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# Identify opportunities through your data

> 4 concrete scenarios to detect SEO opportunities in the Data Explorer

### Analyze your data with Intelligence Hub

Data Explorer is Intelligence Hub’s tactical analysis tool. It helps you start from a macro view (charts and breakdowns) and drill down to a list of actionable URLs and keywords so you can create or optimize your content.

In this article, discover 4 concrete scenarios to quickly identify SEO opportunities from your data.

#### Prerequisites

Before you start, make sure that:

* Your site and your competitors are configured.
* You know which scope to analyze (non-brand / brand, country, period, etc.).

### Scenario 1: Spot content opportunities among competitors (from report to keyword list)

Goal: start from a strong signal in charts (traffic increase, accelerated URL production, dominance in a breakdown) and end up with a short list of keywords + pages to replicate or differentiate.

#### 1) Find a signal in the Report screen

1. Filter Traffic type = Non-brand to focus on acquisition.
2. Enable comparison (competitor panel) if available.
3. Identify an interesting signal in the charts:
   * Organic traffic trend: a competitor accelerates over a period.
   * Trend in number of pages produced: a competitor “scales” (strong URL creation).
   * Traffic by themes / personas / stages: a competitor dominates a segment.
   * Traffic by page types: a format overperforms (Article, Product, Landing, etc.).
4. Click the most relevant area of the chart to open Data Explorer.

#### 2) Switch to detailed exploration and qualify the opportunity

1. Frame the extraction with filters consistent with your chart:
   * Website = competitors (excluding your domain)
   * Traffic type = Non-brand
   * Add 1 to 2 dimensions max: Theme, Persona, Funnel stage, Page type, Keyword length.
2. Sort by Estimated traffic (descending) to identify contributing URLs.
3. Use the columns to qualify the opportunity:
   * Primary keyword, Volume, Difficulty, Position (for the competitor)
   * First appearance (spot recent content that is rising)

#### 3) Turn the insight into a “Create” or “Optimize” decision

* Create: if the opportunity doesn’t exist on your site.
* Optimize: if you already have a page.
  * Filter Website = your site.
  * Use My position and Estimated traffic to spot underperforming pages.

Expected outcome: a short list of opportunities (keywords + competitor URLs) and a clear decision: create or optimize.

### Scenario 2: Understand a competitor’s strategy (diagnosis + key pages and keywords)

Goal: understand how a competitor wins (scaling, optimization, formats, clusters, funnel) and isolate the pages and keywords that drive most of the traffic.

#### 1) Run a quick competitive diagnosis

1. Switch to duel mode (1v1): your site vs 1 competitor.
2. Analyze 2 charts to identify the dynamics:
   * Organic traffic trend: steady growth vs spikes.
   * Trend in number of pages produced: traffic rising with or without URL creation.
3. Identify 2 to 3 dominant segments via the breakdowns:
   * Themes, Personas, Funnel stages, Page types.
4. Click a dominant segment to open Data Explorer.

#### 2) Isolate “driver” content in Data Explorer

1. Filter Website = competitor.
2. Sort by Estimated traffic to surface contributing pages.
3. Qualify what works:
   * Page type (format), Funnel stage (intent), Primary keyword (angle)
   * Difficulty and Volume (effort vs potential)
4. “Quick wins” option: add a Difficulty filter (low to medium) and/or Keyword length = long-tail.

Expected outcome: a structured read (scaling vs optimization, formats, clusters) and a list of pages/keywords to address.

### Scenario 3: Prioritize gaps for a persona or a funnel stage (coverage vs performance)

Goal: turn a breakdown (persona or funnel) into a prioritized backlog: missing content, content to optimize, format trade-offs.

#### 1) Identify the segment to strengthen in the Report screen

1. Filter the Persona (or Funnel stage) you want to analyze.
2. Compare:
   * Traffic trend (you vs competitors)
   * Trend in number of pages produced (over-coverage vs under-coverage)
3. Check whether formats align with the page-type breakdown.
4. Open Data Explorer on the weak (or missing) segment.

#### 2) Build an actionable backlog (competitors first, then you)

* Competitors:
  1. Website = competitors
  2. Sort by Estimated traffic to list the URLs that capture demand
* You:
  1. Website = your site
  2. Filter My position (e.g., beyond Top 10)
  3. Sort by Volume or Estimated traffic to target optimizations

#### 3) Apply a simple prioritization rule

* High volume + reasonable difficulty + weak My position = prioritize optimization.
* High volume + no page = prioritize creation.

Expected outcome: a concrete persona/funnel plan based on your data (URLs, keywords, positions).

### Scenario 4: Grow the long tail (quick wins + cluster structuring)

Goal: detect “low competition” opportunities and build a structured coverage strategy (clusters, formats, pages).

#### 1) Detect long-tail signals in the Report screen

1. Filter Keyword length = Long tail and Traffic type = Non-brand.
2. Spot:
   * Who is winning on the long tail (Traffic trend chart)
   * Who is producing the most long-tail URLs (Pages produced trend chart)
3. Use Theme / Page type / Funnel stage breakdowns to understand where the long tail pays off.
4. Open Data Explorer.

#### 2) Isolate quick wins and structure by clusters

1. Filter:
   * Keyword length = long tail
   * Difficulty = low to medium
   * Volume ≠ 0
2. Sort by Estimated traffic.
3. Group by:
   * Theme (clusters)
   * Page type (formats to industrialize)
   * Funnel stage (intent)

#### 3) Trigger action

* Create pages to fill missing clusters.
* Optimize existing pages by targeting nearby long-tail queries (same theme / same intent).

Key insight: the long tail often generates qualified traffic with less competition, but it performs best when structured by themes and intents (persona + funnel).

### Best practices for useful (and actionable) analyses

#### 1) Start broad, then refine

* Avoid: too many filters right away (you may miss insights).
* Recommended: start with an overview, identify a pattern, then refine progressively.

#### 2) Compare yourself to the right competitors

Not all competitors are relevant for every analysis.

* Global competitor: high-level overview
* Niche competitor: thematic focus
* Peer competitor: realistic comparison

#### 3) Cross dimensions (where the best insights are born)

Examples:

* Theme “Running shoes” + Persona “beginner”: create a guide “Which running shoes for beginners?” and branch into pronation, weight, budget.
* Page type “E-commerce category” + Funnel stage “consideration”: optimize a category page with a choice-oriented intro, relevant filters, FAQ.
* Competitor + Non-brand: identify pages that capture long-tail demand and replicate the cluster logic.

#### 4) Document your findings

When you identify an important insight:

* Download an image (PNG)
* Export the data
* Write down your recommendations
* Share with the relevant teams

#### 5) Take action immediately

A good analysis should trigger an action:

* Add the opportunities to the Content Hub Planning
* Add due dates
* Assign owners
* Track impact in your monthly reports


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