The semantic core of the article is an example. How to assemble and ungroup the semantic core: complete instructions. How to select queries to collect semantics with Yandex Wordstat

Step 2.We continue to expand the semantics using the tool “ Similar phrases", which the . By implementing the keywords from this report, you get the most out of it. And the parameter “Link Strength” will tell you whether your competitors from the top 20 are using this phrase in their semantic core. The higher the number, the more sites use the phrase under study and the suggested synonym.

A pronounced result is shown on products that people can search for in any way. For example, back pillows.

Step 3.The final step in expanding semantics is collecting search engine clues. The advantage is that the services collect information in real time and pull out all the search suggestions that Yandex / Google has to offer at once. Search engines offer only up to 12 hints per phrase.

To unload all tips, go to the tool “ Search hints”And unload the list.

Pay attention to the cloud of popular phrases, these are the words people most often search for with the phrase "orthopedic mattresses". If among the phrases there are certain sizes, brands or type of product, then it is worth including them in the assortment of the online store.

Also under the informational type of keywords, like “the best mattresses for back problems”, you can prepare an article for your blog, what will become an additional source of traffic and sales.

Step 4.We bring all reports into a single table and clean up duplicates using the plugin Remove Duplicate.

Time spent - up to 5 minutes. Depends on the number of keywords.

I use services you are already buying time in front of those who collect, clean and cluster semantics manually... To understand the difference, try to follow all the steps described, pulling out keywords and search suggestions in Wordstat, and then repeat the instructions.

Clustering

Also saves up to 8 hours automatic clustering... This is a breakdown of all key phrases into semantic groups, for which the site structure, filters, product categories, and so on are created.

To do this, upload your file with all key phrases to the tool clustering and within 10-30 minutes, depending on the number of keywords, you will receive a report.

If the grouping does not satisfy the quality, without leaving the project, click on the icon “ settings”And set the bond strength stronger / weaker. Changing settings within one project is free, semantics regrouping lasts no more than 1 minute.

Stage 3. Automation pro level

If you are already collecting semantics using services through an interface, it's time to introduce you to the API. This is a set of functions that allow users to access data or components of a service, in our case Serpstat. The advantage of working with the API:

Now let's repeat all the steps for collecting semantics from the second stage using the API.

Step 1. Copy this table with a script to your Google Drive.

Step 2.Copy your token in your Serpstat personal profile and paste it into the appropriate field in the table. Also select the required search engine base and fill in the parameters for selecting key phrases, add a list of key phrases for which you want to download reports.

Run the script, parsing in turn reports on the selection of phrases, search suggestions and similar / slang phrases (see screenshot):

The program will ask you to log in through your gmail account and ask for access for permission to work. Confirm the launch of the script, bypassing the insecurity warning.

Step 3.After 30-60 seconds, the script will complete its work and collect keywords within the specified parameters.

Also in this script you can set up a filter by negative keywords and any others.

In total, we saved a few more hours of work for the SEO specialist to consolidate all reports into one and collect data for each keyword in the interface.

API scripts can be written by your SEO specialists, or you can findofficial open access .

conclusions

The following actions accelerate the collection of the semantic core as much as possible without loss of quality:

1. Clustering using special services.
2. Parsing keywords, hints and slang expressions using the API of seo platforms.

Semantic core site is a complete set of keywords corresponding to the subject of a web resource, by which users can find it in a search engine.

More videos on our channel - learn internet marketing with SEMANTICA

For example, the fairy-tale character Baba Yaga will have the following semantic core: Baba Yaga, Baba Yaga fairy tales, Baba Yaga Russian fairy tales, a woman with a stupa fairy tales, a woman with a mortar and a broom, an evil woman a sorceress, a woman's hut chicken legs, etc.

Why the site is a semantic core

Before starting work on promotion, you need to find all the keys by which target visitors can search for it. Based on the semantics, a structure is compiled, keys are distributed, meta tags, document titles, descriptions for images are written, and an anchor list is developed for working with the reference mass.

