AOL scandal - how to use it

I will not speak about moral, technical or security aspect of this weird event. The bottom-line is that data on searches of more than 600 thousands of AOL users were made to public. These searches represent nice statistically significant sample of people search behavior on the net. Data that otherwise are kept as big business value by search companies.

There are no personal data there (great for poor AOL users ;-), but there is quite extensive information on user behavior. You have there all chain of searches with information on whether and what had these people actually clicked. See random example of this data here:
http://www.dontdelete.com/randusersearch.asp?Submit=Submit

You can use one of the services that were made quickly available (like http://www.dontdelete.com/) and put there keyword related to your business and company. You can see what chain of searches were people doing and what they were finding. Valuable data to understand people behavior.

Big thanks to crete_geek for adding very good search engine url (This one here at AskTheBrain gives you interesting info, like which searches did people not click on a result for. It's also very fast unlike the others.)