Your side
The queries you already appear for
Grouped by meaning rather than by matching words, so "waterproof walking boots" and "boots for wet weather" are one topic rather than two.
Where demand is rising faster than your visibility.
Your search topics plotted against the market: how much each one is searched for, which way that’s moving, and where you sit in it.
A topic growing without you is a problem long before it shows up as a drop in traffic.
ISSUES
Losing shareRising + weakHigh demand, no clicksDemand fallingUncontested
Losing share: the topic is growing and your impressions are falling
| Topic | Demand | Your pos |
|---|---|---|
| waterproof boots | 18,100 | 14.2 |
| boot care and cleaning | 6,600 | 22.8 |
| boots for wide feet | 4,400 | 9.1 |
| hiking in winter | 2,900 | 31.0 |
Demand is the market a month. Position is yours.
Topics, not keywords
Built from your own searches, then measured against the market
The analysis groups the queries in your Search Console into topics that mean roughly the same thing to a searcher. Then it asks a market data source what each one is actually searched for a month, per country.
The market’s side
How many people search for it a month
A real search volume, not your impressions. Impressions tell you how often you were shown. Volume tells you how many people were looking, including the ones who never saw you.
Counted once
Close variants are folded together
Search tools report the same volume against every variant of a phrase. Left alone, a topic worth 1,900 searches reads as 5,700. Variants are folded into one before anything is totalled, and the ones that were folded are still listed underneath.
The chart
Every topic you’re in, in one picture
A bubble for each topic: the higher it sits the more people are searching for it, the further right it sits the worse you rank for it, and the bigger it is the more there is to win. The ones worth your quarter are up and to the right, which is the one part of the chart you can read at a glance.
The shaded zone
High demand, weak position
Marked out because that combination is where the work usually is: anything at position 10 or worse with real volume behind it. It’s a position and volume zone and nothing else, so read the color of the bubble for the direction.
Color is the trend
Of the market, not of you
A falling topic in the shaded zone is a different decision from a rising one. The first is usually not worth chasing. The second is the reason this screen exists.
The chart and the list are one thing
Filtered together
Every pill you press narrows both. Click a bubble and its card opens below, so you never have to hold a position in your head while you go looking for the topic it belonged to.
The figures above the list
Three numbers, and one of them is meant to be humbling
Clusters
Topics with real demand behind them
Only topics reaching 30 searches a month are counted, so a long tail of near-zero groups doesn’t pad the number.
Rising demand
How many are growing
Measured quarter against quarter, with a 10% threshold either way before a topic counts as rising or falling rather than flat.
Demand captured
The searches you turn into clicks
Usually a small percentage, and it should be: most searches never click any result at all. It’s a number to watch for direction rather than to judge in isolation.
The filter pills
Six ways to turn the list into a decision
Each one is a different question, and the number on it is how many topics match. A pill showing zero is a question you don’t have to ask today. Two more arrive with your first competitor, and they’re in the next section.
Losing share
The market is growing and you’re taking less of it
Demand rising while your impressions fall. Usually the one worth opening first, because it’s a change in your position rather than in the weather.
Rising + weak
Growing, and you’re off the top of page one
Demand rising with your average position worse than 8.
Rising + strong
Growing, and you’re capturing it
Top-10 average position with impressions rising too. What to defend, and worth reading for what’s working.
High demand, no clicks
500 searches a month and not one click
You’re being shown and nobody is choosing you, so the title and description are worth reading before the ranking is.
Demand falling
The topic itself is shrinking
Whatever your position. Useful for deciding what to stop spending time on.
Cannibalized
More than one of your pages splitting a query
The Cannibalization workspace’s problem, seen from the topic end.
What arrives with a competitor
Two more filters, and a view of its own
Add a competitor in Competitive Landscape and two more pills switch on, plus a separate view. Until then they sit greyed rather than hidden, so you can see what you’re missing. All three compare against the competitors you named, using stored rankings rather than the live results, which is worth holding in mind before acting on any of them.
Competitor cluster gap
They’re ahead of you here
A competitor you track is in the top 20 and more than five places ahead, or ranks in the top 20 for keywords in the topic you have no presence for at all.
Uncontested
None of them is anywhere near it
Read it carefully: it’s about them, not you. Your own position isn’t part of the test, and the live results can still be owned by sites you don’t track.
Topics you don’t cover
A view, not a filter
Swaps the list for whole topics your competitors rank for where you have no page and no visibility, split into the ones nobody in your set wins and the ones a competitor already owns. With competitors in and nothing to show, it drops out of the row.
Where the volumes come from
Real numbers, for the market you actually sell in
Volumes are pulled per market and stored, so opening the screen twice doesn’t pull them twice. Refresh re-pulls them when you want today’s figures.
waterproof boots
demand 18,100 a month up 14%
you 14.2 average down 6%
capture 0.8% of it
rising market, falling share
The market you sell in
Not a global average
The market comes from Target market in Business Context, not from a picker on this screen. Change it there and the whole dataset changes, including the volumes, because they’re pulled and stored per country.
A topic, and two ways to act on it
All on one card
Twelve months of demand beside twelve months of your impressions, your strongest ranking page, and the keywords inside. Create Brief sends it to Content Studio, Ask Advisor puts it to your strategist, and Ignore moves it to an archive you can restore from.
Join the beta program
See where the market is moving
Your topics, the demand behind them, and where you sit in each one.