Собираем семантическое ядро – Инструкция для новичков

Под семантическим ядром принято понимать набор ключевых запросов, их форм и словосочетаний, которые всеобъемлюще описывают и характеризуют товар или услугу. Подбор поисковых запросов для SEO или для настройки контекстной рекламы – один из важнейших шагов, который определяет успех дальнейшей работы. При сборе семантического ядра важно ответить себе на два вопроса:

• Какую полезную информацию пользователь может найти на моем сайте?
• С помощью каких поисковых запросов пользователи ищут ту информацию, которая опубликована у меня на сайте?

Сбор семантического ядра, как и любой другой маркетинговый процесс, имеет свои правила, которыми не следует пренебрегать:

• По одному запросу следует продвигать только одну страницу.
• Продвигаемая (в SEO или в контекстной рекламе) страница, должна отвечать на запрос пользователя. Следует убедиться, что страница содержит релевантный контент.
• Семантическое ядро должно включать в себя высокочастотные, среднечастотные и низкочастотные запросы. При этом стратегия продвижения запросов разной частотности будет различаться (как для SEO, так и для контекстной рекламы).

Каким должен быть объем семантического ядра:

• Максимальное число запросов не может быть точно определено и сильно зависит от тематики. В семантическое ядро должны быть включены все запросы, которые есть в вашей тематике и являются релевантными предлагаемому товару или услуге.
• В среднем размер семантического ядра для небольших и средних сайтов составляет от нескольких сотен до нескольких тысяч запросов.

Семантическое ядро для крупного сайта варьируется в пределах от нескольких десятков тысяч до нескольких сотен тысяч. Однако, следует понимать, что при схожих размерах сайты разных тематик могут иметь принципиально разный размер семантического ядра. Существуют два принципа сбора семантического ядра:

1. Копирование запросов у конкурентов. Здесь механика предельна проста: выбираем 2-4 конкурента, которые являются лидерами сегмента, с помощью специальных сервисов (spywords.ru, seopult.ru) собираем семантические ядра конкурентов. Далее сегментируем полученные данные и «чистим» от нерелевантных запросов. Этих шагов достаточно для получения качественного ядра. Плюсы метода: экономия времени и денег, относительная простота. Минусы метода: есть риск повторения ошибок конкурентов (всегда сохраняется вероятность того, что семантическое ядро конкурентов собрано некорректно), также выпадают те, возможно целевые и эффективные, запросы, которым «не уделили внимания» конкуренты.

2. Создание семантического ядра «с нуля». Семантика формируется исходя из глубокого анализа тематики, сайта, товара/услуги и предполагаемых продающих запросов.

Плюсы метода: максимально эффективное семантическое ядро, и, как следствие, наиболее успешное продвижение.

Минусы метода: высокие временные, а также и финансовые затраты.

Ключевые запросы принято разделять на:

• Информационные — запросы пользователей, желающих получить некоммерческую информацию. Например: [как правильно собирать шкаф].
• Продающие — те, которые пользователи вводят, желая совершить какое-то транзакционное действие. Например: [купить деревянный шкаф].
• Прочие запросы — те, по которым нельзя определить намерения пользователя. Например: [деревянный шкаф].

Также запросы разделяют по частотности:

• Сверхвысокочастотные: те, которые пользователи задают свыше 10000 раз в месяц- [купить шкаф]
• Высокочастотные — те, которые пользователи задают свыше 1000 раз в месяц — купить деревянный шкаф]
• Среднечастотные — те, которые пользователи задают до 1000 раз в месяц — [купить полированный шкаф из красного дерева]
• Низкочастотные — те, которые пользователи задают до 100 раз в месяц — [купить полированный шкаф из красного дерева в твери]
• Сверхнизкочастотные — те, которые пользователи задают до 10 раз в месяц — [купить полированный шкаф из красного дерева 2000 года выпуска в твери]

При этом не забываем про «анатомию поискового запроса»:

• Тело запроса
• Спецификатор (намерения пользователя) запроса
• Хвост запроса

Важно отметить, что чем больше «хвост» запроса, тем ниже его частотность. Основные этапы сбора семантического ядра для тех, кто хочет сделать это «с нуля»:

