The Holy Grail of Opportunities

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The Holy Grail of Opportunities

On the digital landscape we call the internet; battles over “marketing real estate” are fought all the time. If you’re a business, no matter if big or small, it’s not just an option to participate – it’s mandatory for long-term survival. Unlike popular belief, this also counts for brick and mortar stores, considering that about 50% of local searches from smartphones and 34% from computer/tablets lead to a store visit the same day. This trend will only become stronger the more time goes on.

There’s no denying it, you have to become part of the battle, or your business is doomed to failure. While there are many types of online marketing areas you could try to fight for, search engines definitely count as the largest pot of opportunities. I say search engines, but with a US market share of 80%, what I really mean is Google.

But, let’s face it, battles are hard fought, and there are a lot more losers than winners. Chances are high that your competition has more resources to spend than you, and if you’re just becoming part of game, then you have to deal with their advantage in terms of momentum too.

So, how could you possibly catch up, with all odds stacked against you?

The greatest Weakness of your Competition

Even though they have more resources and ride on already established momentum, almost all competing online marketers really SUCK at one thing:

Finding and seizing valuable opportunities before they become obvious.

“How so?” you might wonder. Well, the usual way of researching the search market is done almost exclusively through two ways:

Approach #1: Traditional Keyword Research

You start with seed keywords, plug those into your keyword tool of choice, sort and filter the results and lastly evaluate the strength of your competition.

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Approach #2: Competitor-Based Keyword Research

You take competitor websites, plug them into your research tool, sort and filter the results and evaluate the difficulty of ranking it.

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Even though I cannot deny the value of these two approaches, and I definitely recommend you to use them for your business, they’re both useless for finding rising opportunities. You will find opportunities, but only those that are already obvious and almost everyone knows about.

The opportunities of tomorrow that currently nobody is competing for, those that will become obvious in the future are not to be found by either approach. This is where your competition is weak, but you can be strong.

“Speed is the Essence of War” – Sun Tzu

What if you could find those opportunities before anyone else does? What if you could know the keywords that are guaranteed to increase in search volume, before anyone else even thinks of competing for them?

You could seize them, one by one, and build an ever increasing force of momentum propelling your business slowly but surely ahead of your competition. If you’re trying to compete via SEO, then being there before your competition will not only help you create valuable data through visitor interactions to improve your content ahead of time, it will also initiate others to do link building for you, because those who research the topic you are already established in will use your content as resource, and with high probability link to it. Furthermore, there is strong evidence suggesting that the freshness of content plays a considerable ranking factor.

If you’re competing via Google Adwords, then you’ll be ahead of your competition by gaining valuable data first, helping you to improve your Quality Score before anyone else, thus forcing your competition down with their Ad Rank despite lower costs per click for you. You get more data for a lower price, further increasing the gap between you and your competitors.

This creates a loop with strong momentum, where your high position becomes solidified, effectively requiring less and less resources from your side to remain competitive, while competition struggles to even get a smaller piece of the cake.

Opportunities multiply as they’re seized

There’s no way to portray this very moment any better than the sentence above. Seize this opportunity by using to your advantage, and many opportunities will wait on a silver platter for you to take. Reject it, and you’ll miss out on your one real strength you could’ve had over everyone else.

But how does find those opportunities before anyone else can?

We constantly fetch data from Google Trends and run it through complex algorithms to find keywords with a very high probability of rising in search volume, as is indicated by the Short-term score. Furthermore, we also use the same data to show if these keywords will have high search volume over their life time, as is indicated by the Long-term score.

By using those two data points, especially the Short-term score, you can find all the keywords within your market which will increase in search volume dramatically over the next few months.

Of course, you could also use Google Trends itself to try and find those opportunities. However, that’d require considerable effort, a heavy dose of luck to find those terms that are rising recently at the right moment and true finesse when it comes to properly interpreting the information. I can guarantee you that the cost and time it would take to properly do that on your own exceed the cost of a subscription from by a large margin.

Use Case: Health Industry

For the sake of this example, let’s imagine you run a health related website targeting English speaking audiences. To find new potential targets, I’ve started with the search term “diet” and following criteria:

use case health options

Term: diet
Country: Australia, Canada, UK and USA
Minimum short-term score: 30
Minimum topic relevance: 5
Minimum Country interest: 25

Using those criteria, I was able to find some interesting keywords with an uptick in popularity over the last few days the data got recorded.


As you can see, there seems to be a clear indicator that the interest in diet drinks/soda/coke in relation to dementia and stroke rose substantially over the last few days. To make sure this upward trend didn’t die off, I used the little update icon you can find under the updated date.

Fortunately, the rise in popularity continued. Based on that, I’d plan to write an article about diet drinks with specific examples concerning coke and soda in relation to stroke and dementia. When reaching out to other bloggers to market the insights of my new article, I’ll make sure to highlight the examples regarding soda to US site owners and coke/drinks to UK site owners, due to the indicators given by country interest.

Use Case: Product Review Site

For my next example, we’ll try to find new topics for a products review website, again targeting English speaking countries. So I searched for the term “review” with following criteria:

use case product review site options s

Term: review
Country: Australia, Canada, UK and USA
Minimum short-term score: 40
Minimum topic relevance: 10
Minimum Country interest: 25

Due to “review” having a lot more terms associated with it, I increased the minimum short-term score and minimum topic relevance to better filter my results. As you can imagine, I find a large number of potential terms with a huge uptick in popularity over the last few days. Here are some of my favourites:


As you can see, there are major upticks in popularity for a lot of different countries over the last few days. This trend continued after I updated the dates again, so we know what to do. Contact my authors to write a review about those topics. At least for Outlast and Outlast 2, since I’m too much of a wuss to play them myself.

Use Case: US Football Site

This time we’ll examine the use of for a Soccer Website targeting the US.

use case football site options s

Term: football
Country: USA
Minimum short-term score: 35
Minimum topic relevance: 5
Minimum Country interest: 20

I lowered the minimum criteria for this term due to its expected lower popularity in comparison to my previous topic, and again found some great keywords that can be targeted. Here are the ones I’d choose to write about for a US football related website:


General advice on using our data correctly

While the effective use of is rather easy, there are still some rules that you can apply to get the most out of it:

  • Usually, you'll have better results using a broad term within your niche instead of a topic.
  • Adjust your minimum topic relevance according to the typical popularity of your niche. The less popular, the lower you should set it.
  • Terms with high short-term score should be capitalized on swiftly, while terms with high long-term score should be used to create a more in-depth article
  • Before using terms with high short-term score, run an update if their last one has been done several days ago

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