Removing 212 internal demo, eval, and test traces (28% of all queries) reshapes the picture.
Plain vertical and demographic lookups dominate organic search. The audience-affinity behavior that looked like the
headline — find creators by who follows them — is a 12% power-user minority, and most
of it was one rehearsed Target pitch. Analysis runs on 432 distinct organic queries.
Rule of thumb: a query that fires in tight bursts, or recurs identically across weeks, is internal testing rather than organic demand. Target was the demo brand (173 of 173 brand-anchored Target queries removed); identical RFPs pasted 2+ times, single-day burst repeats, and conversational scraps ("yes", "all 3") were stripped, then exact duplicates collapsed.
Ten input types, ranked by share of the 432 distinct organic queries. Multi-label — most combine two or three — so shares sum past 100%.
The remainder is idiosyncratic but real: named-talent seeds ("put on Dearica Hamby, Maya Brady"), brand / show / URL seeds (creiadrinks.com, HGTV, Sun Bum, Love Island), niche descriptors ("black haircare," "salty snacks," "old Hollywood glamour," "cowboy / midwestern / heartland"), and broad browse-all requests. Not noise — it's the surface area a keyword vocabulary misses.
Category share before vs. after cleaning. The demos clustered in three buckets — demographic, affinity, and interest — because the rehearsed pitch ("Hispanic talent whose audience shops at Target") hit all three at once. Vertical lookups, the real workhorse, barely move.
Verticals describe the creator; brands describe the creator's audience. With the demo stripped, Hispanic collapses from the #1 vertical (115 mentions) to #13 (13) — it was a demo artifact — and Target leaves the brand column entirely.
With internal traffic removed, these are real customers. All three read as product surfaces, not search modes.
Real prospects counting results and pushing back when the set feels short or wrong. Now credible (not demo) — and it points straight at recall/coverage, your top bug cluster.
Users hand the agent a person, brand, show, or URL and expect "more like this" — named talent, Sun Bum, HGTV, Love Island, a drinks brand's homepage. A distinct intent from attribute filtering.
A recurring "show me everything, I'll filter" request — users who want to explore the catalog rather than craft a query. Suggests a browse/faceted entry point alongside the search box.