What is a query engine. Working with the semantic core in practice
The semantic core of the site is a complete set keywords, corresponding to the subject of the web resource, by which users can find it in the search engine.
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For example, the fairy-tale character Baba Yaga will have the following semantic core: Baba Yaga, Baba Yaga fairy tales, Baba Yaga Russian fairy tales, a woman with a fairy tale stupa, a woman with a mortar and a broom, an evil sorceress woman, a woman's hut, chicken legs, etc.
Why does a site need a semantic core
Before starting work on promotion, you need to find all the keys by which targeted visitors can search for it. Based on the semantics, a structure is compiled, keys are distributed, meta tags, document titles, descriptions for images are prescribed, and an anchor list is developed for working with the reference mass.
When compiling semantics, it is necessary to decide main problem: determine what information should be published in order to attract a potential client.
Compiling a list of keys solves another important task: for each search phrase, you define a relevant page that can fully answer the user's question.
This problem is solved in two ways:
- You create the site structure based on the semantic core.
- You distribute the selected terms according to the finished structure of the resource.
Types of key queries (KZ) by the number of views
- LF - low frequency. Up to 100 impressions per month.
- MF - mid-range. From 101 to 1,000 impressions.
- HF - high frequency. Over 1000 impressions.
According to statistics, 60-80% of all phrases and words are LF. Working with them is cheaper and easier. Therefore, you must make the most voluminous core of phrases, which will be constantly supplemented with new low frequencies. HF and MF should also not be ignored, but the main focus should be on expanding the list of woofers.
Types of short circuit by type of search
- Information is needed when searching for information. "How to fry potatoes" or "how many stars are in the sky."
- Transactional are used to perform an action. "Order a downy scarf", "download Vysotsky's songs"
- Navigational are used to search related to a particular company or link to the site. "Breadmaker MVideo" or "Svyaznoy smartphones".
- Others - an extended list, according to which it is impossible to understand the ultimate goal of the search. For example, the query "Napoleon cake" - perhaps a person is looking for a recipe for its preparation, or perhaps he wants to buy a cake.
How to compose semantics
It is necessary to highlight the main terms of your business and user needs. For example, laundry customers are interested in laundry and cleaning.
Then you should define the tails and specification (more than 2 words per query) that users add to the main terms. By doing this, you will increase the reach of the target audience and reduce the frequency of terms (washing blankets, washing jackets, etc.).
Collecting the semantic core manually
Yandex Wordstat
- Select the region of the web resource.
- Enter a passphrase. The service will give you the number of queries with this keyword for the last month and a list of "related" terms that were of interest to visitors. Keep in mind that if you enter, for example, "buy windows", you will get results for the exact occurrence of the keyword. If you enter this key without quotes, you will get general results, and requests like "buy windows in Voronezh" and "buy a plastic window" will also be reflected in this figure. To narrow and refine the indicator, you can use the “!” operator, which is placed before each word: !buy!windows. You will get a number showing the exact output for each word. You will get a list like: buy plastic windows, buy and order windows, while the words "buy" and "windows" will be displayed unchanged. To obtain an absolute indicator for the query “buy windows”, the following scheme should be used: enter in quotes “!buy! windows”. You will receive the most accurate data.
- Collect the words from the left column and analyze each of them. Write the initial semantics. Pay attention to the right-hand column containing short-cuts that users entered before or after searching for words from the left-hand column. You will find many more phrases you need.
- Click on the Request History tab. On the graph, you can analyze the seasonality, the popularity of phrases in each month. Good results are obtained by working with Yandex search suggestions. Each short circuit is entered into the search field, and the semantics are expanded based on tooltips.
Google-scheduler KZ
- Enter the main RF query.
- Select Get Options.
- Select the most relevant options.
- Repeat this action with each selected phrase.
Studying competitor sites
Use this method as an additional method to determine the correct choice of a particular short circuit. BuzzSumo, Searchmetrics, SEMRush, Advse tools will help you with this.
Programs for compiling a semantic core
Consider some of the most popular services.
