This presentation will help you understand how all verticals have unique random variables (beliefs are also referred to as random variables in statistics). These are important in classifying query intent, thereby allowing search marketers to effectively discover content gaps, improve site structure, optimise for conversion, predict churn e.t.c.

1. The representation of
beliefs as an important
element in user intent
analysis.
Slideshare.Net/DatemeTubotamuno
@datemet
Name: Dateme Tubotamuno
Company name: SemanticGeek

2. @datemeT #BrightonSEO
I AM CURRENTLY
EXPLORING THE
SCOPE OF
INTENTION

3. @datemeT #BrightonSEO
CONSIDERED A
FOUNDATIONA
L CONCEPT IN
SOCIAL
COGNITION

4. @datemeT #BrightonSEO
PHILOSOPHERS
COMPUTER
SCIENTISTS
PSYCHOLOGISTS
INTENT IS OF INTEREST TO:

5. … AND
SEARCH
MARKETERS

6. @datemeT #BrightonSEO
THE USER INTENT IS REDUCED TO
INFORMATIONAL
COMMERCIAL
TRANSACTIONAL
NAVIGATIONAL

7. @datemeT #BrightonSEO
GREAT
INTENT
FEATURE
SEMRUSH

8. @datemeT #BrightonSEO
BUT IT FOCUSES
MORE ON
INTENTIONALITY
AND NOT
INTENTION

9. @datemeT #BrightonSEO
WHAT’S THE DIFFERENCE BETWEEN
INTENTIONALITY AND INTENTION?

10. @datemeT #BrightonSEO
INTENTIONALITY
REFERS TO THE
QUALITY OF
ACTIONS

11. @datemeT #BrightonSEO
WHILE
INTENTIONS IS
THE MENTAL
STATE THAT
REPRESENTS
SUCH
ACTIONS

12. @datemeT #BrightonSEO
INTENTIONS(MENTAL STATE) OFTEN
OCCURS BEFORE INTENTIONALITY
(ACTION)

13. @datemeT #BrightonSEO
INTENTION OFTEN
REQUIRES A BELIEF
CONCEPT

14. @datemeT #BrightonSEO
?

15. @datemeT #BrightonSEO
BELIEF IS A
MENTAL
ATTITUDE
CONCERNED
WITH
ACTION

16. @datemeT #BrightonSEO
BELIEF IS A
CAUSAL
EXPLANATION

17. @datemeT #BrightonSEO
BELIEF IS A
MOTIVATIONAL
STATE

18. @datemeT #BrightonSEO
BELIEF IS AN INFORMATIONAL
STATE OF A SOFTWARE AGENT

19. @datemeT #BrightonSEO
BELIEF INCLUDES INFERENTIAL
RULES AND STATEMENTS

20. @datemeT #BrightonSEO
BELIEF AND INTENTION FORM THE
LENS OF THE BDI MODEL

21. @datemeT #BrightonSEO
BDI REFERS TO
*BELIEF *DESIRE *INTENTION

22. @datemeT #BrightonSEO
BDI IS A SOFTWARE
MODEL FOR
PROGRAMMING
INTELLIGENT AGENTS

23. @datemeT #BrightonSEO
INTENTIONS
ARE
FORMED
WHEN
DESIRES
INTEGRATE
WITH
BELIEFS

24. @datemeT #BrightonSEO
FOLK CONCEPT OF INTENTION:
REQUIRES INTENTION TO BE A
PRODUCT OF A BELIEF-DESIRE PAIR

25. @datemeT #BrightonSEO
Keyword: homes for sale Dartford
BDI: They want a new home in
Dartford for their kids to attend
grammar school.

26. @datemeT #BrightonSEO
DESIRE
INTENTION
BELIEF

27. @datemeT #BrightonSEO
BELIEF IS A
STRUCTURAL
SUPERSET OF
DESIRE

28. @datemeT #BrightonSEO
DESIRES ARE
DIRECTED AT
ANYTHING
AND DOES
NOT REQUIRE
A BELIEF
CONCEPT

29. @datemeT #BrightonSEO
Beliefs are supposed to
represent the world (or “aim at
truth”).

30. @datemeT #BrightonSEO
BDI Architecture
Source: Arnaldo Perez

31. @datemeT #BrightonSEO
BDI MODEL
COMPONENTS
PHILOSOPHICAL LOGICAL
SOFTWARE
ARCHITECTURE

32. @datemeT #BrightonSEO
HOW ARE BELIEFS
REPRESENTED?

33. @datemeT #BrightonSEO
BELIEFS ARE REPRESENTED BY A
SET OF SENTENCES

34. @datemeT #BrightonSEO
SENTENCES
DO NOT
CAPTURE
ALL
ASPECTS
OF BELIEF

35. @datemeT #BrightonSEO
BUT THEY ARE THE BEST
GENERAL-PURPOSE
REPRESENTATION

36. @datemeT #BrightonSEO
LOGICALLY CLOSED SET OF
SENTENCES

37. @datemeT #BrightonSEO
STORED IN A BELIEF SET OR BELIEF
DATABASE

38. @datemeT
#BrightonSEO
APPLYING BELIEF REPRESENTATION
TO THE REAL ESTATE INDUSTRY

39. @datemeT
#BrightonSEO
SOME
SOURCES OF
BELIEFS

40. BELIEF 1: Lack of properties coming to
market continues to support price

41. BELIEF 2: Prices have also
been buoyed by a lack of
competition on the market

42. BELIEF 3:
London
Property prices
to plummet as
buyers squeeze
out of capital?

43. BELIEF 4: Will house prices in UK
crash due to cost of living and
inflation?

46. OTHER BELIEF SOURCES

47. Simply ascribing Intents at keyword
level is difficult

49. Keywords: UK House Prices
Transactional? Informational?

50. Intent
classification is
not an easy call

51. BUILDING A
MORE ROBUST
ANALYSIS
BASED ON
BELIEFS

52. FOR THE EXAMPLE KEYWORD:
‘UK HOUSE PRICES’

53. FOCUSING ON BELIEFS AS A
CAUSAL EXPLANATION

54. EVALUATING THE
INDEPENDENT VARIABLES TO
‘UK HOUSE PRICES.’

55. BASED ON THE 4 BELIEF
STATEMENTS WE EARLIER
IDENTIFIED.

56. UK House Prices
Lack of
properties
Inflation Cost of living
Lack of
competition

57. ‘UK House prices’
excluding brand and
transaction concepts

58. A causal belief intent framework

59. Granger Causality Test

60. Plotting the graph

61. Causal element of the timeseries

62. Co-integration to assess sensitivity

63. REMEMBER BELIEF DOES UPDATE
AND CHANGES

65. RESOURCES