Where Search Intent Meets Human Understanding
Founded in 2019, CognitWise emerged from a simple observation: most keyword research felt disconnected from what people actually want to find. We started with one question — what if we approached search analysis by understanding intent first, volume second?
Today, we work with businesses throughout South Korea and beyond to uncover the phrases their audiences genuinely use. Not the ones that sound impressive in reports.
How We Got Here
Building a keyword research practice wasn't our original plan. But sometimes the best paths emerge when you solve your own problems first.
The Starting Point
Jihun Baek noticed something odd while helping a friend's ecommerce site. High-volume keywords brought traffic, but conversions stayed flat. Lower-volume phrases with clearer intent? Those performed better. The numbers told one story, but user behavior told another.
Building the Framework
After months of experimenting with different approaches, we developed a classification system that grouped keywords by search intent stages. Not revolutionary, but practical. It helped us see which phrases indicated research versus readiness to act.
Expanding the Approach
Word spread through referrals. Companies dealing with competitive markets in Seoul and Busan started asking if our methods would work for their industries. Turns out, understanding search behavior matters whether you're selling software or furniture.
Refining What Works
We've analyzed search patterns across dozens of industries now. Each project teaches us something new about how people phrase their needs. The core principle stays consistent though — match content to what searchers actually mean, not just what they type.
Our Research Philosophy
Effective keyword research isn't about collecting the biggest list. It's about finding the phrases that bridge the gap between what your business offers and how potential clients describe their needs.
Context Over Volume
A keyword getting 5,000 monthly searches means nothing if those searchers want something different from what you provide. We prioritize understanding the question behind each query before evaluating whether it's worth targeting.
Competitive Realism
Some phrases are genuinely out of reach for newer sites or smaller budgets. Rather than chase impossible rankings, we identify opportunities where your content can realistically compete and deliver results within reasonable timeframes.
Long-Term Patterns
Search trends shift, but not as often as monthly reports might suggest. We focus on identifying stable patterns and genuine shifts rather than reacting to normal fluctuation. This helps you build content strategies that remain relevant beyond the next algorithm update.
Transparent Limitations
Keyword research reveals possibilities, not guarantees. We're clear about what the data can and can't predict. Rankings depend on numerous factors beyond keyword selection, and we account for that uncertainty in our recommendations.
Who Runs This
CognitWise is small by design. Jihun Baek handles the research work directly, which means you're working with the person who'll actually analyze your keywords rather than explaining your needs through multiple team layers.
Jihun Baek
Founder & Lead Researcher
Before focusing on search behavior full-time, Jihun spent six years working in digital marketing roles across three different industries. That background informs how he approaches keyword research today — not as an isolated technical task, but as one piece of a broader content and conversion strategy.
He's based in Suwon and prefers direct communication over lengthy reports. Most clients appreciate the straightforward approach, though it's admittedly not for everyone.
- Specializes in competitive analysis for markets with established players
- Works primarily with B2B service providers and ecommerce businesses
- Focuses on Korean and English language search patterns
- Provides ongoing consultation rather than one-time deliverables when appropriate