Effective queries for promotion: rules for preparing a semantic core and assessing competition. Analysis of potential visitors and buyers

When analyzing traffic from search engines, it is important to divide it into two categories: traffic that is directly related to SEO, and traffic that is not related to SEO or indirectly.

The target request in front of you or not is determined quite simply: by the presence or absence of a stop word in it. For example, for a site of a store that sells exclusively new goods, such a stop word can be "used", and for a service company, the word "sale".

To carry out the simplest analysis, you need to open the "Sources", and then the tab "Search phrases". After that, click "Upload to CSV".

After opening the file, mark those search queries that mention your brand, website address, company name, etc. Also check phrases containing stop words. Then calculate their shares.

Please note that the overwhelming majority of transitions from the Google search engine are hidden for the Yandex system, as well as vice versa. Therefore, it is necessary to calculate for both systems using the Search Console. This way you can most accurately calculate how many requests were branded and non-targeted. In addition, it will allow you to understand how different traffic from Google and Yandex differs.

The easiest way to estimate the “natural” relative proportion of search traffic is to use the LiveInternet counter. With it, you can view slices by site groups of interest. In order to view the desired slice, you need to go to liveinternet / stat / ru.

Let's look at slices using two groups as an example. It is obvious that the volume of search traffic in the two Google and Yandex is different. In addition, it is worth paying attention to the fact that for a site dedicated to medicine, an indicator of 28% is the norm, while for a computer-related site it is an extremely low indicator, and most likely it does not rank well.

After analyzing the data of the LiveInternet counter, it will be necessary to draw conclusions about whether the indicators are within the normal range and determine the proportion of traffic from each search engine. This, in turn, will make it possible to understand whether any sanctions were imposed on the search engine.

What are slices and what are they for?

A slice is a certain specific property that an audience possesses, and according to which it can be divided into groups and subgroups. For example, what search engine she came from, what month it was, her gender, operating system, etc. In Yandex Metrika, you can easily build your own slice by comparing different segments.

What are the benefits of reports from a marketing and seo point of view?

From this data, two likely conclusions can be drawn: either these pages are useless as such, or they were not properly tuned to attract search traffic.

• The proportion of traffic that goes to a particular type of site page. This metric is important for determining which group of pages has the most impact, for example, categories, articles, cards, etc.
• Analysis of devices used by visitors. Thanks to this information, you can determine how urgently the site needs to be adapted for mobile devices.
• Displaying the site in different browsers. Despite the seeming uselessness of this indicator, in fact it allows you to understand whether the site needs a responsive layout, which is useful from a budget planning point of view.

How do I track conversion rates?

The goal can be viewing a certain number of pages on the site, clicking on a certain link, or the onset of an event. An event is the beginning of a visitor's interaction with an object, such as a form, button, or pop-up window.

Depending on the topic of the site, it is convenient to form a composite goal. The essence of a composite goal is to build a chain of sequential actions. By tracing the chain, you can determine at which step the user refused to take subsequent actions, and further analysis will help to find out why this happened.

• Reports: "traffic" and "conversions"

In order to track goals, you need to select a report. At the bottom is the "goals" tab. In it, you can select the desired goal.

• Adjusting goals

It is almost impossible to set all the targets that need to be tracked outright. They need to be gradually adjusted if a certain conversion funnel is observed, and at some step a significant drawdown is evident if there is a significant decrease in conversion.

As an example, let's take a certain site where the visitor is supposed to consistently move from one page to the second, then to the third, etc. If at some step there is a sudden drop in conversion, then the way out of the situation is to split this step into two simpler and, accordingly, understandable to the user.

Compiling a complete list of important goals is a rather long and painstaking work. Successful drafting requires systematic monitoring, creation of new events and targets.

If new functionality is added to the site, for example, a new form or calculator, new goals must be added to the settings, with the help of which visitors' interactions with new objects will be tracked.

What is the purpose of revising the semantic core?

As a rule, the composition of the semantic core requires periodic revision - approximately every 3-5 months. As a result, the existing kernel can be modified or extended.
In order to increase attendance, you can use the following scheme.

