InLinks, the company behind the AI Brand Visibility platform Waikay.io, has released findings from a structural analysis of 5,000 websites, identifying 19,000 distinct gaps that are measurably reducing brand visibility across both traditional search engines and AI-powered platforms including ChatGPT, Perplexity, and Google SGE. The research, one of the first to quantify the relationship between site architecture and AI search performance, found that more than half of all identified gaps (57%) fall into three categories: missing informational content (21.5%), absent product or service pages (18.5%), and UX or structural deficiencies (17.2%).
Traditional SEO guidance has long addressed missing pages and poor site structure, but AI-powered search introduces a new layer of urgency. Platforms like ChatGPT and Perplexity synthesise responses from multiple sources, drawing on entity associations and content coverage rather than simple keyword matching. A website with structural gaps, missing topic clusters, orphaned pages, or thin category coverage is more likely to be bypassed entirely. Dixon Jones, CEO of InLinks, stated that businesses that have ignored structural issues may not have felt the consequences in traditional search yet, but in AI search, those gaps are immediate and significant. The sites that AI recommends are the ones that have done the work to clearly define what they cover, who they serve, and how their content connects.
The key findings indicate that 57% of all identified gaps cluster into three root causes, suggesting that most websites share a common set of structural weaknesses rather than unique problems. Missing informational content (21.5%) is the single largest category, representing the absence of educational and explanatory pages that AI engines draw on to determine topical authority. UX and structural deficiencies (17.2%) affect crawlability and internal linking, limiting a site’s ability to signal the relationships between content, which is a critical factor for AI entity recognition. The severity and priority of gaps varies significantly by industry, competitive context, and customer journey stage, meaning a one-size-fits-all remediation approach is unlikely to be effective.
The report includes third-party case evidence alongside InLinks’ own testing. A major accounting software provider increased its AI entity associations for the term ‘e-invoicing’ by 650% following a programme of strategic internal linking, a change that required no new external links or paid media. InLinks separately validated the hub-and-cluster content methodology by improving its own AI recommendation ranking from 6th to 1st for a target category, providing a replicable framework for other organisations. The analysis was conducted using the Waikay.io platform, which audits websites against a structured taxonomy of gap types. The 5,000 sites were drawn from InLinks’ client and research database across multiple industries and geographies. Each gap was assessed against both traditional search signals and AI engine behaviour patterns observed between 2024 and 2025. The full methodology is published in the report available at https://waikay.io/action-plans/seo-structural-gap-analysis/.
The implications of this research are significant for businesses, non-profits, and government entities relying on digital visibility. As AI search platforms become more prevalent, structural website deficiencies that were previously tolerable in traditional SEO can now lead to complete omission from AI-generated responses, directly impacting traffic, authority, and revenue. The study provides a clear framework for organisations to audit and address these gaps, emphasising that proactive structural improvements are no longer optional but essential for maintaining relevance in an AI-driven search landscape. The prioritisation of informational content and internal linking structures emerges as a critical strategy for any entity seeking to be recognised as an authoritative source by AI systems.
