Google search frequency Statistics of search queries from Yandex, Google and Rambler, how and why to work with Wordstat

All tips

If Key query statistics is used as a simple selection of words, thereby using the imperfections of search engines for advertising and marketing moves, then such an activity is called “Black hat optimization”.

White optimization, unlike “black” optimization, serves as a working tool for website editors, webmasters and optimizers. The site is needed to increase traffic and satisfy the need for information. For routine work on collecting and structured modification of information, resource parsing is used.

Statistics of search queries turned out to be an irreplaceable source of information for linguists. By examining a search string, such as “,” or on dating sites, linguists can conduct research that cannot be done in any other way, and test their wildest hypotheses.

Organs government controlled are especially interested in the data displayed by query statistics in search engines. However, data analysis information systems, can be used not only to improve people’s lives, but also to establish total control.

Used in the Russian Federation, the statistics of requests from OKPO, to Rosreestr or the number of extracts from the Unified State Register of Individual Entrepreneurs are used to protect against fraud, check the compliance of the rights of owners, and record for the tax inspectorate. Comparison with data for the previous period allows you to evaluate their performance.

A striking example of an attempt to establish surveillance of citizens was shown by the US authorities. By obliging America Online, MSN, Yahoo and Google through the court to provide statistical materials, they covered themselves with a desire to prevent the spread of pornography. However, Google query statistics remained unavailable to officials. The company refused to provide information even after a court order.

User query statistics identifies four types of keywords:

a long tail;
low frequency;
mid-frequency;
high frequency.

If users enter a question very rarely, then it is regarded as a “Long Tail”. For example, this: “Buy plywood in Omsk wholesale.” Although tails are rarely shown, they cannot be ignored when working on keywords:

In terms of long tail, they have no competitors.
Such keywords are used by the most relevant visitors; they are more likely to buy.
Up to 90% of all visitors access websites through such requests.

Low-frequency keys include low-competition and infrequently requested phrases. For example, this: “I’ll buy an apartment in Odessa cheap.” The difference from the “long tail” is that it is shown more frequently per year. It happens that such requests work well in commercial niches with high competition.

What high-frequency keys are is clear from the name - they are requested as many times as possible. These Top queries look like this: “YouTube” or “”. It seems that such keys should attract many visitors, but this is where the danger lies for beginners. High frequency trap principle:

high level of competition with low trust;
low conversion with a high page bounce rate;

One of the most popular services on the Runet is Yandex. In 1998, a month-by-month study of the Russian-language Internet began with the NINI-Index study. Today, Yandex key query statistics are available to everyone. How to find out query statistics in Yandex? The sales system serves this purpose. contextual advertising Yandex Direct.

Statistics search queries Yandex has a specialized service wordstat.yandex.ru. However, it allows you to find out the frequency of requests only in Yandex Direct. For the vast majority of people who are interested in query statistics, this is enough.

The main page of Yandex Wordstat has a search bar for entering a word or phrase. Yandex search query statistics do not depend on whether the phrase is written in singular or plural. Yandex does not take into account word forms and prepositions. If you write a word in quotation marks or with an exclamation mark in front, you can find out exactly its frequency. There are other operators for more precise operation of the service. Yandex Wordstat allows you to find out:

phrase forecast for the month;
search queries by season of the year, arranged alphabetically;
what topics are popular among information sites over a certain period;
how popular the phrase is in a given region or city.

Google Key Query Statistics also available for study. Search engine statistics are located Google queries at adwords.google.com. The largest search engine in the world provides information in csv format, i.e., designed for transmitting table data. For visibility, Google AdWords displays their graph. The reports produced by Google AdWords query statistics are very detailed. They reflect:

ordinary statistics;
competition for a specific request;
traffic history by words;
hint of negative keywords (words for filtering out non-target traffic);
the real cost of some keys.

In a technological platform it is allowed fine tuning targeting, budgeting and other parameters of advertising companies. Targeting (a mechanism for highlighting the target) allows some countries in Asia and Eastern Europe (Russia, Ukraine, Belarus) to use extended text ads (30 characters for the title, 38 for the second and third lines).

You can view query statistics in another form on Google Trends graphs. By entering up to five different phrases, you can graphically compare world interest in them over two years in natural numbers. Data from Google Trends even tracks flu rates. The real statistics of queries on a certain topic are related to the percentage of visits to doctors' offices.

