Adding User Intention in Google Search Console Queries Report Using Data Studio
How do you define the word “intention”? It’s a question I often ask every time I think of google queries. After a little thought, people often come up with a sentence like this:
Intention is a determination or plan to do a specific thing.
I will be using Ahrefs funnel to describe the different levels of user intentions in google search.
Importing Data
I will be using data from the google search console — URL Impression.
These are the data we see inside. The columns we need for this project are query, landing page, and URL CTR.
The “Intention” Field
The new “intention” field will show whether the query is transactional, informational, navigational, or commercial. These are different query intentions.
This study is an e-commerce website selling outdoor apparel. You might need to scan all queries in your GSC report to see all keywords that belong to different user intentions. This code should be reviewed periodically to examine new keywords being used by your visitors. Add the code below to the google data studio new field setup.
CASE WHEN REGEXP_CONTAINS
(LOWER(Query),”best|top|review|size|color|comparison|for|online|black|women|women’s|womens|men|mens|men’s|ladies|price|pink|canada|yosemate|usa|online|brands|australia|california”) THEN “Commercial”WHEN REGEXP_CONTAINS
(LOWER(Query),”buy|purchase|order|price|pricing|coupon|cheap|deal|discount|sale|near me|black friday|promotional|promo|guide|free|gift|store|shop”) THEN “Transactional”WHEN REGEXP_CONTAINS(LOWER(Query),”insert brand name here|mispelled brand name too “) THEN “Navigational”ELSE “Informational”
END
The Result
Knowing the queries being used by your visitors to land on your websites gives you an idea of what type of visitors you have.
This might not directly help increase your conversion or traffic but these insights will help you:
- Re-align keywords-content strategy
- Examine branded/unbranded keywords compare them to visitors’ intention
- Revisit the effectiveness of your existing keyword strategy
- Assess individual pages that show up in commercial and transactional queries
- Discover opportunities and plans for your future content
We create meaningful interpretations of user intention by matching the patterns of queries to our website content. Recognizing the importance of each conversion phase — from consuming informational content to realizing transactions will help us curate content that is substantial to visitors’ intentions. Like what google experts always say “Make Content for People, not Search Engines”.
