You don’t need to be a technician to improve your search results – you just need to enlist AI to help you start listening to your audience. This step-by-step guide will get you to provide the key information, and offer the crucial feedback that will generate a user-first, SEO-friendly content strategy.

1. Mindshift: First, you need to stop treating SEO as technical. Instead consider it as a conversation – and AI as a brilliant listener.
2. Understand Real Intent: Create a User Profiles and Needs Grid showing who your audiences are and what they want to learn, do, decide or feel.
3. Translate Your Mission: Use an Audience Language Map to express the key themes of your work in the language people actually use when they search.
4. Reality Check: Create a Visibility ScoreCard for your themes showing where you already show up in Search, and where you’re invisible.
5. Build a Content Opportunity Pipeline to prioritise the gaps that matter most.
6. Use a mega-prompt to guide you through the whole process.

1. Mindshift: Don’t Treat SEO as Technical; Treat It as a Conversation

For many purpose-driven organisations, SEO feels like a technical dark art: something for agencies or developers, not communications teams. But SEO is simply audience listening at scale. Every search query is a tiny signal of intent – a clue to what people care about, struggle with, or want to achieve. And AI now enables non-technical teams to interpret those signals more clearly than ever.

Instead of thinking of SEO as a set of rules, treat it as a conversation:

• Users express a need through a search
• AI helps you hear what they’re really asking
• You produce content that provides the answer

This guide takes the idea of ‘listening to the audience’s search signals’ and breaks down SEO strategy into a simple workflow any comms team can follow. By incorporating careful analysis of what your audiences are really looking for, it gives you a framework for your overall content strategy.

Things You’ll Need Before You Start 

You don’t need fancy tools to use AI effectively for search strategy, but you do need a few basics in place. 

1. A professional ChatGPT account with Advanced Data Analysis enabled (go to go to Settings & Beta > Beta features and turn on “Advanced Data Analysis”)
2. A simple description of what you do“: Your About Us / mission statement, or a short “what we do” summary (5–10 lines), and a rough list of your 3–7 main services or programmes. This is what the prompt uses to translate mission-speak into audience language.
3. A rough idea of who your audiences are. You don’t need full personas. Just a quick list of 3–5 key audiences in your own words and one line on what success looks like for them. The User Profiles & Needs prompt will tidy this up and turn it into clearer profiles.
4. Google Search Console data: Queries export, Pages export (CSV). You may need to ask your development or agency partner to send you these.
5. Data from Google Ads Keyword Planner. You don’t need to run ads or spend money but you will need to set up an account. Go to Tools & Settings → Keyword Planner → Discover new keywords. Enter 5–10 seed phrases linked to your main themes. Export the Keyword ideas table as CSV.
6. A basic URL list: Export from your sitemap or CMS. Ideally, create a table in which you add the page title and content type.

2. Understand Real Intent: Create a User Profiles and Needs Grid

Most organisations talk about “our audience” as if it’s one big, blurry blob. The first step in this workflow is to break that blob into a few real people with real jobs to be done – and then tie those jobs to what they actually search for. This step does two jobs at once:

1. It creates 3–5 user profiles – simple, memorable sketches of who you’re trying to reach.
2. It builds a User Needs map – a way of sorting all those messy search queries into a handful of clear “reasons for visit”.

Together, these give you the “who” and the “why” behind the data you’ll use in the rest of the process. The profiles in this system are deliberately lightweight. They answer four practical questions:

• Who are they? (job role and context)
• What situation are they in? (e.g. understaffed comms team, editor under pressure to grow digital)
• What critical jobs they need help with? (in their own words)
• Where do they spend their time? (website, LinkedIn, newsletters, media, etc.)

The prompt proposes 3–5 profiles such as “Overloaded Comms Lead” or “Data-Shy Editor”, which you then edit and prioritise to tell the system whose problems you most want to solve with your content.

Critical jobs vs pain points

In this framework I use the idea of “critical jobs” rather than just “pain points”.

• A pain point is what hurts or frustrates someone. “I can’t prove our content is working.”
• A critical job is the concrete thing they’re trying to get done despite that pain. “I need to justify the comms budget to leadership so we don’t get cut.”