• Первоначально необходимо провести глубокий анализ тематики и основных конкурентов.
• Далее следует составить первичный список запросов. Для этого анализируем страницы своего сайта и ищем типичные словосочетания. Например, для магазина бытовой техники, это: «электрочайник», «утюг», «пароварка», «микроволновая печь». Также, бывает полезно для этого изучить заголовки страниц, потому что, зачастую, в 4-5 словах сказано, какая информация содержится на странице.Там где возможно, следует включать в список синонимичные сочетания. Например: • мобильный телефон, сотовый телефон • шубы женские, шубы для женщин • джинсы детские, джинсы для детей • смарт часы, умные часы и т.д. Для e-commerce не лишним будет включить в первичный список запросы с добавлением слова «купить». Например: [купить системный блок], [купить ноутбук], [купить утюг] и так далее.
• Далее собираем расширения для каждой найденной нами фразы через wordstat.yandex.ru. Например, [купить смарт часы]В левой колонке мы видим запросы, связанные с исходной фразой, а в правой — запросы, похожие на исходную фразу.
• После этого нужно логически сгруппировать запросы и распределить их по страницам сайта (существующим или тем, которые ещё предстоит создать). Здесь важен принцип: одна страница – одна «проблема». Например, запросы [купить смарт часы], [купить фитнес часы], [умные часы] — следует отнести к одной странице, а запросы [фитнес часы Android] и [фитнес часы iOS] — к разным.

Рассмотрим, как применить эту схему на примере магазина квадрокоптеров:

• Анализируем тематику и основных конкурентов.
• Проводим аналитику заголовков листингов и товарных фильтров, собираем названия групп товаров и их характеристики. Например, листинг «Квадрокоптеры», свойства:— радиоуправляемый — WLToys — wi-fi — FPV-камера — 6 осей — пилотаж — для мальчиков — белый — 4 канала — электро — с камерой — китай
• «Склеиваем» название товара в единственном числе и свойство в excel, получаем: — Квадрокоптер радиоуправляемый — Квадрокоптер WLToys — Квадрокоптер для мальчиков и т.д.
• Cобираем расширения каждой найденной фразы через wordstat.yandex.ru
• Далее логически группируем запросы и распределяем их по страницам сайта (существующим, либо тем, которые ещё предстоит создать).

ТОП-3 популярных сервисов для сбора качественного семантического ядра:

• Wordstat.yandex.ru. Это бесплатный сервис Яндекса, которым пользуются SEO специалисты и специалисты по контекстной рекламе. Сервис предоставляет данные о частотности запросов (числе показов в месяц), а также позволяет получить дополнительные запросы к тем, которые были введены. Помимо этого, здесь мы можем получить статистку изменения частотности любого запроса в зависимости от региона и от временного периода. Например, статистика изменения частотности по регионам запроса [квадракоптеры]
• KeyCollector. Программа, автоматически собирающая данные из нескольких десятков источников. Помимо сбора всё тех же фраз и статистики из wordstat.yandex.ru, она собирает данные из поисковой и рекламной выдачи Яндекса и Google, статистку фраз из Яндекс.Директа, информацию из различных специализированных сервисов (megaindex, seopult), статистку из ВКонтакте и проч.Есть возможность бесплатного использования сервиса, однако, полная лицензионная версия платная.
• Spywords.ru. Позволяет получить данные практически о любом сайте. В первую очередь его используют для анализа сайтов конкурентов. В частности сервис позволяет:

— Выгрузить поисковые фразы, по которым сайт находится в пределах ТОП-100 выдачи Яндекса и Google.

— Выгрузить рекламные фразы и объявления сайтов конкурентов.Есть возможность бесплатного использования, однако, полная лицензионная версия платная.

Основные ошибки, которые допускают пользователи при сборе семантического ядра:

