Content Search Intent Analysis

The Cluster Intent Chart is a visual tool that shows how different types of content are distributed across your topic clusters. It organizes your content by both topic (what it's about) and intent (what purpose it serves for your audience).

This colorful bar chart lets you see at a glance whether you have a good balance of content types for each of your main topics, helping you spot opportunities to create new content where it's needed most.

Why the Cluster Intent Chart Matters for Your Content Strategy

This chart gives you a visual snapshot of your content strategy that helps you:

  • See how your content is balanced across different user needs
  • Identify which topics lack certain types of content
  • Ensure you're creating the right mix of content for your audience at each stage of their journey
  • Make smarter decisions about what content to create next
  • Avoid creating too much of one type of content while neglecting others

Understanding Content Intent: What Is It?

Content "intent" refers to the purpose behind a piece of content based on what your audience is trying to accomplish when they search for it.


Think of intent as matching the different stages of a customer's journey:

  • Informational Intent: When people want to learn something
    • Example searches: "benefits of vitamin C," "how to clean leather sofa"
    • Content types: How-to guides, educational articles, FAQs, tutorials
    • Purpose: Educate and build awareness
  • Commercial Intent: When people are researching options before making a decision
    • Example searches: "best moisturizers for dry skin," "compare iPhone vs Samsung"
    • Content types: Product comparisons, buying guides, reviews
    • Purpose: Help evaluate options and narrow choices
  • Transactional Intent: When people are ready to take action or make a purchase
    • Example searches: "buy organic shampoo," "schedule dentist appointment"
    • Content types: Product pages, service pages with clear CTAs
    • Purpose: Convert visitors into customers
  • Navigational Intent: When people are looking for a specific website or page
    • Example searches: "Facebook login," "Nike customer service"
    • Content types: Homepage, contact pages, account login pages
    • Purpose: Help users find specific destinations
  • Undefined: Content where a specific intent hasn't been assigned yet
    • This might be content that serves multiple purposes or needs to be reviewed

Each colored section in your chart represents how much content you have for each of these intent types.

How to View Your Chart

Finding the Chart

  1. Go to the Content Analysis page
  2. Look for the section labeled "Cluster Intent Chart"

Using the Controls

The chart has two simple controls:

  1. Project dropdown: Choose which project you want to look at
  2. Published Status dropdown: Filter to see:
    • All content
    • Only published content
    • Only draft content

How to Read Your Cluster Intent Chart

The chart uses colored bars to give you a visual snapshot of your content organization:

  • Each horizontal bar represents a different content topic cluster (like "Skincare," "Fitness," or "Nutrition")
  • Different colors within each bar represent different content intents:
    • Pink might represent informational content
    • Blue might represent commercial content
    • Orange might represent transactional content
    • Gray might represent undefined content
  • The length of each colored section shows how many pieces of content have that intent
  • Numbers inside each colored section tell you exactly how many pieces of content fit that category
  • The total at the end of each bar shows how much content is in that cluster overall

Example: If you see a bar for "Skincare" with 15 pink (informational), 5 blue (commercial), and 2 orange (transactional) segments, it means your skincare cluster has mostly educational content, some product comparison content, and very few purchase-focused pages.


Making the Most of Your Cluster Intent Chart

What Patterns to Look For

  1. Balance Check:
    • Is there a good mix of different content types in each cluster?
    • Example: A "Healthy Recipes" cluster might be heavy on informational content but light on commercial content that could recommend cooking products.
  2. Content Gaps:
    • Are any clusters missing certain types of content?
    • Example: If your "Home Gardening" cluster has plenty of how-to guides (informational) but no product pages for gardening tools (transactional), that's a gap to fill.
  3. Content Overload:
    • Is one intent dominating a cluster where variety would be better?
    • Example: A "Travel Destinations" cluster that's 90% informational might need more booking options (transactional content).
  4. Undefined Content:
    • Large amounts of "undefined" content suggest you need to review and properly categorize your content.
    • This is like having unmarked folders in your filing cabinet—it makes planning difficult.

Matching Content to Customer Journey

Think of your content as supporting a customer's journey from awareness to purchase:

  • Awareness Stage: Informational content helps attract new visitors who are looking for answers
    • Example: "What causes dry skin in winter?"
  • Consideration Stage: Commercial content helps people researching their options
    • Example: "Best moisturizers for sensitive skin comparison"
  • Decision Stage: Transactional content helps convert visitors into customers
    • Example: "Buy hypoallergenic face cream with free shipping"

A well-rounded content strategy includes content for all three stages, and your chart helps you see if you're achieving this balance across your topic clusters.

Common Questions About the Cluster Intent Chart

"When should I use this chart in my workflow?"

The Cluster Intent Chart is most valuable:

  • Before planning your next batch of content
  • During content audits to identify gaps
  • When deciding which existing content to update or improve
  • Quarterly, to review and adjust your content strategy

"How do I decide what the right mix of content should be?"

The ideal mix varies depending on your business goals:

  • E-commerce sites might want more commercial and transactional content
  • Information services might focus more on informational content
  • B2B companies often need substantial commercial content to support longer sales cycles

A general rule of thumb for many businesses is the 60-30-10 approach:

  • 60% informational content to attract and build trust
  • 30% commercial content to educate on solutions
  • 10% transactional content to convert

"My chart isn't showing any data"

This usually means one of three things:

  • You haven't selected a project from the dropdown menu
  • The project you selected doesn't have any content clusters or topics set up yet
  • You might not have permission to view the selected project

"I can't see all my clusters in the chart"

Only clusters that contain at least one topic will appear on the chart. Empty clusters won't show up.


"Why does most of my content show as 'Undefined'?"

This happens when your topics haven't been assigned an intent value. To fix this:

  1. Go to your topic management area
  2. Edit each topic or subtopic
  3. Select the appropriate intent from the dropdown menu
  4. Save your changes

Having properly assigned intents will make your chart much more useful!

Need More Help?

If you need assistance with understanding or using the Cluster Intent Chart, please contact our support team.

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