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Every query takes something for granted. Presupposition is the name for what it assumes.

A person who types headache tablet has already assumed that the answer is a pill. Presuppositions carry that kind of assumption into every query, and search systems answer them without checking.

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A query asks one thing and assumes several others. The assumptions decide which answer can help.

Presupposition is the part of meaning that a sentence takes for granted. Linguistics has studied it for more than a century. This page states what is settled, what the usual treatment leaves out, and what follows for a page that wants to answer the assumption behind a query as well as the query.

Every heading is a question. The answer stands directly under it, in plain words.

What is a presupposition?

A presupposition is a background assumption that an utterance takes to be true without stating it. When did you stop smoking presupposes that you smoked. A query carries presuppositions in the same way, and they are part of the user intent.

How to act on presuppositions with free means
WhoWhat to doFree meansWhat it shows
SearcherWrite down what your query takes for granted, then search once without itA notes app, Google searchOptions your assumption excluded
SEOList what the page's main queries assume and check whether the page names itSearch Console queries tab and Google SheetsAssumptions the page accepts silently
Your siteCheck your own domain; replace example.com with itsite:example.com intitle:"why does" OR intitle:"how to stop"Titles that carry an assumption
Who benefits from presuppositions, and how it pays off in search results
Who benefitsIn everyday useHow it pays off
Content teamNames what a query takes for grantedVisibility for people whose need lies beyond the assumption
SEOLists assumptions behind main queriesContent that serves the need, beyond the premise
ReadersSee options their assumption excludedBetter choices

What is a presupposition trigger?

A presupposition trigger is a word or construction that introduces an assumption, such as stop, again, the, regret or also. The trigger is visible in the words. The assumption it brings is not.

How to act on presupposition triggers with free means
WhoWhat to doFree meansWhat it shows
SearcherLook for words like stop, again, still or best in your queryA notes appThe assumption each word brings
SEOFilter the page's queries for trigger wordsSearch Console, custom regex filter for stop, again, still, bestQueries that carry a built-in assumption
Your siteCheck your own domain; replace example.com with itsite:example.com intitle:again OR intitle:still OR intitle:stopTitles with trigger words
Who benefits from presupposition triggers, and how it pays off in search results
Who benefitsIn everyday useHow it pays off
SEOFilters queries for trigger wordsA map of assumptions in search demand
Content teamChooses title words that assume only what is trueTitles that do not mislead
ReadersNotice what their words assumeClearer questions

Also discussed at https://plato.stanford.edu/entries/presupposition/

How does negation reveal a presupposition?

A presupposition survives negation. I did not stop smoking still assumes that I smoked. This test separates a presupposition from what a sentence merely implies.

How to act on the negation test with free means
WhoWhat to doFree meansWhat it shows
SearcherNegate your question and see what stays assumedA notes appThe part you take for granted
SEOApply the negation test to the page's title and check what it still assumesThe page title and a colleague's readingAssumptions the title makes for every reader
Your siteCheck your own domain; replace example.com with itsite:example.com intitle:"why not" OR intitle:"doesn't"Negated titles that may still assume something
Who benefits from the negation test, and how it pays off in search results
Who benefitsIn everyday useHow it pays off
Content teamTests titles for what they still assumeTitles that fit every reader
Legal and complianceFinds claims that assume more than statedFewer implied promises
ReadersGet content without hidden assumptionsTrust

Also discussed at https://plato.stanford.edu/entries/presupposition/

What is common ground between a searcher and a search system?

Common ground is the body of knowledge and beliefs that people in a conversation take as shared. Presuppositions are drawn from it. Between a searcher and a search system, the common ground is thinner than the searcher assumes.

How to act on common ground with free means
WhoWhat to doFree meansWhat it shows
SearcherAdd context the search box cannot know: your situation, place, prior attemptsGoogle searchResults that do not rely on missing common ground
SEOState on the page the background it assumes readers shareThe page itselfReaders who know whether the page applies to them
Your siteCheck your own domain; replace example.com with itsite:example.com "as you know" OR "of course"Pages that assume shared knowledge
Who benefits from common ground, and how it pays off in search results
Who benefitsIn everyday useHow it pays off
Content teamStates the background a page assumesVisitors who know whether it applies
Customer supportGets fewer questions caused by missing contextShorter contacts
ReadersKnow whether a page fits their situationLess misapplied advice

What is presupposition accommodation by a search system?

Presupposition accommodation is the process by which a listener silently accepts an assumption that was not yet part of the common ground. David Lewis described it in 1979. Search systems accommodate every assumption in a query, true or false.

How to act on presupposition accommodation with free means
WhoWhat to doFree meansWhat it shows
SearcherTreat results that accept your assumption as unprovenA second search that questions the assumptionWhether the assumption holds
SEOFind queries whose assumption the page accepts without checking itSearch Console queries tab, People also askWhere the page accommodates a false assumption
Your siteCheck your own domain; replace example.com with itsite:example.com intitle:"why" "cure" OR "proven"Pages that may confirm an assumption
Who benefits from presupposition accommodation, and how it pays off in search results
Who benefitsIn everyday useHow it pays off
Content teamChecks assumptions before answering themPages trusted for correcting premises
Legal and complianceAvoids confirming false claimsLower risk
ReadersAre not confirmed in a false beliefProtection from errors

If a model handled a false assumption as well as an ordinary question, both columns would match. For every model the right column is lower.

