Understanding Customer Intent for Keyphrase Selection
Jim Jansen · Cambridge University Press eBooks · 2011
The Database of Intentions is simply this: The aggregate results of every search ever entered, every result list ever tendered, and every path taken as a result. This information represents, in aggregate form, a place holder for the intentions of humankind – a massive database of desires, needs, wants, and likes that can be discovered, subpoenaed, archived, tracked, and exploited to all sorts of ends. John Battelle, The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture . When online consumers search for a frame shop, they input a query containing keywords into a search engine. It is these query terms, representing the desires and intentions of the searcher that form the basis of the sponsored-search effort.