What is a search result heat map and how does it inform strategy?

The heat map is one of IMPACT’s most useful diagnostic views. For each tracked client, every priority keyword is plotted against every geography, with cell color indicating SERP composition – green where owned and friendly content dominates, red where negative content concentrates, yellow where the picture is mixed. The temporal layer adds week-over-week movement, so a deteriorating market shows up before it becomes a problem and an improving one validates the program’s interventions. The output is operational: the heat map tells the account team where to direct the next month’s effort. Geographic concentration of negative content often points to a single contested source that needs targeted work; keyword concentration points to a missing piece of authoritative content. Five Blocks clients see the heat map in monthly reporting alongside the underlying data.