Core Technical Signal
Ahrefs has introduced two new keyword intent categories: local intent and branded intent. Local intent keywords are searches that include a location modifier, such as ‘dentist near me’ or ‘coffee shop Shoreditch’. Branded intent keywords include a brand or organizational entity by name, such as ‘Epic Gardening’ or ‘Home Depot gardening’. These new categories are recognized as distinct filters in Ahrefs’ Keywords Explorer tool.
Where to Find the Primary Source
The primary source for this update is the Ahrefs blog post on keyword intent, which provides detailed information on the new categories and how to apply them to keyword research. The post also discusses the limitations of standard content-based SEO for local intent keywords and the importance of optimizing Google Business Profiles and building local citations.
The Structural Shift Frame
The introduction of local and branded intent categories shifts the paradigm of keyword research from a solely organic query-based approach to a more nuanced understanding of search intent, including location-based and brand-specific searches.
Early Warning — What To Do First
To take advantage of these changes, users can update their keyword research strategy to include local and branded intent categories. This can be done using Ahrefs’ Keywords Explorer and AI Content Helper tools, which have been updated to reflect the new categories. Users can also monitor intent drift for their priority keywords in Rank Tracker and identify more nuanced keyword intent across a whole list of keywords at scale using the Ahrefs MCP with a preferred LLM.