When analyzing web data for business, I would like to draw the attention of readers to another tool - Google Analytics. Services from Google Analytics are provided for free. The system allows:

Receive information about site visitors with classification by age, countries, gender, language and interests for the last half hour.
Check where visitors are coming from.
Track events on the site. This includes the time spent visiting the resource, how many and which pages aroused interest, and the bounce rate.
Interact with different services And Google apps from .

Analysis of other search engines

Rambler query statistics have lost their relevance. Today, anyone can use Yandex's WordStat.

Mail ru request statistics are indispensable for those involved in targeting (influencing specific consumer groups). Mail ru request statistics allows you to distribute them by age and gender. However, there is no possibility of geographical distribution and there is a limit on the number of requests.

Mail ru search query statistics has many possibilities for data processing. For this she uses own projects. , in Odnoklassniki and My World makes completing the task much easier.

Mail.ru Group has created a competitor to Avito for Muscovites - the online classified "Yula". It is already connected to the market in Moscow. New or old buildings are available for photography in the application. Preparation for sale and support of transactions is included in the list of services provided.

VKontakte search query statistics are not available to users. It is not conducted separately. For those trying to sell on the site or organize coaching, only available internal statistics VK requests. This refers to information about your visit and subscription. Analysis of such data allows us to predict the return on advertising.

Microsoft installs on every computer Internet Explorer. The default search engine in your browser is Bing. It created an alternative AdWords service, Bing Ads. With it you can manage several at once advertising companies. You don't have to be online to do this. Ads created in Bing Ads appear on Bing and Yahoo.

Yahoo Query Statistics requires registration as an advertiser. The address where you need to look for search query statistics is advertising.yahoo.com. All instructions on English language, which makes it somewhat difficult for a Russian-speaking person to work.

YouTube request statistics used to be displayed on the Keyword Tool service. Since 2015, YouTube query statistics have been replaced by the Display Planner of the AdWords advertising service. Those who develop their business on YouTube are usually interested in the number of people who subscribe and unsubscribe.

2016 showed an increase in the popularity of the Avito website. Statistics of requests on Avito record the placement of more than 1 million advertisements daily. Products on the site are divided into categories. demonstrates more than 35 million visits per month.

There are more and more requests for registration. Exact numbers for views can be found in the right top corner ads. Those wishing to receive additional information sent to a paid pro account.

Yandex Market can be called a price aggregator (a resource specializing in collecting data about products in online stores) with a record number of visitors. Until 2016, the resource was serviced by Yandex, and later became independent legal entity. Advantages of the service:

the ability to attract customers thanks to a solid audience;
checking stores by moderators;
cost recovery in the presence of a quality product.

For additional search traffic large stores use search by tags and hashtags . Example: tag “Blue socks”. Everything that fits this name appears on the page. In addition, care tips or different colors become available.

Market request statistics are available for a specific product if an identifier from the price list is specified. Filtering product offers is another convenient Yandex Market option. Quote request statistics are only available for 30 days.

To replace the promotion specialist, the PriceLabs service was created. It allows you to automatically post on the Market, track competitors' prices, and analyze efficiency advertising campaign.

Displays the number of subscriptions and unsubscribes for a certain period. Likes and comments are also taken into account. Statistics of search queries on Instagram are available:

In a business account on “ ”;
In the Iconosquare and Statigram applications.
On your phone in the FollowMe app.

At the International trading platform Etsy for selling products self made There is no way to view statistical data. Statistics of requests on Etsy are determined using third party resources eg Google AdWords.

Amazon.com is the world's largest American online store. Query statistics are required by large advertisers due to the number of people using the company's services.

The most popular search engine in China is Baidu. To master the Asian market, it is advisable to create a website optimized for Baidu. Baidu request statistics presented by its own web analytics (free and paid version). Selection of keywords possible both online and offline.

An interesting tool watchcount.com has been created for the online auction eBay. Watchcaunt shows which products buyers are primarily interested in. Examination single word or an entire section is also available in Watchcaunt.

Conclusion

Query clustering is extremely important for everyone semantic core. Using keywords that use search engines, is required for high-quality promotion of any website. Query statistics allows you to estimate in numbers the frequency of visits by phrase. Data analysis makes the mechanism of your own products more clear.

Purpose: Yandex Wordstat is one of the key tools for determining current demand in a specific topic, and accordingly forming an up-to-date semantic core. It is actively used by SEO optimizers, copywriters and webmasters.