Acceptable answers to real search queries, with and without a questionable assumption
Model (no examples given)Query with sound assumptionsQuery with a questionable assumption
GPT-3.5 (text-davinci-003)56 %40 %
Flan-PaLM 540B48 %8 %
PaLM 540B28 %14 %
REALM26 %10 %
Flan-T5-XXL22 %10 %

Kim, N., Htut, P. M., Bowman, S. R. and Petty, J., (QA)2: Question answering with questionable assumptions, ACL 2023. Human-judged acceptability on 100 questions built from frequent search engine queries, zero-shot setting.

What is a definite description in a query?

A definite description is a noun phrase with a definite article, such as the best treatment. It presupposes that such a thing exists and is unique. Bertrand Russell and Peter Strawson disagreed about it for decades.

How to act on definite descriptions with free means
WhoWhat to doFree meansWhat it shows
SearcherSearch the best treatment as a treatment, then compareGoogle searchOptions beyond the one assumed best
SEOCheck queries with the best or the only and state whether a single best existsSearch Console queries containing the bestUniqueness the query assumes
Your siteCheck your own domain; replace example.com with itsite:example.com intitle:"the best"Titles that assume one best option
Who benefits from definite descriptions, and how it pays off in search results
Who benefitsIn everyday useHow it pays off
Content teamSays whether a single best option existsVisibility for the best queries with an honest answer
SalesCompares options openlyTrust from buyers
ReadersSee the real range of optionsBetter decisions

Also discussed at https://plato.stanford.edu/entries/presupposition/

How does entailment differ from presupposition?

Entailment is a relation in which the truth of one sentence guarantees the truth of another. When the sentence is negated, an entailment falls away and a presupposition stays. The difference shows what a query really takes for granted.

How to act on entailment and presupposition with free means
WhoWhat to doFree meansWhat it shows
SearcherAsk which part of an answer must be true if the claim is true, and which part is assumedA notes appWhat is claimed and what is assumed
SEOSeparate stated claims from assumed background in key passagesThe page itselfClaims readers can check separately
Your siteCheck your own domain; replace example.com with itsite:example.com "this means that"Passages that state consequences
Who benefits from entailment and presupposition, and how it pays off in search results
Who benefitsIn everyday useHow it pays off
Content teamSeparates stated claims from assumed backgroundPassages that can be quoted precisely
Legal and complianceKeeps claims checkableDefensible statements
ReadersCheck claims separately from their backgroundClear understanding

How does implicature differ from presupposition?

Implicature is meaning a listener infers from context, as Paul Grice described it. It can be cancelled easily, while a presupposition is built into the words. Both carry more than the query says.

How to act on implicature and presupposition with free means
WhoWhat to doFree meansWhat it shows
SearcherCheck whether a suggestion in a result is stated or only impliedThe page itselfClaims the page does not actually make
SEORemove implications in titles that the page cannot backSearch Console titles and the pageTitles that imply more than the page delivers
Your siteCheck your own domain; replace example.com with itsite:example.com intitle:"secret" OR intitle:"trick"Titles that imply more than they say
Who benefits from implicature and presupposition, and how it pays off in search results
Who benefitsIn everyday useHow it pays off
SEORemoves implied promises from titlesClicks that turn into satisfied visits
Legal and complianceAvoids implications the page cannot backFewer complaints
ReadersGet what titles implyNo disappointment

What is a false presupposition?

A false presupposition is an assumption in an utterance or a query that is not true. Why does vitamin C cure colds presupposes that it does. Answering such a question as asked confirms the error.

How to act on false presuppositions with free means
WhoWhat to doFree meansWhat it shows
SearcherSearch the assumption itself with the words fact check or evidenceGoogle search, Google Fact Check ExplorerWhether the premise of your question is true
SEOFind queries built on a false assumption and answer the assumption firstSearch Console queries tab, Google Fact Check ExplorerVisitors who get the premise corrected
Your siteCheck your own domain; replace example.com with itsite:example.com intitle:myth OR intitle:"is it true"Pages that correct false premises
Who benefits from false presuppositions, and how it pays off in search results
Who benefitsIn everyday useHow it pays off
Content teamCorrects the premise before answeringPages cited as corrections
Customer supportLinks pages that correct common false beliefsFewer repeated misunderstandings
ReadersLearn that the premise was wrongBetter decisions

Also discussed at https://arxiv.org/abs/2212.10003

26 % of these questions rest on a false presupposition. If spotting it were easy, the model and the searching person would score close to the person holding the best reply.