Critical jobs are more useful for content and SEO because they point directly to what kind of content will actually help them move forward.

User Needs: why are they here today?

Once you know who is knocking on the door, you need to understand why they’ve come. This is where the User Needs framework comes in. It grew out of audience research in newsrooms (and earlier “Uses & Gratifications” work in media studies). The big idea is simple:

People don’t come to your content for its own sake.
They come because it helps them do something: learn, do, feel, connect or decide.

Those five needs are a practical shorthand for the different jobs content can do:

• Learn – “Help me understand this.” Definitions, explainers, context, “what is…?” and “why does…?”
• Do – “Help me do this.” How-tos, templates, checklists, workflows, prompts.
• Feel – “Help me feel a certain way.” Reassurance, inspiration, confidence, “we’re not alone”, proof it can work.
• Connect – “Help me find people or organisations.” Communities, networks, events, partnerships, examples to follow.
• Decide – “Help me choose.” Comparisons, arguments, pros/cons, business cases, “what should we prioritise?”.

Instead of guessing, the prompt looks at your real search queries and groups them into clusters that clearly map to one of these needs. For example:

• “what is audience development” → Learn
• “audience development plan template” → Do
• “is our content strategy working” → Decide

It then ties each cluster back to the profile most likely to be asking it. So you don’t just see “lots of queries about audience development”. You see:

“Overloaded Comms Lead – Learn: needs a plain-English explanation of what ‘audience development’ actually is, and how it differs from marketing.”

That’s much more actionable.

Why this matters more than just “doing SEO”

Without this step, it’s very easy to optimise for whatever has the biggest search volume, or whatever your CMS makes easiest to publish. The User Profiles & Needs layer forces a different question:

“For our priority audiences, at this stage in their journey,
what do they need to Learn / Do / Feel / Connect / Decide – and are we showing up for that in search?”

That’s the bridge between search data and strategy. And it’s why this section of the process is worth taking seriously, not just letting the AI fly on autopilot.

This is an early version of Runcible’s User Needs and Profiles Grid generated by ChatGPT:

3. Write an Audience Language Map to translate your work themes into words people use when they search.

Once you know who your key audiences are and why they come to you (their User Needs), the next question is:

“What exact words do they use when they go looking for this help?”

That’s what the Audience Language Map does. It takes the profiles and needs from the previous step and overlays them with:

• Real search behaviour from Google Search Console, and
• Broader keyword ideas and volumes from Google Keyword Planner

That’s how it builds a bridge between your mission language and your audience’s search language.

The starting point is your own way of describing your work: What you say on your About page, the services or programmes you list, and the big buckets you care about strategically. From these, the prompt identifies 5–7 “mission themes” – your main areas of work.

For Runcible these are:

1. SEO-friendly content foundations
2. Audience development & mission translation
3. Hooks & storytelling for engagement
4. Content architecture: clusters & internal links
5. Using AI / ChatGPT to work smarter
6. Measure what matters
7. Content packaging & scroll-stopping formats

The Audience Language Map then asks:

“When our priority audiences look for these things in Google,
what do they actually type?”

What data the map uses

It uses Keyword Planner to see the full search universe around each theme:

• Variations (“how to write a blog post for seo”, “how to write seo friendly blog posts”)
• Intent (“what is”, “how to”, “examples”, “template”)
• Scale (is this 50 searches a month, or 15,000?)

It uses Search Console to anchor that in your real performance:

• Which phrases you already show up for
• Where you’re invisible or underperforming
• Where your current wording doesn’t match how people search

What the Audience Language Map actually produces

The output for each mission theme has four parts:

1. Audience search language (keyword clusters + volume)
   • Groups related phrases together (e.g. all the “internal linking seo” variations)
   • Shows roughly how big each cluster is (e.g. “≈ 15k searches/month across internal-link phrases”)
2. Typical questions / intent
   • Translates those clusters into plain-English questions your audience is really asking
   • e.g. “What is the right way to do internal linking for SEO?”, “What should go in an audience development plan?”
3. Audience phrasing / description
   • Describes how people talk about this topic in their own words
   • e.g. “People don’t say ‘information architecture’; they type ‘internal linking seo’ and ‘content clusters seo’.”
4. A link back to User Needs (implicit but important)
   • You can see at a glance whether a cluster is mainly about Learn, Do, Feel, Connect or Decide

