Any website promotion in search traffic always begins with the formation of a semantic core. And what is the semantic core, why is it needed and why did they come up with such a complex concept, you will learn from this article. And believe me, after our article the concept will become much simpler.
So, let's begin, the semantic core is a list of all queries, and keywords by which the user can find your site. That is why the semantic core serves as the basis for creating the structure and even individual pages of the site itself. You want the site to be in the TOP of search engine results, then you have come to the address.
The main tasks of the formation of the semantic core:
1. Defines the subject of the resource;
2. It is the basis for the formation of the site structure;
3. Participates in the distribution of pages in search engines;
4. Answers user requests.
In order for the site promotion to bear fruit, it is necessary to form a semantic core - to compose all of all the keywords related to the topic of the site, moreover, divided by the meaning of the group. By the way, such a concept as semantics is used not only when creating a site, but also directly when starting an advertising campaign. They form a semantic core both manually and using various services.
They select keywords (keywords) by analyzing the goods and services provided on the site, and also monitor the semantic core of competitors. At the same time, special attention is paid specifically to the statistics of the use of search queries depending on the seasons. The main task is to create on the site pages that are most suitable for all requests, and meet the demand of the target audience.
The formation of the semantic core is divided into the following stages:
- a collection of keywords that describe in detail the contents of the site, based on its subject and purpose;
- division of the collected keywords into sections/subsections of the project;
- adaptation of all pages according to the groups of keywords collected.
When selecting keywords, they should be divided into commercial and non-commercial, for service sites and online stores.
Commercial requests include all words and phrases used by the target audience. Often used words such as: "price", "cost", "buy", "order", etc.
Words and phrases that users enter when they want to find certain information are related to non-profit requests. It’s possible that such queries are less likely to lead to the site’s target audience, but there may be potential customers among these visitors.
One of the important criteria for grouping keywords is their frequency. Frequency is the number of requests taken over a given period. There are queries that can be asked once, while others are asked a thousand times a week.
There are such types of queries in frequency:
high-frequency (from 1000 impressions) - these are the types of queries that are most often used when searching for sites of a particular topic, the most competition in the market is observed for them;
medium-frequency (up to 1000 impressions) are keywords that are not as popular as high-frequency ones, but at the same time are in demand;
low-frequency (67-79% of all search requirements) - such keywords often consist of several words and are used less often. But there is a merit to such requests - simplified promotion in the TOP, as well as the ability to attract the target audience to the site.
How to form a semantic core?
1. You can assemble the semantic core using the services of search engines;
2. For each section of your site, you need to record words and phrases with the names of goods, services, and the main characteristics of the product, etc.
3. Collect and apply competitor keywords
You can build a semantic core using the following programs:
- 1. Google Analytics https://marketingplatform.google.com/about/analytics/
- 2. Yandex.Metrica http://metrika.yandex.ru/
- 3. Yandex.Wordstat http://wordstat.yandex.ru/
- 4. Keyword Planner от Google https://adwords.google.com/select/KeywordToolExternal
- 5. SpyWords https://spywords.ru/
- 6. Key Collector http://www.key-collector.ru/
Further, in the article we will take a closer look at one of the popular Yandex.Wordstat resources.
To make it more clear how to use the resource, below is an example of a semantic kernel compiled in Yandex.Wordstat. To better understand the basic principles of the formation of semantics, consider the selection of keywords for an online store selling wallets. To begin with, it is necessary to determine by what requests visitors will look for the site data. In our case, the obvious query would be the word "wallet." We open the Yandex.Wordstat service, and enter our word in the search bar to get information about our request and additional information:
We recommend using the Google Yandex Wordstat Helper extension for the convenience of collecting keywords. This extension allows you to select the necessary keywords from the received data to form the semantic core, by clicking on the plus:
After successfully adding all the keywords, they can be transferred to the Excel file. With the usual input of a keyword without service characters, we will be able to see statistics for all requests, in any form. There is a way to find out the exact frequency of requests per month for this particular keyword, for this you need to quote it and put an exclamation mark in front of the key:
To find out the phrase frequency, we take the quotation mark, by the way this indicator happens in hundreds, and even thousands of times less than the base frequency:
This information will help you find the most popular queries, as well as help you find rare key chains with a high overall frequency. It is on the basis of these data that the structure of the site is made.
Other services will also help you gather all the data you need to successfully set up your site.
As a result, we recommend that you pay particular attention to low-frequency keywords if they are of course relevant to your topic. Such keyboards often lead to active site visitors.
Once you have formed a semantic kernel, start customizing the site, fill it with keys. Just don't overdo it, the text should respond to the user's search query. Good luck to you in this business!
If suddenly, you don’t have the opportunity to form a semantic core yourself, you can contact us and they will help you!