by Josh Dreller, Kenshoo

“There’s no doubt it’s key to tap into Google’s deep understanding of what consumers really want from their searches. Before Hummingbird, it was all about matching alphanumeric strings, so many paid search marketers may not have paid much attention to user intent. Now, as Google applies its Knowledge Graph for better organic search results, paid marketers can leverage these insights as valuable market research.”

Read the full article on SearchEngineLand.com