Internet Marketing Digital_marketing_for_dummies | Page 186

FIGURE 8-3: A branded search query for Austin’s Inn at Pearl Street.
Defining a search query
Each of the billions of search queries entered in search engines each day contain the intent
and context of an individual searcher. Intent, as it relates to search marketing, involves
understanding what the searcher is looking for. The context of the query is made up of the
reason why the searcher has that intent. In other words, intent is the “what” of a search
query, and context is the “why.”
Following are examples of intent and context of three people who might be searching the
Internet:
Person 1: I want to start a vegetable garden because I want to add organic food to my
diet.
Intent: Want to start a vegetable garden.
Context: Add organic food to my diet.
Person 2: I want to start a vegetable garden because I want to spend more time
outdoors.
Intent: Want to start a vegetable garden.
Context: Spend more time outdoors.
Person 3: I want to start a vegetable garden because I want to save money on grocery
bills.
Intent: Want to start a vegetable garden.
Context: Save money on groceries.
Each searcher in these examples has the same intent: start a vegetable garden. But each