When writing semantics, you need to solve the main problem: determine what information should be published in order to attract a potential client.

Compiling a list of keys solves another important problem: for each search phrase, you define a relevant page that can fully answer the user's question.

This task is solved in two ways:

• You create a site structure based on a semantic core.
• You distribute the selected terms across the ready-made resource structure.

Types of key queries (CQ) by the number of views

• LF - low frequency. Up to 100 impressions per month.
• MF - mid-range. From 101 to 1,000 impressions.
• HF - high frequency. More than 1000 impressions.

According to statistics, 60-80% of all phrases and words refer to low frequencies. It is cheaper and easier to work with them when promoting. Therefore, you must compose the largest possible core of phrases, which will be constantly supplemented by new low frequencies. Treble and midrange shouldn't be ignored either, but put the main emphasis on expanding the list of woofers.

Types of shortcuts by type of search

• Informational ones are needed when searching for information. "How to fry potatoes" or "how many stars are in the sky."
• Transactional are used to perform an action. "Order a downy shawl", "download Vysotsky's songs"
• Navigation links are used to search related to a specific company or link to a site. "Breadmaker MVideo" or "Svyaznoy smartphones".
• Others - an extended list, according to which it is impossible to understand the ultimate goal of the search. For example, the query "Napoleon cake" - perhaps a person is looking for a recipe for its preparation, or perhaps wants to buy a cake.

How to compose semantics

It is necessary to highlight the main terms of your business and user needs. For example, laundry customers are interested in doing laundry and cleaning.

Then you define the tails and the specification (more than 2 words per query) that users add to the master terms. This will increase your coverage. target audience and reduce the frequency of terms (washing blankets, washing jackets, etc.).

Collecting the semantic core manually

Yandex Wordstat

• Select the region of the web resource.
• Enter your passphrase. The service will give you the number of requests with a given keyword for the last month and a list of "related" terms that were of interest to visitors. Keep in mind that if you enter, for example, "buy windows", you get results for the exact keyword you match. If you enter this key without quotes, you get general results, and queries like "buy windows in Voronezh" and "buy plastic windows" will also be reflected in this figure. To narrow and refine the indicator, you can use the "!" Operator, which is placed before each word:! Buy! Windows. You will get a number showing the exact output for each word. You will get a list of the type: buy plastic windows, buy and order windows, while the words "buy" and "windows" will be displayed unchanged. To obtain an absolute figure for the query "buy windows", the following scheme should be used: enter in quotes "! Buy! Windows". You will receive the most accurate data.
• Collect the words from the left column and analyze each one. Make up the initial semantics. Pay attention to the right-hand column, which contains the shortcuts that users entered before or after searching for words from the left-hand column. You will find many more useful phrases.
• Go to the "Request History" tab. On the graph, you can analyze the seasonality, the popularity of phrases in each month. Working with Yandex search suggestions gives good results. Each KZ is entered into the search field, and semantics are expanded based on the tooltips.

Google Scheduler KZ

• Enter the main RF query.
• Select Get Options.
• Select the most relevant options.
• Repeat this step for each selected phrase.

Study of competing sites

Use this method as an additional method to determine the correctness of the choice of one or another short circuit. The tools BuzzSumo, Searchmetrics, SEMRush, Advse will help you with this.

Semantic core programs

Let's take a look at some of the most popular services.

• Key Collector. If you compose very voluminous semantics, then you cannot do without this tool. The program selects semantics, referring to Yandex Wordstat, collects search suggestions from this search engine, filters CZ with stop words, very low frequency, duplicated, determines the seasonality of phrases, studies the statistics of counters and social networks, selects relevant pages for each request.
• SlovoEB. Free service from Key Collector. The tool selects keywords, groups and analyzes them.
• Allsubmitter. Helps to select KZ, shows competing sites.
• KeySO. Analyzes the visibility of a web resource, its competitors and helps in compiling a web resource.

What to consider when choosing key phrases

• Frequency indicators.
• Most of the short-circuit should be LF, the rest - MF and HF.
• Search-relevant pages.
• Competitors in the TOP.
• Phrase competitiveness.
• The predicted number of conversions.
• Seasonality and geo-dependence.
• Short circuit with errors.
• Associative keys.

