How the Demand map is calculated

In short

The demand map shows for one market how big the demand is per domain (e.g. Lending, Invest, Protect) and per product or customer need, split into private customers and professionals. For each it gives the monthly Google searches, the estimated monthly questions to AI tools and their 12-month trend, your reach of the whole market (the visits your positions get, as a share of all searches) and the room left, your share in Google and in AI answers against the leader, and the concrete needs behind it: the questions we ask AI assistants and the searches people type, questions first.

Formula

Google demand of a product and segment = Σ monthly search volume of all the market's searches sorted into the product for that segment: the measured searches plus the market search's (searches for one company's login or website excluded; variants with the same words, which Google reports with one volume, count once; searches for both segments count in both)
Your reach = Σ volume × click rate of your position ÷ Σ volume; room = Σ volume × click rate of #1 − your visits; unclaimed = share of the searches without a tracked brand in the top 10
Demand of an AI question (estimate) = Σ Google and AI volume of the up to 3 searches with the same need
AI demand = Σ estimated AI search volume of the same searches; AI trend = (latest month − 12 months ago) ÷ 12 months ago
Share in Google = your share of the estimated clicks on those searches; share in AI answers = your share of the mentions in answers to the product's questions for that segment

How it is calculated, step by step

1. Take the domains and products from the market profile.
2. Use the month's SEO measurement: every search is sorted into a product and labelled private, professional or both, with its estimated AI search volume.
3. Search the whole market: per product and language, an AI model names the searches people type for it; DataForSEO lists every search containing them (up to 30 per seed, at least 30 a month), sorted and labelled the same way, with the brands' positions and AI volume.
4. Link every AI question to up to 3 searches with the same need, to estimate its demand.
5. Use the month's GEO measurement: the AI questions per product with their segment and the brands named.
6. Add up demand and shares per domain, product and segment, and list the needs: AI questions, then searches phrased as a question or choice, then the other searches by demand.

What goes into it

Domains and products

From the market profile, editable under Company & competitors.

Searches

The SEO measurement's searches with volume, AI volume, segment and positions.

AI questions

The GEO measurement's questions per product, with their segment.

Data sources

• DataForSEO (Google searches, positions, AI search volume estimate), Claude (sorting and labelling searches, writing and asking the questions).

How often it is updated

With every SEO and GEO measurement: monthly, plus on-demand measurements in your plan.

How to read it

• A large and growing AI demand with a low share for you in AI answers is where to act first.
• Professional needs often have smaller volumes but higher value; compare them within the segment.

Example

Lending → mortgage, private customers: 141,900 Google searches and an estimated 3,200 AI questions a month (+18% in a year); you hold 30% in Google (#1) but 12% in AI answers, where a competitor is named most. Needs: 'Hoeveel kan ik lenen?', 'hypothecaire lening simulatie', …

Limitations

• The whole market is as wide as the searches found: each brand's 200 largest per language plus up to 60 per product and language from the market search; very small long-tail searches are left out.
• AI tools don't publish how often a question is asked: a question's demand is estimated from the Google searches with the same need.
• The AI volume is the data provider's estimate, not a count from the AI companies.
• The private/professional label is assigned by an AI model and can be wrong for ambiguous searches.

Frequently asked questions

Related

• AI search volume (estimated) — An estimate of how often a search shows up in the questions people ask AI tools each month, with its trend over the last 12 months. A vendor estimate, shown next to the Google search volume.
• Visibility per product, with next steps — For every product or service in your market profile: your share in Google and in AI answers against your competitors, and the three next steps worth taking, without any keyword research.
• SEO per product cluster — Every search keyword is sorted into one of your product lines, General or Not your market; share of voice is then calculated per product, and Not your market doesn't count.
• Keyword research per product — The searches to rank on to own one product's visibility in one country: keyword ideas with volume, difficulty and intent, filtered to the product, with where you and your competitors rank.