In the above diagram, the step of analyzing the frequency based on the WordStat statistics is skipped. This is due to the fact that these statistics do not reflect even a third of the requests that generate traffic. A significant part of the queries in these statistics has a significant frequency, but gives an exceptionally small percentage of real hits.

Using the method described above, you can, with a little effort, adjust the composition of the semantic core and significantly increase the volume of search traffic. Even better results can be achieved by adjusting the content of the pages and building the link mass.

See also on our website.

Term semantic core used to designate the entire set of requests for which a particular site is located. In English, there is the term “keyword list”. The semantic core is always at the center of all site optimization and the site structure should be developed only with it in mind.

A typical procedure for a content optimization marketing campaign looks like this:

• preliminary market analysis;
• choice of target audience;
• structuring requests;
• compilation of the semantic core.

In order to determine exactly how we enter the market, what needs to be done for this and what the effectiveness will be, we need to analyze:

• the level of competition in the chosen niche;
• the level of demand for the offered goods or services.

In order to assess the level of competition, it is enough to type in a search engine a query that describes the product you are offering as directly as possible. Type - and carefully consider the characteristics of sites competing for this request.

Subject to consideration:

• the general level of the site, indicating the funds invested in it;
• search indicators of the site - the number of external links, the amount of content.

To assess the level of competition, a number of indicators should be calculated for the top ten sites in the search engine results:

Average PageRank of pages in search results;

Average TIC of sites whose pages are in the search results;

The average number of external links to sites in the SERP according to various search engines;

The other side of the coin is the demand for your product (service) among the Internet audience as a whole. Although the quantitative data provided by Wordstat.Yandex, Adstat.Rambler, Adwords.Google services should be treated with caution, the general order of numbers can be trusted in general.

People come to the site from the same search engine, but, as you might guess, for different purposes. In most cases, the audience can be divided into three target groups:

1. People looking for information.
2. People who choose a product or service.
3. People looking for a seller for a selected product or service.

Each of these groups deserves a separate discussion. The closest to buying are those who have already made their choice and are only looking for confirmation that they need to buy right here, on your website. The prospects of the project (short-term, medium-term, long-term), the competitiveness of the product, the budget within which it is possible to build a promotion campaign - all this should be taken into account when choosing the target audience.

In general, when compiling semantic core it is advisable to divide all search queries into three large groups:

1. Targeted queries... Requests, the authors of which are planning to make a purchase (commercial).
2. Information requests... Queries whose authors are looking for information necessary to make a choice.
3. Related requests... Requests that cannot be uniquely identified.

A visitor who knows exactly what he wants to buy and has as his goal of making a purchase in an online store makes the so-called “Target” request... The category of targeted queries includes expressions that indicate a specific product model with a clear desire to purchase this product.

In most cases, a user who enters such requests really needs the requested product. However, other ways of using this request cannot be excluded, for example, when assessing the cost of a given model of a product or service in several online stores.

Some companies require specifying specific features of the offer of their product or service. These companies focus on a certain, usually narrow circle of customers who have increased requirements for the provision of services or the sale of goods.

Formation of such type of search queries as information, occurs when a visitor is thinking about the purchase of a particular product. It is possible that a potential buyer needs a certain product, but does not know which manufacturer's product is better or hesitates about choosing a particular model.

While users making targeted queries can be classified as real clients, users making information queries are still only potential clients. The success of attracting these users to real customers depends on a number of factors - from the convenience of the site interface to the complex implementation of promotional activities.

Related searches is one of the most difficult types of queries to analyze. Here the most seemingly useless requests can be mistaken for very valuable. Conversely, companies that are directly related to the field of business activity are eventually discarded as unnecessary.

Companion searches are often a highly vague question pertaining to a given field of activity. For example, queries like "Enhanced oil recovery" or "Enhanced oil recovery methods" , are set, as a rule, by those clients who need this type of service (Fig. 1).

