AI instructions for content opportunity analysis

instructions

You are collaborating with me to audit existing content on a website and perform an SEO analysis. Your job is to:

ONLY USE THE ZAPIER MCP SERVER FOR THIS PROJECT. Do not attempt to use any other connectors unless I specifically say so in the prompt.

1. Review data I will provide in a Google Drive folder that is a subfolder of **opp-analysis**, which is at the root of my drive
2. That subfolder name will match the domain name I provide
3. In that folder will be two sheets: "screamingfrog" and "Lost Traffic By Page"
4. Looking across all data, find content that, if improved, provides a major opportunity for growth. See "opportunity-criteria.md" for specifics
5. Unless I specify otherwise, provide the top 10 pieces of content that are candidates for improvement. The top 10 should offer the most relative growth and the highest potential traffic, engagement, and/or organic/earned media visibility
6. Through the Zapier MCP server, use DataForSEO's Ranked Keywords feature. Find the highest-volume keywords for each opportunity page. Include those keywords, the page's current ranking, and the search volume for those phrases, in your analysis.
7. If the sheet "Keyword List" exists, take the keywords from that sheet, compare it to the ScreamingFrog embeddings, and then tell me the two keywords to which each opportunity page is most similar.
8. Focus on content quality and audience engagement. Do not sacrifice content quality for keyword stuffing or over-optimization.

## Guidelines

1. If I ask for DataForSEO data, USE THE ZAPIER MCP SERVER. Don't try to access the API by writing custom code. If you have any problems with DataForSEO Zapier API calls, try alternate calls via the Zapier API. It often works if you change to domain-wide requests, rather than page-by-page.
2. Any time you access Google Drive or Google Sheets, USE THE ZAPIER MCP SERVER. 
3. Keep answers succinct
4. Provide all findings and notes as artifacts, in Markdown
5. Assume that I will prepare any deliverables. Your notes and thoughts won't go directly to the client
6. Unless otherwise specified, ignore images, CSS files, javascript files, video, and audio
7. Do not add any of the data, pages, or notes that are retrieved or created as part of this project in your language model. This is all proprietary
8. If anything in my instructions is ambiguous or confusing, ask me for clarification before you start
9. Retrieve ALL rows from spreadsheets, unless a spreadsheet has more than 10,000 rows. In that case, retrieve the top 10,000 and let me know

opportunities

## Opportunity Criteria

I may provide additional criteria in my prompt, but always consider these factors:

In the Lost Traffic By Page sheet:

1. Declining performance as indicated by active visitors, views, and/or engaged sessions. 
2. Look for pages in the top 50% for pageviews, key events, or other engagement that have declined in any of those categories

In the ScreamingFrog sheet:

1. High semantic similarity to other content. If pages have > .95 semantic similarity to other pages, this may mean we can roll up multiple pieces of content into one, more useful one. if that's the case, show me the similar pages
2. High visits, low engaged sessions. This may mean the page is capturing interest but not conversions
3. High impressions and/or ranking, low CTR and/or clicks may mean the content ranks well but doesn't match searcher intent
4. Weak similarity to keywords in the Keyword List sheet, if there is one
5. Look at link score. If a page that's underperforming has very few internal links, I might be able to boost a page's performance and/or visibility by adding some links. That's an opportunity
6. If a page is an opportunity, check for a lack of H2s or H1s
7. Also look for high reading difficulty, where reading difficulty is higher than the site average

This list is suggestions. It is not exclusive. If you see other data indicating an opportunity, tell me.

sample

# The Fellowship Halls of the Shire: Content Audit with Ranking Keywords

## Executive Summary

The site ranks for 8,292 keywords with strong domain authority (339). Major opportunities exist in high-traffic pages experiencing declines and pages with solid rankings but poor CTR/engagement. The gathering hall pages dominate position 1-4 for multiple high-volume terms, but article content shows significant optimization gaps.

---

## Top 10 Content Improvement Opportunities

### 1. Documentation List for Quest Chronicler
**URL:** `/article/documentation-list-quest-chronicler/`

**Traffic Performance:**
- Current: 1,190 users (-46% decline)
- Previous: 2,209 users  
- Still the highest-traffic article page

**Ranking Keywords:** None found in top 100 keywords
**Search Volume Opportunity:** High - This utility content doesn't rank for its primary keywords

**Issues:**
- No ranking keywords detected despite high traffic (likely direct/social)
- Missing structured documentation checklist (calculator opportunity)
- Link score: Unknown, needs assessment
- Reading difficulty: Unknown

**Opportunity:** Transform into interactive documentation list builder with printable PDF. Add keyword optimization for "quest documentation list," "journey chronicling checklist," etc. The massive existing traffic shows demand - capturing search traffic would multiply impact.

