Search Intent Keyword Classifier Dashboard (Looker Studio Template)

Keyword research is easier to act on, and much easier to present, when you can see what each group of searchers wants. I built this free Looker Studio dashboard (back when it was still called Data Studio) to sort a keyword export into the four classic search intent groups and help you choose which keywords to write for first. The live demo uses a Semrush export for the seed keyword “chatbot”.

What’s in the dashboard

• Keyword cluster overview: number of keywords, total search volume, average keyword difficulty, average CPC, total results and average competitive density.
• Intent tables for informational, commercial, transactional and navigational keywords, each built with a “RegExp Contains” filter you can edit.
• Easy Keywords (keyword difficulty under 65) and Money Keywords (CPC of $0.01 or more) as scatter charts, for prioritising and budgeting content.
• Keyword filter to check the intent mix around any sub-topic, and a SERP features filter (People Also Ask, video carousel, AI Overview and others from your export) that links nicely to SERP feature analysis.

Who it’s for

Marketers and SEOs who present keyword research to clients, managers or writers and want an interactive view instead of a long spreadsheet.

How to use it

1. Export keywords from Semrush’s Keyword Magic Tool (all keywords, broad match) or the Matching terms report in Ahrefs’ Keywords Explorer.
2. Upload the export to Google Drive and save it as a Google Sheet.
3. Make a copy of the Search Intent Keyword Classifier template.
4. Connect your Sheet as the data source with the native Google Sheets connector.
5. Edit the navigational filter: replace the example brands with your brand, product and competitor names.
6. For a bigger topic, duplicate the page for each related seed keyword and swap the data source on the copied charts.

What you get

A shareable report that shows where the demand sits by intent, which keywords look winnable, which ones carry commercial value, and which SERP features you are up against.

Limits

• The filters match words anywhere in the keyword, so short terms such as “top” can match longer words. If accuracy matters, label the keywords before they reach the dashboard with the refreshed rule-based classifier and use its columns instead.
• Navigational intent can’t be generic: it only works once you add your own brand names.
• Semrush and Ahrefs now add their own intent label. Keep it as a column next to yours and look at where they disagree.

The full setup walkthrough and field definitions are in Search-Intent Classification with Machine Learning, and I use the dashboard for site planning in How to Build a Search Intent-First Website Architecture. The Semantic ML-enabled Keyword Research course covers intent in depth.