Beginning Internet entrepreneurs and webmasters literally enters into a stupor the phrase "search query". What kind of "beast" is this? And why do you need to check Yandex requests at all? To understand how it all works, you need to delve a little into the algorithms of the search engines.
What is a search query?
Everyone who somehow comes to the Internet entered certain words into the search bar. For example, “what is a synchrophasotron” or “buying a laptop in Samara is cheap”. In fact, this is the search query - what the user entered in the search bar.
Then, search robots select several thousand (or even millions) of options suitable for our request (sites where the search phrase is found) - they form the so-called output.
Most often we are only interested in the 1st page, maximum - 2-3 more. This is the very TOP where everyone strives to get. After all, there is no point in posting beyond the 3rd page. Because only inexceptional cases the user scrolls so far. Approximately 70% of the audience does not look beyond the 1st page at all (if you do not take some too narrow topic, of course).
It is logical to assume that the more people enter a specific query in the search bar, the more traffic (targeted transitions) the resources that are in the TOP receive. That's why for any optimizer, checking queries in Yandex is almost an eternal "headache". How to optimize sites so that they get into the TOP is a separate issue. And in this article we will not touch on it.
How do search queries depend on the target audience?
The difficulty is that the same query can be formulated in different ways. Let's say you need information on how to get rid of stomach pain. You can simply enter “stomach hurts, what to do,” or you can do it like this “how to quickly and without consequences relieve the symptoms of gastralgia.” This is why we need to check Yandex requests - to determine exactly how our target audience is looking for information on a particular topic.
Which query will people type more often? It seems that the answer is easy. Here, verification of Yandex requests is not needed. Obviously the first one. But these are ordinary people. And if our audience is people with at least a medical education or practicing doctors? The situation is changing radically. Therefore, before working with keywords (search queries for which the webmaster optimizes the site), you need to understand exactly what the subject of the site is and who the target audience is.
It is important to givecontent in the language that future readers are used to. If they are practicing doctors, then complex medical terms will be quite appropriate. For students of medical universities, the terminology will have to be deciphered. And for readers who are far from medicine, if possible, it is better to completely get rid of any complex concepts.
What is search query statistics for?
So how do you determine what and how people search more often? First of all, you need to decide on the subject of the resource. Let's say the resource is dedicated to construction. But “construction” is too broad a topic. It is necessary to set certain "masks" - to concretize the request somewhat. For example, take these:
- building a house with your own hands;
- foundation;
- brick house;
- finishing work;
- roofing;
- concrete works;
- land improvement;
- frame houses;
- engineering networks;
- electrician in a private house.
"Masks" can be anything, but the request must be quite popular (more on that below) and consist of 1-2 words. Strictly speaking, these are the future headings of the site. We need them to check the frequency of queries in Yandex.
Now we parse search queries using these "masks" and assemble the semantic core. Doing it manually is too long and tedious. There are special programs that will do this automatically. For example, Key Collector. The program is paid, but definitely worth the money. She will also check the frequency of requests in Yandex. For those who want to save money, there is a free alternative from the same developer.
Unfortunately, programs have not yet learned to think for us. Simply checking requests in Yandex according to words is still not enough. Yes, the result is several thousand keywords. There is also a certain parameter - frequency. It shows how many people per month searched for a particular query. Theoretically, the higher the frequency, the more traffic the request will bring. Which means he's better.
But in practice, things are not so simple. And the very check of requests for keywords in Yandex can be misleading for a beginner. And each key has to be additionally analyzed manually. Why? We will analyze in detail below.
Service "Yandex. Wordstat"
There are special services. They collect search query statistics from Yandex. This happens automatically. It is not for nothing that IT companies invest huge amounts of money in the development of neural network algorithms and artificial intelligence. You can sort the data by country and city, or use a range of "operators". But first things first…
Since the "guinea pig" we have is the Yandex search engine, let's turn to the service that collects statistics on key queries of its users. It is called "Yandex. Wordstat". Quite convenient and simple service. Its main task is to help webmasters tochecking the number of requests in Yandex for a specific key.
It's easy to find out the statistics of a given request. It is enough to drive a request into the service line and press enter. Within a few seconds, the system will check the popularity of the request in Yandex and return the result. By default, the frequency will be determined by the widest possible audience. You can target it by country, region or city.
Geography of search queries
Let's say we need the frequency of the request "cleaning apartments" in Samara. Then in the settings we need to find this city and tick it. If we are interested in the entire Samara region, except for Togliatti, we tick the Samara region, then we find the city of Togliatti and uncheck the box next to it. Thus, the entire Samara region will be selected with the exception of one city - Togliatti.
