Creation of the semantic core of a web resource. Semantic core

Hello, dear readers! Often during personal conversations with webmasters I see a lack of understanding of the importance keywords For search engine promotion. Therefore, I decided to write a separate post on this important topic. What's happened semantic core of the site, its pros and cons, example finished kernel, advice on it correct drafting is the topic of this article. You will learn why correctly selected keywords are so important for a web resource in terms of SEO promotion. You will feel their importance and exclusivity, and see the power from their use.

Why did I write this post? Firstly, my article is intended for novice webmasters who have just begun to understand SEO promotion. And secondly, in the top 20 in Yandex there is not a single article that would reveal in detail to the search user the essence of the semantic core. Let's fix this bug. I hope the Russian search engine will take this into account. 🙂

The concept of the semantic core

What it is

Each of us knows how to use telephone directory. Whether it's pocket alphabetical version as notebook or a large printed Talmud of all telephones in the city - the principle of its use is very simple. We are looking for a specific last name for all the contact information of the person we are looking for. To do this, we need to know the person’s full name. Usually, already knowing a person’s last name, we can easily look at all the entries in the directory and select the one we need. That is, knowing a certain word (last name), we can get all the data on a person that is recorded in the book.

The semantics of the site work on this principle - we enter a search query in the search engine (analogous to the name for which we are looking for contacts in the directory) and receive a list of the most accurately answering documents from various web resources. These documents are separate pages sites or blogs whose content is optimized for the search query we request, called a keyword. Thus, the usual semantic core is a set search queries(keywords) that accurately characterize the topic of the web resource, the type of its activity (usually for commercial sites that offer services or goods on the Internet).

Therefore, the semantic core performs a very important function - it allows a web resource to receive users from search engines on its pages that are necessary to perform various tasks. For example, for a commercial site such tasks may be the sale of goods or services, for a news portal - advertising third party sources using contextual or banner advertising, for a blog - advertising affiliate programs etc. That is, the core is exactly the foundation that is necessary to obtain search traffic by using SEO promotion. Without the correct and high-quality set of keywords, it is not possible to get such traffic.

Therefore, if we want to use the resources and capabilities of search engines to promote our web resource, it needs to have a competent semantic core. If we don’t want to receive search traffic, if we don’t need a target audience from search, then the presence of semantics for our site is not justified. We don't need keywords.

Types of semantic core

In search engine promotion there is a main and a secondary semantic core. The main thing implies a set of main keywords with the help of which this site realizes its goals and objectives. For example, these could be the search queries that potential buyers of goods or services on a commercial website follow from a search. That is, thanks to the requests of the main core, the site or blog fulfills its purpose. These are the keywords that lead to conversion regular user from search to client.

The secondary semantic core allows the web resource to solve less significant problems or receive additional traffic to attract more potential clients. In this case, the range of keywords can be not only the main subject of the site, but also related topics. Typically used in a number of commercial sites that want to convert visitors with additional articles to sell services or products on sales pages. For example, this is what many sites that provide SEO services do. On their web resources, in addition to the main selling and explanatory pages, there is an additional large set of documents that together form a blog option.

For bloggers, the main core is a list of keywords that bring them search traffic, since this is the main task when monetizing a blog using target audience from search. And a blog usually doesn’t have secondary semantics. Because whatever the blog’s task, all traffic for all promoted search engines pages goes to solving his commercial problem. But, usually, keywords on the main topic give much more commercial conversions than keywords on a non-core topic.

What you need to know when creating a semantic core

Keywords for the semantic core are selected according to various parameters(frequency, competitiveness, etc.). I wrote about this in detail in. Depending on these parameters, semantic cores are selected for commercial sites, blogs, news portals, etc. The choice of certain values ​​of these characteristics depends on three components - on the promotion strategy, on the amount of budget allocated for it and on the subject of the area of ​​activity of the site being promoted.

The promotion strategy dictates the plan for selecting keywords, focusing on the relationship of the promoted pages with the site and their quality. Firstly, the page linking scheme is important here - from its the right choice the number and importance of documents that will be promoted in search engines depends. Each web resource should have its own scheme, with the help of which there will be a better distribution of weight among the promoted documents. Secondly, you need to know the volume of content of the page being promoted (for which keywords are selected) - depending on the number of characters, one or another number of keywords is used for it.

The possibility of using competitive queries in the semantic core depends on the amount of budget. The more financial resources a webmaster can allocate to his project, the better words he can include in its semantics. It’s no secret that the highest quality promoted keywords always cost a decent amount of money to get into the top 10 for them. This means that it is not enough to promote pages for these key queries internal optimization- purchase required external links, material resources are needed to purchase them.

First of all, the minimum keyword frequency threshold that can be used to receive search traffic depends on the topic. The more competitive the topic is and the narrower it is (in terms of its popularity), the more the webmaster casts his gaze towards low- and micro-frequency words (their frequency is less than 50-100, depending on the topic). For example, the topic of my blog (SEO and web analytics) is very narrow and I cannot use more keywords to create a semantic core. Therefore, most of the keywords on my blog are LF and MK search queries with a frequency of no more than 100. If we compare with popular topics(for example, cooking - low-frequency queries in it reach 1000!), then you can easily understand that it is very difficult to get serious traffic on a small topic - you need to have a huge number of keywords of low frequency (but not competitive). This means you need to have a huge number of promoted pages.

