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3 - Understanding Customer Intent for Keyphrase Selection

Published online by Cambridge University Press:  05 August 2011

Jim Jansen
Jim Jansen
Affiliation:
Pennsylvania State University
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Summary

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.

Type
Chapter
Information
Understanding Sponsored Search
Core Elements of Keyword Advertising
 , pp. 30 - 59
Publisher: Cambridge University Press
Print publication year: 2011

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References

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