However, this is a relative statement, since the same requests are asked by those clients who have firmly decided to carry out enhanced oil recovery and are interested in what methods exist for this, which one is better. And, nevertheless, practice shows the need to use such search queries when compiling a semantic core for information texts describing goods and services.

Frequency characterizes a very specific value of the number of search queries requested by the user for a given area, topic, or related to this area or topic.

Each number next to a query reflects the degree of its popularity in terms of frequency of use per month. It should be noted here that the types of requests in terms of frequency have a very distant relationship to the types of requests in terms of the degree of readiness to purchase something.

The most high-frequency queries, as a rule, do not belong to targeted queries, since they do not have a clear semantic content.

Do not confuse the classification of requests by the "degree of readiness" of potential customers and by frequency. Not all high-frequency queries are purely informational and, conversely, some targeted queries may turn out to be high-frequency. These are requests like "Pizza delivery" ,"taxi ordering" etc. Just two or three years ago, these queries could be attributed to medium-frequency queries, but with the growing popularity of the Internet, the level of awareness of the correct formulation of a query among the majority of users also grows.

For SEOs, medium and low frequency query types are valuable because in most cases they will be targeted queries, i.e. actually indicate any need for a representative of the target audience.

The use of various types of search queries to compose the semantic core is based on the needs of the target group: to buy a product, use a service, or obtain information about a product or service.

Hence, the creation of the semantic core of the site is carried out from requests of different types that exactly meet the requirements of the target audience in each specific case.

Continuing the topic of related requests, which occupy a significant part among other requests, one cannot but say about such a technique as association of search queries.

Associations allow you to give a more precise lexical meaning to a given query by providing information about so-called "accompanying" queries. Accompanying requests are often the same companion requests entered by the same user.

For example, the query “ buy a forklift ”Thanks to the service of associations (Wordstat. Yandex) can acquire very specific content (Fig. 2).

After the search engine gives us the results, a small section will appear to the right of the query sheet under the heading: “What else did the people looking for” buy a forklift “”.

Below the heading will be given queries that are set in parallel with the first key query (as a rule, the search for a user is not limited to entering a single query). In the case of the phrase “ buy a forklift ”We get the following associations:

The figure shows the behavioral characteristics of the user associated with the request "Buy a loader" : to get information about Japanese forklifts, spare parts (or is it possible to buy?), purchase one of the types of forklifts. Thus, it is quite easy to see in the target query this or that type of target audience of the site - a specialist, knowledgeable person in this area, or just an amateur.

The association service significantly expands the capabilities of the optimizer in the process of analyzing the target audience of the site. Knowing the characteristics of the target audience and using the quantitative statistics of Yandex queries, you can find a clearer formulation of the query that will be typical for this target audience.

In addition, the associations allow you to find the much-needed synonyms for this search query, which most fully characterize the peculiarities of writing the target audience's query ("milling machine" - "milling cutter", "microwave oven" - "microwave oven", "grinding machine" - "electric grinder" ).

In the end, if you decide to promote your site, then you need to trust

Target Inquiry is a practical action plan focused on achieving personal goals in a way of mental work. In fact, this is a collection of techniques and techniques that help:

a) discipline yourself
b) remove fears of the goal
c) set the goal correctly
d) take the right steps to achieve it.

Any human desire STRIVES for its fulfillment.

This is the LAW.
Meanwhile ...

How many of your wishes have not yet been fulfilled?

Although ... don't bother counting.

Omniscient statistics have long ago done this - and established:

up to 90% of people's desires are NOT FULFILLED

Why are desires NOT fulfilled?

There are only 3 reasons:

1. Do not translate desires into goals
   (don't go further just "want")
2. Weakly believe in the fulfillment of their own desires
   (or even do not believe at all)
3. Don't know how to let go
   ("Steam" the situation, and from this they make a lot of erroneous actions)

AND WHAT'S IN THE TOTAL?

Here's what.

When a person's desires are chronically not fulfilled, then a very strong focus of destructive energy is formed, formed by impulses of negative emotions.

