Thanks truly, Don -- I really appreciate you taking the time to respond!
Agreed that Alexa "insights" are to be taken with a grain of salt -- very good call! The funny thing is, that's part of the quandary!
I'm stumped as to why this particular competitor (http://www.bgstar.ca) is returning, "No results found" within multiple keyword tools -- including Alexa, which operates so uniquely.
If you have any further insights, they'd be much appreciated!
Thanks again,
Mac J.