Keyword intent tool - determine search intent at scale

Some keywords are explicit in their intent; usually, they are with modifiers appended or prepended to them. Examples include: “buy”, “where”, “how”, “when”, “coupons” etc. But what does someone want to view when they search for something without any modifiers? What sort of content should we optimise for if the keyword is just “dogs”?

We’ve trained a model to accurately and quickly identify the search intent behind keywords at scale.

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Search intent classified by machine learning

Unlike other tools which rely on SERP features or basic phrase matching, we use ML to classify intent.

  • We analyse geo-specific live SERP (Search engine results pages) .
  • Our Machine learning model is trained to identify 3 core types of intent: informational, transactional and "other". It allows you to understand, very quickly, what type of content you need to produce.
  • When the intent insight is combined with the clustering and ranking report, you'll be able to quickly spot content gaps on your site.
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We show you when you can rank twice to get more visibility

Some keywords are fragmented in intent; the results are pretty evenly split between informational and transactional pages.

These keywords present an opportunity to rank twice in the top 10 (one informational piece and one transactional piece). Unlike other tools which often just signify the core intent, we'll show you when results are fragmented.

Produce the right type of content

If you’re trying to rank a product page when most of the top ten results are informational, you’ll likely be wasting your time and money.

Quickly determine what type of content you should be creating for entire keyword sets and produce the right type of content.

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We actually call it keyword “context” and not “intent”. Why do we do this?

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Our competitors often talk about intent, whereas we call our insight “context”. We do this because our metric works slightly differently.

When we talk about context, we mean “what is the contextual setting around this keyword?”. Let’s use the example of “CBD Oil” as a keyword. On first impressions, we’d probably guess that intent behind such a keyword is transactional; surely, if you search “CBD Oil” you want to buy it, right? Other tools often classify the intent of that keyword as such.

Enter “Keyword Context”. If you actually witnessed the SERPs for that keyword, you’ll notice a lot of the results tend to favour more “long-form” type and not “product pages”.

This is where our metric, keyword context comes in. For the keyword “CBD Oil”, Keyword Insights would show you that the majority of results on the search engine result page are informational.

To simplify, the intent behind the keyword is “transactional”, but the context of it, currently, is “informational” so you should create content that is too.

Identify quick wins

When combined with our rank tracking and clustering insights, you’ll be able to quickly spot areas of your website with the wrong type of content ranking.

Spin up a new piece, or alter existing pages accordingly, and capitilise on these quick wins.

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Create content calendars easily

By combining our context/intent insight with the clustering insight, you’ll be able to effortlessly add a filter to your dataset and surface groups of keywords that trigger informational content.

If you’ve also pulled in the rank, you’ll clearly see gaps in your content strategy.

Track your search intent change over time

Using Keyword Insights, you can track search intent over time by taking regular snapshots and plotting the change in the SERPs.

It will give you an incredibly valuable insight into how your money keywords intent changes over time and how you can adjust your strategy accordingly.

Note: Automated tracking feature is available in Q2 of 2024

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"I manually classified search intent on 200 keywords, then checked it against how Keywords Insights programmatically classified the intent for the same keyword. I got a 95% match! Nice work.”

Kyle Risley

SEO Lead at Shopify

Frequently asked questions

We have put together some commonly asked questions.

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