This focus settles in the cerebral cortex - the higher section
central nervous system - and it is taken to seriously harm the natural program of the whole organism, affecting ALL of its levels: biological, mental and energy.

This sabotage is manifested in the fact that the destructive energy of negative emotions triggers a DANGEROUS CHAIN ​​REACTION:

• the hypothalamus is excited first,
• from this, the pituitary gland releases a lot of adrenocorticotropic hormones (ACTH) into the blood,
• it causes the adrenal glands to produce adrenaline,
• and this hormone hates measured heart rhythms.
• In the presence of adrenaline, the heart goes into a crazy gallop - and
• organs and systems of the whole organism are included in this leap.

As a result:

• heart palpitations
• ragged breathing
• rabid surges in blood pressure
• a sharp increase in intracranial pressure
• and other painful failures.

And the chain reaction does NOT stop there:

• physiological reactions are continued in the violation of healthy mental functions.

And ... receive and sign:

• insomnia
• irritability and psychos out of the blue
• chronic anxiety
• painful fear of everything
• and phobias of different colors.

But that's not all!

The chain reaction continues its destructive march:

• infiltrates the energy body and begins to cripple
  lines and meridians.

... And here the chain reaction ends ...

Because there is nothing more to cripple: it turns off,
one very important chakra stops accepting energy:

WILL CENTER.

And that's all. A person puts an end to himself, forbids himself to desire something and stops in his development. A fulfilling life is terminated. Existence remains.

HOW TO BE? CAN IT BE CHANGED?

Yes. This can be changed.

And even so: this disgrace that turns life into a continuous painful limitation - can be canceled altogether.

Now move the chair closer and focus as much as possible.

Now you will find out what is MOST IMPORTANT in relation to YOUR PERSONAL cherished desires

When your goal is to get through the day, come home
and sit in front of the TV - then you reach it

When you set yourself the goal of feeling good, constantly looking like a rose in the dew and living a long life, then you achieve that.

When a happy relationship and a strong family are your goals
that's exactly what you get

When you set yourself the goal of making money and getting rich
human, then you guarantee yourself just this

Can you see it already? Well, yes:
what you want,
wants you too

Please put this thought in your head - and keep it constantly in your mind.
Yes, with understanding: this is NOT a cheerful assumption, but the LAW.

And this Law says:

A specific desire is a Direct Indication of an opening opportunity

Any desire of yours cannot arise for you until then,
until the conditions for its (your desire) realization are provided.

... Okay, that was theory ...

NOW LOOK HOW IT'S IN PRACTICE:

In practice, these are clear actions according to a strict algorithm.

1. First, you decide which one of your desires is the highest priority today. Yes, you need to choose the most ardent desire, and for the time being, stop paying attention to the rest. (It will come to them in due time).
2. Then you take the calendar and mark today.
3. You count exactly 35 days from this date - and you fix this day in the calendar.
4. After that, you introduce into your consciousness Special Mental Attitudes, which will form in your consciousness a program for achieving the goal. (And without it - nowhere. The mental program for achieving the goal is mandatory, otherwise you will not meet 35 days)
5. Next, you check your desire for compliance with the 5 Mandatory Rules. If you find that your desire does not correspond to all 5 rules, then in a special way (there is such a trick) you achieve this correspondence.
6. Then you take a Special Formula and use it to create ... no, NOT a goal statement (this is weak), but a clear and verified Target Request.
7. Further so. You create a clear image of your desire (goal) - you reveal how your desire looks in its realized form. To do this, you apply a Special Scenario consisting of 3 steps - and your desire ceases to be something vague and unsteady, but takes on a clear and detailed form.

(And this is not something there, but a quantum model, which, being created
in the environment of subtle energies, necessarily, always, passes into a gross environment - i.e.
materializes).

ARE YOU STILL WITH ME? Fine.

This is almost all that is necessary for your Most Important desire to be realized.
But so that this happens not sometime later, but in the near future,
necessary - STILL HOW! - practice for exactly 30 days
4 Very Strong - they are even called magical - Mental Techniques

While practicing these techniques, you will need to do the following:
scrupulously record all the factors that demonstrate how exactly
your desire (Main Goal) is progressively realized.

