Tech Spotlight: Unlock Your Brand’s Full Potential with the TAM

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Understanding and acting on audience search behavior is a powerful advantage for modern marketers. But for many brands, it’s difficult to understand the full scope and scale of their opportunity in search.

Traditional keyword tools only scratch the surface, often missing the broader landscape of how and where consumers are searching. 

That’s why our patented Total Addressable Market (TAM) technology fills a key void for brands seeking stronger connections with consumers. The TAM tool is not just a list of keywords, but a comprehensive view of all the potential audience demand a brand can capture.

In this post, we’ll explore how our technology works and how it empowers business leaders to make smarter, faster, and more strategic decisions in the search landscape.

What is the Total Addressable Market (TAM) tool?

Terakeet’s Total Addressable Market, or TAM, tool applies the business concept of a TAM, which defines the full revenue potential for a product or service, to the world of organic search. 

Instead of measuring market size in dollars, the TAM tool estimates the total opportunity a brand has to reach and engage consumers through organic search queries.

It does this by identifying and qualifying thousands of relevant keywords at scale that reflect real consumer intent. This data helps brands understand how much attention they could capture in search if they showed up for the right queries, with the right content, at the right time.

Identifying the Serviceable Addressable Market (SAM)

Our team uses the TAM’s keyword-topic clustering feature to sort through a large pool of keywords and find the ones that strategically align with the client’s business needs.

This focused group of keywords is called the Serviceable Addressable Market (SAM). It represents the highest-value opportunities based on the brand’s goals and what their audience is searching for. 

The SAM includes our unique content recommender algorithm (CRA) which scores keyword clusters based on how much their traffic could grow over the next 90 days. It also considers how a brand is currently ranking, so it highlights the best growth opportunities rather than just current performance.

While the TAM provides the big-picture insights, the SAM quickly turns those insights into clear, actionable strategy. It becomes the foundation for key strategic decisions, helping brands create content, campaigns, and experiences that truly connect with their consumers.

The power of a TAM approach

The TAM is a powerful tool for brands seeking a top-down approach to strategy, starting with the broadest possible view of the market and then narrowing in on the most promising and valuable areas.

For business and strategy leaders, it’s often challenging to get a clear, confident understanding of their total market opportunity. That’s because useful search data can be difficult to access and analyze. 

The TAM solves this by uncovering category-wide demand and giving teams a strong, data-driven foundation for strategic marketing investments. This helps us see the full scope of consumer demand and make smarter, more informed decisions from the start.

Technology features

The TAM captures a large set of consumer intent data for both our clients and their competitors. Users can then sort and filter this data to create smaller, more focused keyword groups. 

The TAM dashboard includes the following key features:

• String filtering: We filter out misaligned keywords like brand names, misspellings, or topics our client explicitly doesn’t want to address.
• Tiering: We can segment based on quality and relevance to our clients.
• Semantic similarity: We group keywords based on how closely related the meaning of the keywords are so they match your business categories and audience intent.
• URL ranking: The tool can segment based on client, competitor, or overall performance.
• Search volume segmentation: The tool can segment based on audience size.
• Keyword-topic clustering: It can generate keywords grouped by topic and subtopic within your highest-opportunity keywords.

How Terakeet’s technology is different

While there are a few products on the market that claim to identify search opportunities, Terakeet’s technology is uniquely positioned to help global brands achieve their specific business goals. 

Terakeet’s unique way of selecting and filtering keywords uses patented technology, including our URL Intent Classifier and semantic scoring models. Users choose the topics when setting it up, so keywords are grouped and prioritized based on what a client cares about most. 

This gives us a clear and customizable view of the full market opportunity, setting us apart as a marketing technology innovator.

While tools like Semrush can help find and qualify keywords, they’re often too broad and cluttered with generic data. In contrast, Terakeet’s TAM is tailored to the brand’s world and customized by our team of experts, making it easier to uncover meaningful insights.

Our managed service approach

What truly sets Terakeet apart isn’t just our powerful technology. It’s the experts at the helm of our client teams who know how to use that technology to drive impact. We don’t leave clients on a limb to interpret data or navigate complex tools alone. 

Our team works closely with brand stakeholders to configure the TAM to their priorities and audience needs. But the real value lies in how our experts help interpret and apply those insights. 

With a multidisciplinary team, we deliver clarity, direction, and impact. It’s this hands-on, strategic collaboration that transforms search intelligence into meaningful business outcomes, making our managed service a true differentiator.

How the TAM technology works

The TAM tool uses a four-step process to uncover and prioritize the most valuable organic search opportunities for a brand.

1. Data aggregation & domain collection

We start by gathering real-time search data across a wide range of categories and competitors aggregated from Google Search. This includes millions of keywords that reflect how people are searching across an entire industry. 

A key strength of the TAM is its ability to process and classify keywords at scale, organizing vast amounts of search data into meaningful tiers and categories.

2. Keyword classification & semantic scoring

Next, we use Terakeet’s patented semantic similarity model and URL Intent Classifier to segment keywords by topic and intent. Keywords are matched to defined business categories, enabling alignment with your brand’s goals.

3. Tiering & opportunity prioritization

The TAM tool assigns each keyword to one of four tiers based on relevance, intent, and performance:

• Tier 1: Keywords ranking for high-priority websites and those with strong semantic alignment to a TAM topic.
• Tier 2: Keywords that closely match the topic but aren’t ranking on key websites yet.
• Tier 3: Keywords with moderate topic alignment, regardless of website performance.
• Tier 4: All remaining keywords outside the strategic scope.

This tiering helps prioritize high-value queries for faster time to impact.

4. Analysis & actionable strategy

Finally, we apply advanced filtering, benchmarking, and predictive modeling to turn insights into high-impact actions.

Our keyword-topic clustering (KTC) feature groups similar keywords into categories and highlights the ones with the most growth potential. These clusters help form the foundation of your Serviceable Addressable Market (SAM).

Using visual dashboards, our teams analyze:

• Search demand by topic and audience segment
• Brand and competitor visibility
• Opportunity size by keyword cluster
• Gap analysis between your brand and top competitors

Turning insights into action

This intelligence feeds directly into your strategic roadmap, content strategy, and go-to-market planning, enabling smarter, faster decisions across your organization.

The culmination of this process results in identifying and prioritizing the most valuable keyword clusters for your business. These insights can be applied across SEO, paid search, and emerging areas like AI-powered search. 

We also use predictive modeling to forecast growth, so your strategy stays ahead of shifts in search.

Our team’s ability to deploy the TAM for some of the world’s largest brands enables us to uncover insights at a scale and speed that were previously unattainable. This turns what once took months into actionable intelligence in a matter of days and allows brands to speed up time to results.

Our commitment to tech innovation

Terakeet’s creation of tools like the TAM reflects our broader mission to build marketing technology that empowers brands to understand their performance, uncover opportunities, and lead in an ever-evolving digital landscape.

The TAM is a key component of our proprietary technology suite, Carina. Within Carina, we’re continually developing new tools that enable our teams to drive measurable impact and build lasting, strategic partnerships with our clients.

In the hands of our teams, our technology is built to turn insights into action, and everyday consumers into loyal brand customers.