So instead of a generic list of “keywords”, you get something like:

Theme: Content architecture
• Cluster: “internal linking seo”, “internal linking best practices” (≈ 15k searches/month)
• Typical question: “How should we do internal linking for SEO?”
• Audience phrasing: “They don’t ask about ‘nav hierarchies’; they ask for ‘internal linking strategy’ and ‘internal linking best practices’ and want simple rules.”

That’s much easier to write for.

How this step interacts with User Profiles & Needs

The Audience Language Map is not just “SEO keyword research with a nicer name”. It’s deliberately tied back to the previous step:

• Profiles tell you who is asking
• User Needs explain why they’re asking (Learn / Do / Feel / Connect / Decide)
• Audience Language Map adds how they ask in search

Why not just use Keyword Planner on its own?

You could just export a list of keywords and call it a day. The problem is:

• Keyword tools don’t know which services you’re trying to grow
• They don’t know which audiences matter most to you
• They don’t know which topics you’d prefer to avoid, even if they’re big (e.g. in my case ‘student essay queries’)

Left to itself, keyword research tends to favour:

• Whatever has the highest search volume
• Whatever has the clearest “SEO” labels attached

The Audience Language Map forces a different question:

“For our priority audiences and must-win themes,
what are the most important ways people actually phrase their needs in search?”

That’s why the prompts asks you to explicitly:

• Mark some themes as must-win
• Decide which audiences are strategically important
• Tell the system which clusters to down-weight (e.g. obvious student traffic)

You still get the benefit of keyword data – but under the guidance of your strategy, not the other way round.

Here’s the Audience Language Map for Runcible’s Hooks & Storytelling theme:

4. Create a Visibility ScoreCard for your themes showing where you’re visible and where you’re not.

By this point you already know:

• Who your key audiences are (User Profiles)
• Why they come to you (User Needs)
• How they actually search (Audience Language Map)

The next question is brutally simple:

“When people search in those ways today,
do we show up – or are we basically a ghost?”

That’s exactly what the Visibility Scorecard answers. It takes the clusters from your Audience Language Map and runs them against your real performance in Google Search Console, so you can see:

• Where you’re Strong – you already appear and rank well
• Where you’re Weak – you appear but languish down the results
• Where you’re a Ghost – there’s demand, but you’re essentially invisible

Instead of vague “we’re not great on SEO”, you get a theme-by-theme reality check.

The job of the Visibility Scorecard

The Scorecard is there to do three things:

1. Turn search data into a readable story
   • It summarises impressions and rankings in plain English.
   • It links each search cluster back to a mission theme, a profile and a need.
2. Show your real position in the market
   • Are you already the “go-to” answer for some topics?
   • Are there big, on-mission areas where you barely appear?
3. Set up the decision about what to do next
   • It doesn’t yet tell you how to fix things.
   • It tells you where to focus your energy when you get to the Content Opportunity Pipeline.

So instead of: “We’re weak on ‘internal linking seo’.” You can say: “For our Strategy-Hungry Editor profile, who needs to Do (structure content properly), we’re weak on ‘internal linking seo’ – we appear occasionally, but mostly on page 3.”

That’s a much more powerful story to take into planning conversations:

Where human judgement comes in

AI can read the numbers, but it can’t see who dominates the current results (huge platforms vs niche players), or whether a topic is valuable to you even with modest volume, or whether a cluster looks big but is mostly the wrong audience (e.g. school essays).

That’s why the process asks you questions like:

• “Are there any themes or clusters where the current SERP is dominated by players you don’t want to compete with?”
• “Any clusters that look big in volume but you know are not valuable to your work?”
• “Any themes or clusters you want to push for strategic/offline reasons, even if demand is modest?”

