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Build a Search Intent Dashboard to Unlock Better Opportunities

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The creation of your key words list

Every good search analysis begins by conducting keyword research, and this is no different. I won’t go in detail on the best way to construct your list of keywords. But, I’ll mention some of my top tools that I’m certain many of you already use:

Search Query Report Where better to begin looking for than the keywords that are leading to clicks as well as (hopefully) the conversion rates to your website.

Answer The Public It is great for pulling tons of possible terms, queries and phrases that relate to a specific search phrase.

InfiniteSuggestis similar to Answer The Public, but faster and lets you build with a constant list of keywords.

MergeWords-Expand your keyword list by adding modifiers on modifiers.

Grep Words– A set of tools to increase the number of keywords searches, boosting search volume and much more.

Be aware that these tools can be a fantastic option to expand your keyword research, however they all come with the requirement of sifting through and cleanse your information to ensure that each keyword is at least slightly relevant to your company and your target audience.

Once I’ve got an initial list of keywords in, I’ll upload it to STAT and allow it to run for few days in order to obtain the initial pull of data. This will allow me to take the ‘People Ask and Related Searches report in STAT to expand my list of keywords. Overall I’m trying to build it up to at minimum 5k keywords however, the more the more.

In this blog post, I have around 19,000 keywords that I have gathered for a customer in the field of window treatments.

Your keywords should be categorized according to the topic

Classifying keywords is a common problem for the majority of digital marketers, however it’s a crucial step in knowing what your database’s distribution. One of the best methods to categorize your keywords is through common words. If you’re lacking AI or machine learning abilities take a look at an experienced Ngram analyzer. I love to use this Ngram Tool from guidetodatamining.com — it ain’t much to look at, but it’s fast and trustworthy.

After inserting my 19,000 keywords in the tool, and then analyzing them by unigram (or one-word phrases) I then manually pick categories that are appropriate to my client’s company and target audience. I also make sure that the unigram has a sufficient quantity in terms of keyword usage (e.g. I wouldn’t choose a unigram with just 2 keywords).

It’s obvious that there’s a difference between “curtain” and “drapes” I assigned both to the category Curtains. My client’s company they view them as the same item This allows me to take into account differences in keywords, but also group them in the manner I would like to do this study.

By using this method, I’ve created an Trigger Word-Category mapping using my entire data set. It’s possible for a keyword will be included in one of the categories, but that’s not a problem as it could mean the keyword isn’t relevant or important enough to warrant consideration.

In the process of creating a Keyword Intent Map

Similar to identifying common subjects that you can group your keywords, I’m going use the same method, but with the intention of grouping keywords according to intent modifier.

The search intent is the final objective of anyone who uses an internet search engine. Digital marketers can use these words and terms to figure out the types of outcomes or actions a user is looking for.

For instance for instance, if someone searches to find “white blinds near me” it is possible to assume that the user is seeking to purchase blinds made of white since they search for an actual location to sell blinds. In this scenario, I would categorize “near me” as a “Transactional” modifier. If however, the person was searching “living room blinds ideas” I would conclude that their intention is to view pictures or read blog articles on the subject of blinds for living rooms. I would categorize this search as being in an “Inspirational” stage, where the user is still trying to decide which products they’re interested in, and isn’t ready to purchase at this point.

There’s a lot of literature on commonly accepted intent modifiers used in the search, and I’m not trying to create a new one. This helpful document (originally written in STAT) offers a thorough overview of the various intent modifiers to start with.

I followed the same procedure for forming categories to create my intent mapping. The end result is an intent trigger table as well as their Intent stage.

Intro to Power BI

There are a wealth of information for getting started using the free tool Power BI. One of that comes from founder Will Reynold’s video series about using Power BI to help with Digital Marketing. This is an excellent place to begin if you’re brand new to the program or its abilities.

This isn’t about the program itself (although Power BI is a extremely powerful tool). It’s more about the ability to examine all this data all in one location and draw insights from it in a way that Excel isn’t able to provide. If you’re still not convinced of using a tool that’s new such as Power BI at the end of this article I recommend you download it for free from Microsoft and give it a go.

Configuring your Power BI data

The power of Power BI is in connecting different datasets on the same “keys.” Think back to your Microsoft Access days and this will soon feel familiar.

Step 1: Upload your data sources

The first step is to open Power BI. There’s an option labeled “Get Data” in the top ribbon. Click it and select the format of data you wish to upload. My data used in this study is CSV format, so I’ll choose the Text/CSV option for all my sources of data. Follow the steps below for every source of data. Select “Load” for each data source.