Searching for keywords using Yandex Wordstat is one of the fastest and most convenient ways on the selection of keys for the semantic core. Based on experience, select keywords in this service online Yandex- this means collecting from 30 to 40% of the total size of the semantic core. Additionally, you can search for keywords in Yandex through selection search tips, but this is a topic for another article. The service is absolutely free.

In addition to selection, you can perform a convenient analysis of search queries in Yandex Wordstat, how many queries are targeted and in demand - the service has a lot of functionality for this. Keyword analysis in Yandex Wordstat comes down to:

Analysis of word frequency (query popularity) for 3 match options: broad, phrase, exact.
Popularity of queries in different regions
Determining the seasonality of a search phrase using the Query History tool.

Case 1. To automate work with the service, there are a number of tools: KeyCollector(paid), SlovoYOB (free option KeyCollector), keyword parser "Magadan"(paid and free edition), extension for Mozilla Firefox And Google Chrome For Yandex Wordstat Helper, AllSubmitter(module “keyword selection”), YWSCheck.

Below we will take a closer look at keyword statistics from Yandex Wordstat ( wordstat.yandex.ru), as the main tool for selecting statistics of Yandex queries and the words themselves. However, choose the right ones popular queries You can also use another service from Yandex - Direct ( direct.yandex.ru). It was created for advertising campaigns and allows you to fine-tune the display of advertising blocks that will be displayed for certain search phrases.

Although both services use the same information base, has some similar functions, their purpose is completely different.

Case 2.
- Information in the service is updated once a month.
- Maximum amount pages with results - 40.
- The minimum frequency is 1.

1. View query statistics using Yandex Wordstat

In order to take advantage tool for selecting popular keywords and see statistics of Yandex search queries, you must be a registered user and pass authorization. If there are no problems with this, then by going to the page https://wordstat.yandex.ru/ you can immediately start working.

Enter the query you are interested in in the search bar. For example, if you are planning to create an informational website about landscaping, enter "landscape design."

After a couple of seconds, in the left column you will see statistics for the entered key phrase. The first line will display the phrase and the number of impressions per month.

Attention! Frequency in Yandex Wordstat and Direct is not how much was entered this request in the Yandex search bar, and how many times the Yandex Direct ad appeared for a given search query - this should be remembered!

All phrases below are diluted word forms of the entered key. You should not add up the number of impressions for them, since they are all included in the total number indicated in the first line. By clicking on one of them, for example, on “landscape design of a site,” you can find out statistics specifically for this area, with all sorts of additional words.

Case 3. To bypass the Yandex limitation on the number of query options, you can search for them in various forms, example: cleaning, cleaning, cleaning, cleaning, etc. As a result, you will receive more search query options than if you only asked: cleaning

The right line will display similar queries and Yandex query statistics for them. This is very useful when compiling and expanding the semantic core if, for example, the main search phrase does not have a wide scope.

Case 4. Remember that frequency indicators are very often inflated and do not always correspond to real demand. Causes:
- website owners and SEO companies monitor the visibility of their sites daily
- work of various services for checking positions, boosting behavioral factors, grouping search queries

2. Region setting

If you are creating a website focused on a specific region (for example, the website of a water delivery company in Moscow, or any city portal), then the statistics of search phrases must be configured by region. By default, Yandex Wordstat is tied to your location. However, in any case, you must specify the correct region for processing statistics. This can be done by clicking on the corresponding button under search bar. Here, you can set the checkbox to “by region” and see the frequency of use of the words you are interested in on the world map.

Case 5. For large regions: Moscow, Moscow Region, St. Petersburg, you can set the Russia region, and after collecting, delete all regions except the one you need (on the Internet you can find a lot of lists of regions of Russia, Belarus, Ukraine). This way you can get a wider list key phrases.

In the report “by region” you can understand in which regions this request is more popular. And when you click on the button " map» you can visually see on the world map the frequency of use of the phrase.

Case 6. When you hover over a country, the percentage can be more than 100. “Regional popularity” is the share that a region occupies in impressions for a given word, divided by the share of all impressions of search results that fell on this region. The popularity of a word/phrase equal to 100% means that given word nothing stands out in this region. If the popularity is more than 100%, this means that there is increased interest in this word in this region; if it is less than 100%, it means decreased interest.

This data can be used to create contextual advertising and decide whether to create separate advertising campaigns for certain regions.