Spotting false presuppositions in questions people asked on Reddit
Who judges the questionDetection score (macro-F1, test set)
Baseline that always says "no false presupposition"42.9
Best model, reading Wikipedia passages67.1
Person searching the web70.9
Person reading the most upvoted reply85.1

Yu, X. V., Min, S., Zettlemoyer, L. and Hajishirzi, H., CREPE: Open-domain question answering with false presuppositions, ACL 2023. 8,466 labeled questions from r/explainlikeimfive, human scores on 186 questions.

What are holes that let assumptions pass through a sentence?

Holes, in Lauri Karttunen's terms, are expressions that let the presuppositions of an embedded sentence pass up to the whole sentence, such as know or be surprised. The assumption travels outward. The speaker is still committed to it.

How to act on presupposition holes with free means
WhoWhat to doFree meansWhat it shows
SearcherNotice verbs like know or be surprised that carry an assumption into your queryA notes appAssumptions hidden in reported facts
SEOCheck headlines with know, realise or discover for assumptions they pass onThe page's headingsHeadlines that commit the page to a claim
Your siteCheck your own domain; replace example.com with itsite:example.com intitle:"did you know"Titles that pass an assumption to the reader
Who benefits from presupposition holes, and how it pays off in search results
Who benefitsIn everyday useHow it pays off
Content teamChecks headlines for assumptions they pass onHeadlines the page can stand behind
Legal and complianceAvoids headlines that commit to unverified factsLower risk
ReadersGet headlines that assume only what is trueTrust

What are plugs that block assumptions in reported speech?

Plugs are expressions that block presuppositions of an embedded sentence, such as say or tell. The assumption stays inside the reported speech. The speaker is no longer committed to it.

How to act on presupposition plugs with free means
WhoWhat to doFree meansWhat it shows
SearcherSeparate what a source says from what the page itself claimsThe page itselfWho is committed to the claim
SEOMark reported claims with says or claims so the page is not committed to themThe page itselfClaims correctly attributed
Your siteCheck your own domain; replace example.com with itsite:example.com "claims that" OR "says that"Pages that report claims
Who benefits from presupposition plugs, and how it pays off in search results
Who benefitsIn everyday useHow it pays off
Content teamAttributes reported claims clearlyPassages quoted correctly
Legal and complianceKeeps the site uncommitted to reported claimsLower liability
ReadersKnow who claims whatCorrect understanding

Also discussed at https://plato.stanford.edu/entries/presupposition/

What are filters that let assumptions pass under conditions?

Filters are constructions such as if and or that let a presupposition pass under some conditions and block it under others. If John has children, his children are asleep does not assume that John has children. Context decides.

How to act on presupposition filters with free means
WhoWhat to doFree meansWhat it shows
SearcherRephrase your query with if to test a conditionGoogle searchResults that treat the condition
SEOAnswer conditional queries with the condition statedSearch Console queries containing ifAnswers that keep the condition
Your siteCheck your own domain; replace example.com with itsite:example.com intitle:"what if" OR intitle:"if you"Pages for conditional questions
Who benefits from presupposition filters, and how it pays off in search results
Who benefitsIn everyday useHow it pays off
Content teamKeeps conditions in answersVisibility for if queries
Customer supportGives conditional answersFewer wrong applications
ReadersGet answers that respect their conditionCorrect advice

What is an anaphoric presupposition trigger?

An anaphoric presupposition trigger, such as again or too, needs something in the prior context to refer to. It cannot simply be accommodated. In a single query without context, it points to something the system never saw.

How to act on anaphoric triggers with free means
WhoWhat to doFree meansWhat it shows
SearcherReplace again or too with what you mean in a new searchGoogle searchResults for the thing you referred to
SEOFind queries with again or too that point to a prior event and address itSearch Console custom regex filter for again, tooNeeds that depend on earlier experience
Your siteCheck your own domain; replace example.com with itsite:example.com intitle:againPages for recurring problems
Who benefits from anaphoric triggers, and how it pays off in search results
Who benefitsIn everyday useHow it pays off
Content teamAddresses recurring problems explicitlyVisibility for again and still queries
Customer supportRecognises repeat problemsBetter help for returning customers
ReadersGet help that knows it happened beforeSolutions that last

Described in a Google patent: https://patents.google.com/patent/US9547690B2/en

What happens to a truth value when a presupposition fails?

When a presupposition fails, the sentence can lack a truth value, as Peter Strawson argued. The king of France is bald is neither clearly true nor clearly false while there is no king of France. A query built on a failed assumption has no correct answer in its own terms.

How to act on failed presuppositions with free means
WhoWhat to doFree meansWhat it shows
SearcherWhen no answer seems to fit, check whether the question itself is flawedA second search on the premiseA question worth asking
SEOSay plainly on the page when a question has no answer as askedThe page itselfHonest answers to flawed questions
Your siteCheck your own domain; replace example.com with itsite:example.com "there is no" OR "does not exist"Pages that address non-existent premises
Who benefits from failed presuppositions, and how it pays off in search results
Who benefitsIn everyday useHow it pays off
Content teamSays when a question has no answer as askedPages trusted for honesty
ManagementChooses honest answers over engagement tricksCredibility
ReadersLearn to ask a better questionTime saved

Also discussed at https://plato.stanford.edu/entries/presupposition/

How does presupposition relate to user intent?

