The Keyword Intent feature helps classify keywords and keyword groups into four intent categories: Informational, Commercial, Transactional, and Navigational. This provides crucial visibility into people's search intent and enables better optimization decisions.
Intents are surfaced through intuitive icons, percentages, and metrics across the platform - at a group level, in keyword tables, and on individual keywords. You can then filter and analyze keywords by intent, to reveal gaps and opportunities.
How it works
First, we analyze the content of the top 10 landing pages on each keyword, and classify intents into the first three categories:
Informational: Users seeking (product) information, e.g. "optical mouse".
Commercial: Users researching competitors or comparison terms, e.g. "best optical mouse".
Transactional: Users ready to purchase, conversion-focused keywords, e.g. "buy optical mouse".
A fourth category is Navigational keywords, which were already identified through the platform as Brands – yours or brands of others.
This classification then powers insightful intent metrics shown across the platform.
1. Keyword table icons for each keyword's primary intent
In the Rank Tracker, in the Keywords Table, the keyword intent is marked through icons representing their main (primary) intent. This is identified based on the daily analysis of the content of top 10 search results:
2. Individual keyword search intent breakdown
We also display the search intent breakdown at the keyword level in the Overview (Keyword sidebar). Here, you can see the percentages of each search intent that a specific keyword meets based on the type of content of the top 10 search results:
3. Group-level search intent breakdown
In the SERP Data widget on each keyword group, we display the intent breakdown by keyword count and search volume percentages.
For example, this "All Keywords" group has the following breakdown:
18.8% of the group's search volume (1.3M searches coming from 334 keywords) covers Informational intent
11.4% of the group's search volume (793K searches coming from 88 keywords) covers Navigational intent
3% of the group's search volume (207K searches coming from 43 keywords) covers Commercial intent
66.9% of the group's search volume (4.7M searches coming from 1.1K keywords) covers Transactional intent
4. Competitor landing page search intent
We identify and display the main search intent of competitors' landing pages. You can access it through the Keyword Sidebar ➝ Competition tab:
5. New keywords filter by search intent
There is now a filter that allows you to view keywords with a specific primary search intent: Informational, Commercial, Navigational, and/or Transactional:
Why we built it and its value
Keyword targeting and content optimization require decisions based on a wide range of data. Keyword Intent makes this process easier by surfacing the context of search behavior.
Examples:
Discovering competitors rank highly for specific search intents represents an opportunity to target keywords with those intents.
A lack of keywords with transactional intent may indicate insufficient keywords covering later-funnel purchase journeys. This provides a chance to expand targeting and rank for those valuable keywords.
Low informational keywords could signify thin content. Investing in content pillars explaining key topics in depth could improve rankings for those terms.
With Keyword Intent, you can:
Identify gaps in critical intent categories, like transactional keywords
Prioritize content production for missing informational keywords
Build comparison guides targeting competitors' commercial terms
Filter for keywords aligned to their focus, e.g. informational keywords for a content push.
In addition to showing search, SERP, and ranking data, SEOmonitor enables you to view keyword data through the lens of user search intent. This context empowers you to make data-driven optimization decisions based on real search behavior.