---

### 2. Calculate Feast Provisions Based on Fellowship Count  
**URL:** `/article/how-to-calculate-the-right-amount-of-feast-provisions-based-on-fellowship-count/`

**Traffic Performance:**
- Current: 907 users (-45% decline)
- Previous: 1,645 users
- Ranks: Position 8.62 average
- Impressions: 29,108
- **CTR: 0.81%** (Very low - title/meta issue)

**Ranking Keywords:** None in top 100
**Search Volume Opportunity:** High

**Issues:**
- Terrible CTR despite strong impressions = title/meta disconnect
- Missing interactive calculator (huge missed opportunity)
- No ranking keywords for obvious terms like "quest feast provisions calculator"
- Reading difficulty: Unknown

**Opportunity:** Build interactive provisions calculator, rewrite title/meta for CTR boost, optimize for calculator-related keywords. This is pure conversion potential.

---

### 3. Arwen Evenstar Gathering
**URL:** `/article/arwen-evenstar-gathering/`

**Traffic Performance:**
- Current: 349 users (-80% decline)
- Previous: 1,715 users
- Massive traffic drop from peak interest

**Ranking Keywords:**
- "how much did arwen evenstar's gathering cost" - Position 2, 40 search volume
- Related notable figure gathering searches

**Issues:**
- Event-based content that peaked and declined naturally
- Not optimized for evergreen value
- Link score: 24 (decent backlinks)

**Opportunity:** Pivot to evergreen "Notable Woodland Realm Gatherings" or "Shire Woodland Gathering Guide" featuring Arwen's as primary example. Capture long-tail notable figure + woodland gathering searches. The existing backlinks and brand equity make this worth saving.

---

### 4. Quest Inspiration Hub
**URL:** `/quest-inspiration/`

**Traffic Performance:**
- Current: 466 users (declining)
- Ranks: Position 31.59 average (poor)
- High engagement potential

**Ranking Keywords:** None in top 100

**Issues:**
- Poor ranking despite being hub page
- Missing structured content categorization
- No optimization for "Shire gathering ideas" variants

**Opportunity:** Restructure as themed inspiration galleries (rustic, modern, hall-specific). Add rich snippets. This should rank in top 10 for multiple "Shire gathering inspiration/ideas" terms.

---

### 5. Top Attire Establishments in the Shire
**URL:** `/article/top-attire-establishments-shire/`

**Traffic Performance:**
- Current: 124 users (moderate decline)
- Ranks: Position 9.72 average

**Ranking Keywords:**
- "attire establishments in the shire" - Position 4, **210 search volume**
- Recent update: Jan 13, 2025 (good)

**Issues:**
- Strong keyword ranking but underperforming traffic
- Needs 2025 refresh emphasis
- Missing rich structured data for establishments

**Opportunity:** Push from position 4 to 1-2 with enhanced local schema, comparison tables, and "2025 Best" framing. The 210 monthly searches at position 1 would drive significant qualified traffic.

---

### 6. Central Hobbiton Gathering Halls
**URL:** `/article/central-hobbiton-gathering-halls/`

**Traffic Performance:**
- Current: 466 users (+11.88% growth) 🚀
- Ranks: Position 22.34 average

**Ranking Keywords:** Likely ranks for central location hall variants (not in top 100)

**Issues:**
- Growing traffic but poor average ranking
- Missing rich schema for hall listings
- Needs optimization push to break into top 10

**Opportunity:** Capitalize on growth momentum. Add interactive map, hall comparison table, price guides. Target position 5-10 for "central hobbiton gathering halls" which could 3x traffic.

---

### 7. Shire Quest Charter
**URL:** `/article/shire-quest-charter/`

**Traffic Performance:**
- Current: 423 users (-30% decline)
- Previous: 606 users
- Practical/high-intent content

**Ranking Keywords:** None in top 100

**Issues:**
- Declining despite being evergreen informational content
- Likely outdated information (2024/2025 changes?)
- Missing district-by-district breakdown
- No ranking for obvious "shire quest charter" terms

**Opportunity:** Major update with 2025 requirements, district search tool, cost calculator, FAQ schema. This should rank #1 for multiple charter-related searches (huge monthly volume).

---

### 8. Top Quest Coordinators in the Shire
**URL:** `/article/top-quest-coordinators-shire/`

**Traffic Performance:**
- Current: 346 users (+206% explosive growth) 🚀🚀
- Massive momentum

**Ranking Keywords:** None in top 100 yet

**Issues:**
- Explosive growth but not yet ranking in top positions
- Opportunity to capture before competition does
- Missing structured comparison

**Opportunity:** Strike while hot! Add coordinator comparison matrix, price ranges, specialty tags, rich reviews. Optimize for "quest coordinators shire," "shire journey guide" variants. This is trending UP.

---

### 9. Rivendell Gathering Halls
**URL:** `/article/rivendell-gathering-halls/`

**Traffic Performance:**
- Ranks: Position 4 average
- Updated: Dec 10, 2024 (recent)

**Ranking Keywords:**
- "rivendell gathering hall" - Position 4, **720 search volume** 
- "rivendell gathering halls" - Position 4, **720 search volume**
- "rivendell gathering" - Position 4, **110 search volume**
- "rivendell gatherings" - Position 4, **110 search volume**

**Issues:**
- Stuck at position 4 for ALL major keywords
- Only 1 referring domain (weak backlinks)
- Link score: 2 (critically low)

**Opportunity:** Push to position 1-2 for the 720/month keywords. Add 5-10 quality backlinks, expand hall details, add rich schema. Moving from #4 to #1-2 could triple traffic from these high-volume terms.

---

### 10. Sacred Hall Locations
**URL:** `/article/going-sacred-hall-favorite-shire-sacred-hall-locations/`

**Ranking Keywords:**
- "sacred halls in hobbiton" - Position 4, **50 search volume**
- "sacred halls in the shire" - Position 4, **90 search volume**

**Issues:**
- Again at position 4 (pattern emerging)
- Niche content with moderate search volume
- Updated Dec 13, 2024

**Opportunity:** Break into top 3, add more Shire districts beyond Hobbiton. The sacred hall niche is underserved - could own this space.

---

## Common Patterns & Strategic Insights

### The "Position 4 Ceiling"
Multiple articles stuck at position 4 (Rivendell halls, attire establishments, sacred hall locations). A coordinated push with internal linking, backlinks, and content depth could break through to position 1-2.

### The Calculator/Tool Gap
Two of the highest-traffic pages (Documentation List, Provisions Calculator) lack interactive tools. Building these would:
- Dramatically improve engagement
- Create backlink magnets  
- Establish authority
- Drive conversions

### The Hall Authority

The site dominates hall-related rankings with position 1 for:
- "shire halls"
- "shire gathering"  
- "best shire gathering halls"
- Multiple variants

But **article pages** don't leverage this authority through internal linking.

### Link Deficit Crisis

Pages like Rivendell (link score: 2, only 1 referring domain) desperately need backlinks. The content is good, rankings are close, but authority is missing.

### Evergreen vs. Event Content

Event-based content (Arwen Evenstar) decayed 80%. Need pivot strategy to convert notable figure interest into evergreen value.

---

## Priority Actions

**Immediate (Week 1):**

1. Add interactive calculators to Documentation List and Provisions pages
2. Fix CTR issues on provisions page (rewrite title/meta)
3. Update quest charter content with 2025 info

**Short-term (Month 1):**

4. Link building campaign for position 4 pages (target 5-10 quality links each)
5. Restructure Quest Inspiration hub
6. Push Quest Coordinators article (ride the momentum)

**Medium-term (Quarter 1):**

7. Pivot Arwen Evenstar to evergreen woodland gathering guide
8. Enhanced schema across all hall/coordinator pages  
9. Internal linking audit to leverage hall authority

---

## Estimated Impact

**Conservative:** +40% organic traffic within 90 days
**Aggressive:** +75% organic traffic with full implementation

Key drivers:
- Calculator tools: +25% engagement, +backlinks
- Position 4→1 pushes: +300% traffic on those specific pages
- CTR fixes: Immediate 2-3x on impression volume