Plan for creating a semantic core

To create a semantic core, you need to perform a number of sequential actions:

1. Select the website topics for which keywords will be selected. Here you need to write down all the areas of activity that the web resource is dedicated to. If this is an online store, then we list the main categories of goods (usually keywords are not searched for separately for goods, unless the product does not have a numbered model, but only a general one). If this is a blog, then all subtopics of the general topic, as well as individual titles of important articles. If the site provides services, then future keywords will be the names of these services, etc.
2. Based on the selected topics, create a list of masks - initial queries that will be used to parse our semantic core. You can learn more about the concept of a list from. another post on this topic, which describes.
3. Find out the region where your website is being promoted. Depending on the location of the resource, some keywords may have varying degrees of competition. The narrower and more precise the region, the greater its importance in terms of promotion. For example, many keywords are not as competitive in the Russia region as they are in Moscow.
4. Parse all kinds of search queries from the Yandex and Google search engines (if necessary) using in various ways(manual, in the program Key Collector, competitor analysis, etc.). Described parsing options, for which I wrote detailed step by step guides, can be found via the links in the block of additional articles after this post.
5. The received search queries must be analyzed and the highest quality ones retained. , which will allow you to weed out dummy words, will be able to separate competitive words from non-competitive ones and show the most effective keywords.
6. Distribute the received keywords among the documents of the web resource. The final stage in creating a semantic core, in which it is necessary to secure your keywords for each promoted page, depending on the promotion conditions. Thanks to this distribution, the webmaster can immediately see main request and additional, but also to suggest the structure of future content. Here the core is divided into primary and secondary (if necessary).

After the full semantic core of the site has been created, in terms of promotion, it’s time to take on internal page optimization and then do effective linking.

Example of a ready-made semantic core (keyword table)

In order for you to see the finished result, I decided to post a piece of the semantic core that I ordered. In this screenshot you will see a table of selected keywords (the picture is clickable):

As you can see, all keywords are distributed among articles (distribution is carried out by the customer himself or by me for a fee). You can immediately see which search queries from the table can be used as the main query, and which in the form of additional keywords. All this allows the customer to immediately implement the received keywords into ready-made posts or make rough plan future posts - everything is clearly and clearly visible.

Where can you order an excellent semantic core?

If you want to assemble a full-fledged semantic core for a commercial website or information project, I recommend contacting.

Pros and cons of the semantic core

As in any matter, creating a semantic core has its positive and negative sides. Let's talk about the cons first:

• To obtain a high-quality semantic core of the site you need various options costs. If you ordered your list of keywords from a specialist, then these costs will be a decent amount. How more words you order, then more rubles you give it away. If you select keywords yourself, you can spend quite a lot of time learning how to select the most effective queries. But the experience gained and the quality of the keys will return the hours spent collecting the core in the form of excellent conversion and targeted search traffic.
• To select and analyze the best keywords from those already parsed, knowledge is required. Not every webmaster will delve into this matter - after all, in addition to knowledge of optimization, you need to know the basics of working in Excel and be able to count (for formatting data, first of all). But, again, if all this happens, the quality of your semantic core will be many times higher than a simple set of parsed keys from Wordstat.

As you can see, there are few disadvantages, but they are significant. And if material resources are not so important, then studying the necessary material requires time, which is valued most of all. After all, it cannot be returned... Let's move on to the advantages:

• The biggest and most important advantage is that you get a strong foundation for promoting your web resource. Without keywords, the visibility of a website or blog will be very low, which will not attract much search traffic to it. This means that the assigned tasks and goals will not be achieved. Simply writing is not enough to attract search engine users quality content. Search engines also need the presence of keywords in the article (in the text) and on the page (in its meta data). Therefore, creating a semantic core is the first stage, without which search engine promotion is simply unrealistic!
• Thanks to a good semantic core (of course, taking into account its competent internal optimization), the promoted pages of a web resource will not only receive exactly the target users from the search, but will also allow the site to have excellent behavioral factors. When using bad keywords (or their absence), the bounce rate increases noticeably, and the number of targeted conversions decreases.
• Having a ready-made semantic core at hand, any webmaster will have an idea of ​​the future of his web resource in terms of content creation. By looking at the keywords, he will see future topics of his articles on the site. That is, he can plan his activities much more effectively - give the copywriter a task in advance, better prepare for seasonal jumps, or come up with the next series of posts.

• As a rule, a blog is created (located) big number posts Therefore, you need to look for a lot of keywords for them. But you shouldn’t take the first ones you come across - look best options, evaluate them, analyze the parameters of search queries. You may spend more time, but you will end up with high-quality keywords that can attract better traffic than a bunch of the first search queries seen. Make yourself a goal to search for keywords for one article every day. Having filled your hand, you will collect them for your core much faster, thereby servicing 3-5 posts at a time.
• You don’t need to read a bunch of SEO materials, don’t rush to super-duper new optimizations, and don’t look for the perfect way to create semantics for your blog - it doesn’t exist! Take the one that you understand. And use it to select keywords. But trust only verified materials about SY.
• It often happens when we find it difficult to come up with a topic for our future post. Especially from the point of view of search engine promotion, when the priority is to obtain maximum search traffic. A ready-made semantic core helps to get rid of this problem once and for all - in front of your eyes at any time (!) you will be able to observe ready-made themes the following articles. And not only - in this way you can estimate a future series of posts, which can then turn into your own information product. 🙂

