Promptwatch has rolled out Topic Insights, a new addition to the 360 Dashboard that groups every page on your site by topic and shows, in one view, how each topic performs across the full AI Search funnel: crawls, citations, and clicks.
What it does
Topic Insights reads the content of every indexed page on your site to work out what it's actually about, then rolls those pages up into topics and subtopics. For each one, it combines data sources that used to live in separate places:
- Crawler logs
- Tracked LLM citations
- Google Search Console clicks
- Page type.
The result is a single view of how a topic "houses and cabins" for a real estate brand, say is doing, broken down by crawls, citations, and clicks, with the option to drill into individual pages and see exactly which page types make up that topic.
Why the funnel view matters
Looking at these three metrics side by side surfaces something a single visibility score can hide: a page can get zero clicks and still be doing real work in AI Search. Informational content in particular often gets crawled and cited constantly without generating a single click, because the answer is delivered inside the AI response rather than sending the reader back to the site. Judging that page on traffic alone would call it a failure.
Topic Insights shows the citation and crawl activity that a traffic report misses, so content decisions get made on the full picture rather than the slice that happens to show up in Analytics.
How it's built
Topic Insights runs on the same content index Promptwatch already uses for Content Gap Analysis, the crawl of your indexed pages that powers gap detection and Content Agent briefs.
Grouping that index by topic, rather than by individual URL, is what makes the funnel view possible: instead of checking one page against one prompt, you can see how an entire subject area is performing, and where in the funnel crawl, citation, or click it's actually gaining or losing ground.
What's next
Topic Insights is also the foundation for a longer-term project: using topic-level crawl, citation, and click volume to estimate real prompt volume how many people are actually asking AI about a given topic. That kind of data isn't publicly available anywhere the way keyword search volume used to be in traditional search; getting to it is a multi-month build. The data collection behind it has already started, so nothing is being built from scratch when that work resumes.
Where to find it
Topic Insights is live now in the 360 Dashboard for every customer no setup required beyond the site indexing Promptwatch already runs.
It becomes more useful the more Search Console and Bing Webmaster data is connected, since click volume is one of the three signals it's built on.
