HOW TO CREATE

A CUSTOM GPT
FOR CONTENT
AUDITING
BY MAT T DIGGI T Y
Table of Contents

Introduction ................................................................................ 3

Creating your Custom GPT ............................................................. 4

Blog Posts ............................................................................. 7

Homepages ............................................................................. 8

Service Pages ............................................................................. 9

Product Pages. ............................................................................. 10

Creating your custom AI prompt .............................................. 11

Finalizing your Custom GPT .............................................. 16

Claim your free website audit .............................................. 18

Matt Diggity is recognized as one of the leading experts
in the SEO world. His work has been featured in top
publications like Forbes, the New York Times, and Inc.com.
He’s the founder of multiple 7-figure businesses, including
The Search Initiative, Authority Builders, and the Chiang
Mai SEO Conference.

Follow Matt on social

Creating your Custom GPT
SEO isn’t just about creating content—it’s about creating the
right content.

However, manually auditing content according to Google’s

Helpful Content and E-E-A-T (Experience, Expertise,
Authoritativeness, Trustworthiness) guidelines is time-
consuming.

Custom GPTs solve this by automating large-scale audits and

providing tailored, actionable recommendations.

Here’s how to build your own Custom GPT.

Note: Creating a custom GPT is only available to paid OpenAI users, so if
you have a free account, skip this step, as you can use a general one that
we’ve already created for you!

To achieve the best results, create your own, as this will enable you to make
adjustments and refine the process for more relevant recommendations
suited to your content.

1. Head to the GPTs Editor (or select your name and then
“My GPTs”)

2. Select “Create a GPT”

1.
2.

3. Switch to Configure mode. This is where you’ll select the actions that
you want the GPT to take.

4. Give your GPT a name i.e. Helpful Content Audit Checker. Description
is optional.

5. The Instructions section is where to detail what your GPT should do

when you interact with it.
You can create various GPT agents with specific Instructions based on
the type of content you’re creating

For example, if you want to audit your blog posts, only paste in the
Instructions for Blog Posts.

In the next section, you’ll find the instructions to create GPT agents for
various content types and the prompts to optimize its outputs.
Blog Posts
I. Prompt Instructions:
Introduction

Situation Overview

Blog posts are a critical tool for building authority, engaging

readers, and driving organic traffic.

Goal

Enhance blog posts to rank well, retain reader interest, and align
with Google’s helpful content guidelines.

II. Blog Post Analysis

Step 1: Provide the Blog Content

• Paste the blog post or provide a URL.

Step 2: Scoring the Blog Post

Analyze the blog on the following criteria:

1. Relevance: Does the post meet user intent for its target
keywords?
2. Content Quality: Is it detailed, well-structured, and free of
fluff?
3. Engagement: Does it use engaging language, headings, and
multimedia?
4. SEO: Are headings, internal links, and keywords optimized?
5. Call to Action (CTA): Is there a clear next step for readers?

Step 3: Improvement Suggestions

Ask GPT to recommend:

• Improvements to structure or flow.

• Adding more depth or examples.
• Optimizing for target keywords.
• Adding multimedia or visual elements.
Homepages
I. Prompt Instructions:
Introduction

Situation Overview

Homepages serve as the gateway to your website, showcasing your brand

and guiding users to key sections.

Goal

Optimize the homepage to improve user experience, build trust, and

drive navigation to priority pages.

II. Homepage Analysis

Step 1: Provide the Page Content

• Paste the homepage text or provide the URL.

Step 2: Scoring the Homepage

Evaluate the homepage on:

1. First Impression: Is the value proposition clear in 3

seconds?
2. User Navigation: Are key sections (e.g., services, products,
blog) easily accessible?
3. Brand Trust: Are there trust signals (e.g., awards,
testimonials, stats)?
4. SEO: Are keywords, meta descriptions, and headings optimized?
5. CTAs: Are there clear paths for users to take action?

Step 3: Improvement Suggestions

Ask GPT to provide:

• Improvements to the headline or value proposition.

• Recommendations for better navigation.
• Suggestions for trust-building elements.
• SEO optimizations.

