Putting your search into context On Marketing Mag

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Why context matters in search

Creating relevant results pages is as much about the text the user types as their inferred intent. Categorising phrases and content by subject, linking queries through user behaviour such as search refinements and associations between queries, brands and other entities all matter.

What do you want to find when you type the word ‘pizza’ into a search engine? Did you want a recipe, a definition, the Wikipedia entry, or the closest Domino’s? What was the rest of the question; what didn’t get typed? Search engines are going beyond just looking at the short strings of text people type. More and more different cues are being considered from both the searcher and the sites they index to judge what is the best answer to the user’s question.

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