Choose a semantic core is an important stage in the promotion of each portal on the Web. Perhaps few people know that the right keywords increase the effectiveness of an advertising campaign, increase the number of targeted transitions. However, this is far from the most important thing: high-quality optimization only has a positive effect on the ranking of the resource, and this is the main task of every SEO optimizer.
What do you need to know first?
Did you decide to promote your portal in the top 10 or did you start cardinal changes in the headings of the site? Then it is worth starting to act by collecting keys that will give you a hint for further actions. What is the semantic core? How is it necessary to collect keys for the site and what should they be for high-quality promotion? You will need to understand these concepts in detail in order to be able to make a good SEO-optimized website.
What is the semantic core?
This is a certain number of words, morphological forms and phrases that reflect the meaning of the entire portal, and its sections in particular. To put it simply, the semantic core is a semantic text squeeze, its quintessence. Keywordsperfectly characterize the type of activity of the company, present its products or services, and it is also a bait for search engines. What does this mean? If your site uses phrases that users often type in a search engine, then the robot is more likely to show your site on the first pages, which means that the chance to increase the target audience only increases.
Where does it all begin?
Each page of the portal has its own keywords that are directly involved in compiling the semantic core. Usually the CL of the page has its own main keyword, and most often it is high-frequency, and all other keywords only complement it, while improving the relevance of the text. This central keyword has the highest frequency of occurrence in the text, and additional keywords are only ranked in descending order.
How is the SA going?
Did you decide to learn how to create a semantic core? Then you should immediately find out that the further result of promoting the resource, ranking it by search queries and further traffic growth directly depends on the correctness of the formation of the SA. The compilation of the semantic core directly affects the effectiveness of the strategy chosen by the SEO optimizer. The keys are the foundation on which the subsequent promotion of the resource is built.
Big portals can have a couple of hundred keywords, and small websites (like business cards) can have a couple of keys.
All keywords are divided into three types:
- low frequency.
Frequency refers to how often certain words are used by users when searching for this or that information.
It's worth mentioning right away that low-frequency keywords can significantly increase conversions, while leading to a 100% suitable target audience. Yes, a novice SEO optimizer is unlikely to be able to achieve this, but for a professional it is a mere trifle.
High-frequency keywords enrich the meaning of the text (for example, the phrase “order SEO”), and mid-frequency keywords only serve as a clarification (for example, the phrase “order SEO in Kyiv”), but low-frequency keywords refine your request as much as possible (for example, the phrase "order SEO in Kyiv inexpensively"). Low-frequency keys are used in practice less frequently than high-frequency or mid-range keywords, because requests from the list of low-frequency words appear in the system quite rarely, up to 10 times a month. However, it is the NCs that bring 100% target audience to your portal. The correct semantic core should take into account all the keys when collecting in order to create a competitive page. If you look at the number of keys on a particular portal, then conditionally sites can be divided into highly competitive, medium competitive, and low competitive.
Some things to know about
The most important thing to know before compiling the semantic core is that the SL should include requests with different frequencies. You cannot create a popular portal with onlytweeters, so you just get less traffic.
Before compiling the semantic core, try to put into practice the keys of the associative form, various synonyms and euphemisms. This is necessary to create relevant, interesting and attention-grabbing text, because only good content will bring views.
Before assembling the semantic core, don't forget that the keys must correspond to the size of the text, without exceeding the allowable norms. The readability of the text is a prerequisite for promoting the portal! Long gone are the days when everything was decided only by keywords and their number, now search engines value informative, relevant descriptions aimed at a person more. If we talk about any numbers, then in total the text should contain no more than 7% of keywords for the entire volume.
What approaches should be used to create SA?
At first glance, the work of an SEO optimizer may seem simple: a list of the most popular requests is taken, and texts for the site are written based on them. Or you can take less popular search phrases, but add the word "buy". This approach is not relevant now, and here's why.
The main drawback is that it takes a lot of effort to promote in the most competitive zone, because other companies thought of it before and have already brought the idea to life, and competitors are still trying to do the same.
Therefore, we can conclude that lists with the words "air conditioners" and "buy air conditioners" will simply sink into nowhere and will notwill never pay off. Yes. In contextual advertising, clicks will cost a lot of money, but in search engine optimization, getting a site into the top 10 can take many months, if not years. Then what to do in the end? How not to go broke on the promotion?
The collection of the semantic core should be done using a "smart" approach. Its essence is that you distribute different types of requests in different ratios. This is the only way to get more buyers and visitors at a low cash cost.
What collection tools exist?
You have already learned how to compose the correct semantic core. Now it is worth talking about the tools for collecting information. They are divided into free and paid, PC programs and online services.
- "Yandex Wordstat". It allows you to set the number of requests for the last month by the entered keyword.