• Нарушение принципа «одна страница – одна проблема».
• Включение в ядро лишних запросов. Для e-commerce это запросы со словами: «скачать», «бесплатно», «википедия», «форум» и так далее, а также любые запросы, носящие информационный характер. Для информационных сайтов любой тематичный запрос может быть приемлем, так как статью на сайт можно написать о чём угодно, в том числе о Википедии, о продажах и проч.
• Включение в ядро запросов, не соответствующих тематике или специфике сайта. Например, сайт продаёт промышленные генераторы, но установку и настройку их не производит. В таком случае, создавать страницы о настройке и установке не нужно, так как это может ввести пользователя в заблуждение. Однако, можно попробовать давать по этим запросам рекламу и побуждать к покупке потенциальных клиентов.
• Несоответствие содержимого страницы и запроса. Например: вы включили в семантическое ядро запрос [смарт часы отзывы]. Но, по факту, у вас нет на странице отзывов, значит, пользователь не сможет найти нужную ему информацию. Не следует преднамеренно упоминать об отзывах в тексте. Обманутые ожидания пользователя могут вылиться в негатив к сайту в частности, и к бренду в целом. При этом, для рекламы такой запрос может быть применим к данной странице, хотя и нежелателен.
• Включение в ядро запросов с частотностью равной нулю. Данная ситуация означает, что запрос «пустой», пользователи его не ищут. Такой запрос не принесёт вам трафика. Частотность, это первое, что нужно проверить после сбора семантического ядра.
• Отсутствие ориентации на пользователя при подборе ключевых запросов. Прежде всего необходимо понять, что ищет целевая аудитория в поисковых системах, и как вы, с помощью своего сайта, можете быть ей полезны.

Основные рекомендации по сбору семантического ядра:

• Пользуйтесь программами и сервисами автоматизации сбора семантического ядра. Это поможет значительно сократить затраченное время и улучшить качество собранных запросов.
• Всегда тщательно фильтруйте собранные запросы, просматривайте их самостоятельно, вычищайте «вручную», без оглядки на инструменты. Следует убедиться, что исключены все нерелевантные словосочетания.
• Не группируйте на одной странице запросы коммерческого и информационного характера.
• Собирайте как можно больше тематичных низкочастотных запросов и используйте их при написании текстов. Если вы хотите вырасти в поисковой выдаче по запросу [внешний аккумулятор черный], и у вас есть на странице текст о внешних аккумуляторах, то в тексте на целевой странице следует употребить словосочетание целиком: «Внешний аккумулятор чёрный» или же просто слово «чёрный».
• Не пренебрегайте низкочастотными запросами по причине того, что в совокупности они могут принести значительный трафик. Например: высокочастотный запрос имеет 5000 показов в месяц, однако и конкуренция по нему высока (в ТОП поисковой выдачи попасть сложно, в контекстной рекламе, как правило, подобные запросы очень дорогие). Каждый из низкочастотных запросов имеет 50 показов в месяц. Однако, конкуренция по эти запросам низкая (в ТОП выдачи попасть относительно легко, в контекстной рекламе такие запросы, как правило, недорогие), многие конкуренты и вовсе пренебрегают этими запросами, а в совокупности сто низкочастотных запросов дадут те же 5000 показов в месяц.
• Всегда думайте о том, какую пользу контент, содержащийся на вашей странице, может принести человеку, перешедшему на нее по тому или иному запросу. Как видим, процесс сбора семантического ядра относительно несложный, однако, кропотливый и довольно трудозатратный. При этом всегда нужно уделять время аналитике и не забывать, что каждая тематика имеет свою специфику.

Также для сбора семантического ядра и автоматизации контекстной рекламы можно использовать бесплатный сервис GetDirect.

Надеемся, что наша инструкция окажется полезной!

