Search Intent – Using Graphs To Understand The Audience

Written by Intern - 09 Feb 2017

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.

Explore search intent visually to gain insights into customers’ needs

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.

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.

What does exploration of the tree graph help us to understand?

Search intent results for customer experience

  1. The graph breaks out the possible ambiguities around different search queries
  2. Presents the search intentions related to specific topics
  3. Shows the depth of interest in a topic
  4. Introduces related topics and areas of related interest for further exploration

Information from the tree graph is used at Fresh Egg to help:

  1. Create effective taxonomies for information architecture and site structures
  2. Plan content strategies and guide content writers
  3. Understand the preferred mode or method of content delivery
  4. Better understand the challenges faced by people when searching for information
  5. Gain insights into new and trending areas of search intent

Try it NOW!

Enter your details, then explore the tree for yourself below!


  1. Enter a term and click Submit
  2. Click on word in the tree to explore and grow the tree further
  3. Double click on a word to centre the tree around that term