This post was originally published on the STAT[1] blog.
Whether you’re tracking thousands or millions of keywords, if you expect to extract deep insights and trends just by looking at your keywords from a high-level, you’re not getting the full story.
Smart segmentation is key to making sense of your data. And you’re probably already applying this outside of STAT. So now, we’re going to show you how to do it in STAT to uncover boatloads of insights that will help you make super data-driven decisions.
To show you what we mean, let’s take a look at a few ways we can set up a search intent project to uncover the kinds of insights we shared in our whitepaper, Using search intent to connect with consumers[2].
Before we jump in, there are a few things you should have down pat:
1. Picking a search intent that works for you
Search intent is the motivating force behind search and it can be:
- Informational: The searcher has identified a need and is looking for information on the best solution, ie. [blender], [food processor]
- Commercial: The searcher has zeroed in on a solution and wants to compare options, ie. [blender reviews], [best blenders]
- Transactional: The searcher has narrowed their hunt down to a few best options, and is on the precipice of purchase, ie. [affordable blenders], [blender cost]
We left