3. Seasonality

The Query History tool allows you to:

See detailed statistics by month, week.
Assess the seasonality of a particular topic.
Determine whether the phrase is a “dummy” (the number of impressions is increased by webmasters in a short period).

By entering search phrase and by clicking on “Query History”, you can see impression statistics for the year. For example, having entered our query “landscape design” into the Yandex Wordstat search, we will see that this topic is at the peak of popularity only in the spring and summer months. And by the new year, the frequency barely exceeds 100,000 impressions per month.

Case 7. Seasonality allows you to find “inflated”/dummy queries, for example, if whole year the phrase has a frequency of 0, and in the last 1-2 months the frequency has become 3000. An exception to the rule may be obvious seasonal requests, for example: buy a large artificial tree, buy New Year's toys; naturally, in the summer the frequency of such requests will be zero. An exception may be important news and events, for example: the victory of an unknown athlete at the Olympics.
When analyzing jumps in a graph, it is advisable to analyze several requests from a group in order to understand the general trends in the growth and fall of the graph.

Yandex Wordstat will be useful for novice webmasters who are creating their first website. With its help, they can select key phrases with stable popularity. This will allow them not to depend on the time of year and have a more stable income.

Case 8. Wordstat operators don't work here! Please note that this report does not support any query language operators. Seasonality of the request Yandex does not provide information using the operators “quote marks”, “exclamation mark” and all others. In this report, Yandex provides information on the broadest match type.

4. Operators in Yandex Wordstat for selecting keywords

The search form in Wordstat supports 5 operators, using which you can: “Refine queries”, “Exclude unnecessary words", "Combine data across multiple queries":

Operator "-". If you put it in front of a certain word, then all queries that contain this word will disappear from the selection. Example: Buy a used bmx bike in Moscow
Operator "(|)". It is used to add synonyms to the selection. For example, the construction “Air tickets to (Istanbul|Antalya)” is equivalent to two queries: “Air tickets to Istanbul” and “Air tickets to Antalya”.
Operator "!" - exact match. This is necessary so that the words you enter are taken into account by the service in the exact form, without changing endings or declensions.
The quote operator "" is a phrase match. By putting the desired phrase in quotation marks, you can remove from the selection all diluted queries containing additional words and leave only its exact form and word forms.
Operator "+". Conjunctions and prepositions will only be taken into account if they are preceded by this operator. Otherwise, they will be ignored by Yandex.

Example. Difference in frequency of different matches for “all regions”:

Broad match - apartment cleaning - 15,912 impressions per month
Phrase match - “apartment cleaning” - 1,963 impressions per month
Exact match - “!cleaning!apartments” - 1,057 impressions per month

Case 9. When selecting search queries for a site, it is necessary to additionally check the frequency by exact match, since the phrases “nulls” are very common, but by broad match they can have very impressive values.

5. Consider the order of words in the query

If there are 2 queries in the kernel that contain the same words, only in a different order, then now everyone can find out which of the two options users ask more often, for example:

It was before the appearance of the operator: “!buy!a Christmas tree” - “469 impressions per month” or “buy a Christmas tree” - “469 impressions per month”

It became when using the operator: “buy a Christmas tree” - “442 impressions per month” or “buy a Christmas tree” - “27 impressions per month”

Conclusion: the query “buy a Christmas tree” is more frequently asked than “buy a Christmas tree.”
The “true” frequency is 442 impressions per month for the most popular option - “buy a Christmas tree”.
*check was performed on September 26, 2016.
* previously, to determine the correct spelling, you had to resort to the services of the Keyword Planner tool - adwords.google.com

Operator "" (square brackets). Allows you to record the order of words in a search query. In this case, all word forms and stop words are taken into account.
For example, for the phrase “tickets [from Moscow to Paris]” the ad will be shown for the queries “airplane tickets from Moscow to Paris”, “tickets from Moscow to Paris”, but will not appear for the queries “tickets from Paris to Moscow”, “ tickets Moscow to Paris" or "how to fly from Moscow to Paris."

Often the task arises of collecting all queries of 2, 3 or 4 words with the inclusion of the main marker requests. Here are two examples of how to do this:

Example 1: if you need to collect all 3-word queries in a topic with the words cleaning, you need to create next line- "cleaning cleaning cleaning."