And this - mind you - a very important condition for your desire to cease to be a pie in the sky, but to really be realized - after all, in the process of realizing your desire, you need to constantly be in an extremely conscious state.

(In order not to miss the opportunities that will open up to you in response to your Target Request)

THIS IS THE MOST RELIABLE DESIRING ALGORITHM OF ALL EXISTING

WHO AM I to declare this so confidently?

My name is Marta Nikolaeva-Garina, I am a practical psychologist, psycholinguist,
hypnologist ... and so on - psychologists with many years of practice always have a lot
local specializations, and there is no point in listing them here - this is completely irrelevant.

The declared topic only refers to the fact that I am the author of the Target Request Technology,
and since it is this method of mine that I present now, I will designate the following:
there are already many techniques and methods for achieving personal goals.
And among all the existing ones, there are enough of those that arouse sincere respect.

However, not all working methods are oriented towards independent application.

Most of the methods require coaching support and even individual coaching - so it turns out that the results - yes, there are, and often outstanding, but when it comes to how many people have managed to achieve these results, then ... in general, these are modest numbers (although, of course, this does not detract from their importance).

Target Request technology is focused on independent application -
this was my main task in creating this technology.
And it was precisely this task that forced us to minimize the practical algorithm,
make it so clear and easy to use that it does not require
volitional efforts and would not cause self-sabotage (this is the eternal companion of all good undertakings).

Am I happy with the results? Yes, it is quite.

The algorithm turned out to be working - it ensures the realization of personal goals and successfully
translates "I want to have" to "I already have." And, what is especially pleasing,
the algorithm of the Target Request Technology in most cases demonstrates
high speed of implementation of goals - even those that are called global.

And this, of course, is understandable: after all, the implementation of goals is not ensured by fussy running around,
always accompanied by erroneous actions, but a way of mental work.
And this type of work is many times more productive than any other work ...

TECHNOLOGY "TARGETED INQUIRY"

Detailed algorithm that guarantees the realization of personal goals

A practical action plan focused on achieving personal goals in a way of mental work

WHY DOES IT WORK?

Why is having a clear goal equal to achieving it?

Because this is how the brain works: it contains an automatic mechanism,
performing 2 functions: determines the optimal path to the goal
and guides you unmistakably along this path

This property of the brain is usually called a cybernetic mechanism, and this brain mechanism acts in the same way as the missile guidance system works: it continuously maintains feedback with the set goal and, if necessary, corrects the course.
Thanks to this mechanism in your brain, you are sure to achieve the goal - if only it is clear.

HOW IT WORKS?

Achieving a goal is an automatic process.

Again:
you do not go to the goal yourself - it is your goal that leads you to itself.

You might argue:
they say, perseverance is needed to achieve the goal. Yes, this is undeniable: persistence - i.e. progressive movement towards the goal is definitely needed.

But you don't need to deceive yourself either.
After all, you know that in the presence of a clear goal, persistence is NOT a manifestation of your will, but the merit of your goal. It is the attractiveness of the goal that ensures your perseverance - and the will has nothing to do with it.

(And another persistence: when the will is violated, without really understanding why, -
not only drains strength, but also inevitably leads to a dead end)

So open your eyes and you will surely see:
Your goal uses you as a tool to reach yourself.

Understand?

A clear goal is both the desired reality and the transport that delivers to the desired reality

... Okay, there is no need to theorize on this topic - the "Target Request" algorithm
this always clearly demonstrates. Therefore, so often then they say:
they say, I didn't really understand how it all turned out ... (and women formulate more poetically: "As if they took them in their arms and carried them")

DOES THIS WORK FOR EVERYONE?

Of course not.
Those who do not believe in the power of their subconscious, but give unconditional priority
solely to its own logic, the Target Request technology is not able to help.
For one simple reason: people who don't exploit their right hemisphere
cut off from the ability to get what you want through mental work.

