1. DEMAND TOOL Definitions & FAQ

4. Refine Terms Related Terms: Search terms that have been grouped together as related because they result in clicks to the same and similar urls. They are offered as additional recommendations to users of AOL Search to help refine queries and offer additional, interesting content. Top Domains: The domains clicked most frequently after a term is searched, measured by number of clicks. Questions: Entire questions that have been typed into an AOL Search box. Because they are in sentence form (rather than the usual keyword or phrase searches), they are useful for providing context to individual search terms. They do not occur with enough frequency to be useful in aggregate

5. Review Performance 12-Month Forecast: A projection of the profit potential (revenue minus costs) over the next twelve months for all of the terms within a saved project. This potential assumes the articles assigned are interesting and well written, properly SEO optimized to the terms and published within a reasonable time frame. Saved Project: A group of related trending terms that were presented as a content opportunity and saved. The group of terms may or may not have been altered prior to saving. A saved project is specific to a domain and all metrics and projections will continue to be updated until the resulting assignments are created and sent. RPM: Revenue per thousand page views, based on data from the ad team. Revenue: Total projected revenue for the project, calculated by multiplying RPM by pageviews, then dividing by 1000. Costs: Sum of the costs to create all text and video content in the project.

6. Generate Assignments Assignment: The actual assignment of a Seed article, a blog post or a video, created from a particular term in a project. A project can result in multiple assignments, but each assignment should be SEO optimized to one search term only

7. FAQ’s 1. Where does the data in the tool come from? AOL Search, AOL Advertising, Google, Twitter, Relegence and Yahoo Trends. 2. How frequently is this data updated? Breaking: every hourSeasonal: every day Evergreen: every week 3. What's a reasonable time frame for getting assignments published so I know the estimates will still apply? Breaking: ASAP, but use your best judgment. The supply and demand on these terms may fluctuate a lot as a story plays outSeasonal: Use the 'Peaking on:' date as a guide. That's when the most searches are performed. Ideally, the content is up before then.Evergreen: These searches don't surge dramatically, so your articles can be posted any time. 4. Some terms in my category don't seem to belong. How are terms categorized? Terms are categorized by looking at the links clicked after the search is performed. If a user does a search for 'iphone' and clicks on apple.com, that term will be classified as 'shopping' and show up on the shopping lists. If a user does a search for 'iphone' and clicks on engadget.com, that term will be classified as 'technology' and show up on technology lists. If a user does a search for 'iphone' and clicks on nationalgeographic.com, that term will be classified as 'travel' and show up on travel lists. In this way, the searcher's intent can be passed to the writers and given more context. 5. Why don't I see any breaking terms in my list? Because the sample size for breaking terms can be very small (hourly or daily), there may not be any breaking terms that lead to your domain or domains like yours. 6. How can I get more terms in my lists? Since the terms are categorized by the link clicked after the search is performed, we must be able to classify all of those links. We are working to expand our classifications. 7. I see terms from someone else's list that work for mine, too. Can I add those? You can add those terms to your projects, but we may not have financial data to make projections for you. We project search volume based on the user's intention, and in this case the user was looking for the information provided by the other site. A different site would publish an article that was contextually different, and we can't yet predict if the user would be just as likely to click on that article. We're hoping that soon the system can begin to learn this and make reasonable predictions. 8. When I add my own terms to the list of suggested terms in my project, I don't get any projection numbers. Why? We may not have historical data of people performing that search and then clicking on a site like yours, particularly if you're adding a term that isn't searched a lot. A person's name who's recently in the news for the first time or a fairly long-tail query would be two examples. 9. What if my content costs are different from what's projected here? Right now, you can do your own math to understand your potential profit on the "Review Performance" page. Your 12-Month Forecast is Revenue minus Costs, both listed in the right-hand column. In the future, this tool will let you personalize those values. 10. Why can't I use more than one term per assignment? Each term represents an exact search that multiple people are doing, so your assignment should be SEO optimized to that term exactly. If your term is 'iphone travel', your projections are based on someone doing a search for 'iphone travel' and clicking on your article or video. If you change the wording to 'vacations with an iphone', the projections may not hold.