Hook: Your whole website sorted into named topics, worst first, out of one scan. A consultancy calls the same artefact brand-territory work and charges EUR 10,000 to EUR 30,000 for it.
What You'll Be Able To Do
- Read a map of every page the crawler read, where pages that mean the same thing sit together and each cloud is sized by how much you have written there
- Work down a priority list beside the map, worst first, and treat that order as the quarter's agenda
- Open any cluster and see the evidence: the keywords it was built from, every URL inside it, and every page with the links it points at
- Settle the meeting-room argument about which topic a page belongs to, with a search field inside the cluster panel
- Read the same computation as a sortable table on the Overview, with "Not computed yet" spelled out where there is no value
- Take a 2D screenshot for the working slide and a 3D orbit for the cover image
Runtime: 5:18 | Difficulty: Intermediate
You are the person who has to say, on one slide, what this brand is about. Ask your team which four topics you own and four confident answers arrive inside ten seconds. Ask what the models associate you with and nobody in the building has it on paper, because those four topics were a memory of the last brand workshop. The gap between the two lists is where the budget leaks.
What it costs today
A 100-page website, a strategist at EUR 90 an hour, one map.
| Line item | Arithmetic | Cost |
|---|---|---|
| Crawl the website, export the URLs and copy, embed and cluster it, name and grade every cluster | 8 to 16 h at EUR 90/h | EUR 720 to EUR 1,440 |
| Site crawler licence | annual seat | about EUR 239 a year |
| Somebody who can run embeddings | not on most brand teams | hiring or agency dependency |
| In-house total, first year | EUR 959 to EUR 1,679 | |
| Bought in as brand-territory work | 2 to 4 weeks, delivered once | EUR 10,000 to EUR 30,000 |
Marketer runs EUR 2,352 a year. The cheapest in-house build costs about five months of that plan and gives you one snapshot. The consultancy version costs four to thirteen years of it, and arrives as a document nobody recomputes.
What the video shows
- The Brand DNA Map opens as coloured point clouds with white labels. Every dot is a page the crawler read, and every cloud is a topic your own pages produced.
- The Top clusters panel sorts by priority. Three red dots sit at the top, and those are the topics where your content serves your buyer types worst.
- Hovering a cloud dims the rest of the map and gives you the topic, the page under the cursor, its first keywords and one coverage number.
- Clicking a cluster slides up the receipts: keywords, source URLs, and every page listed with the links it points at.
- A search field inside that panel shortens the list to the pages that match, for the meeting where somebody insists a page belongs somewhere else.
- 3D turns the map into a rotating cloud for the cover image. Back on 2D, connection lines on and grid off is the screenshot for the working slide.
- On the Overview, the Link cluster coverage table holds the same numbers: cluster name, a bar, a percentage, sorted ascending so the worst-served topics come to the top.
- The closing puts the arithmetic on screen. EUR 720 to EUR 1,440 of strategist time, EUR 959 to EUR 1,679 in the first year with the crawler licence, EUR 10,000 to EUR 30,000 from a consultancy.
What you need
- Marketer, EUR 196 a month.
- One finished scan on the project, then the metrics pass. Before that pass lands, every cluster renders in a fallback colour at high priority and the map reads as broken.
- A website with 60 pages or more crawled, so the clouds read as clouds. A Free crawl reads 10 pages and draws two or three dots.
- Gemini, ChatGPT or Grok. The map is built during the crawl, so any of the three works.
Territory data is cached in the browser for ten minutes, so a change made mid-session appears once that clears.
Questions people ask
Does the map compare me against my competitors? No. A cluster's colour and its coverage number say how well your own pages serve your own buyer types inside that topic. No competitor term enters the computation, so read the colours as your own coverage and nothing else.
Can I export the map? The map has no export button, and that is the honest limit here. What you hand over is a screenshot of the 2D view with the panel closed, plus the Link cluster coverage table from the Overview as the numbers behind the picture.
How current is it? The map is built while the scan runs, and each project takes one scan per model per calendar month. There is no schedule, no alert and no recurring re-crawl, so the map changes when you run the next scan.
What happens to a topic with no number? It reads "Not computed yet" in plain words, so you never present a fabricated zero to a board.
Five minutes of watching, and the slide your team argued about for a quarter is already in Rankfor.AI.