More compact alternative string:

(cleaning ~3) - parses all 3-word queries with the word cleaning
(cleaning ~4) - parses all 4-word queries with the word cleaning

Example 2: If the main query is two-word and you need to parse all 4-word queries with it, then you need to generate the following line - “cleaning cleaning cleaning apartments”.

A more compact alternative line:(cleaning ~4) apartments

7. Features of Yandex Wordstat

The disadvantage of direct parsing Yandex Wordstat is the technical limitations that the service itself imposes:

When checking frequencies, it is necessary to create separate queries for each phrase being checked. Due to this, the time for collecting information increases.
If there are a large number of requests, additional proxy servers may be needed, because the service may impose sanctions in the form of an eternal captcha or a ban (you can also try changing the IP address by resetting the Internet connection if the IP address is issued dynamically by the provider).

8. Browser plugins for ease of working with Yandex Wordstat

Yandex Wordstat Helper - An extension for Mozilla Firefox and Google Chrome that allows you to significantly speed up the collection of words using the wordstat.yandex.ru service.
Yandex Wordstat Assistant - Extension for Google browsers Chrome, Yandex.Browser and Opera, which allows you to significantly speed up the manual collection of words using the Yandex word selection service (wordstat).

9. Selection of search phrases using Yandex Direct

Yandex Direct is a contextual advertising service, and the lion's share of its users are sellers of goods and services and advertisers. Despite the fact that it is “tailored” to conducting advertising campaigns, this service also allows you to see Yandex statistics on popular keywords or products that users want to buy. But, since this is an exclusively commercial tool, here you can also calculate your profit from promotion for specific requests.

Selection of keywords for Yandex Direct can be done using the following instructions:

Go to the page https://direct.yandex.ru/.
Click on the button " Place an advertisment" and click "start using the service".
Fill in the information on the advertising campaign and proceed to the next stage of its setup (the “next” button at the bottom of the page).
Proceed to fill out the “new keywords” field.

By clicking on the “Select words” button and entering a search phrase, you will see the same statistics as in the word selection service. Here you can add specific Yandex Direct key phrases so that your ad is shown using them. Tips are also available to fine-tune your advertising campaign.

Case 10. Very fast collection of search queries is implemented in the KeyCollector program; in a few minutes, if you have a sufficient number of accounts, you can collect thousands of phrases.

10. Additional service for budget forecasting in Direct

As we have seen, the Wordstat and Yandex services were created to solve absolutely different tasks. If Wordstat is used by webmasters and SEOs who are trying to make money on advertising, then Direct is also used by advertisers to build their campaigns.

However, the Yandex Direct functionality includes a very popular tool for both webmasters and advertisers - “ budget forecast". The former can realistically assess the potential profit from the site if it is included in the Yandex Advertising Network, while the latter can estimate their advertising costs.

Case 11. In its interface, in the “Hints” window, only frequency queries “not dummies” are displayed, with the help of which you can collect all the significant initial phrases in the topic, which can be further expanded.

By adding a group of keywords, you can see not only their frequency (“Impression Forecast”), but also the cost of clicking on an ad, as well as the CTR (click-through rate).

11. Features of Yandex Direct

You can use both batch collection of phrases from the left and right columns, and clarification of all types of frequencies for phrases available in the table. This mode reduces calls to the service and significantly increases the collection speed.
When picking up phrases from the left or right column via Yandex Direct, the service may return fewer phrases than it produces primarily from Yandex.Wordstat
When collecting frequencies in KeyCollector through the Yandex.Direct interface, a huge speed of data collection is achieved (up to 1000 phrases per minute for 1 stream).

When you get keyword data, you can choose metrics or forecasts. This data will match the location, date range, and targeting settings you select in the Targeting panel. search network. Metrics and forecasts will help you understand how best to group keywords and what bids to choose.

In this article, you'll learn how to get metrics and forecasts for keywords, analyze such data, and set up targeting and filtering results.

Instructions

Indicators and forecasts by keywords

Use keyword match types to get more accurate traffic forecasts. For example, by adding a keyword phrase with an exact match [elite resort Krasnodar region], you can evaluate the effectiveness of queries specifically for it.

Indicators for the past period

Forecasts

Calculating the number of impressions you might receive in the future takes into account your bid, budget, time of year, and ad quality statistics. Viewed in Planner, keyword forecasts consist of an overview chart, a table with detailed data, and bidding recommendations based on your business goals.

