The Opportunity score

The idea

A great keyword has two properties at once: teachers actually search it (demand) and not many resources serve it (supply). Either alone is a trap — high demand with brutal competition burns months; zero competition with zero demand sells nothing. Opportunity multiplies the two so only keywords strong on both reach a high score.

Concretely: we rank every keyword's search demand as a percentile, rank its supply scarcity as a percentile, and combine them with demand weighted first — because you can out-compete supply with quality, but you can't conjure demand that isn't there.

How to read it

Why it changes over time

Both inputs are re-measured every night. Seasonal demand rises (watch "back to school" climb through July), competitors publish, keywords fade. A keyword's Opportunity today is a snapshot of a moving market — which is why the 7-day trend arrow sits next to it, and why the Trending and Seasonal tools exist: when you catch a keyword matters as much as which.

Using it well

Shortlist by Opportunity, then sanity-check the top candidates in the Product Explorer: who owns page one, how good are they, what do their sales look like? A 70-Opportunity keyword whose page one is weak listings from small stores is a green light. The same score with five polished mega-store bundles on page one deserves a different angle — a sub-niche, a grade level, a format they don't cover.

Honest limits: Opportunity is computed from search behavior and listing counts — it can't see resource quality, pricing, or your store's authority. It tells you where the market is thin; making something teachers love is still your job.