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Almost every promotion specialist begins his work by creating a semantic core. Typically, the process includes analyzing queries through various tools, such as Wordstat and specialized services that help collect key phrases, including current top queries.
Then, the resulting core is divided into groups or clusters. For this, there are many services that automate clustering processes taking into account semantics, tops and other factors. This creates the feeling that experts are competing to find the best clustering solution.
After clustering, queries are integrated into the structure of the site, which will be promoted in search engines.
But, to be honest, I have not met a single successful site that was effectively promoted through just such clustering. Of course, if the task is to quickly advance several dozen projects, this approach may be acceptable. But this is not the best method for quality promotion.
The main problem is that an SEO specialist thus solves the problem of creating a website structure in an industry unfamiliar to him. This is often due to lack of time or lack of skills to perform more difficult approaches.
Structures created based on automatic clustering usually solve user problems worse than those developed with an expert approach. When a site is organized based on the real needs of users - with high-quality grouping of products, facetization, creation of convenient cards and other functions - the results become more effective. And since users’ problems are solved better, the search engine will also give priority to such a site.
What does a search engine need? So that the site visitor finds a solution to his problem. This could be the choice of product (then competent navigation and variety are important), the understanding that the company is suitable for his needs (positioning, trust triggers, unique selling propositions), as well as the realization that he found what he was looking for (product characteristics, description , commercial data). It is important that the site can help a person solve a problem, or, if necessary, give a more precise query for further search.
The factors that influence user behavior on a website are very diverse. And user behavior, in turn, is one of the key factors influencing ranking in Yandex (although behavioral factors work less effectively in Google). The site structure should take into account various scenarios of user actions, including searching for goods and services. Therefore, correct grouping and breakdown of product categories is one of the most important aspects of promotion.
The structure of the site should not be based on the frequency of requests, but on the basis of expert assessment focused on the needs of your users. So in my structures I often have categories that do not have high-frequency queries, but they help to combine similar products into groups that are logical and understandable for visitors.
When creating such a structure, of course, tools are used, such as analysis of search results, Wordstat and understanding of the relationships between products. But this always requires deep analysis and an expert approach, which algorithms cannot achieve at this stage of development.
In the future, perhaps neural networks will be able to organize product catalogs better than humans. But at the moment, creating a convenient and functional website structure is a great value for a person working with promotion.
As for the semantic core, in the following articles I will tell you exactly how I collect it and why I use it. This experience will be useful for both beginners and more experienced specialists.
If you have any questions on the topic or want to get advice, write to the SEO studio "SEO COMPUTER" by email: info@seo.computer.
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