- key collector. If you are compiling very voluminous semantics, then you cannot do without this tool. The program picks up semantics by referring to Yandex Wordstat, collects search hints of this search engine, filters short keywords with stop words, very low frequency, duplicates, determines the seasonality of phrases, studies the statistics of counters and social networks, selects relevant pages for each request.
- SlovoEB. Free service by Key Collector. The tool selects keywords, groups and analyzes them.
- Allsubmitter. Helps to choose a short circuit, shows competing sites.
- KeySO. Analyzes the visibility of a web resource, its competitors and helps in compiling the BR.
What to consider when choosing keywords
- Frequency indicators.
- Most of the short circuit should be LF, the rest - MF and HF.
- Search-relevant pages.
- Competitors in the TOP.
- Phrase competition.
- Projected number of clicks.
- Seasonality and geodependence.
- KZ with errors.
- association keys.
Correct semantic core
First of all, you need to define the concepts of "keywords", "keys", "key or search queries" - these are words or phrases with which potential customers of your site are looking for the necessary information.
Make the following lists: categories of goods or services (hereinafter referred to as TU), TU names, their brands, commercial tails (“buy”, “order”, etc.), synonyms, transliteration in Latin (or in Russian, respectively), professional jargon (“keyboard” - “keyboard”, etc.), specifications, words with possible typos and errors (“Orenburg” instead of “Orenburg”, etc.), references to the area (city, streets, etc.).
When working with lists, be guided by the short list from the promotion agreement, the structure of the web resource, information, price lists, competitor sites, previous SEO experience.
Proceed to the selection of semantics by mixing the phrases selected in the previous step, using the manual method or using services.
Generate a list of stop words and remove unsuitable short circuits.
Group CVs by relevant pages. For each key, the most relevant page is selected or a new document. Desirable this work carry out manually. For large projects, paid services such as Rush Analytics are provided.
Go from largest to smallest. First distribute the treble across the pages. Then do the same with the midrange. Bass can be added to pages with treble and bass distributed over them, as well as select individual pages for them.
After analyzing the first results of the work, we can see that:
- the site being promoted is not visible for all declared keywords;
- according to the KZ, not the documents that you assumed were relevant are issued;
- the wrong structure of the web resource interferes;
- for some CVs, several web pages are relevant;
- missing relevant pages.
When grouping short circuits, work with all possible sections on a web resource, fill each page with useful information, do not create duplicate text.
Common mistakes when working with short circuit
- only obvious semantics were chosen, without word forms, synonyms, etc.;
- the optimizer distributed too many CVs on one page;
- the same short circuits are distributed on different pages.
At the same time, ranking worsens, the site can be punished for spamming, and if the web resource has the wrong structure, then it will be very difficult to promote it.
It doesn't matter how you choose the semantics. With the right approach, you will get the right SL, which is necessary for the successful promotion of the site.
An article on how to create a semantic core on your own so that your online store is in the first positions of search results search engines. The process of selecting keywords is not so simple. It will require attention and a relatively long time. But if you are ready to move forward and grow your business, this article is for you.It details the methods for collecting keywords, as well as which tools can help you with this.
The answer is banal - for the site to be "liked" by search engines. And so that when users request for specific keywords, it is your resource that is given out.
And the formation of the semantic core is the first, but very important and confident step towards the goal!
The next step is the creation of a kind of skeleton, which implies distributed matched "keys" according to certain pages site. And only after that you should move to a new level - writing and implementing articles, tags.
Note that the network presents several options for defining the concept of a semantic core (hereinafter referred to as SN).
In general, they are similar and if you summarize everything, you can form the following: a set of keywords (as well as related phrases and forms) to promote the site. Such words accurately characterize the direction of the site, reflect the interests of users and correspond to the activities of the company.
Our article provides an example of the formation of a SL for an online bed linen store. The whole process is divided into five consecutive stages.
1) We collect basic queries
In this case, we are talking about all the phrases that will correspond to the direction of the store. Therefore, it is so important to think over as precisely as possible those phrases that best characterize the goods presented in the catalog.