And let me repeat it.
Relying only on logic (and on the experience already gained) is very difficult,
and often it is generally impossible to go beyond the boundaries of the stereotyped ways of achieving goals - and
This is precisely what prevents the stated goal from being realized accurately and quickly.

The subconscious is the main player in the fulfillment of all desires in the world.
And when there is no readiness to admit it, if a person seriously believes,
that his logic is capable of constructing an optimal (error-free)
strategy for achieving a personal goal, then so be it:

it is a love of tensions and overcoming - and this is a voluntary choice
hard way. And the Target Request algorithm is incompatible with this choice -
after all, the algorithm is aimed at zeroing out the obstacles and difficulties that arise.

My blog, my rules. As you know, in this blog I write articles based on my personal experience. Also, this blog for me is a platform for various experiments on the topic of website promotion.

Here I practice technologies, and if they show a positive result, then I introduce them to my other sites. It is convenient to have such a site for a moneymaker SEO.

Indeed, in addition to ongoing experiments and invaluable experience, we gain practical skills. And they are very useful in the current realities of website promotion for Yandex.

Already now it can be argued that website promotion at the present time is a rather laborious and interesting task at the same time... We need experiments that are not confirmed by theory, but by practice. It was for these purposes that a section hidden from subscribers was created in my blog, where I conducted my experiment. The purpose of the experiment was to promote non-targeted queries in search engines. And the main questions I wanted to get this: is there a point in non-targeted requests and how do they affect the overall conversion of the site?

By the way, here are these articles written specifically for this experiment:

P.S. Articles on non-targeted requests on this site have been removed. There is only one left - for the experiment. Why deleted - read on and draw conclusions.

As we can see, the articles are not targeted for this site, which specializes in SEO promotion of sites and earnings from contextual advertising. According to these articles, it was possible to collect good traffic in the form of additional visitors. Especially for the experiment, these articles were not specially promoted in search engines, links were not purchased to them. They gained their weight only through internal site optimization and internal linking.

After some time, a conclusion can be drawn based on the attendance statistics. Yes, these articles are visited by visitors from search engines and their share in the total blog traffic is quite good. Hence we conclude that there is traffic to these articles and they give an increase in attendance. Moreover, this increase will be greater than the greater trust your site has.

The main goal of the experiment was to find out if there was any sense in promoting non-targeted queries. As it turned out, there is almost no sense from them on this CoolSeoMan blog. These requests are more suitable for entertainment topics, where there are special programs for converting such users. On commercial and purely thematic sites created to make money on contextual advertising, traffic from such visitors will be stupid. If we attract visitors for non-targeted requests, then we reduce the conversion of the site, which leads to a decrease in the average bid in contextual advertising and a decrease in total income. Remember, sites created for contextual advertising only need targeted traffic and no other. Only in this way, you can achieve good earnings on contextual advertising.

From the above, we conclude that if you want to attract additional visitors and your site earns on contextual advertising, then it is highly undesirable to do this. For other sites, this method of attracting visitors can be useful, at least it will increase the traffic statistics.

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Comments (1)

1. Helena:
   

   Working with the site, its filling and promotion, takes a lot of time. But this is a really exciting process, especially when the traffic grows and you start earning on contextual advertising. I have very little experience in website promotion and so far I do not see any regularities between my actions and the growth of traffic, but I continue to experiment. I will definitely observe how non-targeted requests affect traffic.

2. Well-wisher:
   

   I fully agree with the author about inappropriate requests. I conducted a similar experiment for a year on my thematic blog, in the end I came to the conclusion that it is better to stick to one direction of content, for a specific target audience. I forgot to say that the blog makes money purely on the context. As a result, when I increased the publication of content on this topic, earnings began to increase in direct proportion to the number of visitors. Fortunately, I will not share a link to my blog, the niche is free enough, you need to squeeze it out to the maximum =) Good luck!

3. :
   

   The non-target audience of the site also directly affects the income from contextual advertising. If we have a thematic site of a certain subject, then visitors should come from thematic requests. Otherwise, it will turn out that the site is well visited, and the income from contextual advertising is a penny. This also opens up the answer to the question: "why does my site earn little money, although a competitor has several times more income with the same traffic?" So you need to carefully monitor traffic, because how much you can get from advertising directly depends on it.