- "Google Trends". The most popular trends from a month ago are shown.
- "Rambler Wordstat". Functions on the same principle as "Yandex Wordstat".
- Google Keyword Planner. The product differs from domestic tools in that it can not only determine the keyword rating, but also receive estimates of their effectiveness according to the given bid and budget values, forecasts. It is worth remembering that the program is aimed only at Google users, and therefore it should only be used when optimizing for Google.
Programs for collecting and analyzing informationregarding SY:
- Google Analytics. The utility allows you to get information about queries by keywords. Efficiency is guaranteed by linking Google Analytics to the Webmaster Dashboard.
- "Yandex. Metrica". This application provides a list of keywords that bring customers to the portal (or did).
- LiveInternet. The resource collects most of the information on keywords. For better efficiency, the program is often combined with the analytical systems of Yandex and Google.
Paid programs for the semantic core with ready-made key databases:
- "Topvisor". This is an online service that allows you to collect SA, but it is not the best on the market. Pros: you can set it up in such a way that the collection of information will be carried out from Yandex. Metrica, and everything will be automatically grouped under existing pages, while increasing the efficiency of the portal. The program also displays statistics on five competitors on request, and for a fee - on ten competitors.
- Key Collector. The semantic core will be created functional and as efficient as possible.
- UP Base. This is a good program that includes parsing on four topics. The main advantage: there is both Russian and English database of keywords.
- "Mutagen". This is an online database of keywords. The service is easy to use and will help to create a high-quality semantic core.
- Max Pastukhov's base. It is a wide database of keywords that can lead to the creation of a semanticsuper-efficient cores without the need for analysis.
- Prodvigator.ru. This is an online service designed for analytics and collecting information on competitors. Unfortunately, clustering the semantic core is extremely inconvenient for them.
- Wordtracker. This tool is designed to work with English versions of portals. It is paid, but there is also a free trial version. You can create an example of a semantic core to see if the tool suits you or not.
- CS Yazzle. This is a multifunctional program with twenty-seven tools that allow you to compose an excellent SL, promote and promote the portal. Make an example of a semantic core with this utility and see its usefulness.
- Keyword Tool. This is a free service presented as an alternative to Google AdWords. You do not need an account to use the service.
Creating a good semantic core of a text is a complex process that requires effort and labour. Free bases allow you to effectively form SA without difficulty, the main thing is to understand how to use them correctly. If you try, you will be able to compose a semantic core for free, but paid versions have a few more features, so it’s better to use them first of all to get the target audience you need. It is difficult to single out the best among the programs, it is already chosen on an individual basis. There are free trial periods in each utility, therefore it is recommended to try each one, familiarize yourself with the capabilities of all applications,and then choose the one you like.
What are the types of search queries?
It's impossible to create the right semantic core of the store if you don't understand the types of search queries. They are:
- "Search for competitors".
Now it's worth dwelling on each type of request separately.
This is a generic name for something. For example, "doors", "cars". It is not at all necessary to take into account that a person wants to purchase something, perhaps he just needs background information regarding a particular product.
Yes, some users entering such requests still want to make a purchase, but customers, seeing a lot of off-topic articles, try to immediately narrow the search circle. The second time, they will enter queries more precisely and more specifically.
If we talk about numbers, then the percentage of buyers in relation to those who are interested and "passers-by" is different. In rare cases, it is more than half, but in fact - only a third of the total number of users, or even less. That's why the dropout is huge. If you have a small company, then dropout can be 70-90% of users who enter such a query.
Don't forget: the competition is simply huge for such requests. Breaking to the top will be extremely difficult, although nothing is impossible.
These are queries in the search engine,providing background information on a particular product, event, service, and maybe even industry. Queries are not directly selling, they only provide the necessary information for reflection and show search engines that the portal is suitable for the “topic” of the product, service or event. In other words, the system "sees" that the portal contains the necessary information, which answers users' questions. For example, "price for maintenance of car X", "device of industrial machine Y" and so on.
Yes, among these users there will be just those who are interested and “passers-by”, but their percentage of potential buyers will not be that big if you remember the general requests.
In the case of information requests, it is important to choose the right phrases that a potential buyer needs to make a decision that models the future. A person must imagine how he will use the purchase, how life will change. If the user is not able to imagine such moments, then he may well refuse to purchase. Because information requests are a great breeding ground for future sales, the main thing is to separate the right information requests from requests like “how to make N yourself.”
These are low-frequency or mid-frequency requests. They always have clarification: place, characteristics, sales parameters, and so on. As soon as the user enters a specific request, he thinks about buying, and most importantly, he deliberately narrows the search circle to the model or offer he needs.
These requestsstate that a person wants to make a purchase. The buyer enters "buy", "price" and other qualifying words. In this case, the user does not think about whether he needs a product, he already knows what he wants to buy, all that remains is to find a place where he can buy the right one.
