Each resource has a semantic core, which is compiled by the webmaster using keywords, phrases and links. A competent specialist knows that before saturating the site with content, you need to understand what to include in it, namely, what the user is looking for through the search engine, in other words, to analyze the search query. To give step-by-step instructions for its implementation, you need to understand what a search query is.
Keyword and search term
A keyword or phrase is what we enter into the Google or Yandex search bar. By this key, the search engine ranks the semantic core of sites and returns those that are most relevant, i.e., meet the search criteria. The position of a resource is determined by its regular updating, relinking, volume of reference mass, and much more. But the key role, of course, is played by the fullness of the site with competent, relevant texts with popular key phrases.
Analysis tools
How to understand what, where and when the user is looking for, and what keys to use in text content? You can take a notebook and write out the mostin your opinion, suitable options that the user can "drive" into the search bar, or you can simplify this stage and use keyword generators from leading search engines:
- for Google – adwords.google.com;
- for "Yandex" – wordstat.yandex.ru;
- for Rambler – adstat.rambler.ru;
- for Mail – webmaster.mail.ru.
Analysis of search queries and site competitors begins with this step - compiling a list of keywords.
Search for keys
Having determined for yourself the search engine where you want to advance, you need to go to one of the services indicated above. For example, if you are analyzing search queries in Yandex, then you need to go to the wordstat.yandex.ru website, specify the region that interests you (a specific city, country, or select all regions) and enter a keyword in the search bar. "Yandex Analytics" will display 2 lists for us - the first will indicate everything that was searched for with the entered word, the second - synonyms and queries similar to those that you are looking for. Plus, each line will indicate how many times such a request was entered during the month. You select the most popular and close in meaning to your key and on their basis make up the semantic core of your site, that is, write texts using these key phrases.
Google search query analysis has the same principle of action, except that to view statistics here you need toregister as an advertiser. But you will be able to view not only the most popular queries, but also the level of competition for the searched keywords, as well as the approximate cost per click for advertising.
It is important that the analysis of the search query is carried out for each product when it comes to an online store. For example, on a site with a construction theme, it is not enough to track statistics only for the word "hammer". This must be done for each item in the assortment.
Compilation of the semantic core
It is important to correctly enter the received keys in the text:
- they should occur quite often in various word forms, including in direct and diluted occurrence, in the modified case, using synonyms;
- images must contain captions for keywords;
- key must appear in headers and enumerations;
- there are phrases in bold or italicized text.
The above points indicate that the text is adapted to the average user who will read it. This means that a site with such content will cause more trust on the part of the search engine, which will allow it to occupy the top lines of the search query.
Working with search
So, we have a site filled with high-quality popular content. Is it possible to stop there? Of course not. Search query statistics are extremely dynamic and constantly changing under the influence of factors such as demand, seasonality, trends, etc. Therefore, the analysis of search queries requires regular traffic assessment and work withsearch.
So, we should evaluate how the position of the resource has changed after the inclusion of the keys. To do this, they turn to monitoring services - LoadImpact, Energoslon, etc. They will show what place the site occupies in the search results for a particular key phrase. For example, for the query "construction store Moscow" - 5th place, for "buy building materials Moscow" - 3rd place. And so it is desirable to do for each selected key. Only in this way will you understand what is in demand and what texts you need to finalize.
Performance evaluation
The most effective way to analyze search queries and an advertising campaign is Yandex. Metrica. What can we learn from it?
- Direct summary. From it, we will find out which keyword (product, service) the user searched for most often in percentage terms. For business development, you can put more emphasis on a popular position, and do not waste energy on promotion on an unnecessary one.
- Your audience. With the help of "Yandex-Crypt" it conducts a thorough analysis of site visitors - their gender, age, social status (we often fill out this data in registration forms), what sites they visit, what they are interested in in the search.
- Work with regular visitors. By installing the "Yandex. Metrica" counter, you can track certain users, for example, those who reached the cart, made a purchase, or spent at least 3 minutes on the site, etc.
