.

Integration with Your Workflow

You can integrate these checks into your content production process with additional tooling. Implementing this method during content creation and scheduling regular crawls can alert content creators to new gaps as they arise, ensuring your content remains comprehensive and up-to-date.

If you still need more time to feel overwhelmed and uncertain, consider exploring our monthly SEO packages and allow our experts to assist you.