Correct semantic core

First of all, you need to define the concepts of "keywords", "keys", "key or search queries"- these are words or phrases with the help of which potential customers of your site are looking for the necessary information.

Make the following lists: categories of goods or services (hereinafter referred to as -TU), names of TU, ​​their brands, commercial tails ("buy", "order", etc.), synonyms, transliteration in Latin (or in Russian, respectively), professional jargon ("Keyboard" - "keyboard", etc.), specifications, words with possible misprints and errors ("Orenburg" instead of "Orenburg", etc.), geographic references (city, streets, etc.).

When working with lists, be guided by the KZ from the promotion agreement, the structure of the web resource, information, price lists, competing sites, and previous SEO experience.

Proceed to the selection of semantics by mixing the phrases selected in the previous step, using the manual method or using services.

Create a list of stop words and remove inappropriate shortcuts.

Group KZ by relevant pages. For each key, the most relevant page is selected or created new document... It is advisable to carry out this work manually. For large projects, there are paid services such as Rush Analytics.

Go from more to less. First, distribute the RF to the pages. Then do the same with the midrange. LFs can be added to pages with HF and LF distributed across them, as well as individual pages can be selected for them.
After analyzing the first results of the work, we can see that:

• the promoted site is not visible for all declared keywords;
• under the KZ, the documents are not issued that you thought were relevant;
• the wrong structure of the web resource interferes;
• for some KZ, several web pages are relevant;
• not enough relevant pages.

When grouping KZ, work with all possible sections on the web resource, fill in each page useful information, don't create duplicate text.

Common mistakes when working with short circuit

• only the obvious semantics were selected, without word forms, synonyms, etc .;
• the optimizer has distributed too many shortcuts on one page;
• identical shortcuts are distributed to different pages.

At the same time, the ranking deteriorates, the site can be punished for overspamming, and if the web resource has an incorrect structure, then it will be very difficult to promote it.

It doesn't matter how you choose the semantics. With the right approach, you will get the right CY you need to successfully promote your site.

In our article, we told what a semantic core is and gave general recommendations on how to compose it.

It's time to break this process down in detail, creating a semantic core for your site step by step. Stock up on pencils and paper, and most importantly time. And join ...

We compose the semantic core for the site

Let's take the site http://promo.economsklad.ru/ as an example.

The company's field of activity: warehouse services in Moscow.

The site was developed by the specialists of our site service, and the semantic core of the site was developed in stages in 6 steps:

Step 1. Putting together a primary list of keywords.

Having conducted a survey of several potential customers, having studied three sites that are close to us in terms of topics and having worked with our own brains, we have compiled a simple list of keywords that, in our opinion, reflect the content of our site: warehouse complex, warehouse rental, storage services, logistics, warehouse rental, warm and cold warehouses.

Assignment 1: Browse competitors' sites, consult with colleagues, brainstorm and write down all the words that you think describe YOUR site.

Step 2. Expanding the list.

Let's use the service http://wordstat.yandex.ru/. In the search line, enter each of the words of the primary list in turn:

We copy the specified queries from the left column to the Excel table, view the associative queries from the right column, select among them those relevant to our site, and also enter them into the table.

After analyzing the phrase "Warehouse rent", we got a list of 474 refined and 2 associative queries.

After conducting a similar analysis of the rest of the words from the primary list, we received a total of 4,698 refined and associative queries that were entered by real users in the past month.

Task 2: Collect a complete list of requests for your site by running each of the words in your primary list through Yandex.WordStat request statistics.

Step 3. Stripping

First, we remove all phrases with a frequency of impressions below 50: “ how much does it cost to rent a warehouse"- 45 impressions," Warehouse rent 200 m"- 35 impressions, etc.

Secondly, we remove phrases that are not related to our site, for example, “ Warehouse for rent in St. Petersburg" or " Warehouse rental in Yekaterinburg", Since our warehouse is located in Moscow.

