Explanation: This column contains the actual keyword or phrase that users type into the search bar on bol.com. It's the core subject of each row's data, representing what consumers are looking for.
Use Case: Essential for understanding consumer intent, identifying product categories, and informing content strategy.
Explanation: This represents the raw count of how many times the specific search term was searched by users on bol.com over the past 12 complete months (e.g., if it's July 2025, this covers July 2024 to June 2025). This is the aggregated total search volume from both the Netherlands and Belgium.
Use Case: Provides a high-level overview of the overall demand for a search term, crucial for general market research and niche identification.
Explanation: This column indicates the total search volume for the search term during the 12-month period immediately preceding the `Volume Total 12 Months` period. For example, if `Volume Total 12 Months` covers July 2024 - June 2025, this column covers July 2023 - June 2024.
Use Case: Used in conjunction with `Volume Total 12 Months` to calculate year-over-year growth and identify trends.
Explanation: This represents the percentage change in search volume comparing the `Volume Total Previous 12 Months` to the `Volume Total 12 Months`. A positive percentage indicates growth, while a negative percentage indicates a decline in search popularity over the past year.
Use Case: Quickly assess the growth trajectory of a search term, identifying emerging trends or declining interest.
Explanation: This column visualizes the year-over-year search volume. It's not a direct numerical value but rather an image comparing the current 12-month volume (blue line) to the previous 12-month volume (gray line). This allows for a quick visual assessment of how the search term's popularity has changed from the prior year to the current one, including seasonal patterns.
Use Case: Offers quick, intuitive insights into market trends, helping to discern if a search term is growing, declining, or stable in popularity over time, aiding in strategic planning.
Explanation: This is the raw count of searches for the search term specifically by users located in The Netherlands (NL) over the past 12 complete months (e.g., July 2024 to June 2025).
Use Case: Crucial for understanding demand specifically within the Dutch market, informing country-specific marketing and inventory decisions.
Explanation: This is the raw count of searches for the search term specifically by users located in Belgium (BE) over the past 12 complete months (e.g., July 2024 to June 2025).
Use Case: Essential for understanding demand specifically within the Belgian market, informing country-specific marketing and inventory decisions.
Explanation: This metric is calculated by dividing the total 12-month search volume for the search term by the total number of products listed on bol.com that are associated with this search term. It serves as an indicator of demand versus supply for the given search term, suggesting how many searches there are for each available product. A higher value might indicate strong demand relative to available products, potentially a niche.
Use Case: Identifies potential niches or areas of high demand where there might be fewer competing products, valuable for market research and product sourcing.
Explanation: This column indicates the total number of unique products currently listed on bol.com that are associated with, or appear for, the specific search term.
Use Case: Provides insight into the competitive landscape for a search term; a higher number suggests more competition.
Explanation: This text field provides a categorical recommendation regarding the search term's seasonality. It will be "Evergreen" if no single season accounts for 40% or more of the total yearly search volume. Otherwise, it will indicate the dominant season ("Winter," "Summer," "Autumn," "Spring") if that season contributes 40% or more of the search term's annual volume.
Use Case: A quick, actionable label to classify the seasonal nature of a search term, guiding inventory, marketing, and product launch strategies.
Explanation: This is the median (middle) selling price, in Euros, among the top 10 best-selling products associated with this search term on bol.com. It's less affected by outlier prices than the average.
Use Case: Provides a more robust central tendency for pricing, especially useful if there are extreme high or low prices among the top sellers.
Explanation: This is the average selling price, in Euros, calculated across the top 10 best-selling products associated with this search term on bol.com.
Use Case: Offers a general benchmark for typical product pricing within the search term's category.
Explanation: This is the lowest selling price, in Euros, among the top 10 best-selling products associated with this search term on bol.com.
Use Case: Provides insight into the entry-level pricing for popular products related to the search term, useful for competitive pricing strategies.
Explanation: This is the highest selling price, in Euros, among the top 10 best-selling products associated with this search term on bol.com.
Use Case: Provides insight into the premium or high-end pricing for popular products related to the search term.
Explanation: This column displays the name of the brand that has garnered the most total impressions (organic and sponsored combined) for products associated with this search term on bol.com. This brand is considered the dominant player for this specific search term in terms of visibility.
Use Case: Identifies key competitors and market leaders for a given search term.
Explanation: This percentage value indicates the proportion of total impressions for the search term that the `Best Brand` received on bol.com. It's calculated as (Best Brand Impressions / Total Impressions for Search Term) * 100.
Use Case: Provides a clear and interpretable measure of the top brand's market share in terms of visibility for the given search term.
Explanation: This is the average amount, in Euros, that advertisers on bol.com have had to bid to successfully win advertising placements (auctions) for this specific search term. It reflects the typical cost to acquire a sponsored position for this keyword.
Use Case: Crucial for planning advertising budgets and assessing the cost-effectiveness of paid campaigns for this search term. Higher values indicate more competitive bidding.
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