Today any business represented on the Internet (and such is, in fact, any company or organization that does not want to lose its audience of customers from "online") pays considerable attention to search engine optimization. This is the right approach, which can help to significantly reduce promotion costs, reduce advertising costs and, if the desired effect occurs, will create a new source of customers for the business. Among the tools by which promotion is carried out is the compilation of a semantic core. About what it is and how it works, we will tell in this article.
What is “semantics”
So, let's start with a general idea of what the semantic core is, and what the concept of "collect semantics" means. On various Internet sites dedicated to search engine optimization and website promotion, it is described that the semantic core can be called a list of words and phrases that can fully describe its subject matter, scope and focus. Depending on how large a given project is, it may have a large (and not so) semantic core.
It is believed that the task is to collectsemantics is key if you want to start promoting your resource in search engines and want to receive “live” search traffic. Therefore, there is no doubt that this should be taken with full seriousness and responsibility. Often, a correctly assembled semantic core is a significant contribution to the further optimization of your project, to improving its position in the “search engines” and the growth of indicators such as popularity, citation index, traffic, and others.
Semantics in advertising campaigns
In fact, compiling a list of keywords that best describe your project is important not only if you are doing search engine promotion. When working with contextual advertising in systems such as Yandex. Direct and Google Adwords, it is equally important to carefully select those “keywords” that will make it possible to get the most interested customers in your niche.
For advertising, such thematic words (their selection) are also important for the reason that they can be used to find more accessible traffic from your category. For example, this is relevant if your competitors work only on expensive keywords, and you “bypass” these niches and advance where there is traffic secondary to your project, which is nevertheless interested in your project.
How to collect semantics automatically?
In fact, today there are developed services that allow you to create a semantic core for your project in a matter of minutesminutes. This, in particular, is the project for the automatic promotion of Rookee. The procedure for working with it is described in a nutshell: you need to go to the corresponding page of the system, where it is proposed to collect all the data about the keywords of your site. Next, you need to enter the address of the resource you are interested in as an object for compiling the semantic core.
The service automatically analyzes the content of your project, determines its keywords, receives the most defined phrases and words that the project contains. Due to this, a list is formed for you of those words and phrases that can be called the “basis” of your site. And, truth be told, collecting semantics this way is the easiest; everyone can do it. Moreover, the Rookee system, by analyzing suitable keywords, will also tell you the cost of promotion for a particular keyword, as well as make a prediction about how much search traffic you can get if you promote these queries.
Manual compilation
If we talk about the selection of keywords in automatic mode, in fact, there is nothing to write about here for a long time: you just use the achievements of a ready-made service that prompts you for keywords based on the content of your site. In fact, not in all cases the result of this approach will suit you 100%. Therefore, we recommend that you also turn to the manual version. We will also talk about how to collect semantics for a page with our own hands in this article. However, before that, you need to leave a couple of notes. In particular, you should understand that you will be engaged in the manual collection of keywords longer than the work with the automatic service; but at the same time, you will be able to prioritize requests for yourself, based not on the cost or effectiveness of their promotion, but focusing primarily on the specifics of your company, its vector and features of the services provided.
Definition of topics
First of all, when talking about how to collect semantics for a page manually, you need to pay attention to the subject of the company, its field of activity. Let's give a simple example: if your site represents a company selling spare parts, then the basis of its semantics will, of course, be queries that have the highest frequency of use (something like “auto parts for Ford”).
As SEO experts say, don't be afraid to use high-frequency queries at this stage. Many optimizers mistakenly believe that there is a lot of competition in the struggle for these frequently used, and therefore more promising queries. In practice, this is not always the case, since the return from a visitor who came for a specific request like “buy a battery for a Ford in Moscow” will often be much higher than from a person looking for some general information about batteries.
It is also important to pay attention to some specific points related to the operation of your business. For example, if your company is in the wholesale business, the semantic core should display keywords such aslike “wholesale”, “buy in bulk” and so on. After all, a user who wishes to purchase your product or service in a retail version will simply be of no interest to you.
We focus on the visitor
The next step in our work is to focus on what the user is looking for. If you want to know how to put together the semantics for a page according to what the visitor is looking for, you need to look at the key queries that the visitor makes. For this, there are services such as Yandex. Wordstat and Google Keyword External Tool. These projects serve as a guideline for webmasters in finding Internet traffic and provide an opportunity to identify interesting niches for their projects.
