Thread by @lazarinastoy

I just completed my talk on Intent-based Keyword Research - the methods, the complexities for international keyword research, and how to adapt per industry at #IntSS

Here is a 🧵 below of the main insights I shared, a blog post, and my slides ⬇️

Search intent is everywhere these days.

@semrush released a Search intent categorization feature, which provides each keyword with a label, letting you know what supposed intent the user typing this has.

But how about if you don't have access to their tool?

Or what would you do if you are building a bigger data set with multiple data sources, then you’d need a rule-based system for classifying intent or build a custom classification model for intent.

Well, you have a few options.
👀

Option four - highly not recommended. But why?

Here are three reasons:
1. Search intent corresponds with the conversion marketing funnel, so knowing the intent split in the industry you are targeting can help you assess and forecast content performance

2. Knowing the query is the first task in content optimisation as it can allow you to better position your content via optimisations in relation to your goals

3. Understanding intent will enable you to write pages that fulfill it and move the user from one intent category to another via internal linking

According to research, 75% of all web-mediated search queries satisfy single search intent, so working with a rule-based approach will likely be sufficient for a lot of the research you are doing.

What should you consider when doing intent-based keyword research for international markets?
1. The complexity of language and how this affects Search Intent

- Same words in different languages mean different things
- Idioms exist
- Homonyms and homographs exist

Simply translating the keywords is not enough.

2. The complexity of user and query locations and how this Intent
- Locations affects user expectations for the same query
- Cultural differences affect search
- Explicit location is not the same as the locale
- A single keyword can have multiple different intents

5 Tips on How to Incorporate Search Intent into the Process of Keyword Research Internationalisation

1. Use Regex strategically.

2. Build a behaviour dataset.
Use Google Analytics to analyse user behaviour and site interactions from this location.

Use Google Search Console data to identify mismatches in intent

Use Google Trends data to identify discrepancies in search behaviour in different regions

3. Consult an SEO localisation expert

They can help you highlight things you might have missed in your research

What should you consider if you are adapting Search Intent for different industries?

Here is an example from transactional intent

5 Considerations for Industry Adaptation of Search Intent Labels for keyword research

Adapt, revise, and be thorough, if you want to nail intent on a budget at scale. 🚀

Here is a link to the blog post, that goes through the process:

lazarinastoy.com/intent-based-i…

Here is a link to my slides for the #IntSS in Barcelona 👀

slideshare.net/LazarinaStoyan…

Massive thanks to @GemHoughton and Kirstie Cartledge, and the @WebCertain team for the organization 🙏

See you around Barcelona! ☀️