And finally the most important advice. Don't chase big and thick keywords. There will be no benefit from this, you will only create problems for yourself by wasting a lot of time. Take into account my next three-phase principle for selecting keywords, which I successfully use on my blog (more than 80% of keywords are in the top 30, about 49% in the top 10 in Yandex and more than 20% in Google - and this is in my complex competitive topic!):

1. Check the resulting parsed words that you collected in your own way (for example, using Wordstat, the Slovoeb program, competitor analysis, etc.) for competitiveness - estimate their cost of promotion (you can find out how to do this from my free book or you can read in a separate additional article - link after this post). Remove all competitive queries, leave only those with the minimum cost (for example, in SeoPult these are keywords worth 100 rubles, in SeoPult Pro - 25).
2. For the remaining search queries, rate their quality. To do this, you need to calculate the ratio of the exact and basic frequencies (available both in the book and in the post about analyzing search queries). Depending on the topic, exclude low-quality words and dummy words.
3. Now among the received quality words distribute them by article. If a post has more than one keyword, choose the boldest one (but this keyword should have a higher exact volume than the others). It will be the main query that brings most of the search traffic for the promoted article. If two of the keywords proposed for the article are suitable for dominance (more than two are rare), take both. Write one in the title, the other in h1.
unique multifunctional platform Key Kollector;
4. For the blogger best assistant to create your own semantic core, of course there will be . It works quickly and is absolutely free! I recommend!

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Like almost all other webmasters, I create a semantic core using the KeyCollector program - this is certainly best program to compile a semantic core. How to use it is a topic for a separate article, although the Internet is full of information on this matter - I recommend, for example, the manual from Dmitry Sidash (sidash.ru).

Since the question was asked about an example of compiling a core, I will give an example.

List of keys

Let's say our site is dedicated to British cats. I enter the phrase “British cat” into the “List of phrases” and click on the “Parse” button.

I get a long list of phrases that will begin with the following phrases (the phrase and particulars are given):

British cats 75553 British cats photo 12421 British fold cat 7273 British cat nursery 5545 British breed cats 4763 British shorthair cat 3571 colors of British cats 3474 British cats price 2461 blue British cat 2302 British fold cat photo 2224 mating of British cats 1888 British cats character 1394 I will buy a British cat cat 1179 British cats buy 1179 long-haired British cat 1083 pregnancy of a British cat 974 British chinchilla cat 969 cats of the British breed photo 953 nursery of British cats Moscow 886 color of British cats photo 882 British cats care 855 British shorthair cat photo 840 Scottish and British cats 763 names of British cats 762 British blue cat photo 723 British blue cat photo 723 British black cat 699 what to feed British cats 678

The list itself is much longer; I have only given the beginning.

Key grouping

Based on this list, on my website there will be articles about types of cats (loose-eared, blue, short-haired, long-haired), there will be an article about the pregnancy of these animals, about what to feed them, about names, and so on on the list.

For each article, one main such request is taken (= topic of the article). However, the article is not limited to just one query - it also adds other relevant queries, as well as different variations and word forms of the main query, which can be found in Key Collector below the list.

For example, with the word “fold-eared” there are the following keys:

British fold cat 7273 British fold cat photo 2224 British fold cat price 513 cat breed British fold 418 British blue fold cat 224 Scottish fold and British cats 190 British fold cats photo 169 British fold cat photo price 160 british fold cat buy 156 british fold blue cat photo 129 British Fold cats character 112 British Fold cat care 112 mating of British Fold cats 98 British shorthair Fold cat 83 color of British Fold cats 79

To avoid overspam (and overspam can also occur due to the combination of using too many keys in the text, in the title, in, etc.), I would not take them all with the inclusion of the main query, but individual words of which it makes sense to use in the article (photo, buy, character, care, etc.) so that the article is better ranked by a large number low-frequency queries.

Thus, under the article about fold-eared cats, we will form a group of keywords that we will use in the article. Groups of keywords for other articles will be formed in the same way - this is the answer to the question of how to create the semantic core of the site.

Frequency and competition

There is also an important point related to the exact frequency and competition - they must be collected in Key Collector. To do this, you need to tick all requests and on the “Yandex.Wordstat Frequencies” tab click the “Collect frequencies “!” — the exact frequency of each phrase will be shown (i.e. with exactly this word order and in this case), this is a much more accurate indicator than the overall frequency.

To check the competition in the same Key Collector, you need to click the “Get data for Yandex” (or for Google), then click “Calculate KEI using available data.” As a result, the program will collect how many main pages this request is in the TOP 10 (the more, the more difficult it is to get there) and how many pages in the TOP 10 contain such a title (similarly, the more, the more difficult it is to get to the top).

Next we need to act based on what our strategy is. If we want to create a comprehensive site about cats, then the exact frequency and competition are not so important to us. If we only need to publish a few articles, then we take requests that have the highest frequency and at the same time the lowest competition, and write articles based on them.

Selecting a semantic core is an important step in promoting each portal on the Internet. Perhaps few people know that correctly selected keywords increase the effectiveness of an advertising campaign and 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 a resource, and this is the main task of every SEO optimizer.

What do you need to know at the very beginning?

Have you decided to promote your portal to the top 10 or have you decided to make drastic changes in the site’s categories? Then you should start taking action by collecting keys that will give you hints for further actions. What is the semantic core? How do you need to collect keys for a website and what should they be for high-quality promotion? You will need to understand these concepts in detail in order to be able to create a good SEO-optimized website.