User intent is the goal and motivation behind a query. Presuppositions are the part of that intent the person no longer questions. They mark where the search intent read from the words and the user intent begin to part.

How to act on presupposition and user intent with free means
WhoWhat to doFree meansWhat it shows
SearcherName the goal behind your query and the assumption you made on the wayA notes appWhere your intent and your words part
SEOAsk visitors what they want and what they assumedGoogle Forms with two open questionsAssumptions inside the user intent
Your siteCheck your own domain; replace example.com with itsite:example.com "what you really need"Pages that look past the assumption
Who benefits from presupposition and user intent, and how it pays off in search results
Who benefitsIn everyday useHow it pays off
Content teamServes the goal beyond the assumptionVisitors whose real need is met
ManagementSees demand hidden behind assumptionsNew audiences
ReadersGet help for what they really wantBetter outcomes

What does the usual treatment of presupposition leave out?

What happens when the assumption is wrong. The usual treatment names triggers and accommodation. It leaves out how assumptions project through longer queries, what happens when they fail, how they can be cancelled, and how a system could ask back. For search, that missing part is the whole problem: the headache tablet already assumed a pill.

How to act on what the usual treatment of presupposition leaves out with free means
WhoWhat to doFree meansWhat it shows
SEOTrack queries where the assumption is wrong and measure what the page does with themSearch Console and Google SheetsFailed assumptions the page ignores
Your siteCheck your own domain; replace example.com with itsite:example.com intitle:"do you really need"Pages that question an assumption
Who benefits from what the usual treatment of presupposition leaves out, and how it pays off in search results
Who benefitsIn everyday useHow it pays off
SEOTracks queries with wrong assumptionsPages that catch failed assumptions
ManagementInvests in correcting assumptionsTrust and new demand
ReadersAre not left with a wrong premiseProtection

What is the projection problem in longer queries?

The projection problem asks when the presuppositions of a part of a sentence become presuppositions of the whole. Karttunen's holes, plugs and filters are one answer. A query with a conjunction or a condition can keep an assumption or drop it, and a system has to know which.

How to act on the projection problem with free means
WhoWhat to doFree meansWhat it shows
SearcherSplit a long query and see which part carries the assumptionGoogle searchThe assumption that survives
SEORead long queries of the page and mark whether the assumption holds for the wholeSearch Console queries tab sorted by lengthAssumptions kept or dropped in long queries
Your siteCheck your own domain; replace example.com with itsite:example.com intitle:"your topic" inurl:faqQuestion pages where long, combined queries land
Who benefits from the projection problem, and how it pays off in search results
Who benefitsIn everyday useHow it pays off
SEOReads long queries for kept or dropped assumptionsAnswers that fit complex queries
Content teamAnswers combined questions carefullyVisibility for long queries
ReadersGet answers that follow their full queryAccuracy

Also discussed at https://plato.stanford.edu/entries/presupposition/

What is presupposition failure?

Presupposition failure occurs when an assumption of an utterance is not met. The communication breaks down, whatever answer follows. A system that treats a failed assumption as an ordinary query answers a question that should not be answered as asked.

How to act on presupposition failure with free means
WhoWhat to doFree meansWhat it shows
SearcherStop and reframe when results answer a question you did not really haveA notes appA better question
SEOAdd a short passage that corrects the assumption before answeringThe page itselfVisitors whose failed assumption is caught
Your siteCheck your own domain; replace example.com with itsite:example.com "actually" OR "contrary to"Pages that correct assumptions
Who benefits from presupposition failure, and how it pays off in search results
Who benefitsIn everyday useHow it pays off
Content teamCorrects the assumption before the answerVisitors whose question is reframed
Customer supportGets fewer problems from wrong assumptionsLess rework
ReadersAsk the right questionBetter results

If unanswerable queries failed mainly because the search went wrong, the first row would be small. It is the largest cause by far.

Why questions from Google search had no answer
Cause of the missing answerShare of questions
The question presupposes something that cannot be verified30 %
Unresolved reference, such as "I"9 %
The answer was in the document after all8 %
The wrong page was returned6 %
The question asks for a subjective judgment3 %

Kim, N., Pavlick, E., Karagol Ayan, B. and Ramachandran, D., Which linguist invented the lightbulb? Presupposition verification for question-answering, ACL 2021. 100 unanswerable wh-questions from the Natural Questions development set, shares where both annotators agreed.

What is a factive verb in a search query?

A factive verb, such as realise, regret or know, presupposes that its complement is true. Paul and Carol Kiparsky described the class in 1970. A query like why do people regret buying electric cars assumes the regret is real.

