Note: This feature is generally available, but some elements may still be in beta and subject to change. We are continuously working on enhancements and updates to provide the best possible experience.
Overview
Our Keyword Intent feature is part of the Terminus Intent Navigator, a new addition to our platform designed to empower Go-To-Market stakeholders by providing deeper insights into prospect, potential, and even customer accounts' intent, propensity to purchase, and churn risk & upsell potential, respectively.
We are grouping our long-standing Intent Topic offering, which we just enhanced with granular intent data, with our new Keyword Intent functionality to create a more robust, more powerful intent indicator that tells the entire story.
Access the granular details of keyword tracking alongside the broader lens of intent topics to better understand what your accounts and prospects truly want. Arm your sales and marketing teams with the best information to personalize content, win over prospects, and reach out to the right companies at the right time with the right offerings.
This guide walks you through the steps to configure and analyze keyword tracking efficiently.
Getting Started with Keyword Tracking
To access the Intent Navigator, you must have Terminus Data Studio as part of your subscription
Open Data Studio within the Terminus platform. Locate and click on the Intent Navigator icon from the left-hand menu.
To begin tracking keywords, select the configuration tab at the top of the page then click on the keywords section. This is where you can find a list of your current tracked keywords as well as add new keywords or delete existing ones.
Entering Keywords Manually
- Click on "Enter keywords". A modal will pop up, allowing you to type in your keyword(s). You can enter multiple keywords separated by commas.
- The “Enter Keywords” option allows for free-form text entry. Directly type your desired keywords. These will appear in the modal with checkboxes already marked.
- Before saving, you have the option to deselect any keywords by unchecking them.
Coming Soon: Uploading Keywords
Easily upload a CSV file with the keywords you wish to track
Managing Your Keywords
Upon closing the modal, you'll be directed to a page displaying your keywords in a table format. Each keyword's status, addition date, and deletion option are clearly outlined. This table view becomes your default screen, simplifying the tracking and management of your keyword list.
All keywords will process for 24 hours before showing any data in the platform.
Analyzing Keyword Metrics
Keyword metrics can be found within the Intent Navigator under the Keyword Intent Tab. Here, you have the ability to view your keyword data either through an accounts lens or a keyword lens.
Reminder: Currently, keyword data will only show for accounts in your CRM. This feature does not yet show data for potential accounts.
View by account
Selecting this option allows you to view your keyword data by CRM accounts in order to analyze how your accounts are performing across all your tracked keywords
If you want to narrow your data to show only specific accounts in your CRM or specific keywords - or specific accounts showing activity only on specific keywords - you can use the Filter by Account Name and Filter by Keyword drop-down menus to refine your results.
Data Visualizations
When viewing Keyword Intent by account, you will see the following data visualizations appear:
Accounts with Activity on Multiple Keywords
This pie chart allows you to see a breakdown of how many of your CRM accounts are showing activity multiple keywords.
Total accounts - Total CRM accounts that have activity data on at least one of your tracked keywords
- Left column: number of keywords that activity is being shown on
- Note: this will not roll up. For example, if an account is showing activity on 5 of your tracked keywords, they will not be included in the groups that precede it (i.e activity o 2, 3, or 4 keywords)
- Right Column: Number of CRM accounts showing activity on that quantity of keywords
Accounts by Keyword Activity
To the right of the pie chart, you will see the Top Accounts by Keyword Activity table.
This table shows the CRM account with the highest activity across all your tracked keywords as well as the keyword with the highest activity overall per account.
You can hover over the trending up / down icon to see what the previous value was
Clicking the icon next to the account name allows you to open additional account information in a new tab.
Table view
Below the data visualizations, you will find the account table, which displays all CRM accounts and their activity per keyword.
In this table, each account will have a row for every keyword they are showing activity on. If you would like to only look at a few specific keywords, you can leverage our “filter by keyword” option mentioned above.
The default table columns include:
Account: The CRM account that is showing activity on one of your tracked keywords
Domain: The domain attached to that CRM account
Keyword: The individual keyword that the account is showing activity on
Keyword Activity: The activity volume for that specific keyword for that account
View by keyword
Selecting this option allows you to view your data by keyword in order to analyze overall how each keyword is performing for the date cohort.
Data Visualizations
When viewing Keyword Intent by Keyword, you will see the following data visualizations appear:
Coming Soon: Stacked Bar Chart
breakdown of activity distribution of keywords over time
Keywords trending up
View keywords that have the highest positive percentage change in activity volume for the date cohort selected
Table View
Below the data visualizations, you will find the keyword table, which displays all your tracked keywords and their activity.
- Row per keyword
- Keyword, total keyword activity, top account showing activity on that keyword, what that top account's activity is on that keyword
The table columns include:
Keyword: Shows a row for each of your tracked keywords
Total Keyword Activity: Displays the total activity volume across all CRM accounts for that specific keyword
Top Account: Displays the account showing the highest activity on that keyword
Top Account Activity: Displays the activity volume of the account showing the highest activity on that keyword
Keyword Intent Activity Feed
What is the Source of the Keyword Intent Activity Feed
Terminus has worked with a group of partners to provide another feed of intent data focusing on keyword activity.
Keyword Activity
Our Keyword activity feed is a complementary asset to Company Surge®, which powers our intent topic scoring, and not a standalone intent offering.
Terminus is invested in surfacing relevant online research for any and all terms/concepts that provide insights to its customers. Company Surge® is acclaimed because of its ability to understand companies undergoing research spikes on B2B topics compared to their unique baselines.
However, customers often want additional insights on particular terms that are extremely niche. For terms such as these, we recommend leveraging keywords to provide a secondary, more granular way to track activity.
Keyword Activity Feed Scoring
Our keyword activity feed scoring identifies accounts consuming online content relevant to the keywords provided. Scoring is a blend of the volume of activity as well as the richness of content being consumed concerning the user-selected keywords.
Users are recommended to prioritize accounts with both high keyword activity scores and large deltas in scoring. As some keywords are naturally less frequently researched than others, the delta can signify meaningful research trends even if the overall score is lower than other keywords.
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