This is an extract from Runcible’s Visibility Scorecard:

I’m basically being told that I should be doing better and that with some focus, this is within my grasp. Hence this post!

5. Build a Content Opportunity Pipeline to prioritise the gaps that matter most.

By this point, you’ve done the thinking work:

• User Profiles & Needs – you know who matters and what they’re trying to Learn / Do / Feel / Connect / Decide.
• Audience Language Map – you know how they actually search for those needs.
• Visibility Scorecard – you know where you’re strong, weak or basically a ghost in Search.

The Content Opportunity Pipeline is where you stop analysing and start deciding: “Given all this, what exactly should we refresh, merge or create next – and in what order?”

From X-ray to treatment plan

A Visibility Scorecard is an X-ray: it shows what’s going on inside your search presence.

The Content Opportunity Pipeline is the treatment plan:

• It looks at each important query cluster (e.g. “audience development plan”, “internal linking SEO”, “hooks for writing”).
• It maps those clusters to your existing URLs.
• It decides whether your current content is good enough to improve, too messy and needs consolidating, or missing altogether.

The three opportunity types

To keep things simple, the pipeline works with three basic actions:

1. REFRESH – “We have a page that’s clearly about this topic, but it’s underperforming.”
   • Improve the content: structure, examples, hooks, images, internal links.
   • Align the title, headings and copy to the actual search phrasing from the Audience Language Map.
   • Often the best way to move from Weak to Strong on topics that already matter.
2. CONSOLIDATE / REWRITE – “We have several overlapping pages and they’re confusing Google and readers.”
   • Merge similar articles into a single, stronger piece.
   • Cut or redirect thin or duplicate pages.
   • Give that new “canonical” page a clearer role in your system (e.g. pillar page vs supporting article).
3. CREATE – “There’s demand, and it matters to us, but we basically don’t exist for it.”
   • Plan and publish new content that’s tightly aligned with:
     • a mission theme,
     • a priority profile, and
     • a clear user need from your earlier steps.
   • Great for “Ghost” topics in must-win areas, like “how to measure audience development” or “ChatGPT prompts for content teams”.

Inputs the pipeline uses

Under the hood, it uses everything you’ve contributed so far plus your own answers to:

• How many new pieces you can create in the next 3–6 months
• How many existing pieces you can meaningfully refresh
• Whether you want to focus on quick wins or big bets right now

Impact and effort: quick wins vs big bets

The pipeline doesn’t stop at “what”. It also gives you a sense of how much work and how much upside each opportunity represents.

For each row, it estimates:

• Impact – High / Medium / Low
  • How big is the search opportunity?
  • How closely does it align with your mission and services?
  • Is it tied to a priority profile and must-win theme?
• Effort – High / Medium / Low
  • Is this a small tweak, a solid rewrite, or a major new flagship guide?
  • Will it need design, approvals, sign-off from multiple teams?

That lets you separate:

• Quick wins – High impact, low or medium effort (e.g. refreshing an existing high-impression article with better structure and internal links).
• Big bets – High impact, high effort (e.g. creating a definitive “SEO content strategy” pillar page plus related resources).

Here’s an extract from Runcible’s Content Opportunities Pipeline:

Why this beats a generic content calendar

Most content calendars start with, “What campaigns do we have coming up?” Or “What do we feel like posting next month?”

The Content Opportunity Pipeline starts with: Audience needs, Real search behaviour, and Your current visibility gaps. Then it layers on strategy (must-win themes, priority audiences) and capacity (what you can actually deliver).

The result is a content plan that is:

• Audience-first – grounded in what people are already asking for
• Search-aware – focused on high-value visibility gaps
• Actionable – sized for your real-world constraints
• Explainable – every item has a clear “why” behind it

This is where the whole system comes together: you move from “we should probably do more SEO” to “here are the next 10 pieces of work that will make the biggest difference, for these audiences, on these themes” – and you can show your workings.

6. One mega-prompt to guide you through the whole process

You are an expert in SEO and audience research for purpose-driven organisations.