How to act on factive verbs with free means
WhoWhat to doFree meansWhat it shows
SearcherCheck whether the fact after regret or realise is really trueGoogle search on the factWhether the premise holds
SEOFind queries with regret, realise or know and verify their assumed factSearch Console custom regex filterFacts the query assumes
Your siteCheck your own domain; replace example.com with itsite:example.com intitle:regret OR intitle:realiseTitles that assume a fact
Who benefits from factive verbs, and how it pays off in search results
Who benefitsIn everyday useHow it pays off
Content teamVerifies the fact a query assumesPages that correct or confirm with evidence
Legal and complianceAvoids confirming unverified factsLower risk
ReadersLearn whether the assumed fact is trueSound decisions

What is a lexical presupposition trigger?

A lexical presupposition trigger is a single word that brings an assumption, such as stop, again or manage. It differs from structural triggers built into sentence form. Separating the two shows where in a query the assumption sits.

How to act on lexical triggers with free means
WhoWhat to doFree meansWhat it shows
SearcherRemove a single trigger word and compare resultsGoogle searchResults without the assumption
SEOBuild a list of trigger words in your field's queriesSearch Console export and Google SheetsWhere assumptions enter queries
Your siteCheck your own domain; replace example.com with itsite:example.com intitle:manage OR intitle:stopTitles with lexical triggers
Who benefits from lexical triggers, and how it pays off in search results
Who benefitsIn everyday useHow it pays off
SEOLists trigger words in the field's queriesTargeted corrections
Content teamUses trigger words deliberatelyTitles without unintended assumptions
ReadersSee how single words shape resultsBetter queries

What is an informative presupposition?

An informative presupposition introduces new information in the form of an assumption, as in I have to pick up my sister from the airport said to someone who did not know about the sister. The listener learns it without being told. Queries do this constantly, and the new information shapes what the person needs.

How to act on informative presuppositions with free means
WhoWhat to doFree meansWhat it shows
SearcherNotice new information your query reveals about youA notes appContext worth adding explicitly
SEORead what queries reveal about the person, such as my sister or my landlord, and serve that situationSearch Console queries with mySituations hidden in queries
Your siteCheck your own domain; replace example.com with itsite:example.com "my landlord" OR "my employer"Pages for situations people reveal
Who benefits from informative presuppositions, and how it pays off in search results
Who benefitsIn everyday useHow it pays off
Content teamServes situations queries revealVisibility for situational queries
SalesRecognises the situation behind a requestOffers that fit
ReadersGet help for their situationRelevant answers

What is a cleft sentence in a query?

A cleft sentence has the form it was X that Y, and it presupposes that someone or something did Y. It isolates the new part from the assumed part. Queries phrased this way say which part the person already takes as settled.

How to act on cleft sentences with free means
WhoWhat to doFree meansWhat it shows
SearcherAsk whether the part you take as settled really isA notes appThe settled and the open part
SEOFind queries like is it X that and answer the open partSearch Console queries containing is itWhat searchers take as settled
Your siteCheck your own domain; replace example.com with itsite:example.com intitle:"is it"Pages for is it questions
Who benefits from cleft sentences, and how it pays off in search results
Who benefitsIn everyday useHow it pays off
Content teamAnswers the open part of is it X queriesDirect answers to focused questions
Customer supportAnswers what customers actually doubtFaster help
ReadersGet the part they wanted answeredPrecision

What is presupposition cancellation?

Presupposition cancellation is the removal of an assumption by context, as in he did not stop smoking, he never smoked. Some presuppositions can be cancelled more easily than others. A person can take back an assumption in the next turn, and a system should notice.

How to act on presupposition cancellation with free means
WhoWhat to doFree meansWhat it shows
SearcherCorrect your assumption in the next searchGoogle searchResults for the corrected question
SEOLook for query pairs where searchers take back an assumptionSearch Console, queries of the same page over a weekAssumptions people drop
Your siteCheck your own domain; replace example.com with itsite:example.com "if not" OR "otherwise"Pages that cover the case without the assumption
Who benefits from presupposition cancellation, and how it pays off in search results
Who benefitsIn everyday useHow it pays off
SEONotices when searchers take back assumptionsPages for the corrected question
Content teamCovers the case without the assumptionVisitors who changed their mind stay
ReadersFind content after correcting themselvesNo dead ends

What is a pragmatic presupposition in relation to user intent?

A pragmatic presupposition is an assumption that belongs to the speaker, the belief they take to be shared, as Robert Stalnaker described it. It depends on the context of use, beyond the sentence. It is the form of presupposition closest to user intent.

How to act on pragmatic presuppositions with free means
WhoWhat to doFree meansWhat it shows
SearcherState the belief you take to be sharedA notes appBackground to add to the query
SEOAsk readers what they assumed before they cameGoogle FormsThe beliefs visitors bring
Your siteCheck your own domain; replace example.com with itsite:example.com "you may assume" OR "many people think"Pages that name reader beliefs
Who benefits from pragmatic presuppositions, and how it pays off in search results
Who benefitsIn everyday useHow it pays off
Content teamNames the beliefs readers bringReaders who feel understood
SalesKnows what prospects believeConversations that start right
ReadersSee their beliefs addressedEngagement

What is a semantic presupposition?