Meaning of indicators in forecasts for keywords

Clicks. The number of clicks an ad with a given keyword can receive per day.
Price. Possible average amount spent per day on this keyword.
Impressions. How many impressions an ad can receive per day. An impression is recorded every time it appears on a search results page.
CTR. The ratio of the number of potential clicks on an ad to the possible number of impressions.
average price per click. The average amount you are expected to pay per click. The final amount you pay per click is adjusted automatically and is called the actual cost per click. This means that the amount will not exceed the minimum permissible value more than 60 kopecks. Accordingly, this rate may be lower than the average of all keywords entered or the current CPC at the ad group level.

Note

Please note that some statistics (such as monthly searches) are provided for exact match purposes only. For example, when checking the number of monthly searches for a keyword dark chocolate you will see the same statistics for both broad, phrase or exact match keywords dark chocolate. On the other hand, when obtaining traffic forecasts (number and cost of clicks), these settings are taken into account. For example, when evaluating a list of broad match keywords, the system takes into account possible overlaps between them.

Plan Overview page

The Plan Overview page shows forecasts for your plan, broken down by top-performing keywords, locations, and devices. The information is presented in a simple and understandable manner, and you can change the parameters of each forecast to analyze in detail potential outcome application of the plan.

The default rate is also listed at the top of the Plan Overview page. You can change this value by entering it in the appropriate field or by selecting desired point on the diagram. This will help you know how your bid amount affects the performance of your keywords. The default rate is affected by the following factors:

previous plan (if any);
The average maximum CPC for all ad groups in the account that have manual bids;
The average maximum CPC for all manual bidding ad groups that use the same currency.

Troubleshooting traffic forecasts

Sometimes traffic forecasts may be lower than you expected or different from actual data. In some cases, the forecast is not displayed at all.

The following describes the causes of such problems and how to resolve them.

The ratings are too low

In Keyword Planner, you can see estimates of the number of clicks and impressions you can get in a day. To improve your results, it's usually a simple matter of raising your CPC. However, this solution may not always work. The reasons are listed below.

Statistics on ad effectiveness. Keyword Planner uses this data and information about ads with similar keywords. If the overall CTR for previous periods was consistently low, this will affect the current forecast. Try to increase CTR, which in the long run will lead to improved forecasts.
Search analysis. We track keywords and search patterns to better predict traffic volumes. Low rankings may be due to the fact that a certain keyword or phrase is rarely mentioned in search queries. In this case, try adding other keywords or combinations of them. To do this, click "Keyword Options" in the page selection menu on the left.
Rules advertising network Google. Google's search partners may have different requirements for ad types. So, on some sites you can only show ads that are suitable for any audience. The Keyword Planner adjusts its forecast to account for possible rule differences, so traffic estimates do not always properly reflect search advertising potential.

Actual traffic differs from Keyword Planner predictions

Traffic forecast for Google search and partner sites is built on the basis of data from a dynamic ad serving system. That is why, in a number of situations, actual results may differ materially from those predicted.

You created Google account Advertisements just recently. Predictions for new accounts are based on average statistics for all advertisers, since we don't know anything about your business yet. Approximate values will be displayed until accurate ad performance data is available.
Your ads appear on the Display Network. The forecast is for the search network only, excluding traffic from the display network, including manually selected placements. When displaying ads on the Display Network, your actual traffic volume will likely be higher.
You have selected a target region that is too small. If the system does not have enough data for the selected area small size, the forecast may not be accurate.
You use the same or very similar keywords in several campaigns. If there are multiple ads associated with a specific keyword, only one of them will be shown. This means that similar or identical keywords in different ad groups or campaigns will compete with each other. Keyword Planner takes into account competition between similar and identical keywords within the same campaign whenever possible, but estimates for such terms may be less accurate. Keyword Planner doesn't compare keywords used across different campaigns, so competition between campaigns isn't taken into account at all when calculating scores.
A keyword plan or list presents related keywords. When you ask to estimate the number of clicks for several closely related keywords, Planner tries to predict the distribution of traffic between them, so the resulting estimates may be less accurate.
The daily estimate is calculated based on the weekly estimate. To make a forecast, an estimate for a week is taken, which is then evenly distributed over the days. Since traffic fluctuates greatly throughout the week, it's best to look at the weekly average.

This article will talk about search query statistics: how to view it, where you can view it, what it is for, etc. This topic will be very interesting for those new to SEO. Let's not pour too much water, but let's get closer to the point.