- "Metrica" gives a complete analysis of revenues, as generalfor a certain period, and private (a specific user or a specific region). So you can understand who is more profitable to target search queries.
- Analysis of search query statistics must be carried out in tandem with an assessment of the budget that you spent on advertising. With the help of "Metrica" you can evaluate the conversion by clicks and advertising campaigns.
- Targeted calls. With this feature, you can carefully track which advertising channel brings you the most visitors, which means that this way you optimize your budget and use only effective promotional tools.
- Approximately the same criteria can be used to analyze search queries in Google.
Simple competitor analysis
A fully optimized resource, analyzed up and down with the help of metrics and other assistants, filled and regularly updated, may, despite all efforts, not bear fruit and not get into the TOP of search queries. Why is this happening? Perhaps because there is someone better than us. Is it possible to track such sites and, without their consent, conduct a thorough analysis of the search queries of competitors? Of course, yes.
There are two ways - easy and difficult. The first is very simple, but sometimes effective and does not require large time and financial costs. Using your keyword, you need to find the top 5 TOP sites through a search engine and evaluate them according to 2 criteria - content quality and usability. Content suggests interesting,readable, informative, useful texts, high-quality images or multimedia and other things that the site is filled with. Usability is the general appearance of the resource, the convenience of the location of the keys, an understandable site map, feedback, the ability to pay on the site, the buttons for connecting to social networks, the mobile version, that is, everything that tells the user: "We want to provide you with a convenient and pleasant shopping". Even the readability of fonts and page backgrounds can affect whether a user stays on your site or moves on to competitors.
If you have evaluated competitors according to these criteria and come to the conclusion that everything is in order, you need to move on to the second, deeper method of evaluating someone else's site.
Deep assessment of competitors
To do this, you will need special services and scripts, such as Inserp, Yazzle and others. With their help, you can evaluate all the qualitative and quantitative indicators of competitive sites - TIC and PR of the site, the number of pages in the index, domain age, backlinks, link budget and much more. Knowing this data, you can conduct the same analysis as for your own site, and also understand whether you can compete with this resource.
Look at yourself through the eyes of a user
A search query analysis will be ultimately successful if you are able to adequately evaluate your own resource. First, forget that you are the owner (webmaster) of the site, and try to rate it according to the following criteria:
- Is the resource loading fast whenreferring to him?
- Do you like the design, is it convenient to use, is it clear where to click?
- Is there a favicon (an icon on the browser tab) that makes the site more noticeable and solid than the rest?
- How does the site appear in other browsers, on different monitors?
- How is the site displayed in the mobile version?
- Read all the texts. Are they understandable, do they carry an informative load? Are you interested in reading? Is the font convenient, readable, contrasting against the general background of the page?
- Is it easy to find your contacts, terms of delivery and payment? Is the sitemap clear?
- Is there navigation? While on the same page, will the user be able to return to the root directory?
- How to ask a question, leave a review? Is there a feedback system?
- Are the benefits of the products highlighted? Do you want to buy them?
- Are the images good enough? Do they reflect the look of the product?
- Are prices listed? Often users leave the site because they can not evaluate whether it is more expensive or cheaper here.
- Have news about promotions, new arrivals been added or are they out of date? Maybe then we should remove them so as not to give the user the impression of a dead site?
Troubleshooting
Looking at yourself through the eyes of a consumer and evaluating all the possibilities of competitors, you can radically change your position in the TOP of search results. How to do it? To begin, make a list of what the identified search query analysis showed to be deficient. Try to fix this as much as possible. Write out those sidescompetitors that seemed to you advantages. Try to apply them in your practice. For example, change the design, change some texts, add images or prices.
Within a month or two, analyze your own resource again for its place in the search, using metrics, evaluate the increase in users during this time. See how the result changes.
Instead of a conclusion
Search query analysis for seo-optimizers is the surest way to promote your site to the TOP. Only by understanding how "pumped" the site with popular and sought-after keywords, texts, links, images and other content, how user-friendly it is, how different it is from competitors, you can achieve successful results.