Hot requests are very expensive, sometimes even more expensive than general requests. However, the influx of customers will be maximum, and it will all pay off, the main thing is to correlate costs and profits. If future income covers expenses, then you should think about hot requests, if attraction is expensive, then you should look for another type of promotion.
Search for competitors
If a person enters the name of a competitive company, then most likely the user is interested in your competitor's product/service. If you compete, it means that you work in the same market and offer comparable services/products. So why not invite the user to find out what you have? Loyal customers will not leave the company, so you don’t have to worry that there will be a “weaning of customers”. If a person is dissatisfied with a deal with a competitor or is still choosing, then why not offer an alternative? The most important thing is to maintain respect for competing companies and not promise what the client will never receive.
It happens that people, due to inattention or hastily, enter queries with errors into the search box, but at the same time they want to get a relevant result. Usually search engines fix errors, but if the typo is rare, then search engines may not find the results and inform the user about it. Thenthe person will try again, but correct the errors and get to the issuance page for the desired request. So, if at the time of a typo your site will be issued, can you imagine how you can increase the chances of getting a client? In fact, 100%. Yes, the traffic is small and painstaking, but it is actually free and effective.
Exclude non-target requests
In SL, along with thematic target queries, there are also a lot of related ones. This is especially noticeable when there is high competition in the market. Yes, related queries will bring less traffic, but they still have a positive effect on sales. Now everything is changing, and it is worth resting on target requests. Most users, when they go to the portal for an untargeted request, actually leave it immediately. It's not good, but it's not bad either. However, now the irrelevance of the page can harm the positions of the portal, because the search engines analyze the behavior of users, and if he did not find what he was looking for, then the resource at the request of the issuance is likely to drop. Such results can harm behavioral metrics, so now it is better to stop using adjacent queries altogether.
Expanding SA is a great opportunity to increase traffic, however, this should be done not at the expense of high-frequency requests, but at the expense of low-frequency ones. A large SA can bring significant traffic to the portal of the target audience, but the number of requests should not interfere with the quality. Do not be afraid of long queries, because they provide the most information aboutusers.
Let's take an example. It is difficult to imagine what exactly can be offered to a person who types the word “banks” in a search engine. Perhaps he is looking for a bank for a loan, or he needs a glass container. It is much easier to understand what the user is interested in if he enters “the best banks in Moscow for mortgages for 20 years” into the search engine line. In addition, promotion by low-frequency words will cost much less. Some sites do not make sense to include RF requests at all, because their activity is narrowly focused.
What happens to RF requests? Every year their number is steadily falling. All due to the fact that it is not easy to promote portals for high-frequency requests, because the competition is huge. HF queries also contain one or two words, and the average length of user queries is about five words. The difficulty lies in the fact that the SA needs to be increased monthly, but it is better to do it more often. Where can I get so many low-frequency requests? It is necessary to analyze the market, competitor statistics.
What should not be forgotten when compiling SA?
- About mobile traffic. The share of sales by mobile phone is constantly growing, and there are no prerequisites for the situation to change. Simple programs will help you understand what requests lead to the portal of tablet and smartphone owners. The thing is that customers who prefer to use the Internet through mobile devices build offers in a slightly different way. Their behavior on the site is different, because this market also needs to be studied and adjusted by SL.
- About social networks. Promotion through social networks is a trend that does notdisappear in the near future. Social networks are a comfortable platform for monitoring brands, problems, topics that excite customers. There are even special services that allow you to set popular queries in social networks.
- About competitors. Analysis of key queries from competitors' portals is useful information that will allow you to create a useful and unique SA for promoting your site.
How to spell SA correctly?
The process of developing a SA is not easy, but some universal steps can be applied in your work:
- Studying the specifics of a niche. You will need to allocate time to study the business or the subject of the project. Create a table of queries related to business.
- Primary development of the portal structure. A primary site frame is created, where all key pages are indicated.
- Primary collection of keywords. We get an array of keys with which further work will be required.
- Analysis of keywords from competitors. Analyze the site structure of your competitors.
- Keyword analysis. Analyze all collected keywords, remove unnecessary ones or expand the list.
- Finalization of the site structure. Work on the formation of the site structure is being completed, and it is possible to develop the portal's CL.
- Clustering of the semantic core. The keywords are grouped by clusters.
What can I say in the end?
Compiling an effective and efficient SA is not an easy task. Everything directly depends on the theme of the site, the uniqueness of the proposedgoods, service quality. You will always need to take into account the competitive environment, cost per conversion, CTR parameters, and so on. That is why it is worth entrusting the promotion of the portal to professional SEO specialists who already know how to assemble the semantic core, and will first conduct a deep analysis of the market, and the site in particular, and then select the necessary tools for promotion.