BFPBonus / Free Play — queries about bonuses, free chips, no-deposit offers, deposit matches (e.g. “no deposit bonus casino”, “casino free chips”)
TFPTop / Featured Picks — generic “best of” ranking queries (e.g. “best online casinos”, “top rated online casinos”, “most trusted online casino”)
Brand (own)Query containing an own brand name directly. Near-100% visibility but represents existing branded demand, not new audience reach.
Brand (competitor)A competitor’s brand name as the query. Own brands rarely appear — these represent co-mention opportunities.