What is a semantic core? How to compose an effective semantic core

Selecting a semantic core is an important step in promoting each portal on the Web. Maybe few people know that correctly selected keywords increase the effectiveness of an advertising campaign and increase the number of targeted conversions. However, this is far from the most important thing: high-quality optimization only positively affects the ranking of the resource, and this is the main task of every SEO optimizer.

What you need to know at the very beginning?

Have you decided to promote your portal in the top 10 or have you started radical changes in the headings of the site? Then it’s worth starting the action by collecting keys that will give you a hint for further actions. What is a semantic core? How is it necessary to collect keys for the site and what should they be for quality promotion? It will take a detailed understanding of these concepts in order to be able to make a good SEO-optimized site.

What is a semantic core?

This is a certain series of words, morphological forms and phrases that reflect the meaning of the entire portal, and its sections in particular. In simple terms, the semantic core is a semantic textual squeeze, its quintessence. Keywords perfectly describe the type of company’s activity, present its products or services, and it’s also a bait for search engines. What does this mean? If your site uses phrases that users often type in a search engine, then the robot is more likely to show your site on the first pages, which means that the chance to increase the target audience only increases.

Where does it all start?

Each portal page has its own keywords that are directly involved in the compilation of the semantic core. Typically, the NW page has its own main keyword, and most often it is high-frequency, and all other keywords only complement it, while improving the relevance of the text. This central key request has the highest frequency of occurrence in the text, and additional keys only rank in descending order.

How is SY going?

Decided to learn how to create a semantic core? Then you should immediately find out that the correct result of the formation of the NW directly depends on the further result of promoting the resource, ranking it by search queries and further traffic growth. The compilation of the semantic core directly affects the effectiveness of the strategy selected by the SEO optimizer. Keys are the foundation on which the subsequent promotion of a resource is built.

Large portals can have a couple of hundred keywords, and small Internet sites (for example, business cards) can have a couple of keys.

All key queries are divided into three types:

• high frequency;
• midrange;
• low frequency.

Frequency indicates how often some words are used by users when searching for this or that information.

More about keys

It’s worth mentioning right away that low-frequency keywords can significantly increase conversion, while leading to a 100% suitable target audience. Yes, the novice SEO optimizer is unlikely to be able to achieve this, but for the professional it is a mere trifle.

High-frequency keys enrich the meaning of the text (for example, the phrase “order SEO”), and the midrange only serve as a refinement (for example, the phrase “order SEO in Kiev”), but the low-frequency ones maximize your request (for example, the phrase “order SEO in Kiev is inexpensive "). Low-frequency keys are used less often in practice than high-frequency or mid-frequency keywords, because queries from the list of low-frequency words appear in the system quite rarely, sometimes up to 10 times a month. However, it is the LF that brings the 100% target audience to your portal. The correct semantic core should take into account all the keys in the collection to create a competitive page. If you look at the number of keys on a particular portal, then conventionally sites can be divided into highly competitive, medium-competitive, and low-competitive.

Some nuances worth knowing

The most important thing to know before composing a semantic core is that queries must be included in the AE with different frequencies. You will not be able to create a popular portal with some tweeters, because you simply will not receive traffic.

Before you make up the semantic core, try to put into practice keys of an associative form, various synonyms and euphemisms. This is necessary to create relevant, interesting and eye-catching text, because only good content will bring views.

Before you even assemble the semantic core, do not forget that the keys must correspond to the size of the text, without exceeding the permissible norms. Readability of the text is a prerequisite for promoting the portal! Long ago, the days when everything was decided only by keywords and their quantity have sunk into oblivion, now search engines value informative, relevant descriptions aimed at people more. If we talk about any numbers, then in the total amount in the text should be no more than 7% of keywords for the entire volume.

What approaches should be used to create NW?

At first glance, the work of the SEO-optimizer may seem simple: a list of the most popular queries is taken, and texts for the site are written on them. Or you can take less popular search phrases, but add the word “buy”. This approach is not relevant right now, and here's why.

The main drawback is that it takes a lot of effort to advance in the area of ​​highest competition, because other companies have thought of this before and have already put the idea into practice, and competitors are now trying to do the same thing.

Therefore, we can conclude that the lists with the words "air conditioners" and "buy air conditioners" simply sink into nowhere and do not pay off in any way. Yes. Conversions will cost a lot of money in contextual advertising, but in search engine optimization, getting a site to the top 10 can take many months, if not years. Then what to do in the end? How not to go broke on the promotion?

The collection of the semantic core should be carried out using a “smart” approach. Its essence is that you distribute different types of queries in different proportions. This is the only way to get more buyers and visitors at low cash costs.

What collection tools are there?

You have already learned how to compose a semantic core correctly. Now it’s worth talking about information collection tools. They are divided into free and paid, PC programs and online services.