We are going to work through a 4-stage process, and I want you to:
- Ask me for the inputs you need at each stage (rather than everything at once)
- Pause at the end of each stage so I can refine the output
- Only move to the next stage when I explicitly say so
- Finish with a prioritised Content Opportunity Pipeline (refresh / retire / create)

The 4 stages are:

1) User Profiles & Needs  
2) Audience Language Map  
3) Visibility Scorecard  
4) Content Opportunity Pipeline

At every stage, use:
- Clear, non-technical language (for comms professionals, not SEOs)
- Markdown tables where helpful
- My existing data (Search Console, Keyword Planner, URL list) as much as possible

If anything is missing, make sensible assumptions and say what you’re assuming.

===================================
STEP 0 – PRE-FLIGHT INPUTS
===================================

First, say:

> “Great, let’s get started.  
> Please paste, in order:
> 1) Your mission / About-Us text  
> 2) A bullet list of your main services / programmes  
> 3) A quick bullet list of your key audiences (who they are)  
> 4) Any geography / language focus (e.g. ‘UK, English only’)  
> 5) Your search data (you can paste summaries if the CSVs are big):  
>    a) Top Queries from Google Search Console (with impressions if possible)  
>    b) Top Pages from Google Search Console (with impressions if possible)  
>    c) Keyword Planner export: a list of keywords with Avg. monthly searches & Competition  
> 6) A list of your main URLs (or sitemap / key sections) that you care about.  
> 7) Your business goals and constraints:  
>    a) Your top 3 outcomes from search (e.g. consulting leads, training bookings, newsletter sign-ups)  
>    b) Which 1–2 audiences are your highest priority right now  
>    c) Any topics, sectors or query types you want me to down-weight or ignore (e.g. students, very small local businesses, certain countries)  
> 8) Any style / politics notes: words or phrases you never want to use (e.g. ‘growth hacking’), or internal sensitivities I should be aware of (e.g. donors vs policymakers).”

Then wait for me to paste everything.

When I’ve pasted it, do a short recap of what you’ve understood (5–10 bullet points). Cover:

- What the organisation does and offers
- Who the main audiences are and which 1–2 are highest priority
- Main geography / language focus
- Any topics/segments to ignore or down-weight
- The key search data sources you have
- The main outcomes desired from search
- Any style / language constraints

Then ask:

> “Is this understanding correct?  
> Would you like to add or correct anything before we go to Step 1 (User Profiles & Needs)?”

Wait for my confirmation or corrections.

===================================
STEP 1 – USER PROFILES & NEEDS
===================================

Goal: Turn “our audience” into 3–5 clear profiles, and map what each is trying to Learn, Do, Feel, Connect or Decide.

Once I confirm Step 0 is OK:

1. Read my mission, services, audiences, goals and search data.
2. Propose 3–5 user profiles. For each profile include:
   - Profile label – short and human (e.g. “Overstretched Comms Lead”)
   - Role / context – what they do and where (1–2 sentences)
   - What success looks like for them – in their own words (1–2 sentences)
   - Main channels / focus – e.g. website, LinkedIn, newsletters, media

Output as a markdown table:

| Profile label | Role / context | What success looks like | Main channels / focus |
| --- | --- | --- | --- |

3. Now create a Profiles × Needs map using the needs:
   - Learn – understand a topic, definition or context
   - Do – complete a task, use a tool, follow a process
   - Feel – gain reassurance, inspiration, confidence
   - Connect – find people, networks, organisations, events
   - Decide – compare options, make a case, choose a strategy

Use my Search Console queries as evidence where possible. Cluster related queries and assign each cluster to a Profile + Need.

Output as a second markdown table:

| User Profile | User Need (Learn / Do / Feel / Connect / Decide) | Query Cluster (in audience language) | Example Queries (2–4) |
| --- | --- | --- | --- |

At the end of Step 1, ask two things:

1) Refinement:
> “Would you like to refine any of these profiles or need-clusters (rename, merge, split, add/remove)?  
> Please give any edits now.”

Apply my edits.

2) Priority profiles:
> “From these profiles, which 1–2 are your **highest commercial priority** for the next 6–12 months?  
> I’ll weight later recommendations towards them.”

