Worked example
A beverage brand that already leads looks for room to grow.
The brand is first among beverage brands in search. Which beverage keywords are still open to it?
A real brand on a real read, not named. This is not a customer story: nobody here bought anything, and nothing that happened after the read is claimed.
The brand
A beverage brand, first among the brands on beverage searches on one app. It holds 5.8% of the first-10 slots across them.
No. 1
among the brands on beverage searches, by share of the unpaid first 10.
20
plain beverage keywords were open on the app: their first 10 among the least crowded third of the app’s keywords.
25
passed the keyword list’s “worth a try” rule for this brand: open or contested, with moderate or strong signs of demand, and the brand not usually in the first 3.
| Keyword | How crowded | Signs of demand | Brands with paid slots | Searched for, not available | The brand’s usual rank |
|---|---|---|---|---|---|
| ginger ale | Contested | Strong | 12 | 8% | 8 |
| filter coffee | Open | Strong | 7 | 5% | not in the first 10 |
| iced tea | Contested | Strong | 7 | 7% | not in the first 10 |
| orange juice | Contested | Strong | 7 | 2% | 6 |
| apple juice | Open | Strong | 4 | 1% | 14 |
The screen
Where this is read in Shelf.
What a team could do with it
Choices the figures open.
None of these is a result. They are what the figures make possible to decide.
- Start with the open keywords, where the first 10 is spread across many brands and fewer brands held paid slots.
- Where the app listed products as searched for and not available, check the brand’s own stock in those cities before anything else.
- Watch the keywords where it already comes up in the first 10 but not usually in the first 3: they are the nearest.
How it was read
One app. How crowded compares a keyword with the other keywords on the same app. No app publishes how often a word is searched, so no volume is shown. How we read the apps
More worked examples: A snack brand checks who shows up on its own name. · A personal care brand finds its own products missing from its own stores. · All of them
The same screens, with your names.
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