https://www.thedrum.com/opinion/2025/01/16/guide-intent-analysis-the-most-important-seo-skill-year
She began her career understanding people. At the time there was a short-lived enthusiasm for thick data, talking to real people; listening, spending time with them to really understand The Real as some called it. She visited families, sat in the kitchen with single mums, looking in their fridges. She spent time unlocking the metaphors they used, the way they said something, their fears and desires. She’s still trying to understand intent, still trying to understand what the subject is thinking, what it wants. She doesn’t spend time on train platforms in northern towns now. She just has a screen.