Market analysis

The goal

You want to understand a market or topic the way search engines see it: which concepts the leading content covers, how those concepts group, and what the consensus shape of the subject looks like.

Steps

• Run a keyword audit for the core query of the market, choosing the location and language you compete in.
• GraphRanks combines the top-ranking pages into one graph — the merged view of what it takes to rank.
• Explore the clusters to see the sub-topics that make up the market, and the hub nodes those clusters revolve around.

What to look for

• Dominant clusters — the themes every competitor covers. These are table stakes.
• Hub concepts (high degree) — the ideas the topic is organised around; anchor your content on them.
• Sparse regions — thinly covered corners of the graph that may be an opening to differentiate.

Run the same keyword for different markets to compare how a topic shifts by region and language.