Wait for my answer. Acknowledge it and then say:

> “Got it. I’ll prioritise these profile(s) in later steps.  
> Shall I proceed to Step 2 (Audience Language Map)?”

Only move to Step 2 when I explicitly say so.

===================================
STEP 2 – AUDIENCE LANGUAGE MAP
===================================

Goal: Turn mission-speak into the keyword clusters and phrasing people actually use, grouped into 5–7 mission themes.

Use:
- My mission / About-Us text
- My services
- The user profiles and needs from Step 1 (with their priority ranking)
- Keyword Planner data (keyword + Avg. monthly searches + Competition)
- Any topics/segments you should down-weight (e.g. students)

1. From my mission and services, infer 5–7 mission themes  
   (e.g. SEO foundations, audience development, storytelling & hooks, content architecture, AI for content, measurement, content packaging).

   Down-weight or discard themes that relate mostly to the audiences or segments I said to ignore.

2. For each mission theme:
   - Identify 3–5 keyword clusters from the Keyword Planner export.
   - Each cluster should:
     - Use closely related phrases
     - Indicate the approximate demand (e.g. “≈ 700 searches/month across similar phrases”)
     - Filter out obviously misaligned intent where possible (e.g. school essays if I said “no student focus”)
   - Add 2–3 likely audience questions / intents per theme, based on both Keyword Planner wording and Search Console queries.
   - Add an “Audience phrasing / description” that explains, in plain English, how people talk about this topic.

Output a markdown table:

| Mission Theme | Audience Search Language (Keyword Clusters + Volume) | Typical Questions / Intent | Audience Phrasing / Description |
| --- | --- | --- | --- |

At the end of Step 2, ask for human judgement:

> “Looking at these themes and keyword clusters:  
> • Which 2–3 mission themes are **must-win** for the next 12 months?  
> • Within those must-win themes, are there any specific query clusters you want to treat as especially important (or to de-prioritise), regardless of raw search volume?  
> • Do you want to rename or re-group any themes before we move on?”

Incorporate my answers by:
- Marking some themes as MUST-WIN, others as SUPPORTING
- Marking any query clusters as “up-weighted” or “down-weighted”
- Renaming/regrouping themes if I request it

Then say:

> “Thanks, I’ve updated the Audience Language Map using those choices.  
> Shall I proceed to Step 3 (Visibility Scorecard)?”

Only continue when I say so.

===================================
STEP 3 – VISIBILITY SCORECARD
===================================

Goal: Show where we’re visible in Search, and where we’re a ghost, for our key themes and audiences.

Use:
- Mission themes from Step 2 (noting which are MUST-WIN)
- Profiles & Needs from Step 1 (with priority profiles)
- My Google Search Console data (Queries + Pages)
- Keyword Planner volumes and Competition where helpful
- Topics/segments to ignore or down-weight

1. For each mission theme (especially MUST-WIN ones), identify the main search query clusters from Step 2 that matter most (by volume, relevance, and my stated priorities).

2. For each cluster, use my GSC data to estimate:
   - Do we appear at all? (Yes/No, based on impressions)
   - Rough Avg. position band (e.g. 1–3, 4–10, 11–30, 31+)
   - Rough visibility label:
     - STRONG – we appear and rank roughly in positions 1–10
     - WEAK – we appear but usually rank 11+
     - GHOST – demand exists, but we have little or no impressions

3. Create a scorecard table like this:

| Mission Theme | Query Cluster | Representative Keywords | Current Visibility (Strong / Weak / Ghost) | Evidence (GSC impressions / avg. position, if available) | Main User Profile(s) & Needs served | Notes (e.g. MUST-WIN / up-weighted) |
| --- | --- | --- | --- | --- | --- | --- |

Use simple, human language in the evidence column (e.g. “~1.2k impressions, avg. pos ~18”).

Then ask some sanity-check questions that invite human judgement:

> “Please sanity-check this Visibility Scorecard:  
> • Are there any themes or clusters where the **current SERP is dominated by players you don’t want to compete with** (e.g. huge platforms)?  
> • Any clusters that look big in volume but you know are **not valuable** to your work (e.g. student-only intent, wrong sector)?  
> • Any themes or clusters that you want to push **for strategic/offline reasons**, even if current search demand looks modest?”

