Behind the Scenes: Ongoing Research

Keyword research isn’t static. Every week, we compare new findings and debate their meaning—does a trend matter, or is it just noise?

When mapping user intent, we ask: what could we be missing? Our process is built on checking and questioning our own assumptions.

Cluster formation is rarely neat. We try different groupings and see how they hold up over time, especially as site priorities shift.

We focus on South African search behaviour because language and habits often don’t match the global models.

Data analysis gives us clues, but sometimes the most useful insights come from unexpected conversations.

If you’re curious about our workflow or want to test an idea, we’re always open to a conversation.