90000 What is the semantic core? 90001 90002 This concept means groups of words and phrases that can most accurately not only describe the products and services presented on the site, but also the activity as a whole, and also lead the target visitor to the site. To put it simply, it’s a set of those words with the help of which every person can understand what your portal is about. 90003 90002 Thanks to special services, you can see statistics on the frequency of certain queries entered by users in search engines.90003 90006 90006 90008 How to compose a sc? 90009 90002 Drafting can be done both independently and with the help of a contractor. You can do it manually, but it takes a long time. It is optimal to use special tools, and some of them work absolutely free. 90003 90002 90013 The list of services and applications for collecting: 90014 90003 90016 90017 90018 Google Analytics, Yandex.Metrica, LiveInternet should be used if you already have a long-running site and visitors to it. Data is collected from proprietary analytical systems; 90019 90020 90017 90018 Yandex.Wordstat; 90019 90020 90017 90018 Mutagen, KeyBooster, RooStat — paid services with ready-made databases; 90019 90020 90017 90018 Prodvigator, TopVisor, SimilarWeb, Alexa — tools for analyzing competitors on a paid basis; 90019 90020 90017 90018 Everyone knows Slovoeb, Magadan and KeyCollector; 90019 90020 90017 90018 Yandex plugins for collecting semantics. 90019 90020 90041 90002 90013 We will understand the main types of search queries. 90014 90003 90046 90046 90008 Semantic 90009 90002 There is such an interesting concept — intent.The thought in your head can have completely different meanings. For example, the well-known case with a golden ring. You enter two words in a line, understanding for yourself that you need a tour or information about the area, and the system gives you jewelry stores or vice versa. 90003 90002 Therefore, when collecting semantics, you need to select those keys that fully reveal your topic. It is very easy to determine the intent with a small AX yourself — type in the search and see what it gives you.For large volumes, it is better to use special programs. 90003 90054 90054 90008 Regional 90009 90002 Determine if your location is important to the user. From here the content of the request will «dance». 90003 90016 90017 90018 Dependent on geography — the product is needed only in a certain place. Example: «buy a chaise lounge Moscow»; 90019 90020 90017 90018 Location-independent — regional affiliation does not matter much. 90019 90020 90041 90002 For information requests, for example, the location does not matter at all.If the user is looking for a borscht recipe, then what’s the difference, cooked it in Ufa or London? An exception may be the search for the address or phone number of the organization or branch. 90003 90002 Regionality is taken into account only when you conduct work only in a certain region. This is typical of commercial requests to a greater extent. Let’s say you are the owner of a garbage collection service in Kharkov. It is clear here that working with an audience from Donetsk is at least unreasonable.90003 90074 90074 90008 Degree of popularity 90009 90016 90017 90018 High frequency — this includes short queries such as «clothes», «lawn mower», «advertising», etc. 90019 90020 90017 90018 Medium in frequency — two-syllable with refinement, for example, «mobile phone», «jewelry», «outerwear». 90019 90020 90017 90018 Low-frequency — such queries help narrow down your search, are more accurate and quickly display on the desired page with the desired one — «LG LCD TV», «xiaomi mobile phone».90019 90020 90017 90018 With ultra-low frequency — the most accurate and productive. For example, «xiaomi mi 8 mobile phone» and so on. 90019 90020 90041 90002 With a high frequency of requests, there are very few. Most of the pages of online stores are tailored to low frequency queries. 90003 90008 Typical 90009 90016 90017 90018 Informative — under this type of request, as a rule, articles, reviews and blogs are written. For online shopping sites are not very popular. 90019 90020 90017 90018 By navigation — this type leads specifically to the site.For example, a user searches for your organization or brand, so he simply drives the name in the search bar and gets to the site. 90019 90020 90017 90018 By categories and commodity — leads to the catalog or to the card of the desired product. 90019 90020 90017 90018 Commercial or transactional — contain the words «buy», «order», «cost», «inexpensive» and so on. 90019 90020 90041 90002 For news portals, informational ones will be the most important, for commercial ones. 90003 90002 Users whom you attract using such requests are more likely to buy a product or read a written publication on an interesting topic for them.90003 90122 90122 90008 Free collection of semantic core for the portal 90009 90002 Whatever the list of requests, you can collect them. Having only a browser in its arsenal, since statistics tools do not require payment for this service. You can use plugins to speed up and simplify the task. 90003 90002 90013 Let’s go through step by step how to do it. 90014 90003 90002 We will immediately consider the most time-consuming option — collecting NW for a trading resource. Imagine that you need to collect semantics for a clothing store in Kharkov.90003 90002 We will use Yandex.Wordstat and Slovoeb for this — these are the most popular free services. 