When a visitor searches and gets nothing back, that is a gap worth closing. AI Search collects those for you on the Insights page.
Where to find them
- Open your AI Search app and go to Insights.
- The Content gaps (no results) list shows the top searches that returned nothing, for the timeframe you pick at the top (24 hours, 7 days, 30 days, or 90 days).
- The Searches table has a No results filter to see individual empty searches.
What to do with them
Use the list to decide what content to add or improve. Different spellings appear as separate rows, so watch for common misspellings of the same thing.
Not every gap needs new content
A search returns nothing for more reasons than missing content. The matching page or product may be unpublished, not customer-facing, not shared with the search app, or out of stock. So the fix may be to publish, share, or restock, not to write something new. See Choose which content AI Search can use and What content appears in AI Search results.