Analysing and modeling the user search intent goes beyond the simplistic categorisation of informational, navigationals, transactional and commercial. Users are quite complex and the purpose of their search can’t be easily inserted into the four boxes of categorisation that is common in most search platforms, articles and commentaries.

The search intent is usually conceived as the purpose 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. The user intent should focus on the purpose, motivations and reasoning behind a search. 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 from gaining deeper insights as to why users are searching in the first instance.  

Continue reading →