Use Cases: Keyword Research & Discovery

Discover What Keywords Competitors Rank For That You Don't

Use this workflow when you need a direct, keyword-level gap analysis against specific competitors — identifying where they have organic presence and you don't.

Steps:

1. Open Competitive Organic Search Intelligence and enter your brand plus 2–3 competitor brands — this is a hidden report; access it via the search bar. Set your category and a date range that reflects recent performance (13 weeks is a reasonable default).
2. Review the keyword-level table — look for keywords where one or more competitors rank on page 1 or ATF but your brand does not appear. These are your highest-priority gap keywords.
3. Take the gap keywords into Keyword Discovery — filter by those specific keywords to understand search volume and how many items are competing on each. This helps you prioritize: high-volume gaps with moderate competition are the best candidates for organic and paid investment.

What you'll know when you're done: A prioritized list of keywords your competitors are winning on organically that your brand is currently absent from — the direct input for content strategy and paid expansion planning.

Filter Out Branded Keywords to Isolate Generic Category Demand

Use this workflow when you need to understand the underlying generic keyword landscape in a category — without branded terms dominating and distorting the picture.

Steps:

1. Open Keyword List and apply your category filter — in the Branded Keyword filter, select "No" to exclude branded terms. This isolates the generic demand that any brand in the category must compete on regardless of their brand equity.
2. Sort by search volume or Search Visibility Score — the top results now represent the highest-volume, most competitively contested generic keywords in the category. These are the terms that drive the bulk of non-branded discovery.
3. Repeat in Keyword Discovery with the same branded filter applied — Keyword Discovery surfaces related and adjacent terms. With branded keywords excluded, you get a clean picture of how shoppers describe the product type rather than specific brands.

What you'll know when you're done: A clear view of the generic keyword demand a brand must win to compete in the category — free of brand noise and directly actionable for content and paid strategy.