A semantic presupposition is a condition a sentence itself places on its truth. It is a property of the sentence, independent of who utters it. The two kinds together separate what the words assume from what the person assumes.

How to act on semantic presuppositions with free means
WhoWhat to doFree meansWhat it shows
SearcherCheck what the words of your query assume regardless of youA notes appAssumptions in the wording
SEOReword titles whose words assume more than the page meansSearch Console titlesTitles without unintended assumptions
Your siteCheck your own domain; replace example.com with itsite:example.com intitle:"when will" OR intitle:"why did"Titles whose wording assumes something
Who benefits from semantic presuppositions, and how it pays off in search results
Who benefitsIn everyday useHow it pays off
SEORewords titles that assume too muchTitles that attract the right visitors
Content teamChecks wording for built-in assumptionsPrecise pages
ReadersRead titles that assume only what is meantTrust

What is Stalnakerian common ground in a conversation?

Stalnakerian common ground is Robert Stalnaker's formal model of common ground as the set of propositions the participants accept for the purposes of the conversation. Each assertion updates the set. It gives shared assumptions a structure a system could track.

How to act on conversational common ground with free means
WhoWhat to doFree meansWhat it shows
SearcherKeep a note of what a chat assistant has already accepted from youA notes app, the chat historyAssumptions that carry through the dialogue
SEOCheck follow-up questions on a page for assumptions set earlier in the textThe page itselfSections that rely on earlier assumptions
Your siteCheck your own domain; replace example.com with itsite:example.com "as mentioned above"Pages that rely on earlier context
Who benefits from conversational common ground, and how it pays off in search results
Who benefitsIn everyday useHow it pays off
Content teamChecks later sections for earlier assumptionsPages that make sense when entered mid-way
SEOKeeps passages self-containedPassages that work in answer engines
ReadersUnderstand a section on its ownFaster help

Also discussed at https://plato.stanford.edu/entries/assertion/

What is a counterfactual conditional in a search query?

A counterfactual conditional considers what would be true if something false were true, as in if I had started earlier, would I have ranked. It presupposes that the antecedent is false. A query of this kind asks about a possibility and should be answered as one.

How to act on counterfactual conditionals with free means
WhoWhat to doFree meansWhat it shows
SearcherTreat what-if answers as scenariosThe page itselfPossibilities labelled as such
SEOAnswer would-have queries as scenarios with their limitsSearch Console queries with would or if I hadQuestions about possibilities
Your siteCheck your own domain; replace example.com with itsite:example.com intitle:"what if" OR intitle:"would"Pages for counterfactual questions
Who benefits from counterfactual conditionals, and how it pays off in search results
Who benefitsIn everyday useHow it pays off
Content teamAnswers what-if queries as scenariosVisibility for what-if queries
Legal and complianceLabels scenarios as scenariosNo false promises
ReadersUnderstand possibilities as possibilitiesRealistic expectations

What is implicit query intent?

Implicit query intent is the purpose a query does not state, including the assumptions behind it. It lives beyond the surface words. Reading only the words misses the part the person took for granted.

How to act on implicit query intent with free means
WhoWhat to doFree meansWhat it shows
SearcherAdd the purpose to your queryGoogle searchResults for the purpose
SEOGroup queries by the unstated purpose behind themSearch Console export and Google SheetsPurposes the page must serve
Your siteCheck your own domain; replace example.com with itsite:example.com "so that you can"Pages that state purpose
Who benefits from implicit query intent, and how it pays off in search results
Who benefitsIn everyday useHow it pays off
SEOGroups queries by unstated purposePages built for purposes
Content teamStates the purpose a page servesVisitors who find the right page
ReadersGet content for their purposeRelevant results

What is conversational search with stated assumptions?

Conversational search lets a person search in several turns, as a dialogue. Assumptions can be stated, questioned and corrected along the way. A single query cannot do that, and a conversation can.

How to act on conversational search with free means
WhoWhat to doFree meansWhat it shows
SearcherTell a chat assistant your assumption and ask it to check itFree tiers of chat assistantsAn assumption questioned
SEOCheck how chat assistants answer your main queries and whether they correct assumptionsFree tiers of chat assistantsWhere your content could supply the correction
Your siteCheck your own domain; replace example.com with itsite:example.com intitle:faqQuestion pages that could serve conversations
Who benefits from conversational search, and how it pays off in search results
Who benefitsIn everyday useHow it pays off
SEOChecks how assistants answer main queriesContent that supplies corrections
Content teamWrites answers that question assumptionsCitations in conversational answers
ReadersGet assumptions checked in dialogueBetter answers

What is a clarification question from a search system?

A clarification question is a question a system asks back to resolve what a person means. For a false or unclear presupposition, it is the only honest reply. It is also what a publisher can ask on a page, which is the idea of Supervised Search.