What is the semantic core?

This is a certain series 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 extract, its quintessence. Keywords perfectly characterize the type of activity of the company, present its products or services, and are also 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 demonstrate your site on the first pages, which means that the chance of increasing your target audience only increases.

Where does it all begin?

Each page of the portal has its own keywords, which are directly involved in compiling the semantic core. Typically, the NA of a 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 key query has the highest frequency of occurrence in the text, and additional keys are only ranked in descending order.

How is the SY going to happen?

Have you decided to find out how to create a semantic core? Then you should immediately know that the correct formation of the strategic language will directly determine the further result of promoting the resource, its ranking for search queries and further traffic growth. Compiling a semantic core directly affects the effectiveness of the strategy selected by the SEO optimizer. Keys are the foundation on which the subsequent promotion of the resource is built.

Large portals may have a couple of hundred keywords at their disposal, and small Internet sites (for example, business cards) may have a couple of keys.

All key queries are divided into three types:

• high frequency;
• mid-frequency;
• low frequency.

Frequency tells us how often certain words are used by users when searching for certain information.

More details about the keys

It’s worth mentioning right away that low-frequency keywords can significantly increase conversion, while bringing in a 100% suitable target audience. Yes, a novice SEO optimizer is unlikely to be able to achieve this, but for a professional this 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 clarification (for example, the phrase “order SEO in Kiev”), but low-frequency keywords clarify your request as much as possible (for example, the phrase “order SEO in Kyiv is inexpensive"). Low-frequency keywords are used in practice less often than high-frequency or mid-frequency keywords, because queries from the list low frequency words appear in the system quite rarely, happens up to 10 times a month. However, it is LF that brings 100% of the target audience to your portal. The correct semantic core should take into account all the keywords when collecting in order to create a competitive page. If you look at the number of keys on a particular portal, then sites can be conditionally divided into highly competitive, moderately competitive, and low competitive.

Some nuances worth knowing about

The most important thing to know before creating a semantic core is that the SL should include queries with different frequencies. You won’t be able to create a popular portal with high-frequency engines alone, as you simply won’t receive enough traffic.

Before creating a semantic core, try to put into practice associative keys, 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, you should not forget that the keys must correspond to the size of the text, without exceeding acceptable standards. Readability of the text - required condition to promote the portal! Long gone are the days when everything was decided only by keywords and their number; now search engines value more informative, relevant descriptions aimed at a person. If we talk about any numbers, then in the total amount in the text there should be no more than 7% of keywords for the entire volume.

What approaches should be used to create a strategic language?

At first glance, the work of an SEO optimizer may seem simple: it takes a list of the most popular queries and writes texts for the site based on them. Or you can take less popular search phrases, but add the word “buy”. This approach is no longer relevant, and here's why.

The main disadvantage is that you need to spend a lot of effort on promotion in the area of ​​the highest competition, because other companies thought of this earlier and have already brought the idea to life, and competitors are still trying to do the same thing.

Therefore, we can conclude that lists with the words “air conditioners” and “buy air conditioners” will simply go nowhere and will not pay off in any way. Yes. In contextual advertising, conversions 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 promotion?

Kernels should be implemented using a smart approach. The gist of it is that you distribute Various types requests in different proportions. This is the only way to get more customers and visitors at a low cost.

What collection tools are there?

You have already learned how to create a correct semantic core. Now it’s worth talking about information collection tools. They are divided into free and paid, PC programs and online services.

Free:

1. "Yandex Wordstat". It allows you to set the number of requests per last month according to the entered keyword.
2. "Google Trends". The most popular trends from a month ago are demonstrated.
3. "Wordstat Rambler". It operates on the same principle as Yandex Wordstat.
4. Google Keyword Planner. The product differs from domestic tools in that it can not only determine the ranking of a keyword, but also obtain estimates of their effectiveness based on given bid and budget values, and forecasts. It is worth remembering that the program is aimed only at Google users, and therefore should only be used when optimizing for Google.

Programs for collecting and analyzing information regarding FL:

1. Google Analytics. The utility allows you to obtain information about queries based on keywords. The efficiency of work is guaranteed by the connection of Google Analytics with the webmaster panel.
2. "Yandex.Metrica". This application provides a list of keywords that bring clients to the portal (or brought them).
3. LiveInternet. The resource collects most of the information based on keywords. For better efficiency often combine the program with analytical and Google.

Paid programs for the semantic core with ready-made key databases:

1. "Topvisor". This is an online service that allows you to collect FL, but it is not the best on the market. Pros: you can configure it in such a way that information will be collected from Yandex.Metrica, and in automatic mode everything will be grouped under existing pages, thereby increasing the efficiency of the portal. The program also displays statistics on five competitors for queries, and for a fee - on ten competitors.
2. Key Collector. Semantic core will be created functional and as efficient as possible.
3. UP Base. This good program, which has parsing enabled for four topics. The main advantage: there is both a Russian and an English database of keywords.
4. "Mutagen". This is an online keyword database. The service is easy to use and will help you create a high-quality semantic core.
5. Base of Max Pastukhov. This is a wide database of keywords, which can make the creation of a semantic core super efficient, without the need for analysis.
6. 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.
7. Wordtracker. This tool is designed to work with English versions of portals. It is paid, but there is also a trial free version. You can create an example of a semantic core to see whether the tool suits you or not.
8. CS Yazzle. This is a multifunctional program with twenty-seven tools that allow you to create an excellent SYNOPSIS, promote and promote the portal. Create an example of a semantic core with this utility and see its usefulness.
9. Keyword Tool. This is a demon paid service, introduced 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 labor. Free databases allow you to effectively form FL without difficulty, the main thing is to understand how to use them correctly. If you try, you can create a semantic core for free, however paid versions have a few more features, so it’s better to use them first in order to be guaranteed to get the target audience you need. It is difficult to select the best one among the programs; this 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 types of search queries are there?

