Analysing and modeling the user search intent goes beyond the simplistic categorisation of informational, navigational, transactional, and commercial. Users are complex, and the purpose of their search can’t be easily inserted into the four boxes of categorisation standard in most search platforms, articles, and commentaries.
The search intent is usually conceived as the purpose behind a search. The user intent should focus on the goal, motivations, and reasoning behind a search. Keyword search data on third-party software tools, Google Search Console, and Google Keyword planner are a goldmine for data-centric marketers. There are user stories, prompts, and triggers around the public and private keyword data. Reducing use intent to general actions that suit us as marketers deprives us of gaining deeper insights into why users search in the first instance.Continue reading