How to act on clarification questions with free means
WhoWhat to doFree meansWhat it shows
SearcherAnswer clarifying prompts instead of skipping themSearch and assistant promptsResults for what you mean
SEOAdd one clarifying question to pages with ambiguous or loaded queriesThe page itself, Microsoft Clarity to watch the answersVisitors routed by their actual need
Your siteCheck your own domain; replace example.com with itsite:example.com "which of these" OR "are you looking for"Pages that ask back
Who benefits from clarification questions, and how it pays off in search results
Who benefitsIn everyday useHow it pays off
Product teamAdds a clarifying question to ambiguous pagesVisitors routed to their need
Content teamWrites the answer pathsLonger, better visits
ReadersAre asked what they meanSearch that ends on the page

Also discussed at https://arxiv.org/abs/1907.06554

What is the question under discussion behind a query?

The question under discussion is a model by Craige Roberts in which every utterance addresses a question the conversation is trying to answer. Questions form a tree of larger and smaller goals. A query is a node in such a tree, and its place decides what counts as an answer.

How to act on the question under discussion with free means
WhoWhat to doFree meansWhat it shows
SearcherWrite the larger question your query belongs toA notes appWhat would count as an answer
SEOMap each query to the larger question it servesSearch Console and Google SheetsAnswers that fit the larger question
Your siteCheck your own domain; replace example.com with itsite:example.com intitle:"complete guide"Pages for the larger question
Who benefits from the question under discussion, and how it pays off in search results
Who benefitsIn everyday useHow it pays off
SEOMaps queries to larger questionsPages for whole goals
Content teamWrites for the larger questionVisitors whose goal is served
ReadersGet answers that fit their larger aimProgress

What is epistemic stance in a searcher's query?

Epistemic stance is the way a speaker signals how certain they are, through words such as surely, maybe or I think. A query can be firm or tentative about its assumption. The same words with a different stance need a different answer.

How to act on epistemic stance with free means
WhoWhat to doFree meansWhat it shows
SearcherSay how sure you are in the query, such as is it true thatGoogle searchAnswers that address doubt
SEOSeparate firm and tentative queries and answer doubt with evidenceSearch Console custom regex filter for really, true, maybeDoubt the page must address
Your siteCheck your own domain; replace example.com with itsite:example.com intitle:"really" OR intitle:"true"Pages for doubtful queries
Who benefits from epistemic stance, and how it pays off in search results
Who benefitsIn everyday useHow it pays off
Content teamAnswers doubt with evidenceVisibility for really and true queries
Customer supportRecognises doubt in questionsReassuring replies
ReadersGet doubt addressedConfidence

What is pragmatic failure in search results?

Pragmatic failure is a misunderstanding that comes from mismatched assumptions, beyond wrong words. Jenny Thomas described it in 1983. A result that fits the keywords and misses the assumption produces exactly this failure.

How to act on pragmatic failure with free means
WhoWhat to doFree meansWhat it shows
SearcherWhen results match words but miss the point, rephrase the assumptionGoogle searchResults for your real question
SEOFind queries with impressions and no clicks where the assumption differsSearch Console, high impressions and low click-through rateMismatched assumptions
Your siteCheck your own domain; replace example.com with itsite:example.com intitle:"your topic"Pages to check for mismatched assumptions
Who benefits from pragmatic failure, and how it pays off in search results
Who benefitsIn everyday useHow it pays off
SEOFinds impressions without clicks from mismatched assumptionsHigher click-through rates
Content teamAligns the page with searchers' assumptions or corrects themSatisfied visitors
ReadersGet results that fit their real questionLess frustration

What is a task-oriented dialogue system that tracks assumptions?

A task-oriented dialogue system helps a person complete a goal, such as booking or troubleshooting, through conversation. It has to track what the person assumes and what is still open. Presupposition handling is part of getting the task done.

How to act on assumption tracking in dialogue with free means
WhoWhat to doFree meansWhat it shows
SearcherCorrect a support bot as soon as it assumes something wrongThe site's chatThe right path
SEORead chat logs for wrong assumptions and fix the content behind themChat or support logs, Google SheetsAssumptions that derail tasks
Your siteCheck your own domain; replace example.com with itsite:example.com inurl:helpHelp content the dialogue relies on
Who benefits from assumption tracking in dialogue, and how it pays off in search results
Who benefitsIn everyday useHow it pays off
Customer supportFixes content behind wrong bot assumptionsTasks completed in chat
Product teamImproves the dialogue flowFewer abandoned tasks
ReadersComplete tasks without derailingTime saved

Described in a Google patent: https://patents.google.com/patent/US8606568B1/en

What is doxastic commitment of a searcher?

Doxastic commitment is the commitment a person takes on to believing something. Accepting a presupposition as true and merely going along with it for the moment are different commitments. A searcher may entertain an assumption without holding it.

