Search query behavior is of great importance for optimizing search marketing and other marketing actions.
From a global point of view or for a given website or business sector, search query behavior studies investigate:
average number of keywords per query
use of brand name queries
nature and content of queries
long-tail versus short-tail queries
types of queries (local, images, videos, advanced searches,..)
use of refining queries
most frequent typos
Search query behavior impacts SEO and PPC strategies and keyword choices. Thus, observing than users enter more words in search box, search marketers use long-tail bidding and SEO.
For a digital or search marketer, main sources of search data are:
keyword tools offered by PPC platforms (i.e. Google Keyword Tool)
independant keyword suggestion softwares and tools
Google Webmaster Tools and similar tools
internal search queries
web analytics (search traffic)
adhoc qualitative studies
Search query behavior may be completed by behavior on SERP.