It is impossible to correctly compose the semantic core of a store if you do not understand the following. They are:

• Are common.
• Informational.
• "Hot."
• "Searching for competitors."
• Specific.
• Typos.

Now it’s worth looking at each type of request separately.

Are common

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 reference Information regarding a particular product.

Yes, some users entering such queries still want to make a purchase, but clients, seeing a lot of off-topic articles, try to immediately narrow down their search. The second time they enter queries more accurately and specifically.

If we talk about numbers, the percentage of buyers in relation to those interested and “passers-by” is different. In rare cases, it is more than half, but in reality it is only a third of the total number of users, or even less. Therefore, there is a huge dropout. If you have a small company, then the dropout rate can be 70-90% of the users who enter such a request.

Don't forget: the competition is simply enormous for such requests. It will be extremely difficult to get to the top, although nothing is impossible.

Information

These are queries in a search engine that provide background information on a particular product, event, service, and maybe even an industry. Requests are not directly selling, they only give necessary information for thought and show search engines that the portal is relevant to the “topic” of the product, service or event. In other words, the system “sees” that there is a necessary information, which answers user questions. For example, “price for servicing car X”, “design of industrial machine Y” and so on.

Yes, among such users there will be simply interested people and “passers-by”, but their percentage of potential buyers will not be so large if we remember the general requests.

In the case of information requests, it is important to choose the appropriate phrases that are needed potential buyer to decide what the future models. A person must imagine how he will use the purchase, how his life will change. If the user is not able to imagine such moments, then he may well refuse to purchase. Therefore, information requests are an excellent basis for future sales; the main thing is to separate the correct information requests from requests like “how to make N yourself.”

Specific

These are low-frequency or mid-frequency queries. They always have clarification: location, characteristics, sales parameters, and so on. As soon as the user enters a specific request, he is thinking about purchasing, and most importantly, he consciously narrows the search to the model or offer he requires.

"Hot"

These requests state that the 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 the product, he already knows what he wants to buy, all that remains is to find a place where he can buy what he needs.

Hot requests are very expensive, sometimes even costing more than general requests. However, the influx of customers will be maximum, and it will all pay off, the main thing is to compare costs and profits. If future income covers expenses, then you should think about hot requests; if attraction is expensive, then you should look for a different 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 operate 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 about “taking away customers.” If a person is dissatisfied with a deal with a competitor or is still choosing, then why not offer him an alternative? The most important thing is to remain respectful of competing companies and not promise what the client will never receive.

Typos

It happens that people, due to inattention or hastily introduce search bar queries with errors, but at the same time they want to get a relevant result. Search engines usually correct errors, but if the typo is rare, search engines may not find results and report this to the user. Then the person will try again, but correct the errors and get to the search results page for the desired request. So, if at the time of a typo your website appears, can you imagine how you can increase your chances of getting a client? Actually 100%. Yes, the traffic is small in volume and laborious, but it is actually free and effective.

We exclude non-targeted requests

In linguistics, along with thematic targeted 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 in less traffic, but they still have a positive impact on sales. Now everything is changing, and it’s worth focusing on targeted queries. Most users, going 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 a page can harm the portal’s positions, because search engines analyze user behavior, and if he did not find what he was looking for, then the resource for the search query will most likely be lowered. Such results can harm behavioral metrics, so it is better to stop using them now. related queries at all.

Expanding SY

Expanding your SA is an excellent opportunity to increase traffic, however, this should not be done at the expense of high frequency queries, but due to low frequencies. A large SA can bring significant traffic from the target audience to the portal, but the number of requests should not in any way interfere with the quality. Don't be afraid of long queries, as they provide the most information about users.

Let's give an example. It is difficult to imagine what exactly can be offered to a person who types the word “banks” into a search engine. Perhaps he is looking for a bank for a loan, or he needs glass containers. It is much easier to understand what the user is interested in if he enters “the best banks in Moscow for 20-year mortgages” into the search engine. In addition, promotion using low-frequency words will cost much less. Some sites don’t even make sense to include HF requests, because their activities are narrowly focused.

What's happening with Every year their number is steadily falling. This is all due to the fact that it is not easy to promote portals for HF requests, because the competition is huge. HF queries also contain one or two words, and the average length of user queries is approximately five words. The difficulty is that the SA needs to be increased monthly, and it is better to do this more often. Where can you get so many low frequency queries? It is necessary to conduct market analysis and competitor statistics.

What should not be forgotten when compiling the SYNOPSIS?

• ABOUT mobile traffic. The share of sales via mobile phone is constantly growing, and there are no prerequisites that the situation will change. Simple programs will help you understand what queries bring tablet and smartphone owners to the portal. The thing is that clients who prefer to use the Internet through mobile devices, construct sentences somewhat differently. Their behavior on the site is different, so this market also needs to be studied and corrected.
• About social networks. Promotion through social networks is a trend that will not disappear in the near future. Social networks are a convenient platform for monitoring brands, problems, and topics that concern customers. There are even special services that allow you to install popular queries on social networks.
• About competitors. Analysis of key queries from competitors’ portals is useful information, which will allow you to create a useful and unique SYNOPSIS for promoting your website.

