Before the attack, searching for terms like [ddos] or [dns] produced
results from companies like Incapsula, Sucuri, and Cloudflare.
These results were all technical and not appropriate for the new-
found audience discovering and investigating these terms.
What was once a query with a commercial or transactional intent
quickly became informational.
Within 12 hours of the attack, the search results changed and be-
came news results and blog articles explaining how a DDoS attack
works.
This is why it’s important to not only optimize for keywords that
drive converting traffic but also those that can provide user value
and topical relevance to the domain.
HOW PEOPLE SEARCH: UNDERSTANDING USER INTENT