Of course, this is sometimes difficult to do. But the right column of Wordstat.Yandex will come to the rescue - it indicates phrases that are most often entered by users when using the phrase you have chosen.
Watch the Wordstat video (13 minutes total)
In order to get the results, enter the phrase you need in the service line and click on the "Select" button.
In order not to copy all requests manually, we recommend using the Wordstat Helper extension, created specifically for browsers Mozilla Firefox and Google Chrome. This addition will greatly simplify the work with the selection of words. How it works - see the screenshot below.
Save the selected words in a separate document. After brainstorming and add to it the phrases that you come up with.
2) How to expand SA: three options
The first step is relatively simple. Although it will require you to be careful. But the second is active brain activity. After all, each separately selected phrase is the basis of the future group of search queries by which you will advance.
To assemble such a group, you must use:
- synonyms;
- paraphrasing.
In order not to "download" at this stage, use special applications or services. How to do this is detailed below.
How to Expand Your BR with Google Keyword Planner
Let's go to the topic chapter (it's called the Keyword Planner) and collects those phrases that most accurately characterize the group of queries you are interested in. Do not touch other parameters and click on the "Get ..." button.
After that, just download the results.
How to extend CL with Serpstat (ex. Prodvigator)
You can also use another similar service that analyzes a competitor. After all, competitors are the best place to get the keywords you need.
Serpstat service (ex. Prodvigator) allows you to accurately determine for which key queries your competitors have become leaders in search engines. Although there are other services - which one to use, decide for yourself.
In order to select search queries, you need:
- enter one request;
- indicate the region of promotion you are interested in;
- click on the "Search" button;
- and when it is completed, select the "Search queries" option.
Then click on the "Export Table" button.
How to compose a semantic core: how to expand the CL using the Key Collector/Slovoeb
Do you have a large store with a huge number of products? In such a situation, you need a service Key Collector.
Although if you are just starting to learn the science of keyword selection and the formation of a semantic core, we recommend that you pay attention to another service - with a dissonant name Slovoeb . Its advantage is that it is completely free.
Download the app, go to the Yandex.Direct settings and enter your username/password from mailbox Yandex.
Thereafter:
- open a new project;
- click on the Data tab;
- there click on the option Add phrases;
- indicate the region of promotion you are interested in;
- enter the requests that were generated earlier.
After that, start collecting SA from Wordstat.Yandex. For this:
- go to the "Data collection" section;
- then - you need to select the section "Batch collection of words from the left column";
- a new window will appear on your screen;
- in it - do as indicated in the screenshot below;
Note that Key Collector is an excellent tool for voluminous, large projects and with its help it is easy to organize the collection of statistical data on services that analyze the "work" of competing sites. For example, these services include the following: SEMrush, SpyWords, Serpstat (ex. Prodvigator) and many others.
3) Remove extra "keys"
So, the base is formed. The volume of collected "keys" is more than solid. But if you analyze them (in this case, just read carefully), it turns out that not all the collected words correspond exactly to the theme of your store. And therefore, “non-target” users will come to the site using them.
Such words should be removed.
We present one more example. So, on the site you sell bed linen, but your assortment does not just have a fabric from which such linen can be sewn. Therefore, everything related to fabrics must be removed.
By the way, a complete list of such words will have to be generated manually. There is no "automatic" will not help. Naturally, it will take a relatively long time and in order not to miss anything, we recommend that you arrange a full-fledged brainstorming session.
We note the following types and types of words that will be irrelevant for online stores:
- the name and mention of competing stores;
- cities and regions in which you do not work and where you do not deliver goods;
- all words and phrases containing "free", "old" or "used", "download", etc.;
- the name of a brand that is not represented in your store;
- "keys" in which there are errors;
- repetitive words.
Now we will tell you how to remove all the words you do not need.