90003 90002 The first step is to determine the categories of goods. Distribute products by brand, type and type. In our case, it can be women’s, men’s, children’s clothes, whether it’s winter in other seasons, shoes, accessories, a dimensional grid. 90003 90002 Analyze the structure of competitors. Oddly enough, but this method is very useful. Sometimes it’s really better to slightly copy the catalog view from the search engine leaders for your topic.See which keys can be used for page headers and filters. Install the plugin for Yandex. In Wordstat, you can collect the ten most important phrases and copy them to the clipboard. Try not to take queries that are not suitable for type, for example, informational, words of foreign brands. 90003 90002 The method is suitable for a small site, for other options we use «Slovoeb». Here it will be necessary to give a name to the created project and choose a region for it. In one column you will see requests, and in the other their frequency, according to statistics.90003 90002 The program works fully automatically and will produce more than a hundred results. And now for the fun part. There are many requests, but they will need to be checked and manually sorted. What can you do, robot, he is also a robot in Africa. Among the issuance will be many inappropriate, for example, non-commercial keys. 90003 90002 90018 Semantics is needed in order to clearly distribute the contents of the portal. This applies not only to online stores, but also to information resources, news sites, blogs.Thus, the user will be able to observe the logic in building the site, it will be convenient for him to use and interesting. 90019 90003 90148 90148 90008 Request Grouping 90009 90002 The collected mass of keys should subsequently be divided into clusters. These are the so-called groups by similar requests. Here, at the very beginning, requests are divided into informational and commercial, groups for landings are also allocated. 90003 90002 90018 It is commercial, as a rule, that are clustered relative to the structure of the site.90019 Again, if the core is small, you can handle it manually. If it consists of several thousand words, you need to use special programs. 90003 90002 90013 Clustering in itself is very useful, because it allows you to solve two important problems: 90014 90003 90016 90017 90018 grouping by meaning, depending on what the user will do and what he wants; 90019 90020 90017 90018 checking the compatibility of requests, makes it possible to promote them on one page. 90019 90020 90041 90002 Key groups are divided into categories, sections, etc.For any resource, a clear and understandable structure for the user should appear. For example, for an online store, it might look like this: 90003 90016 90017 Main page-categories-section-additional subsection-group-product card. 90020 90017 For the information portal, the scheme is approximately the same, only for articles and publications. 90020 90041 90002 An example of high-quality clustering will be the case when in a single set of words several short-circuits intersect, similar in topic and semantic content.90003 90002 Thus, if you monitor the structure, you will notice that the search area begins to narrow and becomes more accurate. 90003 90184 90184 90186 To summarize the above 90187 90002 90013 Collecting SC is the basis for promoting any web resource. 90014 It does not matter what format you provide, engage in active sales or keep a blog with recipes, users should find your portal easily and quickly. The greater the compliance with key queries, the more likely it is to get into the TOP of search results.Carefully approach page optimization so as not to hang out in the back rows, but to be right on the front pages. 90003 90002 You can do the collection yourself, we have already talked about this. But it is worth remembering that the success of the site depends on the quality of the core. Mistakes made will be more difficult to correct subsequently. Therefore, if you are not sure that you can do everything accurately, do not take risks and turn to professionals. 90003 90002 90018 We hope that this article was useful not only for beginners, but also for SEO specialists.We wish you high positions and traffic! Further you will find a lot of useful and interesting information! 90019 90003.90000 How to collect semantics for «Direct» or a site? 90001 90002 Today, any business represented on the Internet (and this is, in fact, any company or organization that does not want to lose its audience of customers from «online») pays a lot of attention to search engine optimization. This is the right approach, which can help to significantly reduce the cost of promotion, reduce advertising costs and, when the right effect occurs, create a new source of customers for business. Among the tools with which to promote, there is also the compilation of a semantic kernel.About what it is and how it works, we’ll talk about this article. 90003 90004 What is «semantics» 90005 90002 So, we begin with a general idea thatis a semantic core, and that means the concept of «collecting semantics.» On various Internet sites devoted to search engine optimization and site promotion, it is described that a semantic core can be called a list of words and phrases that are able to fully describe its subject, scope and focus. Depending on how large the project is, it can have a large (and not very) semantic core.90003 90002 It is believed that the task of collecting semantics iskey in the case if you want to start promoting your resource in the search engines and want to get «live» search traffic. Therefore, there is no doubt that it should be taken with full seriousness and responsibility. Often, the correctly assembled semantic core is a significant contribution to the further optimization of your project, to improving its position in «search engines» and the growth of such indicators as popularity, citation index, attendance and others.90003 90004 Semantics in advertising campaigns 90005 90002 In fact, compiling a list of keywords, which will describe your project as successfully as possible, it is important not only if you are engaged in search engine promotion. When working with contextual advertising on such systems as «Yandex.Direct» and Google Adwords, it is equally important to carefully select those «key words» that will give the opportunity to get the most interested customers in your niche. 