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Frankie Apothecary — Search & AI Research Workbook
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Team Empathy · built 25 August 2026 · market: New Zealand · currency NZD
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What this is
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The research behind the Frankie Apothecary Search & AI strategy report: every keyword volume, AI prompt, cluster and score, with its source, so any number in the report can be traced here.
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How the volumes work
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Working volume = the MEDIAN of the sources that returned a figure for that keyword. This pull carries two sources (Google Keyword Planner + SEMrush). The Ahrefs column lands when our Ahrefs units reset on 29 August; working volumes, AI Overview flags and keyword difficulty then update and the model re-runs. Until then every row shows its own source count, and two-source rows are capped at Medium confidence.
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Variant folding: Google Keyword Planner lumps close variants into one bucket (kawakawa balm / kawa kawa balm / kawakawa balm nz all return the same 3,600). Variants are grouped and each group contributes the MAX of its members once, not the sum, so category demand is never double-counted. Five GKP-lumped rows are flagged and excluded from the core total.
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How the prompt volumes work
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Each AI prompt is anchored to the real NZ keyword volume of the head term underneath it, then a conservative 10-25% band is applied (one prompt ≈ a slice of the anchor's searchers asking the same thing conversationally). Estimates are directional floors. Prompts with no keyword anchor (their own product-page FAQs, real Search Console long-tail queries) are marked 'unquantified (real, observed)' rather than given an invented number.
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The tier rubric
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Tier 1 = working volume 100+/mo. Tier 2 = 20-99/mo. Tier 3 = thin. Strategic (AI) tier is assigned once Ahrefs AI-Overview flags land (29 Aug): near-zero-volume terms whose SERP already carries a live AI answer get promoted.
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Notes that matter
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'gsc-proven' rows already rank and show real impressions in Frankie's own Search Console — they are proven demand, not white space. The Search Console property covers frankieapothecary.co.nz only and its history starts 12 April 2025. GA4 covers BOTH frankieapothecary.co.nz and the parallel frankieapothecary.com storefront; revenue figures used in the model are filtered to .co.nz so the units line up.
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Shopify records $331,189 total sales in the last 12 months against GA4's $272K across both storefronts; the gap is standard consent-mode/tracking loss. The model runs on the measured GA4 organic figures, which is the conservative side.
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