Demand & Trends

What the market is searching for, plotted against how much of it you capture.

In appSearch Intelligence›Demand & Trends

Reading the chart

Your topics are plotted against the market: how much demand each carries, and where you sit in it.

High demand where you rank poorly is the quadrant to work in. It's the shaded zone on the chart, and it's the whole reason this view exists.

The figures above it

How many topics carry search demand, how many are growing, and how much of that demand turns into clicks for you. That last one is usually humbling, and it should be: most searches never click any result.

The pills underneath are filters. Click one to narrow the list to a kind of problem rather than scrolling the whole thing.

The filter pills, and what each one finds

The row marked Issues narrows the list to one kind of problem. They're the fastest way into this screen, because each one answers a different question.

• Losing share: your slice of the demand is shrinking, whether or not the topic itself is growing.
• Demand falling: the topic is shrinking. May be seasonal, may be permanent. Different problem from losing share, and it wants a different response: one is about your pages, the other is about the market.
• Rising + weak: demand is growing and you rank poorly. Usually the most valuable pill on the row.
• Rising + strong: the same growth where you already rank well. This is what to defend.
• High demand, no clicks: you appear and nobody clicks. A title and description problem far more often than a ranking one, and among the cheapest things to fix here.
• Cannibalized: more than one of your pages is competing inside the topic. The Cannibalization workspace's problem seen from the topic end.
• Competitor cluster gap: a topic competitors cover and you don't.
• Uncontested: demand nobody is really serving. Rarer than it sounds, and worth checking why before you commit to it.
• Topics you don't cover: no page of yours addresses the topic at all.

The number on each pill is how many topics match, so a pill showing zero is a question you don't have to ask today.

What to do with it

Every topic card carries the same two actions as the workspaces. Brief sends it to Content Studio, Ask Advisor puts it to your Strategist.

Cards also have Ignore, which drops a topic out of the list.

The region these numbers are for

The subtitle names the region the demand and volume figures come from. There's no picker on this screen: it follows Target market in Settings, under Business Context, and the volumes are pulled and cached per country.

So if these numbers look like the wrong market, that's the field to change.