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Identify opportunities through your data

4 concrete scenarios to detect SEO opportunities in the Data Explorer

Table of contents

 Analyze your data with Intelligence Hub

Scenario 1

Scenario 2

Scenario 3

Scenario 4

Best practices

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