How to correctly compose the SA?

The process of developing a strategic language is not easy, but you can apply some universal stages in your work:

• Studying the specifics of the niche. You will need to set aside time to study the business or topic of the project. Create a table of queries that relate to business.
• Initial development of the portal structure. A primary site frame is created, where all the key pages are indicated.
• Primary collection of keywords. We get an array of keys with which we will need to carry out further work.
• Analysis of key queries from competitors. Analyze the structure of your competitors' websites.
• Keyword analysis. Analyze all collected keywords, remove unnecessary ones or expand the list.
• Finalizing the site structure. Work on the formation of the site structure is being completed, and the portal’s SYNOPSIS can be developed.
• Clustering of the semantic core. Keywords are grouped into clusters.

Any final words?

Composing an effective and efficient SL is not an easy task. Everything directly depends on the theme of the site, the uniqueness of the products offered, and the quality of services. You will always need to take into account the competitive environment, cost of conversion, CTR parameters, and so on. That is why portal promotion should be entrusted to professional SEO specialists who already know how to assemble a semantic core, and will first conduct an in-depth analysis of the market, and the site in particular, and then select the necessary tools for promotion.

The semantic core is a scary name that SEOs came up with to denote a rather simple thing. We just need to select the key queries for which we will promote our site.

And in this article I will show you how to correctly compose a semantic core so that your site quickly reaches the TOP, and does not stagnate for months. There are also “secrets” here.

And before we move on to compiling the SY, let's figure out what it is and what we should ultimately come to.

What is the semantic core in simple words

Oddly enough, but the semantic core is the usual excel file, which lists the key queries for which you (or your copywriter) will write articles for the site.

For example, this is what my semantic core looks like:

I have marked in green those key queries for which I have already written articles. Yellow - those for which I plan to write articles in the near future. And colorless cells mean that these requests will come a little later.

For each key query, I have determined the frequency, competitiveness, and come up with a “catchy” title. You should get approximately the same file. Now my CN consists of 150 keywords. This means that I am provided with “material” for at least 5 months in advance (even if I write one article a day).

Below we will talk about what you should prepare for if you suddenly decide to order the collection of the semantic core from specialists. Here I will say briefly - they will give you the same list, but only for thousands of “keys”. However, in SY it is not quantity that is important, but quality. And we will focus on this.

Why do we need a semantic core at all?

But really, why do we need this torment? You can, after all, just write quality articles and attract an audience, right? Yes, you can write, but you won’t be able to attract people.

The main mistake of 90% of bloggers is simply writing high-quality articles. I'm not kidding, they have really interesting and useful materials. But search engines don’t know about it. They are not psychics, but just robots. Accordingly, they do not rank your article in the TOP.

There is another subtle point with the title. For example, you have a very high-quality article on the topic “How to properly conduct business in a face book.” There you describe everything about Facebook in great detail and professionally. Including how to promote communities there. Your article is the highest quality, useful and interesting on the Internet on this topic. No one was lying next to you. But it still won't help you.

Why high-quality articles fall out of the TOP

Imagine that your site was visited not by a robot, but by a live inspector (assessor) from Yandex. He realized that you have the coolest article. And hands put you in first place in the search results for the request “Promoting a community on Facebook.”

Do you know what will happen next? You will fly out of there very soon anyway. Because no one will click on your article, even in first place. People enter the query “Promoting a community on Facebook,” and your headline is “How to properly run a business in a face book.” Original, fresh, funny, but... not on request. People want to see exactly what they were looking for, not your creativity.

Accordingly, your article will empty its place in the TOP search results. And a living assessor, an ardent admirer of your work, can beg the authorities as much as he likes to leave you at least in the TOP 10. But it won't help. All the first places will be taken by empty articles, like the husks of sunflower seeds, that yesterday’s schoolchildren copied from each other.

But these articles will have the correct “relevant” title - “Promoting a community on Facebook from scratch” ( step by step, in 5 steps, from A to Z, free etc.) Is it offensive? Still would. Well, fight against injustice. Let's create a competent semantic core so that your articles take the well-deserved first places.

Another reason to start writing SYNOPSIS right now

There is one more thing that for some reason people don’t think much about. You need to write articles often - at least every week, and preferably 2-3 times a week - to gain more traffic and faster.

Everyone knows this, but almost no one does it. And all because they have “creative stagnation”, “they just can’t force themselves”, “they’re just lazy”. But in fact, the whole problem lies in the absence of a specific semantic core.

I entered one of my basic keys, “smm,” into the search field, and Yandex immediately gave me a dozen hints about what else might be of interest to people who are interested in “smm.” All I have to do is copy these keys into a notebook. Then I will check each of them in the same way, and collect hints on them as well.

After the first stage of collecting SY, you should be able to Text Document, which will contain 10-30 broad basic keys, which we will work with further.

Step #2 — Parsing basic keys in SlovoEB

Of course, if you write an article for the request “webinar” or “smm”, then a miracle will not happen. You will never be able to reach the TOP for such a broad request. We need to break the basic key into many small queries on this topic. And we will do this using a special program.

I use KeyCollector, but it's paid. You can use free analogue- SlovoEB program. You can download it from the official website.

