A "Google search" refers to the keywords people type into Google to find information on specific topics, products, or services. For example, if you're looking for a place to eat, you might type "restaurant near me" in Google Maps. Yourban analyzes how often these types of searches are made within a specific study area to understand local demand and trends.

In the digital world, we don’t refer to people as “inhabitants” but as “internauts.” An internaut is any internet user engaging with online content. They may not necessarily live in the area they’re searching about; they could also be workers or people who frequently pass through. This distinction helps us capture a broader view of interests and behaviors in a given area.

Geographic limits define the area of focus, such as a city or neighborhood, where we track search behavior. Physical limits refer to the actual boundaries of the selected area (like the city limits of Paris). However, Google data may include searches from nearby regions or broader areas due to how users search and Google aggregates data.

A digital catchment area is the targeted online audience around a point of sale, based on geographic and behavioral criteria. It uses tools such as local SEO, location-based advertising and geofencing to reach potential customers in the vicinity. Unlike a traditional catchment area, it integrates digital interactions to anticipate and influence physical visits. It thus optimizes local visibility and converts intentions into in-store traffic.

A DNVB (Digitally Native Vertical Brand) is a brand that was born online and controls the entire value chain, from production to distribution, without relying on traditional retail. DNVBs focus on direct-to-consumer (DTC) sales, leveraging digital marketing, data, and customer engagement to build a strong brand experience. Unlike traditional e-commerce brands, they prioritize brand storytelling, community building, and customer loyalty over pure transaction-based sales. Examples include Glossier, Warby Parker, and Casper, which started online and later expanded to physical retail while maintaining their digital-first approach.

SEO (Search Engine Optimization) and SEA (Search Engine Advertising) help your business appear on Google when people search for relevant keywords. SEO optimizes your content to rank organically, while SEA involves paid ads that show up for targeted keywords. Both methods increase your visibility, drive traffic, and attract potential customers to your business.

Social networks require content to develop brand awareness, but the audience doesn't always have the intention to buy. Google, on the other hand, captures existing demand: your customers are already looking for you. Being visible on Google means reaching qualified prospects who are ready to take action.

Traditionally, businesses used INSEE data and foot traffic for insights. E-commerce has shown the power of focusing on demand through KPIs like Google searches to boost attractiveness. Tracking these searches for physical locations helps align offerings with real consumer interest.