Journey Intent Cluster Matrix
The Journey Intent Cluster Matrix reveals how content is distributed across clusters, journey stages, and search intents—highlighting where focus is scattered and where strategic alignment is strong.
Quick start
1. Navigate to Content Analysis
2. Select the target project from the dropdown
3. Locate the Journey Intent Cluster Matrix panel
4. Look for cells with strong colour—these indicate scattered intent (problem areas)
5. Hover over any cell to see the full intent breakdown
Understanding the display
The matrix uses a table format where each row represents a content cluster and each column represents a journey stage (Awareness, Consideration, Decision). Cells display two pieces of information: the total content count and the dominant intent.
Cell colour indicates intent focus—not volume. Strong colour means scattered intent across multiple types, signalling content that needs review. Light colour means focused intent, indicating well-aligned content.
Colour intensity guide
| Intensity | Focus level | Meaning |
| Strong (full colour) | Scattered (<50%) | Needs review—multiple intents competing |
| Medium | Mixed (50–70%) | Some fragmentation—worth investigating |
| Light | Clear (70–90%) | Mostly aligned—minor opportunities |
| Very light | Strong (90%+) | Well focused—content strategy working |
Intent types
| Intent | Description |
| Informational (Info) | Users seeking knowledge or answers |
| Navigational (Nav) | Users looking for a specific page or site |
| Transactional (Trans) | Users ready to complete an action |
| Commercial (Comm) | Users researching before a purchase |
Journey stages
| Stage | Description |
| Awareness | User recognises a problem or need |
| Consideration | User evaluates options and solutions |
| Decision | User chooses a specific solution |
What should I do next?
| Observation | Action |
| Strong colour in a cell | Review that cluster/stage combination. Content has competing intents—consider splitting or refocusing. |
| Empty cells | Identify content gaps. Decide if this cluster needs content for that journey stage. |
| Light colour throughout | Content strategy is working. Maintain current approach. |
| Row has no Decision content | The cluster lacks conversion-focused content. Create Decision-stage pages. |
| Heavy Awareness, light Decision | Top-of-funnel is covered but conversion content is missing. Prioritise Decision-stage content. |
Using the filters
Project
Select the project to analyse. The matrix displays all clusters within that project. Only one project can be viewed at a time.
Cluster
Filter to a specific cluster to focus the analysis. When selected, only that cluster appears in the matrix—useful for detailed investigation of a single content pillar.
Published status
| Option | Shows |
| All | All content (default) |
| Published | Only live content |
| Draft | Only unpublished content |
Interactive features
Hover over any cell to see the complete intent breakdown, including each intent type and its percentage of the total.
Scroll vertically when more than six clusters exist. The header row stays fixed while the body scrolls.
Troubleshooting
No data available
Select a project to view the matrix. If a project is selected but no data appears, verify that topics or subtopics exist within the project and have journey stage and intent values assigned.
All cells show 'Undefined'
Content exists but lacks journey stage or intent classification. Use the AI clustering feature or manually assign values to topics and subtopics.
Matrix shows fewer clusters than expected
Check the published status filter. If set to 'Published' or 'Draft', some clusters may be hidden because all their content falls into the other category.
Cluster filter not applying
Ensure the cluster belongs to the selected project. Clusters from other projects do not appear in the dropdown.
FAQ
What does 'scattered intent' mean?
Scattered intent means content within a cluster/stage combination serves multiple purposes. A page might be both informational and transactional, which can dilute its effectiveness. Focused content typically performs better for specific search queries.
Why are problem areas highlighted more prominently?
The matrix uses an inverted colour scheme—scattered content appears stronger because it needs attention. Well-focused content fades into the background since it requires no action. This draws the eye to areas that benefit from review.
How is the dominant intent calculated?
The dominant intent is the most common intent type within a cell. If a cell contains 10 pieces of content and 6 are informational, the dominant intent displays as 'Info' with 60% focus.
Can intent and journey stage be changed?
Yes. Edit individual topics or subtopics to adjust their intent and journey stage. The matrix updates automatically when changes are saved.
What happens if content has no intent assigned?
Content without intent appears under 'Undefined'. This is common for newly imported content. Use AI clustering or manual editing to assign appropriate values.
Getting help
Contact support for questions about intent classification or journey stage assignment