Search Intent/Context

Some keywords are explicit in their intent; usually, these are keywords with modifiers appended or prepended to them. Example 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 pre-trained a model to accurately and quickly identify the search intent behind keywords at scale. Simply upload your list and we'll tell you, out of the top 10 results on Google, how many of the results are informational vs how many are transactional vs how many are some other type of content.

Why do you call it "context" and not "intent"?

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/commercial; 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.

Google sheets view

Using the above data, we can determine the most dominant intent for a given cluster. This helps us understand what type of content to create. (Whether it's an article or product page)

What is the primary outcome of classifying search intent using our context feature?

The intent behind the above keyword is “transactional”, but the context of it, currently, is “informational”, so you should create content that is informational in nature.

How to use the Context feature?

The context (intent) toggle is enabled by default when running a clustering project.

What languages are supported by Context?

We currently support all languages.