The phrase “ warehouse lease download"- this sample may be present on our website, but there is no point in actively promoting this request, since a person who is looking for a sample contract is unlikely to become a client. Most likely, he has already found a warehouse or is the owner of the warehouse himself.

After you remove all unnecessary requests, the list will be significantly reduced. In our case, with the "warehouse lease" out of 474 refined queries, 46 remained relevant to the site.

And when we cleaned up the full list of refined queries (4 698 phrases), we got the Semantic Core of the site, consisting of 174 key queries.

Task 3: Clean up the previously created list of refined queries by excluding low-frequency content with less than 50 impressions and phrases that are not related to your site.

Step 4. Refinement

Since 3-5 different keywords can be used on each page, we will not need all 174 queries.

Considering that the site itself is small (maximum 4 pages), then from complete list choose 20 that, in our opinion, most accurately describe the company's services.

Here they are: warehouse lease in Moscow, warehouse lease, warehouse and logistics, customs services, safekeeping warehouse, warehouse logistics, logistics services, office and warehouse lease, safe storage of goods etc….

Among these key phrases are low-frequency, mid-frequency and high-frequency queries.

Note that this list is significantly different from the primary one taken from the head. And it is definitely more accurate and efficient.

Assignment 4: Reduce the list of remaining words to 50, leaving only those words that, in your experience and opinion, are most optimal for your site. Do not forget that the final list should contain requests of different frequencies.

Conclusion

Your semantic core is ready, now is the time to put it into practice:

• revise the texts of your site, maybe they should be rewritten.
• write several articles on your topic using the selected key phrases, post articles on the site, and after the search engines index them, register in article directories. Read One Unusual Approach to Article Promotion.
• pay attention to search ads. Now that you have a semantic core, the ad impact will be significantly higher.

What is the semantic core of the site? Semantic core of the site (hereinafter referred to as Sya) Is a collection of keywords and phrases for which the resource advancing v search engines and which indicate that the site belongs to a certain subject matter.

For successful promotion in search engines, keywords must be correctly grouped and distributed across the pages of the site and in a certain form contained in meta descriptions ( title, description, keywords), as well as in headings H1-H6. At the same time, overspam should not be allowed so as not to "fly away" to Baden-Baden.

In this article, we will try to look at the issue not only from a technical point of view, but also to look at the problem through the eyes of business owners and marketers.

What is the collection of SJ?

• Manual- possible for small sites (up to 1000 keywords).
• Automatic- programs do not always correctly determine the context of the request, so problems with the distribution of keywords across pages may arise.
• Semi-automatic- phrases and frequency are collected automatically, the distribution of phrases and revision is done manually.

In this article, we will consider a semi-automatic approach to creating a semantic core, since it is the most effective.

In addition, there are two typical cases when compiling a CL:

• for a site with a ready-made structure;
• for new site.

The second option is more preferable, since it is possible to create an ideal site structure for search engines.

What does the process of drawing up a SA consist of?

The work on the formation of the semantic core is divided into the following stages:

1. Highlighting the directions in which the site will be promoted.
2. Collecting keywords, analyzing similar queries and search suggestions.
3. Frequency parsing, filtering out "empty" requests.
4. Clustering (grouping) requests.
5. Distribution of requests across site pages (drawing up an ideal site structure).
6. Recommendations for use.

The better you make the core of the site, and the quality in this case means the breadth and depth of semantics, the more powerful and reliable stream of search traffic you can send to the site and the more you will attract customers.

How to compose the semantic core of the site

So, let's take a closer look at each point with various examples.

At the first step, it is important to determine which products and services on the site will be promoted in Yandex and Google search results.

Example # 1. Let's say the site has two areas of services: computer repair at home and training to work with Word / Excel at home. In this case, it was decided that training is no longer in demand, so there is no point in promoting it, and therefore collecting semantics for it. Another important point, you need to collect not only requests containing "Home computer repair", but also "Laptop repair, PC repair" and others.

Example # 2. The company is engaged in low-rise construction. But at the same time he builds only wooden houses. Accordingly, queries and semantics by direction "Construction of houses from aerated concrete" or "Building brick houses" you can not collect.

Collecting semantics

We will look at two main sources of keywords: Yandex and Google. We will tell you how to collect semantics for free and briefly review paid services that allow you to speed up and automate this process.

In Yandex, key phrases are collected from the Yandex.Wordstat service and in Google through the statistics of queries in Google AdWords. If available, as additional sources semantics, you can use data from Yandex Webmaster and Yandex Metrics, Google Webmaster and Google Analytics.

Collecting keywords from Yandex.Wordstat

Collecting queries from Wordstat can be considered free. To view the data of this service, you only need a Yandex account. So, go to wordstat.yandex.ru and enter the keyword. Consider an example of collecting semantics for a car rental company website.

What do we see in this screenshot?

1. Left column... Here is the main query and its various variations with "Tail". In front of each request is a number indicating how much this request v general has been used by various users.
2. Right column... Queries similar to the main one and indicators of their overall frequency. Here we see that the person who wants to rent a car, apart from the request "car rental", can use "Car rental", "car rental", "car rental" and others. This is very important data that you need to pay attention to in order not to miss a single request.
3. Regionality and history... By choosing one of possible options, you can check the distribution of requests by region, the number of requests in a particular region or city, and the tendency to change over time or with the change of seasons.
4. Devices from which the request was made. By switching tabs, you can see which devices are most often searched from.

Check different variants of key phrases and record the obtained data in Excel tables or in Google tables. For convenience, install the plugin Yandex Wordstat Helper. After installing it, plus signs will appear next to the search phrases, when you click on which the words will be copied, you will not need to select and insert the frequency indicator manually.

Collecting keywords from Google AdWords

Unfortunately, Google does not have an open source of search queries with their frequency indicators, so here you need to take workarounds. And for this we need a working Google AdWords account.

We register an account in Google AdWords and replenish the balance for the minimum possible amount - 300 rubles (on an account that is inactive in terms of budget, approximate data are displayed). After that, go to "Tools" - "Keyword Planner".

Will open new page, where in the "Search for new keywords by phrase, site or category" tab, enter the keyword.

Scroll down, click "Get options" and see something like this.

1. Basic request and average number of requests per month. If the account is not paid, then you will see approximate data, that is, the average number of requests. When the account has funds, the exact data will be shown, as well as the dynamics of the change in the frequency of the entered keyword.
2. Relevance keywords. This is the same as similar queries in Yandex Wordstat.
3. Downloading data. This tool is convenient because the data obtained in it can be downloaded.

We've covered working with two main sources of statistics for search queries. Now let's move on to automating this process, because collecting semantics manually takes too much time.

Programs and services for collecting keywords

Key collector

The program is installed on the computer. The program connects work accounts from which statistics will be collected. Next, a new project and a folder for keywords are created.

We select "Batch collection of words from the left column of Yandex.Wordstat", enter the requests for which we collect data.

An example is introduced in the screenshot, in fact, for a more complete SY, here you additionally need to collect all the options for queries with car brands and classes. For example, "bmw for rent", "buy a toyota with the option of purchase", "rent an SUV" and so on.

SlovoEb

Free analogue previous program. This can be considered both a plus - you do not need to pay, and a minus - the program has significantly reduced functionality.

For collecting keywords, the steps are the same.

Rush-analytics.ru

Online service. Its main advantage is that you don't need to download and install anything. Register and use. The service is paid, but when registering, you have 200 coins on your account, which is quite enough to collect a small semantics (up to 5000 requests) and parse the frequency.

The downside is collecting semantics only from Wordstat.

Checking the frequency of keywords and queries

And again, we notice a decrease in the number of requests. Go ahead and try another word form for the same query.

We note that in the singular, this request is looking for a much smaller number of users, which means that the initial request is of higher priority for us.

Such manipulations must be carried out with every word and phrase. Those queries for which the total frequency is equal to zero (when using quotes and exclamation mark) are eliminated, because "0" - means that no one enters such requests and these requests are only a part of others. The point of compiling a semantic core is to select the queries that people use to search. All requests are then placed in the Excel table, grouped by meanings and distributed across the pages of the site.

It is simply not realistic to do this manually, so there are many services on the Internet, paid and free, that allow you to do this automatically. Here are a few:

• megaindex.com;
• rush-analytics.ru;
• tools.pixelplus.ru;
• key-collector.ru.

Removing non-targeted requests

After sifting the keywords, you should remove unnecessary ones. Which search terms can be removed from the list?

• queries with the names of competitors' firms (can be left in contextual advertising);
• requests for goods or services that you do not sell;
• requests that indicate a district or area in which you do not work.

Clustering (grouping) requests for site pages

The essence of this stage is to combine similar queries into clusters, and then determine which pages they will be promoted to. How to understand which queries to promote to one page and which to another?

1. By request type.

We already know that all search engine queries are divided into several types, depending on the purpose of the search:

• commercial (buy, sell, order) - are promoted to landing pages, product category pages, product cards, service pages, price lists;
• informational (where, how, why, why) - articles, forum topics, heading an answer to a question;
• navigation (phone, address, brand name) - a page with contacts.

If in doubt about the type of request, enter its search string and analyze the results. For a commercial request, there will be more pages with a service offer, for an informational one - articles.

There is also geo-dependent and geo-independent queries... Most commercial queries are geo-dependent, as people tend to trust the companies in their city to a greater extent.

2. Logic of the request.

• "Buy iphone x" and "iphone x price" - you need to promote one page, as in the first and second cases, the search for the same product is carried out, and more detailed information about him;
• "Buy iphone" and "buy iphone x" - you need to promote to different pages, since in the first request we are dealing with a general request (suitable for the product category where the iPhones are located), and in the second, the user is looking for a specific product and this request follows promote goods on the card;
• "how to choose good smartphone"- it is more logical to promote this request to a blog article with an appropriate title.

View search results for them. If you check which pages of different sites have queries "building houses from a bar" and "building houses from a brick", then in 99% of cases these are different pages.

4. Automatic grouping by software and manual revision.

The 1st and 2nd methods are great for compiling the semantic core of small sites, where a maximum of 2-3 thousand keywords are collected. For a large SN (from 10,000 to infinite requests), the help of machines is needed. Here are some programs and services that enable clustering:

• KeyAssistant - assistant.contentmonster.ru;
  
• semparser.ru;
• just-magic.org;
• rush-analytics.ru;
• tools.pixelplus.ru;
• key-collector.ru.

After the completion of automatic clustering, it is necessary to check the result of the program's work manually and, if errors are made, correct it.

Example: the program can send the following queries to one cluster: "vacation in sochi 2018 hotel" and "vacation in sochi 2018 hotel breeze" - in the first case, the user is looking for various options for hotels to stay, and in the second, a specific hotel.

To exclude the occurrence of such inaccuracies, you need to manually check everything and, if errors are found, correct.

What to do next, after compiling the semantic core?

Based on the assembled semantic core, then we:

1. we compose the ideal structure (hierarchy) of the site, from the point of view of search engines;
   or by agreement with the customer, we change the structure of the old site;
2. we write technical specifications for copywriters for writing text, taking into account the cluster of requests that will be promoted on this page;
   or finalizing old articles and texts on the site.

It looks something like this.

For each generated cluster of request, we create a page on the site and define its place in the site structure. The most popular queries are promoted to the topmost pages in the resource hierarchy, the less popular ones are located below them.

And for each of these pages, we have already collected requests that we will promote on them. Next, we write TK copywriters to make the text for these pages.

Terms of reference for a copywriter

As in the case of the site structure, we will describe this stage in general terms. So, the terms of reference for the text:

• the number of characters without a space;
• page title;
• subheadings (if any);
• a list of words (based on our core) that should be in the text;
• uniqueness requirement (always require 100% uniqueness);
• the desired text style;
• other requirements and wishes for the text.

Remember, do not try to promote +100500 requests on one page, limit yourself to 5-10 + tail, otherwise you will get a ban for re-optimization and fly out of the game for a long time for places in the TOP.

Output

Compilation of the semantic core of the site is a painstaking and hard work, which needs to be paid special attention, because it is on it that further website promotion is based. Follow the simple instructions in this article and take action.

1. Choose the direction of promotion.
2. Collect all possible queries from Yandex and Google (use special programs and services).
3. Check the frequency of requests and get rid of the blanks (which have a frequency of 0).
4. Remove non-targeted queries - services and products that you do not sell, a query mentioning competitors.
5. Form query clusters and spread them across pages.
6. Create an ideal site structure and draw up a technical assignment for filling the site.

The semantic core is a set of search phrases and words by which the site is promoted. These search words and phrases help robots determine the topic of a page or the entire service, that is, find out what the company is doing.

In the Russian language, semantics is a section of the science of language that deals with the study of the semantic content of the lexical units of the language. Applied to search engine optimization this means that the semantic core is the semantic content of the resource. It helps to determine what information to convey to users and in what manner. Therefore, semantics is the foundation, the foundation of all SEO.

What is the semantic core of the site for and how to use it?

• The correct semantic core is necessary to accurately calculate the cost of promotion.
• Semantics is a vector for building internal seo optimization: the most relevant queries are selected for each service or product so that users and search robots find them better.
• On its basis, the site structure and texts for thematic pages are created.
• Semantic keys are used to write snippets ( short descriptions pages).

Here is the semantic core - an example of its compilation in a company website for a construction company website:

The optimizer collects semantics, parses them into logical blocks, finds out the number of their impressions and, based on the cost of queries in the top Yandex and Google, calculates the total cost of promotion.

Of course, when choosing a semantic core, the specifics of the company's work are taken into account: for example, if the company did not design and build houses from laminated veneer lumber, then we would delete the corresponding queries and not use them in the future. Therefore, an obligatory stage of working with semantics is its coordination with the customer: no one knows the specifics of the company's work better than him.

Types of keywords

There are several parameters by which keywords are classified.

1. By frequency
   • high-frequency - words and phrases with a frequency of 1000 impressions per month;
   • medium-frequency - up to 1000 impressions per month;
   • low-frequency - up to 100 impressions.

Collecting the frequency by keywords helps you find out what users are most likely to request. But a high-frequency query is not necessarily a highly competitive query, and composing semantics with high frequency and low concurrency is one of the main aspects in working with a semantic core.

2. Type:
   • geo-dependent and non-geo-dependent - tied to the region of promotion and unattached;
   • informational - on them the user receives some information. These types of keys are commonly used in articles - for example, reviews or useful tips;
   • branded - contain the name of the brand being promoted;
   • transactional - implying an action from the user (buy, download, order), and so on.
3. Other types are those that are difficult to be attributed to any type: for example, the key is "profiled timber". By driving such a query into a search engine, the user can mean anything: the purchase of timber, properties, comparisons with other materials, and so on.

   From the experience of our company, we can say that it is very difficult to promote any site for such requests - as a rule, these are high-frequency and highly competitive, and this is not only difficult to optimize, but also expensive for the client.

How to build a semantic core for a site?

• By analyzing competing sites (in SEMrush, SerpStat, you can see the semantic core of competitors):

The Semantic Core Compilation Process

The collected requests are not yet a semantic core, here we also need to separate the grain from the chaff so that all requests are relevant to the client's services.

To compose the semantic core, requests need to be clustered (divided into blocks according to the logic of service delivery). This can be done using programs (for example, KeyAssort or TopSite) - especially if the semantics are voluminous. Or manually evaluate and iterate through the entire list, delete inappropriate queries.

Then send to the client and clarify if there are any errors.

A ready-made semantic core - a yellow brick path to a content plan, to blog articles, texts for product cards, company news, and so on. This is a table of audience needs that you can meet using your site.

• Distribute keys across pages.
• Use keywords in meta tags