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Intent graph: Deep analysis into search behaviour

User intent tends to be oversimplified. The intent graph was proposed by a researcher from Gartner. In this talk, I will adopt models from cognitive science and graph neural networks to propose an extensive analysis of search intent. The goal is to help us adopt a deeper understanding of user intent when executing keyword research, plotting content strategy and comprehending SERP.

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Intent graph: Deep analysis into search behaviour

  1. 1. Intent Graph: Deep Analysis into Search Behaviour Dateme Tubotamuno // SemanticGeek SLIDESHARE.NET/DATEMETUBOTAMUNO @DatemeT
  2. 2. Graph Theory Family Marathon Knowledge Graphs Commonsense Knowledge & Reasoning Relational Reasoning Arsenal F.C Intent Graph Semantic Geek
  3. 3. @datemeT #BrightonSEO User Intent is usually Oversimplified
  4. 4. @datemeT #BrightonSEO Intents from the Eyes of Our Agenda
  5. 5. @datemeT #BrightonSEO Seldom from that of the user
  6. 6. @datemeT #BrightonSEO User Intent is in the WHY and not the WHAT
  7. 7. @datemeT #BrightonSEO Intent should start with the WHY Occasionally Fantasize of the ‘HOW’ e.g TRANSACTIONAL QUERIES Often Romanticise about the ‘WHAT’ Frequently minimise the ‘WHY’ e.g BERT RANKBRAIN e.g MOTIVATIONS REASONING
  8. 8. @datemeT #BrightonSEO INTENT GRAPH
  9. 9. @datemeT #BrightonSEO INTENT GRAPH REASONING MOTIVATION
  10. 10. @datemeT #BrightonSEO Source: https://www.gartner.com/en/documents/2081316
  11. 11. @datemeT #BrightonSEO
  12. 12. @datemeT #BrightonSEO REASONING
  13. 13. @datemeT #BrightonSEO : Reasoning is at the 3rd LEVEL of cognition
  14. 14. @datemeT #BrightonSEO Source: https://homes.cs.washington.edu/~msap/acl2020-commonsense/slides/01%20-%20Intro.pdf
  15. 15. @datemeT #BrightonSEO Source: https://homes.cs.washington.edu/~msap/acl2020-commonsense/slides/01%20-%20Intro.pdf
  16. 16. @datemeT #BrightonSEO REASONING LOWER ORDER INTENT INTUITION HIGHER ORDER INTENT
  17. 17. @datemeT #BrightonSEO When intent goes relational
  18. 18. @datemeT #BrightonSEO Deepmind joins the relational reasoning party https://deepmind.com/blog/article/neural-approach-relational-reasoning
  19. 19. @datemeT #BrightonSEO Comparing relative merits between two fruits https://deepmind.com/blog/article/neural-approach-relational-reasoning KIWI FRUIT MANGO
  20. 20. @datemeT #BrightonSEO 1 2 3 4 Current Intent Analysis = Lower Order (WHAT)
  21. 21. @datemeT #BrightonSEO Micro Moments = Lower Order Intent (WHAT)
  22. 22. @datemeT #BrightonSEO Understanding intent is key in search
  23. 23. @datemeT #BrightonSEO Relational Reasoning aids higher-order intent
  24. 24. @datemeT #BrightonSEO The deep intent behind our search Is linked to our experiences & stories
  25. 25. @datemeT #BrightonSEO Understanding intent should be contextual
  26. 26. @datemeT #BrightonSEO A BLANKET APPROACH IS COZY BUT SHALLOW
  27. 27. @datemeT #BrightonSEO Understanding intent is harder than you think
  28. 28. @datemeT #BrightonSEO My wife usually utters: “Honey the bin” What’s her intent I ask myself? Take the bin down? wet + dry waste? The bin stinks? Put some bin liner? Bin area is untidy? Brush up the area?
  29. 29. @datemeT #BrightonSEO Google misunderstood my intent
  30. 30. @datemeT #BrightonSEO Relational reasoning aids decision science Drawing up links from our experiences
  31. 31. @datemeT #BrightonSEO Progression to relational reasoning Percepts Relational Thinking (Lower Order) Relational Reasoning (Higher Order) Fleeting Locus - World Sensations In the moment Sensed Effortless Locus - Mind Overtime Examined Effortful Extrinsic Intrinsic https://www.nature.com/article s/npjscilearn20164/tables/1
  32. 32. @datemeT #BrightonSEO Reasoning is a pivotal part of the intent graph
  33. 33. @datemeT #BrightonSEO MOTIVATION
  34. 34. @datemeT #BrightonSEO What are the motivations behind the query?
  35. 35. @datemeT #BrightonSEO Can you visualise the possible motivations?
  36. 36. @datemeT #BrightonSEO Maslow’s Theory of Human Motivation Source: https://www.simplypsychology.org/maslow.html
