Search Intent Keyword Classifier Looker Studio Dashboard Template (with Semrush data)
Over the past few years, there has been a lot of talk in the SEO industry about keyword cannibalization. Keyword cannibalization occurs when two or more pages on a website compete for the same keyword. Recently, during a webinar, I heard an absolutely magnificent piece of insight, which inspired me to create the resource I am sharing today:
‘There is no such thing as keyword cannibalization, only search intent cannibalization’Bernard Huang, Co-Founder of Clearscope
According to Bernard, we should move from a keyword-driven to a search intent-driven approach in content strategy creation, to align with recent changes in Google’s algorithm.
Today, I am presenting a keyword classifier Data Studio Dashboard, which utilizes the search intent categories we know and use. I will demonstrate how you can use this dashboard in different parts of the content planning, as well as the content creation process to create content that is tailored to what your users are searching for and their needs.
According to Ahrefs, doing keyword research is all about ‘choosing topics that potential customers are searching for, serving their needs and eventually converting them into customers.’
Considering that we will be classifying the keywords based on search intent, let’s recap what that is and how we can use it in the keyword research process.
Search Intent Classification in the Keyword Research Process, using Google Looker Studio
Setting up the Looker Studio dashboard with your data
- Export data from Semrush or Ahrefs.
If you are using SEMrush for your keyword research, follow these steps:
- Go to Dashboard > Keyword Overview > Keyword Magic Tool
- Enter your primary (seed) keyword
- Export the sheet for each of the main keywords, leaving the settings at all, broad match.
If you are using Ahrefs’ Keyword Explorer for keyword research, follow these steps:
- Go to the Dashboard > Keyword Explorer
- Enter your primary (seed) keyword
- Go to the “Having same terms” report (this shows all the keyword ideas that contain the target keywords as a broad match)
- Export the sheet
Once you have the sheet exported, upload it to Google Drive and save it as a Google Sheets file.
- Copy the Search Intent Keyword Classifier Looker Studio Dashboard.
Then, open the Search Intent Keyword Classifier Data Studio Dashboard and make a copy of it.
- Connect your data
Connect your Keyword Research Google Sheet as a data source, using the native Google Sheets Data Studio Connector.
- Create a multi-page report, using different keywords to create a 360-degree view of a topic cluster.
You can also copy the first page of the report as many times as necessary for the different keywords you are doing research for, or related keywords in the topic cluster.
To do this, repeat the process in steps 1 and 3, using related keywords or different seed keywords in the same topic cluster.
Then, you can select all widgets on the page, and replace the data source with the sheet for the new keyword.
Looker Studio Field Definitions
Before we start using the Search Intent Keyword Classifier, let’s define its different parameters and fields.
How to create custom Looker Studio Search Intent Dimensions
The search intent categories have data filtered based on different keywords that indicate one of the four categories of user search intent.
Check out this post on Custom Dimensions For Advanced Google Looker Studio Reporting (with Formulas) for an even more complex and extended version of this formula.
They are defined using RegEx Contains filter definitions as table filters in Google Looker Studio
Informational search intent is identified if the keyword contains one of the following defining keywords:
how | why | does | which | when | who | which | guide | tutorial | learn | examples |resource | ideas |tips
Transactional search intent is identified if the keyword contains one of the following defining keywords:
Buy | price | cheap | expensive | recommendation | recommended | near me | firm | coupon | order | purchase | pricing
Commercial search intent is identified if the keyword contains one of the following defining keywords:
best | top | vs | review | cheap | comparison
Navigational search intent, as explained previously, is the most difficult to set a generic filter for. Here, you can insert in the filter your brand name, product names and service names. You can also insert the brand and product names of your competitors.
You can do this by selecting the navigational search intent filter and editing it, using the format shown in the previous examples.
In the sample image below, replace the illustrated brands with relevant keywords.
How to find Easy Keyword Opportunities in Looker Studio
Easy Traffic keywords are keywords that have a Keyword Difficulty of less than 65.
The filter excludes keywords with a difficulty greater than 65, leaving easy keywords in the tables.
How to find Money keywords in Looker Studio
Money Keywords are keywords that have a CPC (USD) of 0.01 or greater.
Easy Keywords and Money Keywords are dimensions that can be used for prioritization, in the content creation, if the keyword research for a given seed keyword is densely populated with many search terms.
Using the dashboard in your content creation process
- Get an overview of the keyword cluster.
In the main section of the dashboard, you will find a keyword cluster overview.
- a summary of all the keywords exported
- the average keyword difficulty
- Total keyword volume
- Total number of Results
- Average CPC (USD)
- Average Competitive Density
Here, we can also see two scatter charts, with the Easy Keywords and Money Keywords.
The scatter charts enable us to see the keyword distribution using a variety of different dimensions, which can help with prioritization, as well as content marketing budget strategizing.
- Find out what the search intent keyword distribution is for a related keyword.
Using the Keyword filter, you can enter any related keyword you want to write content for and check the distribution of search intent, related to it.
For instance, in the dashboard, the primary (seed) keyword is ‘chatbot’.
If I were to create content about chatbot benefits, I can use the filter with the word ‘benefit’.
Not a whole lot of activity there.
How about ‘use case’?
Okay, let’s try something different. Like ‘customer service’.
That is more like it.
3. Search keywords by type of SERP feature.
The SERP feature filter allows searching by type of SERP feature.
SERP features include, but are not limited to:
- Adwords top
- Knowledge panel
- People also ask
- Site links
- Top stories
- Video carousel
- Image pack
Keyword research is a task most SEOs do on a daily basis. Yet even though we know writing content that addresses search intent is a crucial aspect of it performing well, there is little effort in incorporating search intent as a concept in the process of research.
The Search Intent Keyword Classifier Looker Studio Dashboard aims to provide a stepping stone in that direction, enabling a supercharged keyword research process, regardless of the tools used for keyword extraction.
It is designed to be used not only in the process of content planning but also in content creation. Its role is to support SEOs, content marketers, and content strategists to speed up the process of search intent understanding for different keyword clusters via classification.