Ask me to list any clusters/themes to:
- Up-weight (strategic importance)
- Down-weight (low business value or unrealistic competition)

Update the scorecard’s Notes column to reflect this (e.g. “High-volume but low strategic value – down-weight”, “Strategic priority despite modest volume – up-weight”).

Then say:

> “Got it. I’ve adjusted the scorecard with your up-weighted and down-weighted topics.  
> Does this Visibility Scorecard look broadly right now?  
> If yes, I’ll move to Step 4 (Content Opportunity Pipeline).”

Only continue when I say so.

===================================
STEP 4 – CONTENT OPPORTUNITY PIPELINE
===================================

Goal: Turn everything into a prioritised list of content to refresh, retire/merge, or create, tied to audience needs, search demand and your real-world capacity.

Before you build the pipeline, ask me about capacity and appetite:

> “Before I build the Content Opportunity Pipeline, please tell me:  
> • Roughly how many **new pieces** you can realistically create in the next 3–6 months  
> • Roughly how many **existing pieces** you can meaningfully refresh in that time  
> • Whether you want to focus more on **quick wins** (easier changes, modest gains) or **big bets** (heavier lifts, bigger upside) right now.”

Wait for my answers and acknowledge them.

Then use:
- Mission themes (Step 2), with MUST-WIN labels
- Profiles & Needs (Step 1), with priority profiles
- Visibility Scorecard (Step 3), including up-/down-weighted clusters
- My URL list / sitemap
- GSC data (queries & pages)
- Keyword Planner volumes and Competition
- Capacity info and quick wins vs big bets preference

1. For each important query cluster (especially MUST-WIN + Weak/Ghost ones) and for each mission theme:
   - Check if I appear to have an existing URL that fits this cluster, based on the titles/URLs I provided.
   - Label the opportunity type as:
     - REFRESH – we have a page, it’s relevant, but visibility is Weak
     - CONSOLIDATE / REWRITE – we have multiple overlapping pages and poor visibility
     - CREATE – strong demand or strategic importance but no real page exists

2. Assign:
   - A rough **Impact** rating:
     - HIGH – high search demand and strong fit with mission / offers, and we’re Weak or Ghost, or I explicitly marked it as MUST-WIN / strategic
     - MEDIUM – moderate demand or narrower fit, but still on-mission
     - LOW – low demand or marginal to our strategy
   - A rough **Effort** rating:
     - HIGH – substantial work: long new piece, major rewrite, stakeholder sign-off, design, etc.
     - MEDIUM – normal blog/article refresh or new post
     - LOW – small updates, adding sections, retitling, internal link tweaks

3. Output a markdown table like this:

| Mission Theme | Query Cluster / Topic | Representative Keywords | Existing URL(s) (if any) | Opportunity Type (Refresh / Consolidate / Create) | Main User Profile & Need | Why this matters (1–2 lines) | Impact (High/Med/Low) | Effort (High/Med/Low) |
| --- | --- | --- | --- | --- | --- | --- | --- | --- |

Make sure the table is sorted with **highest Impact** and **MUST-WIN + priority profiles** near the top. Within those, consider my preference for quick wins vs big bets (e.g. if I said “quick wins”, float High Impact / Low–Medium Effort items upwards).

4. After the table, provide a short summary that explicitly categorises:

- **Top 3–5 quick wins** – High impact, Low or Medium effort, aligned with priority profiles and must-win themes.  
- **Top 3–5 big bets** – High impact, High effort, more transformational pieces or hubs.

Describe each in plain English (no jargon).

Finally, ask:

> “Would you like me to regroup or reprioritise anything in the pipeline (e.g. by audience, by funnel stage, or by ease vs impact)?  
> If so, tell me your preferred lens and I’ll reformat the pipeline.”

Throughout Step 4, keep language accessible for comms people, use the audience’s own phrasing where possible, and keep linking recommendations back to the priority profiles and must-win themes we agreed earlier.