They work very simply: you need to “drive” a search query into the appropriate form, on the basis of which you will search for relevant, more specific ones. Thus, those high-frequency keywords that were set in the previous step will come in handy here.
Filtering
If you want to collect semantics for SEO, the most effective approach for you is to further weed out "extra" queries that will not be suitable for your project. These, in particular, include some keywords that are relevant to your semantic core in terms of morphology, but differ in their essence. This should also include keywords that will not properly characterize your project or will do it wrong.
Therefore, beforeto collect the semantics of keywords, it will be necessary to get rid of inappropriate ones. This is done very simply: from the entire list of keywords compiled for your project, you need to select unnecessary or inappropriate for the site and simply delete them. In the process of such filtering, you will set the most suitable of the queries that you will be guided by in the future.
In addition to the semantic analysis of the presented keywords, due attention should also be paid to filtering them by the number of requests.
This can be done using the same Google Keyword Tool and "Yandex. Wordstat". By entering a request in the search form, you will receive not only additional keywords, but also find out how many times this or that request is made during the month. This way you will see the approximate amount of search traffic that can be obtained through the promotion of these keywords. Most of all, at this stage, we are interested in the rejection of underused, unpopular and simply low-frequency queries, the promotion of which will be an extra cost for us.
Distribution of requests across pages
After you have received a list of the most suitable keywords for your project, you need to start comparing these queries with the pages of your site that will be promoted on them. The most important thing here is to determine which of the pages is most relevant to a particular query. Moreover, the amendment should be made for the link weight inherent in a particular page. Let's say the ratio is something like this: the more competitive the query, the more cited page followschoose for it. This means that in working with the most competitive ones, we should use the main one, and for those with less competition, pages of the third level of nesting are quite suitable, and so on.
Competitor analysis
Do not forget that you can always "peep" how the promotion of sites located in the "top" positions of search engines for your key queries is carried out. However, before we collect the semantics of competitors, we need to decide which sites we can include in this list. It will not always include resources owned by your business competitors.
Perhaps, from the point of view of search engines, these companies are promoting other queries, so we recommend paying attention to such a component as morphology. Just fill in the search form with queries from your semantic core - and you will see your competitors in the search results. Next, you just need to analyze them: view the parameters of the domain names of these sites, collect the semantics. What this procedure is, and how easy it is to implement using automated systems, we have already described above.
General recommendations
In addition to everything that has already been described above, I would also like to present some general advice given by experienced optimizers. The first is the need to deal with a combination of high and low frequency requests. If you focus on only one category of them, the promotion campaign may be a failure. In case you chooseonly high-frequency users, they won't get you the targeted visitors you want looking for something in particular. On the other hand, low-frequency requests will not give you the desired amount of traffic.
You already know how to collect semantics. Wordstat and the Google Keyword Tool will help you determine which words are being searched for along with your keywords. However, do not forget about associative words and typos. These categories of requests can be very profitable if you use them in your promotion. Both for the first and for the second, we can get a certain amount of traffic; and if the request is low-competitive, but targeted for us, such traffic will also be as accessible as possible.
Some users often have a question: how to collect semantics for Google/Yandex? It means that optimizers are guided by a specific search engine, promoting their project. In fact, this approach is quite justified, but there are no significant differences in it. Yes, each of the search engines works with its own filtering and content search algorithms, but it is quite difficult to guess where the site will rank higher. You can only find some general recommendations on what promotion strategies should be used if you work with a particular PS, but there are no universal rules for this (especially in a proven and publicly available form).
Compilation of semantics for an advertising campaign
You may have a question about how to collect semantics for "Direct"? We answer: in general, the procedure corresponds to that described above. You need to decide: what queries your site is relevant to, which pages will interest the user the most (and for which key queries), which keywords will be the most profitable for you, and so on.
The specifics of how to collect semantics for "Direct" (or any other advertising aggregator) is that you need to categorically refuse non-topic traffic, since the cost per click is much higher than in the case of search engine optimization. For this, “stop words” (or “negative words”) are used. To understand how to assemble a semantic core with negative keywords, deeper knowledge is needed. In this case, we are talking about such words that can bring traffic to your site that you are not interested in. Often these can be the words “free”, for example, when it comes to an online store in which a priori there can be nothing free.
Try to compose the semantic core for your site yourself, and you will see that there is nothing complicated here.
