Measurement & queries · Original data
Korean searchers typed one intent, "good at it", in 11 different forms
When the search intent is the same, one page serves them all. In the Search Advisor query reports of Korean local-service sites, the single intent "good at it" (잘하는 곳) arrived in 11 different forms, and a page for each form would be the same answer written several times.
This is Korean search data, taken from the Naver Search Advisor query reports of Korean local-service sites. When near-identical queries show up as separate rows, such as 잘하는곳 and 잘하는 곳 ("a place that's good at it", typed with and without a space), it is tempting to build a page for each.
We counted how many variations one search intent actually takes. We defined 6 intents and extracted each intent's fragment from the reported queries exactly as people typed it.
Finding 01
People wrote "good at it" joined up, spaced out, and misspelled
Each dot is one form people typed (in Korean, as typed); hover a dot to see it. Intents: "good at it" = 잘하는 곳 · "cheap" = 싼 곳 · "nearby" = 가까운 곳 · "how much" = 값이 얼마 · "specialist" = 전문 · "recommended" = 추천.
Joined, spaced, and even typos such as 잘히는곳 (a slip for 잘하는곳): every form is exactly as typed. What the searcher wants is the same in all of them.
Finding 02
The most frequent intent was "specialist", found in 127 queries
Number of queries that contain the intent's fragment at least once.
The intent "specialist" came in only 2 forms yet appeared in the most queries, while "good at it" had the most forms, 11.
| Intent | Forms typed (in Korean, as typed) | Queries | Forms |
|---|---|---|---|
| good at it (잘하는 곳) | 잘하는 미용실 · 잘하는곳 · 잘하는미용실 · 잘자르는미용실 · 잘하는 곳 · 잘하는 | 31 | |
| cheap (싼 곳) | 가성비 · 제일싼곳 · 싼것 · 저렴한 · 싸게 · 싼대 | 13 | |
| nearby (가까운 곳) | 근처 · 주변 | 36 | |
| how much (값이 얼마) | 비용 · 가격 · 요금표 · 견적 · 요금 | 44 | |
| specialist (전문) | 전문 · 전담 | 127 | |
| recommended (추천) | 추천 · 순위 | 88 |
Every form in the table asks for the same thing. A page for each form would be the same answer written several times over.
So what should decide where one page ends and the next begins?
- Create pages by search intent.
- Split pages along axes where the answer actually changes, such as area or service.
- Work the different forms naturally into the title and body so that one page serves them all.
Methodology
- Each site's query data is the top 30 rows of its Naver Search Advisor query report, sorted by clicks, rather than the site's full query set.
- Fragments were extracted with a pattern defined for each intent. Forms the patterns did not catch may exist outside this table.
- We show fragments only, not whole queries, so that business and personal names do not leak.
- The reporting period is the last 60 days and the capture date is 2026-08-16. All 53 sites share the same reporting period.