90003 90002 For advertising such thematic words (their selection) are also important for the reason that with their help you can find more accessible traffic from your category.For example, this is important if your competitors work only on expensive keywords, and you «bypass» these niches and advance wherever there is a secondary traffic for your project that is interested, nevertheless, in your project. 90003 90004 How to collect semantics automatically? 90005 90002 In fact, today there are developedServices that allow you to compose a semantic kernel for your project in a matter of minutes. This, in particular, is the project for the automatic promotion of Rookee.The procedure for working with it is described in a few words: you need to go to the appropriate page of the system, where you are asked to collect all the data about the keywords of your site. Next, you need to enter the address of the resource that interests you as an object for compiling the semantic kernel. 90003 90002 The service analyzes automaticallythe content of your project, determines its keywords, gets those most defined phrases and words that the project contains. Due to this, a list of those words and phrases that can be called the «basis» of your site is formed for you.And, in truth, to collect semantics in this way is the easiest; Everyone can do this. Moreover, the system Rookee, analyzing the relevant keywords, will tell you also the cost of promotion for a particular key, as well as make a prediction as to how much search traffic can be obtained in the event that the promotion is made on these queries . 90003 90004 Manual compilation 90005 90002 If we talk about the selection of key words inautomatic mode, in fact, there is nothing to paint for a long time: you just use the work of the ready-made service, which tells you the keywords based on the content of your site.In fact, not in all cases, the result of this approach will suit you 100%. Therefore, we recommend that you also refer to the manual version. About how to collect semantics for the page with your own hands, we’ll also tell in this article. However, before this you need to leave a couple of notes. In particular, you should understand that you will be engaged in manual collection of keywords for longer than working with automatic service; but at the same time you can allocate more priority requests for yourself, based not on the cost or efficiency of their promotion, but focusing primarily on the specifics of your company’s work, its vector and the features of the services provided.90003 90004 Definition of subjects 90005 90002 First of all, when talking about how to collect semanticsfor the page in the manual mode, it is necessary to pay attention to the company’s subjects, its sphere of activity. Here is a simple example: if your site represents a spare parts firm, then the basis for its semantics will, of course, be the requests that have the highest frequency of use (something like «Ford Auto Parts»). 90003 90002 As experts on search promotion note, Do not be afraid at this stage to use high-frequency queries.Many optimizers mistakenly believe that a lot of competition is observed in the struggle for these often used, and therefore more promising, requests. In fact, this is not always the case, since the return from a visitor who came for a specific request like «buy a battery for Ford in Moscow» will often be much higher than from a person looking for some general information about batteries. 90003 90002 It is also important to pay attention to somespecific moments related to the work of your business.For example, if your company is represented in the wholesale business, the semantic core should display keywords such as «wholesale», «buy in bulk» and so on. After all, a user who wants to buy your product or service in a retail version, will simply be uninteresting to you. 90003 90004 We focus on the visitor 90005 90002 The next stage of our work is orientationto what the user is looking for. If you want to know how to collect semantics for a page in accordance with what the visitor is looking for, you need to address the key queries that it makes.For this, there are such services as «Yandex.Wordstat» and Google Keyword External Tool. These projects serve as a guide for webmasters to find Internet traffic and provide an opportunity to identify interesting niches for their projects. 90003 90002 They work very simply: You need to «drive in» the search query in the appropriate form, on the basis of which you will search for relevant, more specific ones. Thus, here you will find useful those high-frequency key words that were installed in the previous stage.90003 90004 Filtration 90005 90002 If you want to collect semantics for CEO, The most effective approach for you is to further screen out the «extra» requests that will not be suitable for your project. To such, in particular, you can include some keywords that are relevant to your semantic core from the point of view of morphology, but differ in essence. Key words should also be included here, which will not properly characterize your project or will do it incorrectly. 90003 90002 Therefore, before collecting semantics of keywords, it will be necessary to get rid of the unsuitable.This is done very simply: from the entire list of keywords written for your project, you need to highlight unnecessary or inappropriate sites and simply delete them. In the process of such filtering, you will set the most suitable of the queries to which you will navigate in the future. 90003 90002 In addition to the semantic analysis of the keynotes presented, due attention should also be paid to filtering them by the number of requests. 