Form a list
We open the Slovoeb service, select the "Data" section in it, and there we go to the "Stop words" tab and "drive" manually selected words into it. Interestingly, you can write down the words either manually or simply upload a file with them (if you have prepared one).
Thus, you can quickly eliminate stop words from your list that do not correspond to the theme and features of the store.
How to compose a semantic core: a quick filter
You have received a kind of blank SA. Carefully analyze it and start removing unnecessary words manually. The same Slovoeb service will help to optimize the solution of this problem. Here is the sequence of steps you need to follow:
- take the first unnecessary word from your list, for example, let it be the city of Kyiv;
- drive it into the search (on the screen - the number 1);
- mark the appropriate lines;
- by clicking on them with the right mouse button, delete;
- press Enter in the search field to return to the original list.
Repeat the above steps as many times as necessary until you have reviewed the most possible list of words.
4) How to make a semantic core: we group queries
In order to understand how to distribute words on specific pages, you should group all the queries you have selected. To do this, it is necessary to form the so-called semantic clusters.
This concept means a group of “keys” similar in subject matter and meaning, which is drawn up in the form of a multi-level structure. Let's say the first-level cluster is the search query "bedding". But the clusters of the second level will be the search queries "blankets", "plaids" and the like.
In most cases, the definition of clusters is carried out during brainstorming. But it is important to have an excellent understanding of the assortment, the features of your product, but also take into account how the structure of competitors is built.
The next thing you need to pay special attention to is that at the last level of the cluster there should be only those requests that exactly match the only need of potential customers. That is, a specific type of goods.
Here the same Slovoeb service and the Quick Filter option described above will come to your aid again. It will help sort search queries into certain categories.
To perform this sorting, you need to perform several simple steps. First, in the search line of the service, enter the keyword that will be used when naming:
- categories;
- landing page, etc.
For example, it could be a brand of bed linen. In the results, mark the phrases that suit you and copy.
Those phrases that you do not need, just select the right mouse button and delete.
On the right side of the service menu do new group, naming it appropriately. For example, the brand name.
To transfer the phrases you have chosen to this part of the tab, you must select the Data line and click on the Add phrases inscription. For details, see screenshot.
Pressing Enter in the search box will return you to the original list of words. Follow the described procedure with all other requests.
The system will issue all selected phrases in alphabetical order, which makes it easier to work with them - you can easily determine what exactly can be deleted. Or group the words into a specific group.
We add that manual grouping also requires a sufficient amount of time. Especially when it comes to too many key phrases. Therefore, we recommend using automated paid programs. These include:
- key collector;
- Rush Analytics;
- Just-Magic and others.
There is also a completely free Devaka.ru script. By the way, note that it is often necessary to combine some types of requests.
Since there is no point in piling up a huge number of categories on the site, differing only in such names as “Beautiful bed linen” and “Fashion bed linen”.
To determine the importance of each individual key phrase for a particular category, simply transfer them to the Google planner, as shown in the screenshot.
Thus, you can determine how in demand a particular search query is. All of them can be divided into three categories, depending on the particular use:
- high-frequency;
- low-frequency;
- midrange;
- and even micro-low frequencies.
However, it is important to understand that there are no exact numbers that indicate whether a request belongs to a particular group. Here you should focus on the subject of both the site itself and the request. In a separate case, a request with a frequency of up to 800 per month can be considered low-frequency. In another situation, a request with a frequency of up to 150 will be high-frequency.
The most high-frequency requests from all selected ones will subsequently be included in the tags. But it is recommended to use the lowest frequencies in order to optimize specific store pages for them. Since there will be low competition among such queries, it is enough to simply fill such subsections with high-quality text descriptions so that the pages appear in the first rows of search results.
All of the above actions will allow you to form a clear structure in which there will be:
- all the necessary and important categories - to visualize the "skeleton" of your store, use the additional service XMind ;
- landing pages;
- pages that contain important information for the user - for example, with contact details, with a description of delivery conditions, etc.
How to extend the semantic core: an alternative method
With the development of the site, the expansion of the store, the SA will also increase. To do this, it is necessary to monitor and collect key phrases within each group. This greatly simplifies and speeds up the process of expanding the SA.
