Prompt analysis

Keyword research asks what people type. This asks what they mean.

Discover, cluster and prioritise the prompts buyers ask answer engines, then map the intent, entities, competitors and cited sources behind each cluster into ranked content briefs.

The problem

A keyword list cannot hold a conversation

Buyers no longer type three words into a box. They ask a question, read the answer, then ask a follow-up that narrows it. Keyword tools capture the first move and none of the rest, which is where the shortlist actually forms.

Prompt intent also shifts faster than a quarterly content plan. New comparison language appears, evaluation criteria change, and competitor names enter prompts that never had them. By the time a keyword tool registers the volume, the answer has already been written by somebody else's content.

What it does

Inside the feature

The discovery step that feeds everything else. Run it before you decide what to track.

Prompt discoveryFind the category, comparison, problem and solution prompts buyers use across answer engines, including phrasings no keyword tool reports.
Intent clusteringGroup prompts by objective, funnel stage, urgency, role and decision language, so a cluster maps to one piece of content rather than to twelve.
Competitor answer analysisWhere competitors appear inside those answers, how they are framed, and which proof points the engines repeat.
Entity gap detectionThe products, features, people, use cases and related concepts an engine does not currently connect to your brand.
Citation opportunity mappingThe pages, references and evidence signals that would make an answer more likely to trust you on this cluster.
Prompt-to-content briefsEach cluster resolves to a brief: explainer, comparison, landing page or refresh, with the specific gap it is meant to close.
What you get

The output, not the dashboard.

✓A clustered map of the prompts that decide your category, not the keywords that describe it.
✓The entities engines fail to associate with you, which is usually a shorter list than expected.
✓Ranked content briefs, each traceable back to the prompt gap that justified it.
✓Objection language for sales, because a repeated prompt is a repeated objection.
What it will not do

Prompt Analysis tells you what to write. It does not tell you that writing is the answer. Some clusters lose because the engine has no reason to trust you, and a fifth blog post will not change that. When the gap is credibility rather than coverage, the brief will say so, and the work belongs to third-party sources instead.

FAQ

Prompt Analysis, in questions

It is the discovery process for finding, grouping and prioritising the questions buyers ask AI engines. It converts scattered conversational queries into a structured view of answer demand, so you can decide what to create rather than guess.

Keyword research measures search terms and volume. Prompt analysis captures conversational questions, follow-ups, the entities inside the answer, the sources cited, and which competitors get named. A keyword list cannot tell you that an engine repeats a competitor's SOC 2 badge every time someone asks about security.

Analysis is upstream discovery, run periodically. Visibility is ongoing measurement of a chosen prompt set. Analysis answers "what should we care about", visibility answers "how are we doing on it".

Each cluster produces a brief that names the format, the entity gaps it must close, the proof points it needs to carry, and the sources that would make it citable. That brief flows into Content Gaps and then into drafting, so the reasoning travels with the work.

Start with the engines your buyers use, which for most B2B teams means ChatGPT and Perplexity, then Gemini and Claude. Analysing an engine your audience does not use produces a tidy report and no pipeline.

Quarterly is enough for most categories. Re-run it sooner when a competitor launches, when a new category term starts appearing in buyer calls, or when Prompt Visibility shows a cluster moving for reasons the tracked prompts do not explain.

Related

Features that work with this one

Analytics

Prompt Visibility

Whether you appear, rank and get cited for the prompts your buyers ask.

Workflow

Content Gaps

Where you are relevant and absent, why, and the brief that closes it.

Analytics

Competitor Visibility

Share of answer against your competitors, and the sources behind their lead.

See the visibility pillar →

Find the prompts that decide your category.

The free audit starts from your buyers' real questions rather than a keyword export.