90003 90002 You can do it using the same GoogleKeyword Tool and «Yandex.Wordstat «. By scoring the query in the search form, you will receive not only additional keywords, but also find out how many times a request is made within a month. So you will see an approximate amount of search traffic that can be obtained through promotion on these keys. Most of all at this stage we are interested in the rejection of low-used, unpopular and simply low-frequency queries, the advancement of which will be unnecessary for us. 90003 90004 Distribution of requests by pages 90005 90002 After the list of the mostsuitable for your project keynotes, you need to do a comparison of these requests with the pages of your site that will be promoted by them.Here the most important is to determine which page is the most relevant to a particular query. And the amendment should be made and on reference weight, inherent in this or that page. Say, the ratio is approximately this: the more competitive the query, the more quoted page should be chosen for it. This means that in working with the most competitive we have to use the main one, and for those that have less competition, pages of the third level of nesting and so on are quite appropriate. 90003 90004 Analysis of competitors 90005 90002 Do not forget that you can always «Peep» how the sites on the «top» positions of search engines are promoted for your key queries.However, before collecting the semantics of competitors, it is necessary to determine which sites we can attribute to this list. Not always it will include resources belonging to your competitors in business. 90003 90002 Perhaps from the perspective of search engines, thesecompanies are engaged in promotion on other requests, so pay attention to a component such as morphology. Simply hammer into the search form requests from your semantic kernel — and you will see your competitors for delivery.Next, you just need to do their analysis: view the parameters of the domain names of these sites, collect semantics. What is this procedure, and how to simply implement it with the help of automated systems, we have already described above. 90003 90004 General recommendations 90005 90002 In addition to everything that has already been described above, I would also lik 90003.90000 How to collect semantics for «Direct» or a site? 90001 90002 Today, any business represented on the Internet (and this is, in fact, any company or organization that does not want to lose its audience of customers from «online») pays a lot of attention to search engine optimization. This is the right approach, which can help to significantly reduce the cost of promotion, reduce advertising costs and, when the right effect occurs, create a new source of customers for business. Among the tools with which to promote, there is also the compilation of a semantic kernel.About what it is and how it works, we’ll talk about this article. 90003 90004 What is «semantics» 90005 90002 So, we begin with a general idea thatis a semantic core, and that means the concept of «collecting semantics.» On various Internet sites devoted to search engine optimization and site promotion, it is described that a semantic core can be called a list of words and phrases that are able to fully describe its subject, scope and focus. Depending on how large the project is, it can have a large (and not very) semantic core.90003 90002 It is believed that the task of collecting semantics iskey in the case if you want to start promoting your resource in the search engines and want to get «live» search traffic. Therefore, there is no doubt that it should be taken with full seriousness and responsibility. Often, the correctly assembled semantic core is a significant contribution to the further optimization of your project, to improving its position in «search engines» and the growth of such indicators as popularity, citation index, attendance and others.90003 90004 Semantics in advertising campaigns 90005 90002 In fact, compiling a list of keywords, which will describe your project as successfully as possible, it is important not only if you are engaged in search engine promotion. When working with contextual advertising on such systems as «Yandex.Direct» and Google Adwords, it is equally important to carefully select those «key words» that will give the opportunity to get the most interested customers in your niche. 90003 90002 For advertising such thematic words (their selection) are also important for the reason that with their help you can find more accessible traffic from your category.For example, this is important if your competitors work only on expensive keywords, and you «bypass» these niches and advance wherever there is a secondary traffic for your project that is interested, nevertheless, in your project. 90003 90004 How to collect semantics automatically? 90005 90002 In fact, today there are developedServices that allow you to compose a semantic kernel for your project in a matter of minutes. This, in particular, is the project for the automatic promotion of Rookee.The procedure for working with it is described in a few words: you need to go to the appropriate page of the system, where you are asked to collect all the data about the keywords of your site. Next, you need to enter the address of the resource that interests you as an object for compiling the semantic kernel. 90003 90002 The service analyzes automaticallythe content of your project, determines its keywords, gets those most defined phrases and words that the project contains. Due to this, a list of those words and phrases that can be called the «basis» of your site is formed for you.And, in truth, to collect semantics in this way is the easiest; Everyone can do this. Moreover, the system Rookee, analyzing the relevant keywords, will tell you also the cost of promotion for a particular key, as well as make a prediction as to how much search traffic can be obtained in the event that the promotion is made on these queries . 