Enhancements to CTAs.
Service Pages
I. Prompt Instructions:
Introduction

Situation Overview

Service pages should clearly communicate offerings, address client pain

points, and drive conversions.

Goal

Refine service pages to improve clarity, SEO, and lead generation.

II. Service Page Analysis

Step 1: Provide the Page Content

• Include the text of the page or a URL.

Step 2: Scoring the Page

Evaluate the service page on:

1. First Clarity of Offer: Is the service clearly explained with

benefits highlighted?
2. User Intent: Does the page address client needs and pain
points?
3. Credibility: Are trust signals (e.g., testimonials, case
studies) included?
4. SEO: Are keywords and headings optimized?
5. CTA: Is there a clear, actionable CTA?

Step 3: Improvement Suggestions

Ask GPT to recommend improvements for:

• Strengthening the explanation of services.

• Adding testimonials or case studies.
• Optimizing keywords and structure.
• Creating more compelling CTAs.
Product Pages
I. Prompt Instructions:
Introduction

Situation Overview

Product pages must provide detailed, engaging, and conversion-focused

content while meeting search intent and answering key buyer questions.

Goal

Improve product pages to increase conversions, enhance SEO rankings,

and provide a seamless user experience.

II. Product Page Analysis

Step 1: Provide the Page Content

• Paste the existing product page content directly or provide a

link to the page.

Step 2: Scoring the Page

Evaluate the product page on the following criteria:

1. Product Descriptions: Are they clear, detailed, and

persuasive?
2. Unique Selling Points (USPs): Are the key benefits and
differentiators highlighted?
3. SEO Optimization: Does the page use relevant keywords,
including product name and features?
4. Visual and Multimedia Elements: Are there quality images,
videos, or interactive elements?
5. Call to Action (CTA): Is there a strong, clear, and
compelling CTA?

Step 3: Improvement Suggestions

Ask GPT to suggest improvements based on analysis, focusing on:

• Adding or improving descriptions, including specifications and

features.
• Highlighting USPs or unique benefits.
• Adding or optimizing keywords.
• Enhancing CTAs or addressing barriers to conversion.
Creating your custom AI prompt
The best way to create a custom GPT agent is to get ChatGPT itself to help
you write the instructions.

Here’s your initial prompt:

I’m creating an agent that will be responsible for checking the

content on my web pages based on Google’s Helpful Content guidelines
and Google’s E-E-A-T guidelines from a knowledge-base. I want to input
URLs, and the agent should analyze key elements of the content on the
pages with a score out of 10 and in the end, give me recommendations
on fixing critical issues based on the analysis, with examples where
appropriate.

Prepare a prompt that I can use to instruct this agent.

The best part about using ChatGPT to create instructions is the ability to
fine-tune it to your needs.

For example, we can adjust the output to provide more helpful content
improvement recommendations.

Let’s refine it further.

Please adjust the output format so that it highlights:

1. Exactly what’s wrong with the content

2. Provides actionable recommendations that I can implement
3. Provides examples for each of the following categories. For
example, if a particular section requires content expansion,
tell me which section and what information should be added.
Content Quality & Relevance (Add Detailed Explanations, Demonstrate
Your First-hand Experience, Include Subtopics and Related Questions)

Building Credibility and Authority (Reference Authoritative Sources,

Include Expert Quotes, Display Author Credentials)

Increasing Audience Engagement (Incorporate Visual Elements, Encourage

Interaction Through CTAs, Add Interactive Elements)

Delivering Originality and Value (Offer Unique Insights or

Perspectives, Solve Problems Not Addressed Elsewhere)

Improving the Structure and Readability (Use Clear Headings, Format

Content Using Lists, Highlight Key Information)

Building Trust with Transparency (Explain Methodologies and Processes,

Clearly Disclose Sponsorships or Partnerships)

Metadata Optimization (Write Clear and Descriptive Titles, Write

Compelling Meta Descriptions, Optimize URL Structure)

I also want to be able to download the analysis in the form of a

spreadsheet, in the following format:

• A tab should be for a single URL, the name of the tab can be
the Page title.

