The best place to start looking for strategic opportunities within your sector is to use Search Volume Timeline. This will surface the search volume for the analysed search term groups trended over the past three years.

In this example, drilling down by category corresponds to the different Workspaces the Market Intelligence or Dashboard is based.

Focusing on Accessories and deselecting all subcategories except for gloves and scarves reveals trends and opportunities in this subcategory.

This subcategory, which peaks in December, has had a consistent upward trend in the past three years. In fact, in December 2022 the search volume was 27% higher than in 2021:

By contrast, Bags is a subcategory with a higher search volume that also has been increasing in demand. However, it hasn't experienced as big an increase as Gloves and Scarves:

Using the Search Term Discovery tool also allows analysis at a granular level. In this example, analysing key search terms as seed terms reveals that these terms increase massively in demand in autumn:

Further opportunities can be found using the Estimated Revenue Opportunity tool, which provides a top-level view of all categories in the selected Market Intelligence or Dashboard:

The magenta area of the bars is where the target opportunities lay. Hover over it to see the amount of target revenue. This is why adding your site's average conversion value and average conversion rate is key when creating a Market Intelligence or Dashboard.

In this example, the biggest opportunities lay within the Womenswear workspace with a target revenue of £140,000:

Clicking on the Womenswear category to drill down further reveals that the dresses subcategory is the area where the biggest opportunities lay with an estimated target of £50400 of additional weekly revenue:

This translates into the search terms the site ranks for on pages two and three of the SERPs. If pages were better optimised to target these search terms and start ranking on page one, that is how much revenue they could generate.

In the table below the chart, clicking on the value for dresses in the target revenue column will open Position Explorer Table which shows the search terms that need optimising to get that target revenue:

The search terms are ordered in the estimated revenue column to easily identify the revenue per search term that could be obtained if they were to rank on page one:

A date range can then be chosen and up to 12 search terms selected to be analysed in Position Explorer Chart to look at daily rankings and potential internal conflict, which can then be saved as an insight and start working on the optimisations: