Intent-Based International Keyword Research - International Search ...

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SLIDESMANIA.COM

SLIDESMANIA.COM
I’M LAZARINA.
HI.
I’m just someone that loves incorporating
search intent into keyword research and
conten...

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AND, HONESTLY, I’M
NOT ALONE.
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HAVE YOU SEEN THIS?
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NO DOUBT YOU
HAVE.
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SO, LET’S TALK ABOUT THIS.
● What is search intent and why is it important?
● How can you classify for sea...

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WHY SEARCH INTENT?
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ACCORDING TO ACADEMIC STUDIES...
75% of queries can be classiﬁed into a single category of user intent
25%...

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WHAT ARE THE MAIN
TYPES OF INTENT IN
SEARCH?
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SLIDESMANIA.COM
INFORMATIONAL SEARCH INTENT
Indicating an intent to locate a particular topic or information snippet, whic...

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NAVIGATIONAL SEARCH INTENT
Demonstrating a desire to locate information or pages, related to an institutio...

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TRANSACTIONAL SEARCH INTENT
Demonstrating a desire to obtain something other than the information, typical...

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BUT WAIT… THERE'S
MORE
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COMMERCIAL SEARCH INTENT
Demonstrating a desire to perform a comparative evaluation of organisations
they ...

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LOCALISED SEARCH INTENT
Indicating the desire to complete a transaction or an effort to ﬁnd a solution to ...

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WHY IS THIS
IMPORTANT?
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SEARCH INTENT
FUNNEL
CORRESPONDS
WITH CONVERSION
FUNNEL.

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Understanding the query is the ﬁrst
step in evaluating the task. -
Google
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UNDERSTANDING
INTENT WILL
ENABLE YOU TO
WRITE PAGES THAT
FULFIL IT.
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HOW TO CLASSIFY
KEYWORDS BASED ON
SEARCH INTENT
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VIA DATA STUDIO
(💡)
✅ Easy to set-up
✅ Clear to communicate
✅ Free(-ish)
✅ Enables multiple data source...

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VIA FORMULAS
IN GOOGLE
SHEETS
❌ Easy to set-up
❌ Clear to communicate
✅ Free
✅ Enables multiple data
so...

SLIDESMANIA.COM
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VIA PAID TOOLS
(Eg. SEMRUSH)
✅ Easy to set-up
✅ Clear to communicate
❌ Free
❌Enables multiple data
sour...

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VIA SOME SORCERY (?)
✅ Easy to set-up
❌ Clear to communicate
✅ Free
❌Enables multiple data
sources
❌Int...

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THE NITTY-GRITTY
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FILTER BASED ON
KEYWORDS THAT
INDICATE INTENT

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IN DATA STUDIO, USE THE FILTERS OR CREATE A CUSTOM DIMENSION

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IN SHEETS, USE A FORMULA

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PRIORITIZE.
- ANALYSE SEARCH INTENT INDICATED IN
YOUR TITLES
- USE IF/ELSE TO PRIORITISE INTENT
CATEGOR...

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INCORPORATE OTHER METRICS.

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WHAT SHOULD YOU
CONSIDER FOR
INTERNATIONAL KWR?
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All queries have a task
language and task location.
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LANGUAGE CAN BE TRICKY
DUE TO REASONS SUCH AS:
-SAME WORDS IN DIFFERENT
LANGUAGES MEAN DIFFERENT THINGS
(💡...

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SIMPLY TRANSLATING THE
KEYWORDS IS NOT ENOUGH.
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WHAT ABOUT LOCATION?
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USERS IN DIFFERENT LOCATIONS MAY HAVE DIFFERENT
EXPECTATIONS FOR THE SAME QUERY.
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CULTURAL DIFFERENCES AFFECT SEARCH (💡)

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KEY TERMS
RARELY
TRANSLATE 1:1
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EXPLICIT LOCATION ≠ LOCALE
Sometimes the explicit location matches the
user location or locale, and someti...

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INTENT IS IMPORTANT
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Single keyword intent is difficult to determine, but can be via collective search t...

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WHAT TO DO?
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USE REGEX STRATEGICALLY.
Translate only the ﬁlter keywords of the four
main categories.
Enhance the ﬁlt...

SLIDESMANIA.COM
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INCORPORATE TRENDS DATA
& ANALYTICS DATA.
Use different data sources for keyword
research.
Use Google A...

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BEWARE OF DISCREPANCIES.
Try to understand search behaviour in the
country via Google Trends.
Research ...

SLIDESMANIA.COM
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CONSULT AN SEO
LOCALISATION EXPERT.
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INDUSTRY ADAPTATION IS
EQUALLY IMPORTANT.
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INTENT IS EXPRESSED
DIFFERENTLY IN DIFFERENT
INDUSTRIES.
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FOR INSTANCE,
TRANSACTIONAL IS...
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SLIDESMANIA.COM
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...IN ECOMMERCE:
Buy|price|purchase|pricing
cheap|expensive
recommendation|recommended
near me|ﬁrm|coup...

SLIDESMANIA.COM
...IN SAAS:
Price|pricing|plans|features
alternative|support
signup|demo
request|trial|free trial
License|...

SLIDESMANIA.COM
...IN SERVICE INDUSTRY:
call|book|contact|reach|ﬁnd
services|what we
do|work|portfolio|solutions
Pricing|d...

SLIDESMANIA.COM
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BUT HOW?
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SLIDESMANIA.COM
FIND OUT WHAT’s UNIQUE ABOUT THE INDUSTRY.
Do people search for
information
differently?
What are the key
...

SLIDESMANIA.COM
WHAT ABOUT SEARCH
INTENT IN CONTENT
CREATION?
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SLIDESMANIA.COM
GET AN OVERVIEW OF THE KEYWORD CLUSTER.
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FIND THE SEARCH INTENT KEYWORD DISTRIBUTION
IS FOR A RELATED KEYWORD
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SEARCH KEYWORDS
BY TYPE OF SERP
FEATURE.
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The SERP feature ﬁlter allows
searching by type of SERP
featur...

SLIDESMANIA.COM
OPTIMIZE THE SITE’S MAIN PAGES, BASED ON THE
TYPE OF INTENT THEY SERVE
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Resource Pages → Informational I...

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KEY TAKEAWAYS
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🔥 Everyone is using search intent now, and maybe so should you?
🔥 There are three main ty...

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THANK YOU!
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SLIDESMANIA.COM
RESOURCES.
Data Studio Dashboard Template: Search Intent Keyword Classiﬁer
Tutorial: Supercharge Your Keyw...

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CREDITS.
Presentation Template: SlidesMania
Images: Unsplash, GETSTAT, Giphy
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