4. Seorubl:
   

   At the initial stage of website promotion, I allow inappropriate requests in order to somehow "rock" the site. This should be done carefully in order to improve, not worsen, the behavioral factors on the site. But to make money on the context, it is better to use strictly targeted queries. Although if non-targeted traffic has a small share, I think in this case there will be nothing terrible. People may have different interests in the evening, one in their heads, and in the morning another :-).

5. :
   

   About behavioral factors (PF) - you are absolutely right. After all, if there are a lot of non-target requests on the site, then the PF will worsen, because for such requests people often do not look beyond the second page and immediately leave. This is not good, these inappropriate requests will spoil the overall picture of the site. But if there are not many of them in percentage terms (no more than 2-3% of the total traffic volume), then it's okay. It is best to initially promote the site for many PURPOSE low-frequency queries. You can choose the semantic core of the site in any subject, if you know how, about a thousand low-frequency queries can be issued for which you need to write texts. By the way, here is a ready-made example of a site for the context.

Compiling a semantic core (selection of key queries) at the initial stage is the main task, if you do it illiterately, you can nullify all further efforts of SEO specialists.

The consequence of the fact that the semantic core (the list of key queries) will be compiled incorrectly may be:

Inability to reach TOP positions as a result of website promotion.

Attracting non-target audience to the site and, as a result, failure to achieve the desired level of sales.

Such problems will not arise if the semantic core is compiled professionally. We will talk about this in this article.

Basic query classifications

All search (key) queries can be classified according to various criteria. I will make a reservation right away that these classifications are rather arbitrary and requests can refer to different classifications at the same time.

Before starting work on promoting () the site, it is necessary to determine the goal that we want to achieve. That is, to understand what should be the result of search engine promotion: image, increase in sales, attracting an audience to the site, or maybe everything in a complex (which happens most often). This is where the first query classification comes to mind.

Purpose classification:

Target - queries, the inclusion of which in the SA contributes to the achievement of the goal of search promotion;

Inappropriate - requests, the inclusion of which in the SA does not affect the achievement of the goal, or makes it difficult to achieve it.

Example: the client has a website that deals with Mora knitwear. The purpose of search engine promotion is to increase sales from the site. The client believes that the request "Mora" is target for his site (because he offers the knitwear of this particular company), however, when analyzing data from the Yandex statistics service, we see that most of the people who typed this request were looking for: knives, ice screws, stoves, boilers, gas water heaters from Mora.

Having analyzed this request, we also conclude that there is not a single site selling knitwear there either. Accordingly, promotion on this request will be inappropriate, since it will not bring the desired increase in sales of blankets from our site.

Classification by topic:

Thematic - requests related to the site's topic.

Non-thematic - requests that are not related to the topic of the site.

Related topics - requests that are not related to the topic of the site, however, by typing which the user may well be interested in your products.

Example: For a website dedicated to the sale of wallpaper, there will be thematic queries: wallpaper, buy wallpaper, a wallpaper store in Moscow, etc. Non-themed: jewelry, buying an apartment, etc. Related topics: everything for renovation, building materials, decoration and repair, etc. That is, if the user is looking for building or finishing materials, it is quite possible that he also needs wallpaper.

Frequency classification:

High frequency (HF) - the most frequently asked queries by users on a specific topic. Typically, such queries consist of one word and are "general" queries (example: windows, buttons, doors, etc.).

Medium Frequency Requests (MF) - queries that are in average popularity (monthly demand) among users of search engines (in comparison with high-frequency queries of their topic). Such requests, as a rule, contain a clarification (for example: buy interior doors, plastic windows in Moscow, store buttons).

Low-frequency requests (LF) - queries that are in the least demand among search engine users, however, as a rule, these are the most targeted queries. Users entering such requests already clearly know what they need, therefore the wording of such requests is the most clear (for example: where to buy buttons in Moscow, installing PVC plastic windows, inexpensive interior doors from the manufacturer).