  37. 37. @datemeT #BrightonSEO ERG Theory condenses Maslow's 5 Needs Source:https://expertprogrammanagement.com/2018/10/erg-theory-of-motivation/
  38. 38. @datemeT #BrightonSEO These motivations are behind most queries.
  39. 39. @datemeT #BrightonSEO Source: Vered Schwartz - Commonsense Reasoning for NLP: https://www.youtube.com/watch?v=InIffoMnV7k KNOWLEDGE OF ‘WHAT’ KNOWLEDGE OF ‘WHY’ & ‘HOW’ Taxonomic Knowledge (A is A B) Hierarchical Relationships Reasoning - Causes and Effects Semantic Relationships
  40. 40. @datemeT #BrightonSEO THE INTENT LAB: EXPERIMENT TIME
  41. 41. @datemeT #BrightonSEO https://github.com/EricFillion/happy-transformer TOOLS ● Python ● Happy Transformer (BERT) ● Google Colab ● Github ● NetworkX ● MatplotLib ● Scikit-Learn ● Pandas ● Numpy ● Pytorch ● Pytorch Geometric
  42. 42. @datemeT #BrightonSEO YOU’VE JUST WON A NEW GYM CLIENT OR EMPLOYED BY ONE
  43. 43. @datemeT #BrightonSEO TIME TO BUILD AN INTENT GRAPH FOR THIS CLIENT OR EMPLOYER. STARTING WITH THE USERS’ WHY!
  44. 44. @datemeT #BrightonSEO Motivations or Reasons for Joining a Gym Good for one’s health Reduces Anxiety Meet like-minded people Enhances mood Access to knowledge Good stress buster Lose weight Improve sleep Access to equipment
  45. 45. @datemeT #BrightonSEO Intents could be masked adjacent to a query
  46. 46. @datemeT #BrightonSEO LIKE LANGUAGE MODELS SUCH AS BERT, ROBERTA & XLNET MASKING TOKENS
  47. 47. @datemeT #BrightonSEO USE INTENT TO PREDICT A MASKED TOKEN IN A BIGRAM KEYWORD. ENTER: BERT, ROBERTA & XLNET
  48. 48. @datemeT #BrightonSEO The Gym Client/Employer Scenario Lose weight Enhance mood ASSUMED USER INTENT Example Query BIGRAM HEAD TERM I want to join a fitness [MASK] to lose weight and be happy NGRAM 1: Fitness NGRAM 2: [Mask]
  49. 49. @datemeT #BrightonSEO Predicting the [Masked] word with BERT
  50. 50. @datemeT #BrightonSEO Predicting the [Masked] word with RoBERTa
  51. 51. @datemeT #BrightonSEO Predicting the [Masked] word with XLNET
  52. 52. @datemeT #BrightonSEO ● Best prediction ● Highest Softmax ● Highest search volume ● Second best prediction ● Second highest search volume ● Worst prediction ● Lowest SoftMax ● Lowest Search Volume ROBERTA BERT XLNET
  53. 53. @datemeT #BrightonSEO SERP Preview of the term: “Fitness Club” Focus on location-based fitness programs
  54. 54. @datemeT #BrightonSEO SERP Preview of the term: “Fitness Group” Focus on the social elements of fitness programs
  55. 55. @datemeT #BrightonSEO BUILDING A WEIGHTED INTENT GRAPH WITH DIJKSTRA'S SHORTEST PATH ALGORITHM
  56. 56. @datemeT #BrightonSEO BASED ON ROBERTA’s PREDICTION OF THE MASKED TOKENS
  57. 57. @datemeT #BrightonSEO USING THE SOFTMAX SCORES AS THE EDGE WEIGHTS
  58. 58. @datemeT #BrightonSEO ‘Fitness Club’ shortest path to the intent https://github.com/gunner55/graph-intent/blob/main/Fitness_Intent_Graph.ipynb
  59. 59. @datemeT #BrightonSEO Graph Representation of the search terms https://github.com/gunner55/graph- intent/blob/main/Fitness_Intent_Graph_Dra w.ipynb
  60. 60. @datemeT #BrightonSEO PYTORCH GEOMETRIC (GRAPH NEURAL NETWORK)
  61. 61. @datemeT #BrightonSEO https://github.com/gunner55/graph- intent/blob/main/Fitness_Intent_Graph_Dra w.ipynb 1-10 masked token predictions by RoBERTa 11-20 masked token predictions by RoBERTa
  62. 62. @datemeT #BrightonSEO Toe dipping in Pytorch Geometric
  63. 63. @datemeT #BrightonSEO INTENT-DRIVEN MARKETERS START WITH THE USERS’ WHY
  64. 64. @datemeT #BrightonSEO INTENT IS AN INWARD EXPRESSION OF THE USER
  65. 65. @datemeT #BrightonSEO NOT AN OUTWARD DESPERATION OF A BUSINESS
  66. 66. @datemeT #BrightonSEO STARING AT SERP WILL NOT GIVE YOU A COMPLETE PICTURE OF INTENT
  67. 67. @datemeT #BrightonSEO GOOGLE IS WORKING HARD TO SOLVE SEARCH
  68. 68. @datemeT #BrightonSEO “There is actually no end in sight in terms of when this will actually be solved." Ben Gomes - SVP, Google "Search is far from a solved Problem" Pandu Nayak - Head of Search Ranking, Google https://www.youtube.com/watch?v=tFq6Q_muwG0
  69. 69. @datemeT #BrightonSEO LET’S DIG DEEPER AS AN INDUSTRY
  70. 70. @datemeT #BrightonSEO

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