Buyers don’t move through a funnel. They loop through the Messy Middle, exploring and evaluating over and over until something tips the decision. Most content is still built for a tidy TOFU–MOFU–BOFU model, which leaves the widest gaps exactly where the decision is actually made – and those same exploration and evaluation questions are increasingly asked directly to LLMs, so the gaps cost you visibility in AI answers.

This session shows how to map the real buyer journey and connect it to a structured, AI-supported content audit: the decision moments, comparison triggers and psychological heuristics behind a purchase, and how to score every URL against them with Screaming Frog and ChatGPT – by intent, quality, performance and buyer relevance, classified into keep, improve, consolidate or delete, and mapped to ICP, value proposition and journey stage. You see where users drop out, and what’s missing at each loop: exploration content, evaluation content, preference-reinforcing content, competitive decision helpers. The exact content LLMs pull from when they answer those same buyer questions.
What you take away is a method for finding the content gaps with the highest business impact – for both search and AI visibility – and a clear order for pruning, improving and creating along the journey.