Wordstat is a very smart service. Together with the query "house cleaning", it will show how other people are looking for this service. The release is divided into 2 parts. On the left, the service shows all requests that contain the keyword. The right side is the so-called echo. The system shows what else people are looking for who entered the query "cleaning apartments" in the search engine. And now the fun part…
"Pure" frequency
The screenshot above shows that the statistics of the search query "cleaning apartments" without targeting by region is 96,336. What does this figure mean? Only that the various requests containing "house cleaning"entered 96,336 times within a month.
At this point, most novice webmasters "stumble". They think that they will optimize the page for such a request and immediately get a lot of traffic. However, things are not so simple…
To find out how many users were looking for exactly our request - "cleaning apartments", you need to enter it exactly like this (in quotes) in the service line. The screenshot below shows that only 8,538 people actually entered the search term “apartment cleaning”. This is the so-called net frequency - the number of times when exactly the search query was entered into the search engine - "cleaning apartments", in our case, and not different phrases with it.
Competitiveness is more important
Popularity is good. However, this is only one side of the coin. The second parameter, which should not be forgotten, is the competitiveness of the search query. What it is? For the attention of users is a serious war. If some search query gives good traffic, then there are a lot of people who want to advance on it (to receive this same traffic). And this means that you will have to fight for a "warm place" on the first page of search results.
"Busting elbows" with big players is a hopeless business. Their budget, human and technical resources "can't be outdone". That's why you have to process each key (search query) manually. The task of the webmaster is to find the most popular (frequent) and low-competitive ones.
How to analyze?
To analyze the competitiveness of a particular query, you can studysearch results manually. This method is quite laborious - imagine that you need to study competitors like this for several hundred keys. More suitable for pros than for beginners, as it gives the most accurate result. Provided that there is firm confidence in the significance of the adopted criteria for analysis.
For beginners and those who do not particularly want to bother, there is a simpler way - the Mutagen service. Most of the time it is also quite accurate. The downside is that it is, in fact, a "black box". No one, except developers, knows what algorithms it uses today. And what will work tomorrow.
Checking query positions in Yandex
Often webmasters face another challenge. You need to check at what position in the search engine (for example, in Yandex) the site is located for a certain key query. You can check this manually by entering the desired search query into the search bar and trying to find your site in the search results. But there is an easier way - to use one of the many services that will “remove” positions automatically. For example, AllPosition or Topvisor.
LSI phrases or "tails"
It's impossible not to talk about another way to increase the flow of traffic to the site. As the competition only grows, it becomes more and more difficult to advance in high- and medium-frequency search queries. But optimizers have found a way to get traffic from low-frequency queries, bywhich few people advance.
To do this, the page is optimized for 1 competitive request. For example, "how to buy an apartment." Further in the text, various phrases are inserted with which people drive this query into the search engine. For example, the query "how to buy an apartment" will fit such "tails" as in Moscow, in a new building, without a re altor, independently, quickly, cheaply, without a down payment, and so on.
There can be hundreds of such LSI phrases in one article. And each will bring a little traffic. As a result, and for the main query - “how to buy an apartment”, the article will rise higher in the search results. It may even get to the TOP if the article is quite voluminous, useful and interesting.
Conclusions
Summarizing all of the above, we can draw the following conclusions:
- search queries are extremely important for a webmaster - without studying and analyzing them, it is impossible to make a site visited and bring it to the TOP of search results;
- any phrase in the search engine has 2 important parameters - frequency and competitiveness, the higher the first and lower the second, the better this key is for the optimizer;
- To collect search query statistics, Yandex has a special service - Wordstat;
- you can view statistics for a specific country, region or city;
- The so-called pure frequency is crucial for the webmaster, to find out, the query in Wordstat must be entered in quotes;
- It is convenient to analyze the competitiveness of a particular request in the "Mutagen" service;
- using low-frequency queries, you can alsoattract a lot of traffic, for this they use LSI phrases.
Before filling the site with content, it is extremely important to analyze search queries and collect a semantic core. This is a kind of marketing research - it will show how interesting your content will be for users.
Ideal - when a bunch of people are looking for information on a topic, but there is no adequate content in the search results. Then there is every chance that your site will be popular and in demand in this niche. Provided, of course, that it is possible to fill it with relevant, useful and interesting information on the topic.
The more active the target audience is, the more time they spend on your site, the higher search engines will rank it. In particular, "Yandex". The request validation service is actually a very powerful tool in the right hands.
The trend is such that it is behavioral factors that become decisive for search robots. Although the presence of a certain reference mass from quality resources is still important. However, its influence on rankings is gradually decreasing.