• Each tab should have the following columns: Category, Score

(out of 10), Priority (High, Medium, Low), Recommendations
(Actionable recommendations that are specific to the URL, give
examples where appropriate i.e. if the page title is not
engaging enough, provide an example of an engaging page title
that is SEO optimized. Or, if a part of the content needs
expanding, tell me which section and what content I need to
add).
You can continue to tweak the Instructions to reflect the content you’re
auditing.

I settled on the following Instruction, which I then copied into the

Instructions section of the custom GPT.

Analyze the content on the following web pages using the Google
Helpful Content and E-E-A-T (Experience, Expertise, Authoritativeness,
Trustworthiness) guidelines. For each URL provided, evaluate
the following categories with detailed explanations and provide
actionable, specific recommendations that include examples:

Content Quality & Relevance

Identify sections where the content lacks detail or relevance to user

queries.

Highlight areas where first-hand experience or depth of knowledge could

be demonstrated.

Recommend additional subtopics or related questions to make the

content more detailed.

Example: If a section on “Benefits of Remote Work” lacks depth, suggest

adding “How to Set Up a Home Office for Productivity.”

Building Credibility and Authority

Point out any missing authoritative sources, expert quotes, or
supporting evidence.

Evaluate whether author credentials or site trust indicators are

prominently displayed.

Recommend specific ways to establish authority, such as citing high-

quality references or adding an author bio.

Example: If there are no references for a statistic, suggest linking

to a credible study like one from Pew Research.

Increasing Audience Engagement

Analyze the use of visuals, calls-to-action (CTAs), and interactive

elements.

Recommend engaging content such as videos, infographics, or quizzes.

Example: For a travel blog, suggest adding an interactive map showing

key destinations.
Delivering Originality and Value

Identify content areas where unique perspectives or original insights

could add value.

Highlight opportunities to solve user problems that competitors fail

to address.

Example: If competitors focus on “Common Plant Diseases,” recommend

adding a section on “Natural Remedies for Plant Diseases.”

Improving the Structure and Readability

Assess the use of headings, bullet points, and formatting for ease of
reading.

Recommend specific structural improvements to highlight key

information.

Example: If a section is a dense block of text, suggest breaking

it into bullet points with subheadings like “Top 5 Benefits of
Meditation.”

Building Trust with Transparency

Check if methodologies or processes are explained clearly and

transparently.

Ensure disclosures about sponsorships or partnerships are included

where necessary.

Example: If a product review lacks a disclosure, recommend adding a

statement like, “This review is sponsored by [Brand].”

Metadata Optimization

Evaluate the effectiveness of the page title, meta description, and URL
structure.
Provide SEO-optimized examples for any underperforming metadata.

Example: If the page title is “Best Office Chairs,” recommend a more

engaging title like “Top 10 Ergonomic Office Chairs for Ultimate
Comfort in 2024.”
Deliverable Requirements:

Detailed Analysis and Recommendations:

What’s Wrong: Clearly identify specific issues in the content or

structure of the page.

Actionable Recommendations: Provide clear, actionable steps to address

these issues, tailored to the content.

Examples: Offer concrete examples, such as revised meta descriptions or

suggestions for additional subtopics.

Scoring and Prioritization:

Assign a Score (1-10) for each category with justifications.

Prioritize recommendations as High, Medium, or Low urgency.

Spreadsheet Output:

Create a spreadsheet with the following specifications:

Each URL analyzed is represented by a separate tab named after the

Page Title.

Columns in each tab include:

Category
Score (out of 10)
Priority (High, Medium, Low)
Detailed and specific recommendations (with actionable advice and
examples specific to the URL)

Output the results as both a detailed written report and a

downloadable spreadsheet file.
Finalizing your Custom GPT

6. Under the Knowledge section, upload the following two documents

as PDFs.
a. Google Helpful Content Guidelines - the GPT will take Google’s
Helpful Content guidelines into consideration when analyzing your
content.

b. Search Quality Evaluator Guidelines - the GPT will take Google’s

E-E-A-T guidelines into consideration when analyzing your content.

7. The remaining settings can be kept as they are.

8. Click Create on the top right hand corner of the page and set the
privacy settings to your liking.
Claim your free website audit
Congratulations, you’ve built your very
own Custom AI Content Auditor!

To get a free website audit,

head to The Search Initiative.

Click here to claim your

FREE website audit