Free:

1. "Yandex Wordstat". It allows you to set the number of requests for the last month by the entered keyword.
2. Google Trends The most popular trends of a month ago are demonstrated.
3. "Rambler Wordstat". It functions on the same principle as Yandex Wordstat.
4. Google Keyword Planner The product differs from domestic tools in that it can not only determine the rating of the keyword, but also receive estimates of their effectiveness according to the given rates and budget, forecasts. It is worth remembering that the program is aimed only at Google users, and therefore it is only necessary to apply it when optimizing for Google.

Programs for collecting and analyzing information regarding AE:

1. Google Analytics The utility allows you to get information about queries by keywords. Efficiency is guaranteed by the connection of Google Analytics with the webmaster panel.
2. Yandex.Metrica This application provides a list of keywords that lead customers to the portal (or led).
3. LiveInternet The resource collects most of the information on keywords. For best performance, they often combine the program with the analytical systems of Yandex and Google.

Paid programs for the semantic kernel with ready-made key databases:

1. "Topvisor." This is an online service that allows you to collect SY, but it is not the best on the market. Pros: you can configure it in such a way that data collection will be carried out from Yandex.Metrica, and in an automatic mode everything will be grouped into existing pages, while the portal’s efficiency will increase. The program also displays statistics for five competitors on request, and for a fee - for ten competitors.
2. Key Collector. The semantic core will be created functional and as efficient as possible.
3. UP Base. This is a good program that has parsing enabled on four topics. The main advantage: there is both a Russian and an English database of keywords.
4. "Mutagen". This is an online keyword database. The service is easy to use and will help to create a high-quality semantic core.
5. Base of Max Pastukhov. This is a wide database of keywords that can lead to the creation of a semantic core super-efficient, while the analysis is not necessary.
6. Prodvigator.ru. This is an online service designed for analytics and collecting information on competitors. Unfortunately, clustering the semantic core is extremely inconvenient for them.
7. Wordtracker. This tool is designed to work with English versions of portals. It is paid, but there is also a trial free version. You can make an example of a semantic core to see if the tool is right for you or not.
8. CS Yazzle This is a multifunctional program with twenty-seven tools that allow you to compose a beautiful NW, promote and promote the portal. Make an example of a semantic kernel with this utility and see if it is useful.
9. Keyword Tool This is a free service provided as an alternative to Google AdWords. You will not need an account to use the service.

Creating a good semantic core of text is a complex process that requires effort and labor. Free bases allow you to effectively form a nuclear weapon without difficulty, the main thing is to understand how to use them correctly. If you try that you can compose a semantic core for free, however, paid versions have several more features, so it’s better to use them in the first place to get the target audience you need. It is difficult to distinguish the best among the programs, it is already selected individually. There are free trial periods in each utility, therefore it is recommended to try each one, get acquainted with the capabilities of all applications, and then choose what you like.

What types of search queries are there?

It is impossible to compose the semantic core of the store correctly if you do not understand the types of search queries. They are:

• Are common.
• Informational.
• Hot.
• "Search for competitors."
• Specific.
• Typos.

Now it’s worth stopping at each type of request separately.

Are common

This is a generic name for something. For example, “doors”, “cars”. It is absolutely not necessary to take into account that a person wants to acquire something, perhaps he just needs background information regarding a particular product.

Yes, some users who enter such requests still want to make a purchase, but customers, seeing a lot of articles off topic, try to immediately narrow their search. The second time they will enter queries more accurately and more specifically.

If we talk about numbers, the percentage of buyers in relation to those interested and “passers-by” is different. In rare cases, it is more than half, but in fact - only a third of the total number of users, or even less. Because the screening is huge. If you have a small company, the dropout rate may be 70-90% of users that enter such a request.

Do not forget: the competition is just huge for such requests. It will be extremely difficult to break through to the top, although nothing is impossible.

Information

These are queries in a search engine that provide reference information on a particular product, event, service, and even, perhaps, an industry. Requests are not directly selling, they only provide the necessary information for thought and show search engines that the portal is suitable for the "topic" of a product, service or event. In other words, the system “sees” that the necessary information is present on the portal, which answers the questions of users. For example, "the price of the maintenance of the car X", "the device of the industrial machine Y" and so on.

Yes, among such users there will be just those who are interested and “passers-by,” but their percentage of potential buyers will not be so great if we recall the general requests.

In the case of information requests, it is important to choose the appropriate phrases that a potential buyer needs to make a decision that models the future. A person must imagine how he will use the purchase, how life will change. If the user is not able to imagine such moments, then he may well refuse to buy. Therefore, information requests are a great basis for future sales, the main thing is to separate the correct information requests from requests such as "how to make N yourself."

Specific

These are low-frequency or mid-frequency queries. They always have a clarification: location, characteristics, sales parameters and so on. As soon as the user enters a specific request, he thinks about buying, and most importantly, he consciously narrows the search circle to the model or proposal he needs.

