Analysis of search queries, which come to the site visitors from search engines is quite relevant. Because understanding the intents of users can predict the number of visits to the site. It is possible to predict the conversion and the number of contracts by applying the theory of probability. The main essence of the study is the clustering of search queries by the Ward method for the UK and US. The queries in the clusters contain a common intent of users of the Internet. As a result, were formed two clusters of UK and three of US.