Self-promotion of a website - collecting the semantic core (part 3)

In previous parts, we discussed where to start self-promotion of a website, as well as how to properly create a structure. In this part, we will delve into the importance of collecting semantic core to promote your website.

The semantic core (SC) is a set of keywords and phrases that determine the theme and structure of the site. Without properly collecting user requests, further work on designing and promoting the site makes no sense.

Basic information about key queries

Key queries can consist of the following elements:

• Body (mask) - for example, “smartphone”;
• Specifier - for example, “buy (smartphone)”;
• Tail - for example, “(buy a smartphone) Moscow.”

The main parameter by which requests are divided is frequency (the number of requests per month). According to this criterion, keys are divided into high-frequency (HF), mid-frequency (MF) and low-frequency (LF). This classification is important because approximately 70% of all queries are LF. Therefore, promotion on them is the highest priority. However, it is worth remembering that frequency is a floating indicator, and each niche has its own boundaries for high-frequency, mid-range and low-frequency queries.

Requests are also divided according to the goals and needs of users:

• Information requests: the goal is to find information (for example, “cake recipe”);
• Transactional requests: the goal is to perform an action (for example, “buy sushi”);
• Navigation queries: the goal is to find a resource or place (for example, “filibuster library”, “Mayakovsky Street, St. Petersburg”);
• General queries: the goal is vague (for example, “smartphone”, “log house”).

For commercial projects, transactional and informational queries are mainly used.

How to collect semantics yourself

To collect the semantic core, specialists often use professional programs and paid services. However, free SEO tools are quite suitable for self-promotion.

One of these tools is Yandex.Wordstat. It allows you to analyze query statistics, including data for desktop and mobile devices, as well as for different regions. By default, the service shows data with tails and word forms, but you can customize query refinement using various operators:

• The “+” sign — shows queries taking into account prepositions and conjunctions;
• Exclamation mark "!" — records queries in a certain word form;
• Square brackets “[]” - fix the order of words in the query, which is especially useful for queries related to geographic areas;
• Quotes """" - Limit the results to only those queries that exactly match the specified word form and word order.

The service also allows you to refine queries by region and device, as well as display similar queries. It is important to remember that at the stage of developing the site structure, you need to make a list of basic queries, and then enter them into Wordstat for frequency analysis. For convenience, you can use the Yandex.Wordstat Assistant browser extension, which will help you quickly copy queries and upload them to a table.

The process of collecting semantics can be divided into several stages:

• Collection of basic queries - at the site design stage;
• Expansion of semantics - using tools such as Yandex.Wordstat;
• Cleaning up keywords - removing low-quality keywords, such as duplicates, non-commercial queries (for example, “download”), queries with errors and incorrect regional clarifications.

After clearing the semantic core, it is necessary to perform clustering - grouping queries by meaning. This will help create a hierarchical structure of key phrases for further promotion.

Another tool for collecting semantics is Google Trends. This service is less popular than Yandex.Wordstat, but it shows the dynamics of the popularity of queries in different regions over a certain period of time.

Recommendation: to automate the process of collecting CN, you can use the free program “Slovoeb”, which is a junior version of the paid program KeyCollector.

If you have any questions, do not hesitate to contact the SEO studio "SEO COMPUTER" for any question by email info@seo.computer.

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