Hot

These queries claim that the person wishes to complete the purchase. The buyer enters "buy", "price" and other qualifying words. In this case, the user does not think about whether he needs the product, he already knows what he wants to buy, it remains only to find a place where he can purchase the right one.

Hot requests are very expensive, sometimes even cost more than general ones. However, the influx of customers will be maximum, and it will all pay off, the main thing is to correlate costs and profits. If future income covers expenses, then you should think about hot requests, if attraction will be expensive, then you should look for a different type of promotion.

“Search for competitors”

If a person enters the name of a competitive company, then most likely the user is interested in the product / service of your competitor. If you are competing, it means that you work in the same market and offer comparable services / products. So why not invite the user to find out what you have? Loyal customers will not leave the company, so you don’t have to worry that there will be “customer weaning”. If a person is dissatisfied with a deal with a competitor or still chooses, then why not offer him an alternative? The most important thing is to maintain respect for competing companies and not promise that the client will never receive.

Typos

It happens that people, because of inattention or in haste, enter in the search string queries with errors, but at the same time they want to get a relevant result. Typically, search engines correct errors, but if a typo is rare, then search engines may not find the results and report this to the user. Then the person will try again, but correct the errors and get to the issuance page at the request. So, if at the time of a typo your site will be issued, can you imagine how you can increase the chances of getting a client? In fact, 100%. Yes, the traffic is small in volume and painstaking, but it is actually free and effective.

Exclude non-targeted queries

In AJ, along with thematic targeted requests, there are also a lot of related. This is especially noticeable when there is high competition in the market. Yes, related requests will bring less traffic, but they still have a positive effect on sales. Now everything is changing, and it is worth it to rely on targeted requests. Most users, switching to the portal on an inappropriate request, actually leave it immediately. This is not good, but not bad either. However, now the irrelevance of the page can hurt the position of the portal, because search engines analyze user behavior, and if he did not find what he was looking for, then the resource at the request of issuance is likely to drop. Such results can harm behavioral metrics, so now it is better to refuse to use related queries at all.

Expand Sy

Expanding NW is a great opportunity to increase traffic, however, this should be done not due to high-frequency requests, but due to low-frequency ones. A large NW can bring significant traffic to the portal to the target audience, but the number of requests should not interfere with the quality. Do not be afraid of long queries, because they give the most information about users.

We give an example. It is difficult to imagine what exactly can be offered to a person who is gaining the word “banks” in a search engine. Perhaps he is looking for a bank for a loan, or he needs glass containers. It is much easier to understand what interests the user if he enters in the search bar “the best banks of Moscow in mortgage for 20 years”. In addition, the promotion of low frequencies will be much cheaper. Some sites do not make sense to include high-frequency requests, because they have a narrow focus.

What happens to RF requests? Every year, their number is steadily falling. All due to the fact that promoting portals on HF requests is not easy, because the competition is huge. More RF queries contain one or two words, and the average length of user queries is approximately five words. The difficulty is that SY is required to be increased monthly, but it is better to do this more often. Where can I get so many low-frequency queries? It is necessary to conduct market analysis, statistics of competitors.

What should not be forgotten when compiling a SY?

• About mobile traffic. The share of sales via a mobile phone is constantly growing, and there are no prerequisites for the situation to change. Simple programs will help you understand what queries lead to the portal of the owners of tablets and smartphones. The thing is that customers who prefer to use the Internet through mobile devices build proposals in a slightly different way. Their behavior on the site is different, because this market also needs to be studied and adjusted by AJ.
• About social networks. Promotion through social networks is a trend that will not disappear in the near future. Social networks are a comfortable platform for monitoring brands, problems, and issues that concern customers. There are even special services that allow you to set popular queries on social networks.
• About competitors. Analysis of key queries from competitor portals is useful information that will allow you to create a useful and unique NW for promoting your site.

How to compose a sy

The process of developing NW is not easy, but some universal steps can be applied in the work:

• Studying the specifics of a niche. It will take time to study the business or topics of the project. Create a query table for your business.
• Initial development of the portal structure. The primary framework of the site is created, where all the key pages are indicated.
• Primary collection of keywords. We get an array of keys with which further work will be required.
• Analysis of key queries from competitors. Analyze the site structure of competitors.
• Keyword analysis. Analyze all collected keywords, remove excess ones or expand the list.
• Finalization of the site structure. The work on the formation of the site structure is being completed, and it is possible to develop an AY portal.
• Clustering the semantic core. Grouping keywords into clusters.

What can be said in the end?

Composing an effective and efficient NW is not an easy task. It all depends on the subject of the site, the uniqueness of the products offered, the quality of services. You will always need to take into account the competitive environment, conversion cost, CTR parameters, and so on. That is why it is worth entrusting the portal promotion to professional SEO specialists who already know how to assemble a semantic core, and will first conduct a thorough analysis of the market, and the site in particular, and then select the necessary tools for promotion.