It is appropriate to classify queries by frequency only within a certain topic, since the popularity of topics is different. A request with a frequency (demand) of 5000 visitors per month can be HF for one subject (for example, buttons) and MF or LF for another (for example, windows).

Important! Frequency (demand, popularity) of requests - the value is inaccurate. This value is "twisted".

The search engine in its word selection services displays all the queries entered in its search bar, however, not all queries are entered by people who want to find information about a particular product and "noise" is created. In addition to potential customers, requests are made by:

SEO-optimizers when analyzing the results;

robots that collect data for analysis, clicker robots;

SEO clients when checking site positions after an update;

There is also a deliberate increase in the frequency of requests in order to sell them to customers - it can take a long time to list. But the fact is the fact - the frequency of the request is an inaccurate value and it is impossible to say that if the site is in the TOP of the search engine for a certain request, then all the people who type this request will not be your customers.

It often happens that the site seems to be in the TOP, but there are no calls (sales). Then we can say that most of the requests in the NL do not have a commercial return, but are informational. This classification is very arbitrary and is based mainly on the assumption of customer behavior and on sound logic.

Directional classification:

Commercial (selling) - requests, by typing which in the search bar the user is more likely to look for information in order to purchase a product or order a service (usually all requests with the words: buy, order, book, etc.);

Information - requests, by typing which the user hopes to simply find information (for example, dress patterns, DIY repairs, registration of a passport, etc.).

Deferred benefits - inquiries of an informational nature, bringing commercial benefits after some time. There is a separate group of requests for which there will be sales, but not now. This is due to the deferred demand factor. The buyer needs a product or service, but not now, but after a while, now he is just comparing, looking for information, however, if your product interests him more, he will return to you and buy from you (example: wedding dresses, apartments in Moscow, mortgage, BMW cars).

Not so long ago, we all observed a change in the ranking algorithm of the largest search engine on the Runet - Yandex. The main change was the introduction of regional issue, that is, depending on the region in which the person is located, the issue for some requests will be different. In connection with Snezhinsk 1.1, a new classification has appeared.

Geo-dependency classification:

Geo-dependent queries - requests for which different results are generated, depending on the region in which the user is located;

Geo-independent queries - requests for which the issue does not depend on the region, that is, it is always the same.

When compiling a CL, it is important to choose geo-dependent queries, since it will now be quite difficult for commercial sites to get into the TOP for geo-independent queries. In fact, there can be a great variety of classifications according to various parameters - we have considered only a part of the most frequently used of them. When selecting a SN, you should always remember that one request for different parameters refers to different classifications.

Semantic core selection strategies

Due to the fact that the requests are not the same in their complexity, frequency and commercial return, we found out, but besides this, when choosing a CL, it is important to take into account other factors as well:

target audience,

Competition in the subject,

Regional affiliation of the site,

Availability and ability to change the text content of the site,

the "age" of the site,

Various combinations of these factors lead to the use of different strategies for the selection of the SA.

However, it is always necessary to find out in which industry the site will be promoted and what are the characteristic features of this industry. Who is the product or service that the website offers targeting? How does the average consumer of this product or service behave?

Example: If a company operates in the B2C sector and wants to promote a generally known product to a non-professional and undecided audience, then it is better to start search engine promotion with high-frequency and medium-frequency queries and gradually move towards promoting low-frequency queries. However, if the site is "young", you should not choose high-frequency queries, since promotion on them will be expensive and take a lot of time.

If a company operates in the B2B sector and wants to promote a specific product to a professional audience that knows professional terminology, it is better to choose an alternative strategy and start moving along a wide core of low-frequency queries, moving towards mid-frequency and high-frequency.

However, it is worth noting that there are no two identical promotion strategies, just as there are no two identical sites and two identical people!

Even if you think that you thoroughly know all the intricacies of your subject matter, know all your competitors and are sure of exactly which audience will be target for your site, it is better to turn to professionals, as competent compilation of a list of key queries is the first step to effective promotion of your website.