curiosities and concerns – phrases like “when to start baby cereal” and “how to establish healthy eating habits”. By understanding their knowledge gaps, we helped Gerber deliver precisely calibrated, highly-relevant videos to answer those needs in a supportive and engaging way. The idea was embraced by young mothers, and helped to get Gerber growing again. How Keywords Work Google is far from being the only database of intent. Baidu, Yandex and Yahoo! dominate in China, Russia and Japan respectively. Virtually every other portal – from Twitter to YouTube to Pinterest – is, de facto, a search engine. By constructing a keyword universe we can learn about intent, not just from within Google.com but from a much broader territory. In fact, we should think of this as the largest focus group ever: a humongous source of insight into customers – who they are, what they like or don’t like, and how they journey. But, in itself, its data is no more useful than any other. The magic only happens when we relate intent to content. We made exactly this connection in order to revive Gerber, a well-known but out- dated baby food brand in the US that had suffered five years of declining sales. The data came from looking into search behaviours among Millennials, and our observations that weekly searches nearly double in frequency once a young woman becomes a mother. We then analyzed their queries in greater depth to better understand their questions, find common themes, and produce an entire video library to help provide highly relevant answers. We published video content that mapped directly their searches – queries about childhood nutrition such as “when to start baby cereal” and “how to establish healthy eating habits” – labelled with the exact same search terms they use to ensure easy discoverability on Google. And we used playlist and tagging features on YouTube to help people find the content even without paid advertising. By first mining data to truly understand new mothers and then building the go-to source for tailored advice on motherhood, the Gerber brand is growing again. Something that I find irritating at worst and confusing at best is the way in which “search” is treated as if it is a distinct discipline, another industry vertical. This is a great misunderstanding. Search is fundamentally horizontal. It informs and enables