Step 2: Clean your data

On the Power BI ribbon menu, select the option “Edit Queries.” This will launch the query Editor in which we’ll make the transformations of data.

The most important things you’ll need to accomplish in the query editor are:

Check that all formats for data have meaning (e.g. keywords are written as text, while numbers can be formatted in decimals, or entire numbers).

Change columns’ names as necessary.

Create a domain column for the Top 20 report based on the URL column.

Close the application and apply the modifications by clicking”Edit Queries. “Edit Queries” button, as shown above.

Step 3: Establish connections between the data sources

On the left-hand side of Power BI, you will see an vertical bar that has icons that show different perspectives. Select the third icon to open your relationship view.

In this scenario, we are connecting all sources of data to the ‘Keywords Bridge’ table by dragging one line to the field “Keyword” of each table , and then to ‘Keyword’ within the Keywords Bridge table (note that in the case of PPC Data, I’ve connected ‘Search Term’ because it’s the PPC equivalent to keywords, which is what we’re using it here).

The final thing that we need to perform for our connections is to double-click each line to make sure that the following options are chosen for each, so that our dashboard is functioning effectively:

The cardinality of the cardinality is Many to 1

It is “active”

The direction of the cross filter can be set as “both”

The creation of the dashboard for search intent

In this section, I’ll walk you through each image on the search intent Dashboard (as you can see below):

Top domains based on the number of keywords

Since this Top 20 report shows each keyword 20 times, we will need to develop a calculated measure using Power BI that will only add MSV to get the specific keyword list. Apply this formula to the calculated measure:

Keywords

This is merely a specific list of keywords

Slicer: PPC Conversions

The visual type is: Slicer

Drop the PPC Conversions field into a slicer, and change the default format in the format to “Between” to get this cool slider image.

Tables

Visual Type: Table or Matrix (a matrix permits drilling like the pivot table found in Excel)Values Then I will have the Categories or Intent Stages and the precise number of keywords.Insights directly from the dashboard of your searches

The dashboard has become an actual Swiss Army knife of data which lets you cut and dice your way to your heart’s content. Below are some examples of the ways I use this dashboard to uncover the most valuable information and opportunities for my clients.

What are the top competitors’ winnings?

By using this information, we can quickly identify who the most popular domains are. What’s even more important is knowing which competitors are competing in a particular intention stage and/or the category.I begin by filtering towards”Informational”. I then filter to the “Informational” stage, since it has the highest number of words in our database. I also filter out the most popular category for this intent stage , which can be described as “Blinds”. In the Keyword Count card, I am now able to see that I’m viewing only 641 keywords.

Note: In order to filter multiple images in Power BI, you need to hold and press your “Ctrl” button each time you open a new window to preserve all filters you have previously selected.

The most competitive subdomain the most competitive subdomain here is videos.blinds.com with visibility within the top 20 positions for more than 250 keywords, the majority of which are videos results. Clicking CTRL+Click in the video results area of videos.blinds.com to change the keywords table to include only the keywords that videos.blinds.com is ranked within the top 20 of search results with the video result.

Based on this, I’m able to conclude that videos.blinds.com is ranked among the upper 20 spots in about 30% of the keywords that fall under the “Blinds” category and the “Informational” intent stage. I also can see that the majority of the search terms here begin in “how to”, which indicates that those searching for blinds in the informational phase are searching for directions on how to do it and that videos could be the preferred format for content.

Which should I put my attention on during my attention?

In-house or an agency the time is always a hot commodity. The dashboard is a great tool to identify opportunities you must prioritize first. Opportunities which will ensure you’ll achieve top-quality outcomes.

To determine these results at the bottom To get these results, we’ll have to filter our data with the PPC conversion slicer to ensure that we only include keywords that have been converted at least once during the course of our PPC campaigns.

When I’ve done this, I’ll be able to see I’m working with an extremely small number of keywords categorised into intent stages, however, I’m able to continue by going into what’s known as the “Transactional” intent stage because I’m looking to focus on queries related to the possibility of a purchase.

Note: Not all keywords will be included in an intent stage even if it doesn’t fulfill the criteria we’ve defined. They will nonetheless appear in the data, however this is the reason the total number of keywords you have may not always correspond to the total number of keywords in the categories tables or intent stages.

Then, I’ll concentrate on those “Transactional” keywords that are activating answer boxes to ensure that I am getting an effective exposure, as they are making money for me via PPC. To accomplish this I filter my search results to only show the keywords that trigger answer boxes. With these filters,, I can examine my table of keywords and see that the majority (if it’s not the entire list) among the terms comprise “installation” keywords and I can’t find my client’s domain among the top of the list of competitors. This is a new area of my attention to begin driving organic conversions.

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