1. Why do you need search query statistics?

Now let's talk about how and where you can view query statistics.

3. Yandex and Google query statistics services

I will consider two services in the most popular search engines RuNet: Yandex and Google (this is quite enough for analyzing queries). If we compare the statistics of other search engines, the difference in numbers will be very small (naturally, if we compare proportionally the frequency and audience of search engines).

3.1. Yandex Wordstat service

In Yandex there is special service: wordstat.yandex.ru (Yandex Wordstat). This is a very popular service, but it does not show the frequency of search queries, but the frequency of queries in Yandex Direct. In most cases, this is enough to understand whether the request is popular or not.

I’ll briefly explain how to use wordstat yandex. By entering a request in the form, Yandex will offer all word forms of this request:

The frequency of the request in the general table will be indicated taking into account all the clarifications and additions. If you need to find out the frequency of a specific keyword in the same word form, then you need to write it in quotation marks and put it in front of each word Exclamation point:

It is also worth considering that Yandex makes no difference whether phrases are written in the plural or not. Yandex does not take into account word forms at all, and also does not take into account all prepositions.

Having received some data on search queries in Wordstat, you need to remember that this data is far from accurate. For example, I take them into account only proportionally, i.e. if a query is popular in Yandex Direct, then it is logical to assume that it will also be popular in search results.

To take into account prepositions (that, how, in, on, etc.) you need to put a plus sign “+” in front of it. For example, the request “+how to make money +on the Internet”.

3.2. Google Adwords service

Now let's talk about Google, which provides an even slightly more interesting tool than Yandex. Link to service: adwords.google.com. You need to log in, then click on “Tools and Analysis” and then “Keyword Planner”. Here you need to enter keywords and you are offered a choice big choice key phrases that Google finds from its Adwords contextual advertising database. It’s also very cool that you can see the history of changes in the frequency of a request.

When Rambler had very good service, but recently it no longer has its own search base, because it uses Yandex output. In general, there are only two in RuNet good service, which I considered.

All systems for keyword analysis, collection of keywords, etc. they take data from these two services - remember this!

4. How to find out the dynamics of the popularity of a query

Yandex and Google give free opportunity see the dynamics of the popularity of the request. This is convenient for determining general trend and the prospects of some requests. You can also use this to determine the seasonality of requests.

In Yandex Wordstat, you need to select the “Query history” checkbox and you will see a change graph.

After which a new page will open:

Google has the ability to look at trends. The address where this can be done: https://www.google.ru/trends/explore. Example of a query trend:

Analyzing search query statistics can provide a lot of important information for an SEO specialist. Because focusing on their results, you create a global vector for the development of the site. It will become clear what queries to focus on, what to write new articles about, what keywords to promote, etc.

We have released a new book “Content Marketing in in social networks: How to get into your subscribers’ heads and make them fall in love with your brand.”

Today, once again, we dive into the abyss of Yandex Wordstat and figure out how to find out the number of requests for keywords that match the site’s theme. This is necessary if you want to estimate how many people are looking for your products and services, optimize site pages for search engines, or launch mind-blowing context that users will click on like crazy. Let's see what functions of word selection services are useful for assessing and collecting the semantic core, and find out how to work with. Go.

Why is it important to know the number of keyword requests in Yandex?

First, let's decide why we need this at all.

To collect a semantic core for website optimization;
To collect keywords to launch an advertising campaign in Yandex.Direct or Google Adwords.

Everything is simple here. To attract traffic from search and context, you need to:

Do landing page site relevant in the eyes of the search engine and the user.
Make sure that the request is sufficiently frequent and not too competitive, otherwise there will simply be no transitions in both cases.

Let's get to the heart of the matter.

How to find out the number of requests in Yandex?

To do this, you can use the service. It helps you select keywords, look at the number of impressions for queries, including dynamics and depending on the selected region. Let's go through each point.

Checking keywords in Yandex Wordstat

Let's say we entered the request “Flower delivery”. Wordstat immediately gave us 267,090 impressions per month, with this phrase, and in broad terms. This means that the results take into account all requests that mentioned “flower delivery” and there were a little over 267 thousand of them.

Impressions and requests should not be confused; they are counted differently. The user enters the query once, and each transition to the search results page is considered an impression. If I'm looking for flower delivery, then I entered one request. In this case, every time I move to the next page in the search results, a new impression is counted.

