Record the market
Keep country, language, source and retrieval date with every export. US estimates should not be presented as global demand or applied unchanged to Canada.
Keep missing data missing
A provider returning no value is different from a measured zero. Label both accurately and avoid filling gaps with guesses based on result counts.
Add intent and fit
Compare demand with the kinds of pages ranking and the commercial relevance of the query. Small service-buying terms can be useful despite lower reported volume.
Put it to work
A practical next step
Keep a raw export and a decision table with intent, destination and confidence alongside volume.
Keep the evidence with the decision.
Save the baseline, the reason for the change and the person responsible for checking it. This makes the work easier to review later and helps your team distinguish a verified improvement from an untested assumption.
This note provides a planning framework. The right implementation depends on your business model, market, website and available records. Where a decision involves scientific interpretation, clinical services or legal status, use the appropriate qualified reviewer rather than treating marketing guidance as approval.
Related agency support
Search Analytics ↗
Review the service scope and use the briefing tool to describe your current situation.