You can look at every visitor of your website the same way, is it a converting visitor or not? If you go a level deeper, you can see if they were coming to your website through a specific landing page, if they were using a mobile device, and so on. But if you even want to go further, understanding search intent can be very valuable. And, Keyword Hero knows what the visitors were doing.
The majority of our reports (Overview, Devices, Countries, Landing Page, Brand vs. Generic) have the search intent data embedded in them.
We make 4 distinctions:
- Informational: users exploring a topic
- Navigational: users trying to reach a specific website
- Commercial: users comparing options or researching before any decision
- Transactional: users ready to take action, like making a purchase or signing up
They show as letters I, N, C and T on our pages in the dashboard:
You’ll see this represented by a single letter:
- I – Informational
- N – Navigational
- C – Commercial
- T – Transactional
Which would like this:
Using segments with search intent data
You can work with segments to filter on specific search intent types and analyze other metrics in combination with them.
To create a new segment, click “All keywords”:
Add custom segment:
Name the segment:
Select “Search Intent”:
When you want to work with multiple intent values, please note that selecting more than one value (e.g. C and T), will make the segment show sessions that match either of those intents. If you want to work with specific combinations, so you would want it to match C and T, use a setup like this:
- Use “Includes: CT”
- And “Does not include: IN”
Now you are only analyzing Commercial or Transactional queries, excluding Informational and Navigational as intent values.
Use “+ Add Filter” to add more conditions. Next to that, you are able to change the main operator between “AND” and “OR”.
From there, you can analyze the data any way you like.