Just below, the service displays a list of queries in which the given one was found, and all of them are included in the main result. That is, Wordstat goes from the general to the specific: first it shows how many impressions there were for such keywords in a month, and then it details these statistics. For example, there were 18,892 impressions for the query “low-cost flower delivery” and all of them are included in the total 267,090.

Now let's figure out how to find out the number of requests in Yandex for specific keywords. Let's say we want to find out how many times people requested the combination “flower delivery” without any additional clarification. Search operators will help us with this. First, let's list them all:

“” – quotes. Helps to search only for specified keywords, but in any word form (that’s what we need).
! - Exclamation point. Does the same thing, only without taking into account different word forms. That is, if you request “!flower delivery”, then the results will be shown specifically for this request, without taking into account all sorts of “flower delivery”, “flower delivery” and so on.
+ – plus. Makes Wordstat take into account conjunctions and prepositions.
- - minus sign. In this case, the specified words will not be taken into account when compiling the report. Example: “flower delivery is free.”
(|) – brackets and forward slash. Needed to combine statistics on several queries into a report.

Let's return to our example. Let’s do a check and find out the number of requests in Yandex for the keywords “flower delivery” in any word form.

Already less - 16,409 impressions. Now let's exclude the remaining word forms:

The number of impressions dropped even further. Let's try using other operators:

The last operator is a great help when checking the number of keywords in Yandex for several queries. We received a sample from the following requests:

Flower delivery;
bouquet delivery;
order flowers;
ordering bouquets.

Now let's look at the remaining tabs. First, let's look at what mobile device users are looking for.

Now we’ll find out how to see the number of requests in Yandex in a specific region. Let it be the city of Kazan. To do this, go to the “by region” tab. For a more accurate result, we will search for “”!delivery!flowers”” in exact correspondence. We get:

The first number is the number of impressions, and the second is regional popularity. If it is more than 100%, then interest in the request in the region is increased, and if it is less, then there is decreased interest.

Remained last tab: "query history". We go there and see a graph of changes in the frequency of requests. It looks like this:

As you can see, at the end of January every year, people suddenly get upset and start looking for bouquets for delivery. I wonder why?

Let's look at the rest of Wordstat's functions. In the “By Regions” tab there is a map mode. There you can see the popularity of the request in different countries of the world and regions of Russia.

On the main search page there is right column with queries occurring along with the given one. Sometimes it is useful and helps expand the semantic core.

Checking keywords in Google

Now let's figure out how to do the same thing in Google. Here you can use the search engine’s own service – Google Keyword Planner Tool. You can get into it from home page Google AdWords – the required link is located in the “Tools” tab.

To use the service, register with AdWords. Keyword Planner differs from its Yandex counterpart mainly in its interface and convenience: it does not require a captcha, and negative words can be specified directly in the search settings. The Google tool displays keywords immediately in exact matches. It is worth considering that the competition tab here is “advertising” and not “search”.

Other tools to check search volume and keywords

If you are too lazy to collect information manually, you can use special parser services. The problem is that almost all of them are paid. There are exceptions, for example the Slovoeb service. This is the same paid KeyCollector with reduced functions. It helps you search for keywords using Wordstat, check the frequency and competitiveness of queries, determines the relevance of pages and uploads data to Excel. It differs from its older brother - KeyCollector - in that it does not provide statistics on Google AdWords. But it will do.

Frequency and competitiveness of requests in Yandex

In addition to the number of impressions, you need to know the competitiveness and frequency of requests: they are high-frequency (HF), mid-frequency (MF), low-frequency and, accordingly, high-medium- and low-competitive (VK, SK, NK). The dependence is usually direct - the more frequent the request, the higher the competition for it, but there are exceptions (and they are your goal). High-volume and competitive queries look the most promising, but are actually the most likely to be ineffective. It is very difficult to get to the top using them, so betting on them is a bet on a budget that has been lost to nothing. Much tastier than medium and low frequency queries. If done correctly, they will help drive traffic to your site and find new customers. Any parser will help you calculate the competitiveness and frequency of queries in Yandex. You can also do this by hand, but this is a topic for a separate article.

In order to competently build an advertising campaign or promotion strategy, you must find out the number of queries for keywords in Yandex, their frequency and competitiveness. This can be done either using native search engine services or using parser programs. In any case, you still have to seriously analyze the collected semantic core, because simply collecting keywords is not enough - you need to weed out the unnecessary ones and draw up a page optimization plan or an advertising campaign strategy.