Enrich vs Expand: Which Tab to Use
Choose the Workflow Based on Your Starting Point
Reach Dog’s Keyword Research tools support two related jobs:
- Enrich adds market metrics to keywords you already have.
- Expand discovers related terms from a starting keyword or phrase.
Both workflows can return search volume, cost-per-click, and competition data. Those metrics are inputs for merchant judgment, not automatic campaign instructions.
Use Enrich for an Existing List
Choose Enrich when you already have keywords from product titles, search reports, customer language, or campaign research and want market context around them.
Example: a merchant has insulated travel mug, leakproof commuter mug, and coffee tumbler with lid. Enrich can add available volume, CPC, and competition signals so the merchant can compare the terms with product fit and economics in view.
Use Expand to Discover Related Language
Choose Expand when you have a starting point and want to see related terms buyers may use.
Example: start with travel mug to discover nearby language around commuting, spill resistance, temperature retention, sizes, or materials. Review every result for genuine product fit before adding it to a listing or campaign.
Use Them Together
A common sequence is:
- Expand from a product or buyer need.
- Remove terms the catalog cannot honestly serve.
- Enrich the remaining terms with available market metrics.
- Compare relevance, volume, CPC, competition, and merchant economics.
- Decide which terms belong in listings, content, or campaign planning.
There is no universal volume or competition threshold that makes a term correct. The right choice depends on the product, the buyer need, and the merchant’s economics.
See these ideas against your own catalog.