How to act on doxastic commitment with free means
WhoWhat to doFree meansWhat it shows
SearcherMark an assumption as tentative in your notesA notes appBeliefs you have not committed to
SEOAvoid wording that forces readers to accept an assumptionThe page itselfReaders who can keep an open mind
Your siteCheck your own domain; replace example.com with itsite:example.com "obviously" OR "clearly"Wording that presses commitment
Who benefits from doxastic commitment, and how it pays off in search results
Who benefitsIn everyday useHow it pays off
Content teamAvoids wording that presses commitmentReaders who trust the page's fairness
Legal and complianceAvoids manipulative wordingCompliance
ReadersKeep an open mindAutonomy

What is an assertion in a query?

An assertion is the main claim an utterance puts forward, as distinct from what it presupposes. Answers address the assertion by default. For a query, the presupposed background can matter more than the asserted question.

How to act on assertions with free means
WhoWhat to doFree meansWhat it shows
SearcherSeparate the question you ask from the background you assumeA notes appBoth parts of the query
SEOAnswer the assertion and address the background where it mattersThe page itselfAnswers that cover both
Your siteCheck your own domain; replace example.com with itsite:example.com intitle:"how to"Pages that answer the asserted question
Who benefits from assertions, and how it pays off in search results
Who benefitsIn everyday useHow it pays off
Content teamAnswers the question and addresses its backgroundComplete answers
SEOCovers both parts of queriesPages that satisfy fully
ReadersGet both parts answeredNo follow-up search

What is a contextual defeater for a query's assumption?

A contextual defeater is information in a situation that undermines a belief that would otherwise be justified. It comes from epistemology. A new fact can defeat the assumption a query rested on, and the answer has to change with it.

How to act on contextual defeaters with free means
WhoWhat to doFree meansWhat it shows
SearcherCheck whether something new has changed the basis of your questionGoogle News, official announcementsFacts that undo the assumption
SEOUpdate pages when a new fact defeats the assumption of their main queryGoogle Alerts, Search Console queries over timePages that stay correct
Your siteCheck your own domain; replace example.com with itsite:example.com before:2024-01-01 intitle:"your topic"Older pages that new facts may undermine
Who benefits from contextual defeaters, and how it pays off in search results
Who benefitsIn everyday useHow it pays off
Content teamUpdates pages when new facts appearPages that stay correct
Legal and complianceRemoves outdated statementsLower risk
ReadersGet current informationSound decisions

What is an epistemic modal in a tentative query?

An epistemic modal, such as might, must or probably, expresses how possible or necessary something is given what a speaker knows. It marks a query as tentative. Tentative queries and certain ones should not receive the same confident answer.

How to act on epistemic modals with free means
WhoWhat to doFree meansWhat it shows
SearcherUse might or could in your query when you are unsureGoogle searchAnswers that respect uncertainty
SEOMatch the certainty of the answer to the evidenceThe page itselfAnswers that are not overconfident
Your siteCheck your own domain; replace example.com with itsite:example.com intitle:"can" OR intitle:"might"Pages for tentative questions
Who benefits from epistemic modals, and how it pays off in search results
Who benefitsIn everyday useHow it pays off
Content teamMatches certainty to evidenceCredibility with careful readers
Legal and complianceAvoids overconfident claimsLower risk
ReadersGet answers as sure as the evidenceCalibrated trust

Why do presuppositions matter commercially?

A query with a false or narrow assumption leads a system to answer inside that assumption. The person who typed headache tablet gets pharmacy results and never hears of acupressure. Every business whose offer lies outside the assumption of a query is invisible to that query.

How to act on presuppositions in business with free means
WhoWhat to doFree meansWhat it shows
SEOList offers of yours that lie outside the assumption of your main queriesSearch Console queries and Google SheetsDemand the assumption hides
Your siteCheck your own domain; replace example.com with itsite:example.com "alternative to"Pages that reach people outside the assumption
Who benefits from presuppositions in business, and how it pays off in search results
Who benefitsIn everyday useHow it pays off
ManagementFinds offers hidden outside query assumptionsDemand competitors never see
SalesReaches people who assumed another solutionNew customers
ReadersLearn about better solutionsBetter outcomes

What should a page do about presuppositions in queries?

Name the assumption and answer it as well as the question. A page can say what a query takes for granted, correct it where it is false, and ask back what the person actually wants. That is the clarification question moved onto the page, the idea of Supervised Search.

How to act on presuppositions on a page with free means
WhoWhat to doFree meansWhat it shows
SEOName the assumption, correct it where false, and ask back what the person wantsThe page itself, Microsoft ClarityVisitors served beyond the assumption
SEOMeasure which answer to the clarifying question people chooseGoogle Analytics 4 eventsHow many searchers held another assumption
Your siteCheck your own domain; replace example.com with itsite:example.com "what do you actually want"Pages that ask back
Who benefits from presuppositions on a page, and how it pays off in search results
Who benefitsIn everyday useHow it pays off
Content teamNames, corrects and asks backVisitors served beyond the assumption
Product teamMeasures clarifying answersInsight into hidden needs
ReadersAre asked what they really wantSearch that ends on the page

Search intent

First published 2026-09-14. Last revised 2026-09-16.