To collect similar requests, for a hint, use additional services, including:
- Serpstat (ex. Prodvigator);
- Ubersuggest;
- KeywordTool;
- and others.
The screenshot below shows how to use the Promoter service.
How to make a semantic core: what to do after passing our instructions
So, in order to independently create a CL for an online store, you need to perform a number of sequential steps.
It all starts with the selection of keywords that can only be used when searching for your products and which will subsequently become the main group of queries. Further, using the tools of search engines to expand the semantic core. It is also recommended to analyze competitor sites for this.
The next steps will be:
- analysis of all selected search queries;
- deleting requests that do not match the meaning of your store;
- grouping requests;
- formation of the site structure;
- constant tracking of search queries and extension of the SA.
The method of selecting a SL for an online store presented in this article is far from the only true and correct one. There are others. But we tried to present you the most convenient way.
Naturally, such indicators as the quality of text descriptions, articles, tags, store structure are also important for promotion. But we will talk about this in a separate article.
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Useful materials from the blog on collecting keys for semantics, clustering queries and optimizing site pages.
Article topics:
Semantic core
A correctly composed semantic core can send only the right users to your site, and an unsuccessful one can bury it in the depths of search results.
Working with queries included in the semantic core (SN) consists of collection, cleaning and clustering. Having received the grouping results, you need to determine the optimal place for each of them: on the resource page, as part of the content of your site or a third-party site.
How to collect keys for SA
Briefly about the important: which operators to use in Wordstat to view the necessary requests, and how to make it easier for yourself to work in the service.
Wordstat does not provide absolutely accurate information, it does not contain all requests, the data can be distorted, because not all consumers use Yandex. Nevertheless, from these data one can draw conclusions about the popularity of a topic or product, approximately predict demand, collect keys find ideas for new content.
You can search for data by simply entering a query into the service search, but there are operators to specify queries - additional characters with refinements. They work on the search tabs by words and by regions, on the tab with the history of queries, you can only use the "+ query" operator.
In the article:
- Why you need Wordstat
- Working with Wordstat Operators
- How to read Wordstat data
- Extensions for Yandex Wordstat
We aspire to become leaders in the search results: how the analysis of articles from the top will help in working on content, what criteria to analyze and how to do it faster and more efficiently.
It is difficult to track the results of blogging and publishing other texts on the site without detailed analytics. How to understand why competitors' articles are in the top, but yours are not, although you write better and more talented?
In the article:
- What is usually advised
- How to analyze
- Cons of the approach
- Benefits of Content Analysis
- Tools
How to write optimized texts
What content gets more links and social signals? Backlinko partnered with BuzzSumo to analyze 912 million blog posts: article length, title format, social signals and article backlinks, and make recommendations for content marketing. We translated and adapted the study.
In the article:
- Brief findings from the content research
- New knowledge about content marketing, in detail:
- What content gets the most links
- What texts are most popular in social networks
- Backlinks are hard to get
- What materials are collected by all reposts
- How is the number of backlinks and reposts related?
- Which titles get the most reposts?
- What day of the week is best to post content?
- What format of content is reposted more often
- Which content format gets more links
- How it generates links and reposts B2B and B2C content
In our article, we told what a semantic core is and gave general recommendations on how to compose it.
It's time to break down this process in detail, building the semantic core for your site step by step. Stock up on pencils and paper, and most importantly, time. And join...
We compose the semantic core for the site
Let's take the site http://promo.economsklad.ru/ as an example.
Field of activity of the company: warehouse services in Moscow.
The site was developed by the specialists of our site service, and the semantic core of the site was developed in stages in 6 steps:
Step 1. We make a primary list of keywords.
After conducting a survey of several potential customers, having studied three sites that are close to us in terms of subject matter, and using our own brains, we have compiled a simple list of keywords that, in our opinion, reflect the content of our site: warehouse complex, warehouse rental, storage services, logistics, storage space rental, warm and cold warehouses.
