FAQ

Since the graph results in Path Finder are constructed based on Google SERP (Search Engine Results Page) data, the update cycle of the SERP affects the refresh rate of the results.

Currently, for KR data, most SERPs are re-collected within 1 to 2 months. Therefore, you may generally consider the data timeframe of the results to be within the most recent month from the inquiry date. However, please note that some connected keywords may occasionally include data collected within the past year.

Practical Tip: You can view the collection timeframe for a specific keyword by clicking on it. Check the SERP History within the keyword information to identify the exact date of collection.

• Color: The colors are displayed differently based on the average monthly search volume of each keyword.
  • Darker colors represent high search volume, while lighter colors represent low search volume. This visualization allows you to identify key terms at a glance.

• Size and Length: The length does not represent the search volume of the keyword itself. Instead, it naturally widens as more paths (lines) connect to that keyword.
  • In other words, keywords that are highly connected across multiple search journeys are displayed with longer boxes.

Path Finder visualizes up to 1,000 consumer search journeys. The colors and directions of the lines carry the following meanings:

• Gray Line: Represents the standard search flow, showing the direction in which users continued their search from left to right.
• Red Line: Indicates connections between keywords where active cross-comparison searching occurs.
  • Example: Coffee machine recommendation → Home capsule coffee machine recommendation → Coffee machine recommendation.
  • This occurs when users repeat the same keyword or move back and forth between similar keywords to compare information.

In Path Finder, you can enter a single keyword and access different analysis perspectives by selecting View Mode to the left of your search term.

❶ Path View

Visualizes the entire major search journey centered around your entered keyword. Through graph indicators, you can identify the direction of search flow, connection strength, and search volume.

❷ Persona View

Automatically categorizes and visualizes groups of users (Personas) who share similar search objectives or motivations within the journey. This is useful for understanding diverse consumer segments that may exist even within the same search flow.

❸ Road View

Allows you to manually set a starting point and an endpoint within the search flow to specifically track and verify the major paths between them. For example, it can be used to analyze the search journey leading from a specific product category to your brand versus a competitor’s.

❹ Comparison Mode

Provides various comparison options:

• Keyword Comparison: Compares search paths and intent between two different keywords.
• Past vs. Present: Analyzes changes in search flow over time.
• Path vs. Persona: Compares and analyzes the overall search flow and Persona View on a single screen.

Path Finder is a tool that visualizes and analyzes the entire consumer search journey. Rather than looking at a single keyword search, it displays the connection paths of various keywords before and after a search in a graph format, allowing you to understand the flow of how users are seeking information.

Practical Tips:

• Identify which keywords consumers use to begin their initial exploration.
• Analyze the comparative search flow between competing brands and products.
• Identify factors that influence product selection within the search flow.