The most difficult thing about working with this program is setting it up correctly. I show you how to properly set up and use Sloboeb. But in that article I focus on selecting keys for Yandex Direct.

And here let’s look step by step at the features of using this program for creating a semantic core for SEO.

First we create new project, and call it by the broad key you want to parse.

I usually give the project the same name as my base key to avoid confusion later. And yes, I will warn you against one more mistake. Don't try to parse all base keys at once. Then it will be very difficult for you to filter out “empty” key queries from golden grains. Let's parse one key at a time.

After creating the project, we carry out the basic operation. That is, we actually parse the key through Yandex Wordstat. To do this, click on the “Worstat” button in the program interface, enter your base key, and click “Start collection”.

For example, let's parse the base key for my blog “contextual advertising”.

After this, the process will start, and after some time the program will give us the result - up to 2000 key queries that contain “contextual advertising”.

Also, next to each request there will be a “dirty” frequency - how many times this key (+ its word forms and tails) was searched per month through Yandex. But I do not advise drawing any conclusions from these numbers.

Step #3 - Collecting the exact frequency for the keys

Dirty frequency will not show us anything. If you focus on it, then don’t be surprised when your key for 1000 requests does not bring a single click per month.

We need to identify pure frequency. And to do this, we first select all the found keys with checkmarks, and then click on the “Yandex Direct” button and start the process again. Now Slovoeb will look for the exact request frequency per month for each key.

Now we have an objective picture - how many times what query was entered by Internet users over the past month. I now propose to group all key queries by frequency to make it easier to work with them.

To do this, click on the “filter” icon in the “Frequency” column. ", and specify - filter out keys with the value "less than or equal to 10".

Now the program will show you only those requests whose frequency is less than or equal to the value “10”. You can delete these queries or copy them to another group of key queries for future use. Less than 10 is very little. Writing articles for these requests is a waste of time.

Now we need to select those key queries that will bring us more or less good traffic. And for this we need to find out one more parameter - the level of competitiveness of the request.

Step #4 — Checking the competitiveness of requests

All “keys” in this world are divided into 3 types: high-frequency (HF), mid-frequency (MF), low-frequency (LF). They can also be highly competitive (HC), moderately competitive (SC) and low competitive (LC).

As a rule, HF requests are also VC. That is, if a query is often searched on the Internet, then there are a lot of sites that want to promote it. But this is not always the case; there are happy exceptions.

The art of compiling a semantic core lies precisely in finding queries that have high frequency, and their level of competition is low. It is very difficult to manually determine the level of competition.

You can focus on indicators such as the number of main pages in the TOP 10, length and quality of texts. level of trust and tits of sites in the TOP search results upon request. All of this will give you some idea of ​​how tough the competition is for rankings for this particular query.

But I recommend you use Mutagen service. It takes into account all the parameters that I mentioned above, plus a dozen more that neither you nor I have probably even heard of. After analysis, the service gives an exact value - what level of competition this request has.

Here I checked the request “setting up contextual advertising in google adwords" Mutagen showed us that this key has a competitiveness of "more than 25" - this is the maximum value it shows. And this query has only 11 views per month. So it definitely doesn’t suit us.

We can copy all the keys that we found in Slovoeb and do a mass check in Mutagen. After this, all we have to do is look through the list and take those requests that have many requests and low level competition.

Mutagen is a paid service. But you can do 10 checks per day for free. In addition, the cost of testing is very low. In all the time I have been working with him, I have not yet spent even 300 rubles.

By the way, about the level of competition. If you have a young site, then it is better to choose queries with a competition level of 3-5. And if you have been promoting for more than a year, then you can take 10-15.

By the way, regarding the frequency of requests. We now need to take the final step, which will allow you to attract a lot of traffic even for low-frequency queries.

Step #5 — Collecting “tails” for the selected keys

As has been proven and tested many times, your site will receive the bulk of traffic not from the main keywords, but from the so-called “tails”. This is when a person enters strange key queries into the search bar, with a frequency of 1-2 per month, but there are a lot of such queries.

To see the “tail”, just go to Yandex and enter the key query of your choice into the search bar. Here's roughly what you'll see.

Now you just need to write down these additional words in a separate document and use them in your article. Moreover, there is no need to always place them next to the main key. Otherwise, search engines will see “over-optimization” and your articles will fall in search results.

Just use them in different places in your article, and then you will receive additional traffic from them as well. I would also recommend that you try to use as many word forms and synonyms as possible for your main key query.

For example, we have a request - “Setting up contextual advertising”. Here's how to reformulate it:

• Setup = set up, make, create, run, launch, enable, place...
• Contextual advertising = context, direct, teaser, YAN, adwords, kms. direct, adwords...

You never know exactly how people will search for information. Add all these additional words to your semantic core and use them when writing texts.

So, we collect a list of 100 - 150 key queries. If you are creating a semantic core for the first time, it may take you several weeks.

Or maybe break his eyes? Maybe there is an opportunity to delegate the compilation of FL to specialists who will do it better and faster? Yes, there are such specialists, but you don’t always need to use their services.

Is it worth ordering SY from specialists?

By and large, specialists in compiling a semantic core will only give you steps 1 - 3 from our scheme. Sometimes, for a large additional fee, they will do steps 4-5 - (collecting tails and checking the competitiveness of requests).

After that, they will give you several thousand key queries that you will need to work with further.

