Novice Internet entrepreneurs and webmasters are literally stupid with the phrase âsearch queryâ. What kind of "beast" is this? And why do you need to check Yandex queries? To understand how all this works, you need to delve a bit 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 "buy a laptop in Samara cheap." In fact, this is the search query - what the user entered into the search bar.
Further, search robots pick up several thousand (or even millions) of options suitable for our request (sites where the desired phrase is found) - form the so-called SERP.
Most often we are only interested in the 1st page, the maximum is another 2-3. This is the very TOP where everyone wants to get. After all, there isnât much sense to be placed further than the 3rd page. Because only in exceptional cases, the user flips so far. Approximately 70% of the audience does not even view the results beyond the 1st page (unless you 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 conversions) the resources that are in the TOP receive. That is why for any optimizer, checking queries in Yandex is almost an eternal "headache". How to optimize sites so that they fall into the TOP is a separate topic. 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 we need information on how to get rid of stomach pain. You can simply enter "stomach ache, what to do," or you can just like that, "how quickly and without consequences remove the symptoms of gastralgia." Thatâs why we need to check Yandexâs requests - to determine how exactly our target audience is looking for information on a particular topic.
Which query will people enter more often? It seems that the answer is easy. Here, the verification of Yandex queries is not needed. Obviously the first. But these are ordinary people. And if our audience is at least people with 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.
Itâs important to give content in the language that future readers are used to. If these are practicing doctors, then complex medical terms will be quite appropriate. For students of medical universities, the terminology will have to be deciphered. And far from medicine readers, if possible, it is better to completely get rid of any complex concepts.
Why do I need search query statistics?
So how do you determine what and how exactly do people look for more often? First of all, you need to decide on the subject of the resource. Suppose a resource is dedicated to construction. But "construction" is too broad a topic. It is necessary to set certain âmasksâ - to specify the query somewhat. For example, take these:
"Masks" can be any, but the request should be quite popular (more on that below) and consist of 1-2 words. Strictly speaking, these are future headings of the site. We need them to check the frequency of requests at Yandex.
Now we parse search queries using these âmasksâ and collect the semantic core. Doing it manually for 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 at Yandex. For those who want to save, there is a free analogue from the same developer.
Unfortunately, the programs have not yet learned to think for us. A simple check of requests in Yandex according to words is 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 result. Which means he's better.
But in practice, everything is not so simple. And the verification of queries for keywords in Yandex may mislead a newbie. And each key has to be further 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. No wonder IT companies are investing a lot of money in developing algorithms for neural networks and artificial intelligence. You can sort data by country and city or use a number of âoperatorsâ. But first things first...
Since the âexperimental rabbitâ in our country is the Yandex search engine, letâs turn to a service that collects statistics on the key requests of its users. It is called Yandex.Wordstat. Pretty convenient and easy service. Its main task is to help webmasters check the number of requests in Yandex for a specific key.
Itâs easy to find out the statistics of a particular 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 give 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 off. If we are interested in the whole Samara region, except for Togliatti, put a tick in the Samara region, then we find the city of Togliatti and uncheck 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 request âapartment cleaningâ, he will show how else people are looking for this service. The issue is divided into 2 parts. On the left, the service shows all queries that contain a keyword. The right side is the so-called echo. The system shows what else people are looking for who entered the query âapartment cleaningâ in the search bar. And now the most interesting ...
Pure frequency
The screenshot above shows that the statistics of the search query âcleaning apartmentsâ without targeting by region are 96,336. What does this figure mean? Just that various queries containing âapartment cleaningâ were entered 96,336 times into the search line during the month.
At this point, most novice webmasters âstumbleâ. They think that they will optimize the page for such a request and will immediately receive a lot of traffic. However, everything is not so simple ...
To find out how many users exactly our request was looking for - âcleaning the apartmentsâ, you need to enter it in quotation marks this way in the service line. The screenshot below shows that, in fact, only 8,538 people entered the search query âcleaning apartmentsâ. This is the so-called pure frequency - the number of times when the search query was entered into the search engine - âapartment cleaningâ, in our case, and not different phrases with it.
Competition is more important
Popularity is good. However, this is only one side of the coin. The second parameter that 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 move on it (receive the same traffic). And this means that you will have to fight for a âwarm placeâ on the first page of search results.
âPushing your elbowsâ with major players is a futile business. Their budget, human and technical resources "do not surpass." That's why you have to process each key (search query) manually. The task of the webmaster is to find the most popular (frequency) and low-competitive ones.
How to analyze?
To analyze the competitiveness of a particular query, you can study the search results manually. This method is quite time-consuming - imagine that you need to study competitors like this in a few hundred keys. More pros are suitable than beginners, as it gives the most accurate result. Provided that there is a firm belief in the significance of the adopted criteria for analysis.
For beginners and those who especially do not want to bother, there is a simpler way - the Mutagen service. Most often, it is also quite accurate. The downside is that it is, in fact, a âblack boxâ. No one but the developers knows what algorithms it works on today. And what will work tomorrow.
Checking request items in Yandex
Often webmasters are faced with another challenge. You need to check at what position in the search engine (for example, "Yandex") is the site for a specific key request. You can verify this manually by driving a search query into the search bar and trying to find your site in the search results. But there is a simpler way - use one of the many services that will âtake offâ positions in automatic mode. For example, AllPosition or Topvisor.
LSI phrases or âtailsâ
One can not help but talk about another way to increase the flow of traffic to the site. As competition only grows, moving forward with high- and mid-frequency search queries becomes more difficult. But the optimizers have found a way to get traffic from low-frequency queries, which few are moving on.
To do this, the page is optimized for 1 competitive request. For example, "how to buy an apartment." Further along the text, various phrases are inserted with which people drive this query into the search engine. For example, to the query âhow to buy an apartmentâ, such âtailsâ as in Moscow, in a new building, without a realtor, on their own, quickly, cheaply, without down payment and other things will do.
There can be hundreds of such LSI phrases in one article. And each will bring a little traffic. As a result, and on the basic request - âhow to buy an apartmentâ the article will stand higher in the issue. It may even come out in 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 the webmaster - without studying and analyzing it, it is impossible to make the site visited and display it in the TOP of search results;
- any phrase in the search engine has 2 important parameters - frequency and competitiveness; the higher the first and the lower the second, the better this key is for the optimizer;
- Yandex has a special service, Wordstat, to collect statistics on search queries;
- You can see statistics for a specific country, region or city;
- the so-called net frequency is crucial for the webmaster, in order to know it, the query in Wordstat must be entered in quotation marks;
- it is convenient to analyze the competitiveness of a particular request in the Mutagen service;
- using low-frequency queries, you can also attract a lot of traffic, for this they use LSI phrases.
Before filling the site with content, it is extremely important to analyze the search queries and assemble the semantic core. This is a kind of marketing research - it will show how interesting your users will be your content.
The ideal option is when a bunch of people are looking for information on a topic, but there is no adequate content in the output. Then there is every chance that in this niche your site will be popular and in demand. Provided, of course, that there is an opportunity to fill it with relevant, useful and interesting information on the topic.
The more actively the target audience behaves, the more time they spend on your site, the higher its search engines will rank. In particular, Yandex. The query verification service is actually a very powerful tool in the right hands.
The trend is that it is behavioral factors that become decisive for search robots. Although the presence of a certain reference mass with quality resources is still important. However, its impact on ranking is gradually decreasing.