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One of most effective ways to attract people to your site and engage them with your brand’s content is to write about something they are searching for. Search marketing 101, right? But how do you know what information people really want to find when they search for something related to your product?
Understanding people’s search intentions is more complex than just knowing specific keywords they might be typing in. That’s why at Fresh Egg, we’ve created a tool that helps you explore search intent more deeply. Read on to find out how this works and how you can use it to make your digital marketing more effective.
Our search intent tool allows you to investigate refinements made to queries in search engines visually as a search tree. The relationships between queries and their subsequent refinements are shown as a connected graph.
The interactive graphical form makes it becomes possible to explore and understand search intent more completely. You may remember and miss the Google wonder wheel.
The knowledge graph gives Google an understanding of the world, based on the strength of relationships and the types of connections between entities. When looking for information, the knowledge graph is traversed and interrogated to find the entities most likely connected to the both the context (time, location, device) as well as the content of a query (phonetic variants and misspellings included).
In spite of great leaps made by Google to understand search queries, it is often still necessary to refine our original search to more clearly state our intent before being presented with the most relevant results.