Some demographics behind the users who search for specific terms that are matched to your website are noted, as well as their activities. Predictive analytics now reveal a lot about user intent. When analyzing data, if a significant number of users search for one unique phrase at a certain time, it can be an indicator that the term is tied to a major news, holiday, or annual event. Computers also pinpoint which search results prompt noteworthy user behaviors. Insights based on user behaviors, are key for consumer behavior targeting and lead generation.