Task 1: Review competitors' websites, consult with colleagues, brainstorm and write down all the words that you think describe YOUR website.
Step 2. Expanding the list.
Let's use the service http://wordstat.yandex.ru/. In the search bar, enter each of the words in the primary list one by one:
Copy the refined queries from the left column to Excel spreadsheet, we look through the associative queries from the right column, select among them those relevant to our site, and also enter them into the table.
After analyzing the phrase "Warehouse rental", we received a list of 474 refined and 2 associative queries.
After doing a similar analysis of the rest of the words from the primary list, we received a total of 4,698 refined and associative queries that were entered by real users in the past month.
Task 2: Collect a complete list of queries for your site by running each of the words of your primary list through the Yandex.Wordstat query statistics.
Step 3. Stripping
First, we remove all phrases with an impression frequency below 50: “ how much does it cost to rent a warehouse"- 45 impressions," Warehouse rental 200 m» - 35 impressions, etc.
Secondly, we remove phrases that are not related to our site, for example, “ Warehouse rental in St. Petersburg" or " Warehouse rental in Yekaterinburg”, as our warehouse is located in Moscow.
The phrase " warehouse lease agreement download» - this sample may be present on our website, but actively promoted on this request it makes no sense, since a person who is looking for a sample contract is unlikely to become a client. Most likely, he has already found a warehouse or is the owner of the warehouse himself.
After you remove all unnecessary requests, the list will be significantly reduced. In our case with “warehouse rental”, out of 474 refined queries, 46 were left relevant to the site.
And when we cleaned up the full list of refined queries (4,698 phrases), we got the Semantic Core of the site, consisting of 174 key queries.
Task 3: Clean up the list of refined queries created earlier, excluding low-frequency ones with less than 50 impressions and phrases that are not related to your site.
Step 4. Refinement
Since you can use 3-5 different keywords on each page, we won't need all 174 queries.
Considering that the site itself is small (maximum 4 pages), then from complete list choose 20, which, in our opinion, most accurately describe the company's services.
Here they are: warehouse rental in Moscow, warehouse rental, warehouse and logistics, customs services, safekeeping warehouse, warehouse logistics, logistics services, office and warehouse rental, safekeeping of goods and so on….
These key phrases include low-frequency, mid-frequency and high-frequency queries.
Note that this list is significantly different from the primary, taken from the head. And it is definitely more accurate and efficient.
Task 4: Reduce the list of remaining words to 50, leaving only those that, in your experience and opinion, are the most optimal for your site. Don't forget that the final list should contain queries of varying frequency.
Conclusion
Your semantic core is ready, now is the time to put it into practice:
- review the texts of your site, maybe they should be rewritten.
- write a few articles on your topic using the selected key phrases, place the articles on the site, and after the search engines index them, register in the article directories. Read One Unusual Approach to Article Promotion.
- pay attention to search ads. Now that you have a semantic core, the effect of advertising will be much higher.
In 2008 I created my first Internet project.
It was an online electronics store that needed promotion.
Initially, the promotion work was handed over to the programmers who created it.
What to promote?
They compiled a list of keys in 5 minutes: mobile phones, camcorders, cameras, iPhones, Samsungs - all categories and products on the site.
These were common names that did not at all resemble a properly composed semantic core.
A long period passed without results.
Incomprehensible reports forced to look for performers specializing in website promotion.
I found a local company, entrusted them with the project, but even here everything was to no avail.
Then the understanding came that real professionals should be engaged in promotion.
After reading a lot of reviews, I found one of the best freelancers who assured me of success.
Six months later, no results again.
It was the lack of results in organic for two years that led me to SEO.
Subsequently, this became the main vocation.
Now I understand what went wrong in my initial promotion.
These mistakes are repeated by the bulk of even experienced SEO specialists who have spent more than one year promoting websites.
The misses were in the wrong work with keywords.
In fact, there was no understanding of what we are promoting.
There is no time to collect the semantic core, quickly fill in the contact details.