And the question here is whether you are going to write the articles yourself, or hire copywriters for this. If you want to focus on quality rather than quantity, then you need to write it yourself. But then it won't be enough for you to just get a list of keys. You will need to choose topics that you understand well enough to write a quality article.

And here the question arises - why then do we actually need specialists in FL? Agree, parsing the base key and collecting exact frequencies (steps #1-3) is not at all difficult. This will literally take you half an hour.

The most difficult thing is to choose HF requests that have low competition. And now, as it turns out, you need HF-NK, which you can write to good article. This is exactly what will take you 99% of your time working on the semantic core. And no specialist will do this for you. Well, is it worth spending money on ordering such services?

When are the services of FL specialists useful?

It’s another matter if you initially plan to attract copywriters. Then you don't have to understand the subject of the request. Your copywriters won’t understand it either. They will simply take several articles on this topic and compile “their” text from them.

Such articles will be empty, miserable, almost useless. But there will be many of them. On your own, you can write a maximum of 2-3 quality articles per week. And an army of copywriters will provide you with 2-3 shitty texts a day. At the same time, they will be optimized for requests, which means they will attract some traffic.

In this case, yes, calmly hire FL specialists. Let them also draw up a technical specification for copywriters at the same time. But you understand, this will also cost some money.

Summary

Let's go over the main ideas in the article again to reinforce the information.

• The semantic core is simply a list of key queries for which you will write articles on the site for promotion.
• It is necessary to optimize texts for precise key queries, otherwise even your highest-quality articles will never reach the TOP.
• SY is like a content plan for social networks. It helps you avoid falling into a “creative crisis” and always know exactly what you will write about tomorrow, the day after tomorrow and in a month.
• To compile a semantic core, it is convenient to use the free program Slovoeb, you only need it.
• Here are the five steps of compiling the NL: 1 - Selection of basic keys; 2 - Parsing basic keys; 3 - Collection of exact frequency for queries; 4 — Checking the competitiveness of keys; 5 – Collection of “tails”.
• If you want to write articles yourself, then it is better to create a semantic core yourself, for yourself. Specialists in the preparation of synonyms will not be able to help you here.
• If you want to work on quantity and use copywriters to write articles, then it is quite possible to delegate and compile the semantic core. If only there was enough money for everything.

I hope this instruction was useful to you. Save it to your favorites so as not to lose it, and share it with your friends. Don't forget to download my book. There I show you the fastest way from zero to the first million on the Internet (a summary from personal experience over 10 years =)

See you later!

Yours Dmitry Novoselov

Greetings, friends! Today we will talk about such a concept as a semantic core and how to correctly compose it within the framework of a specific project (website, blog, forum or online store).

In fact, compiling a semantic core is the most important stage in the life of any Internet resource.

This is where the full promotion of the project in search engines begins.

Semantic core— this is the basis of any project, thanks to which the site develops and is promoted in search engines. Have you ever seen a nice house with a terrible foundation or a successful businessman who lacks basic reading and writing skills? Most likely no.

To work as a programmer, you need to at least graduate from a technical university; to become an astronaut, you need to train your body from childhood; to become an Olympic champion, you need years of training and a great desire, i.e. everything in this life has a foundation.

Stage No. 2. Analysis and verification of the cost of request promotion

IN currently exists great amount sites and most webmasters know how to compose a semantic core, so every day new sites appear that occupy leading positions in low-end queries, as a result of which competition is growing.

At the previous stage, we collected a list of keywords that we plan to use to promote ourselves in search engines. Of course, competitors are not fools and have long since caught wind of these keywords, so at this stage we need to determine which queries can still be promoted, and which ones we shouldn’t even start with.

To do this, go to the SEOpult system and register a new account.

1. Add a new project to the system

2. Add keywords and check the cost of one transition

If the cost of the transition is more than 3 rubles, then the request can be immediately eliminated. Of course, the average cost of one transition is different for different topics, so in general, the maximum cost of one transition should not exceed 6 rubles.

Thus, among the checked keywords, you can filter out 3 keys:

Cover for iPhone
Original iPhone cases
iPhone 4 case

By the way, here you can notice that the predicted number of visitors per month differs from the predicted number of transitions in the program (“!”).

Stage No. 3. Adding optimized articles

Having compiled a semantic core, you should immediately begin writing optimized articles. Let's not forget each other!

Finally, watch the recording of the famous SEO specialist Rand Fishkin, which talks about the promotion of Internet resources:

Basically, on this compilation of the semantic core ends! I hope you can now choose the right keys for your site.

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There were 10 comments left on the post “1. Drawing up a semantic core for the site.”

Timur, tell me why there are such small numbers of impressions in Seopult (compared to the frequency, although I even put Omsk in Slovoeb) and the predicted number of transitions is generally zero!!! Although, for example, in Tyumen the situation is slightly better, with an average of 5 keyword clicks, although the population there is 2 times smaller! What kind of batva is this)
P.S. Keywords - yoga practice, etc.
The site put someone else's in Seopult on a yoga theme Omsk

• Although it’s interesting that the first 22 requests that I carefully processed turned out to be dummies for Seopult, and then I added 23 requests like “yoga for beginners.” It’s also interesting that “yoga in Omsk” is geo-Independent.

  • A geo-dependent query is a query for which the results in different regions vary depending on the needs of users. As for the request “yoga in Omsk”, everything is correct. The user’s goal is to find out contacts of fitness centers in Omsk. The query is geo-independent, since all users should be shown the same results.

    Ask questions and add to the article: