# How to Analyze and Compare Content for AI Retrieval

Optimising content for AI retrieval requires examining it from multiple angles — how it chunks for RAG, which topics it covers, how readable it is, and how it compares against competing pages. Doing this across separate tools is fragmented and slow. A unified workspace that combines chunking, topic analysis, readability, and side-by-side comparison enables faster iteration.

Content Lab in QueryBurst provides this multi-view workspace, accepting indexed pages or external URLs with optional competitor comparison.

## What Is QueryBurst Content Lab?

Content Lab is a comprehensive suite of content analysis tools that helps you understand, compare, and optimize your content for AI visibility. It combines multiple analysis views into a single workspace, letting you examine your content from different angles.

Whether you're optimizing for search, improving [topical coverage](/content/docs/site-intelligence/topics/index.html), or comparing against competitors, Content Lab provides the insights you need.

## Getting Started

1. Navigate to **Content Lab** in the sidebar  
2. Select a page from your indexed pages, or enter an external URL  
3. Choose a view from the navigation bar at the top  
4. Optionally, add a competitor URL to compare side-by-side

## Views

Content Lab includes six specialized views:

### Chunks View

Break your content into semantic chunks and score them against search queries.

**Features:**

- Multiple chunking strategies (hybrid, heading-based, fixed token)
- Semantic similarity scoring against your query
- BM25 keyword matching scores
- Title, meta description, and full-page relevance scores
- AI response generation (optional)
- Semantic triple extraction showing entity relationships
- **Manual chunk control** using `<chunk>` tags (see below)

**Use cases:**

- Test which parts of your content are most relevant to specific queries
- Compare your content's relevance against competitors
- Identify weak sections that need strengthening

### Structure View

Visualize your document's [heading hierarchy](/content/docs/page-reports/structure/index.html) at a glance.

**Features:**

- Tree view of all headings (H1-H6)
- Proper nesting visualization
- Quick overview of content organization

**Use cases:**

- Audit heading structure for SEO best practices
- Ensure logical content flow
- Compare structure against competitor pages

### Document View

Read your full content with powerful [entity](/content/docs/site-intelligence/entity-profiles/index.html) highlighting.

**Features:**

- Full rendered markdown document
- Entity highlighting by type (Person, Organization, Location, etc.)
- Multiple highlight modes:  
  - **All Entities** - Highlight everything detected  
  - **[Knowledge Graph](/content/docs/site-intelligence/knowledge-graph/index.html)** - Only entities linked to Google's Knowledge Graph  
  - **Shared** - Entities that appear in both your page and competitor  
  - **Entity List** - Show entities in document order
- Toggle individual entity types on/off
- Works best after running Entity analysis

**Use cases:**

- See what AI models recognize as important entities
- Identify which entities you share with competitors
- Audit entity coverage across your content

### Entities View

Deep entity extraction with gap analysis.

**Features:**

- Extract named entities using Google Cloud NLP
- Entity types: Person, Organization, Location, Event, Product, Work of Art, etc.
- Knowledge Graph linking (Wikipedia, MID identifiers)
- Salience scoring (importance to the content)
- Gap analysis when comparing:  
  - **Shared entities** - Appear in both documents  
  - **Your unique entities** - Only in your content  
  - **Their unique entities** - Only in competitor (opportunities!)
- Filter by entity type, KG status, salience threshold

**Use cases:**

- Discover entity gaps versus competitors
- Verify Knowledge Graph coverage
- Identify missing topics to add

### Coherence View

Analyze how [topics](/content/docs/site-intelligence/topics/index.html) and [entities](/content/docs/site-intelligence/entity-profiles/index.html) flow through your content.

**Features:**

- Section-by-section coherence analysis
- Heading-to-content alignment scoring
- Entity distribution across sections
- Document comparison metrics

**Use cases:**

- Check if headings match their content
- Identify sections that drift off-topic
- Ensure consistent topic coverage

### Heat Map View

Visual topic coverage comparison.

**Features:**

- Hierarchical topic tree
- Color-coded coverage intensity
- Side-by-side comparison with competitor
- Drill down into sub-topics

**Use cases:**

- Quickly spot coverage gaps
- Compare topic depth against competitors
- Prioritize content improvements

## Editing Your Document

Content Lab allows you to edit your page content directly. This is useful for:

- Testing how content changes affect relevance scores
- Experimenting with different phrasings
- Adding or removing sections to see the impact

**How to edit:**

1. Click the **Edit** button in the sidebar (pencil icon)  
2. Make your changes in the editor  
3. Click **Save** to apply changes  
4. Run scoring or analysis to see the impact

> **Note:** Edits are session-only and don't modify your actual website. Use them to experiment before making real changes.

## Manual Chunk Tags

For precise control over how your content is chunked, use manual `<chunk>` tags in your content:

```
<chunk>
This is the first chunk. It contains information about topic A.
All content between the tags stays together.
</chunk>

<chunk>
This is the second chunk. It covers topic B.
You control exactly where breaks occur.
</chunk>
```

**When to use manual chunks:**

- Important sections that shouldn't be split
- [Q&A](/content/docs/site-intelligence/questions/index.html) pairs that need to stay together
- Tables or lists with context-dependent headers
- Any content where automatic chunking doesn't work well

**How it works:**

- Use the **Hybrid** chunking strategy to enable manual chunks
- Content inside `<chunk>` tags is kept intact
- Content outside tags uses automatic chunking
- Tags are stripped from the final output

## Comparing Pages

Add a competitor URL to enable comparison mode:

1. Click **Add Competitor** in the sidebar  
2. Enter the competitor's URL  
3. Click **Go** to fetch their content  
4. All views now show side-by-side comparison

In comparison mode:

- **Chunks** shows both pages scored against the same query
- **Structure** compares heading hierarchies
- **Document** can highlight shared entities
- **Entities** provides full gap analysis
- **Coherence/Heat Map** shows topic coverage differences

## Tips & Best Practices

### For Chunk Analysis

- Test multiple queries to understand content relevance
- Look for high-scoring chunks that don't match your intent (may confuse AI)
- Low-scoring important sections need strengthening

### For Entity Analysis

- Run entity analysis before using Document view highlighting
- Focus on "Their unique entities" to find content gaps
- High-salience competitor entities are priority additions

### For Coherence

- Aim for 70%+ alignment between headings and content
- Sections with low coherence may need rewriting
- Compare against competitors to set benchmarks

### For Structure

- Ensure single H1 per page
- Maintain proper heading hierarchy (no skipping levels)
- Use descriptive headings that match content

## Keyboard Shortcuts

| Key          | Action                               |
|--------------|--------------------------------------|
| `Enter`      | Submit query (in query input)       |
| `Escape`     | Clear selection                      |