90003 90004 Manual compilation 90005 90002 If we talk about the selection of key words inautomatic mode, in fact, there is nothing to paint for a long time: you just use the work of the ready-made service, which tells you the keywords based on the content of your site.In fact, not in all cases, the result of this approach will suit you 100%. Therefore, we recommend that you also refer to the manual version. About how to collect semantics for the page with your own hands, we’ll also tell in this article. However, before this you need to leave a couple of notes. In particular, you should understand that you will be engaged in manual collection of keywords for longer than working with automatic service; but at the same time you can allocate more priority requests for yourself, based not on the cost or efficiency of their promotion, but focusing primarily on the specifics of your company’s work, its vector and the features of the services provided.90003 90004 Subject definition 90005 90002 First of all, talking about how to compile semanticsfor the manual page, you need to pay attention to the subject of the company, its scope of activities. Let’s give a simple example: if your site represents a spare parts company, then the basis for its semantics will, of course, be queries that have the highest frequency of use (something like «auto parts for Ford»). 90003 90002 As search engine promotion experts say, You should not be afraid to use high-frequency queries at this stage.Many optimizers mistakenly believe that there is more competition in the struggle for these frequently used, and hence more promising, requests. In fact, this is not always the case, since the return from a visitor who came to a specific request like «buy a battery for Ford in Moscow» will often be much higher than from a person looking for some general information about batteries. 90003 90002 It is also important to pay attention to somespecific moments related to the work of your business. For example, if your company is represented in the field of wholesale sales, the semantic core should display such keywords as «wholesale», «buy wholesale» and so on.After all, a user who wishes to purchase your product or service in a retail version will simply be of no interest to you. 90003 90004 Focus on the visitor 90005 90002 The next stage of our work is the orientationon what the user is looking for. If you want to know how to assemble semantics for a page in accordance with what a visitor is looking for, you need to refer to the key queries that it makes. To do this, there are services such as «Yandex.Wordstat» and Google Keyword External Tool. These projects serve as a guide for webmasters to find Internet traffic and provide an opportunity to identify interesting niches for their projects.90003 90002 They work very simply: you need to «enter» the search query into the appropriate form, on the basis of which you will search for relevant, more specific ones. Thus, here you will need those high-frequency keywords that were installed in the previous step. 90003 90004 Filtration 90005 90002 If you want to collect semantics for CEO, the most effective approach for you will be further screening out «extra» requests that will be inappropriate for your project. To such, in particular, can be attributed some keywords relevant to your semantic core from the point of view of morphology, but differing in their essence.This should also include keywords that will not properly characterize your project or will do it wrong. 90003 90002 Therefore, before collecting key semanticswords, you will need to get rid of inappropriate. This is done very simply: from the entire list of keywords, compiled for your project, you need to select unnecessary or inappropriate to the site and just delete them. In the course of such filtering, you will determine the most suitable of the requests that you will be guided for in the future.90003 90002 In addition to the semantic analysis of the presented keywords, due attention should also be paid to filtering them by the number of requests. 90003 90002 You can do this with the help of Google.Keyword Tool and Yandex.Wordstat. Scoring a request in the search form, you will not only get additional keywords, but also find out how many times a particular request is made during the month. So you will see the approximate amount of search traffic that can be obtained through promotion on these keys.Most of all at this stage, we are interested in the rejection of little-used, unpopular and simply low-frequency inquiries, the promotion of which will be an extra expense for us. 90003 90004 Distribution of requests by pages 90005 90002 Once a list has been receivedkeywords that are appropriate for your project, you need to match these queries with the pages of your site that will be promoted. Here the most important thing is to determine which of the pages is the most relevant to a particular request.Moreover, the amendment should be made on the reference weight inherent in a particular page. Let’s say the ratio is approximately the following: the more competitive a query is, the more quoted page should be chosen for it. This means that in working with the most competitive ones, we must use the main one, and for those with less competition, pages of the third level of nesting will work well, and so on. 90003.90000 Key Collector — proper selection of the semantic core of the site 90001 90002 Program Key Collector is the leader among similar funds selection of key words, sorting, and analysis of the collected data into a single entity that represents the semantic core of your website. 90003 90002 90005 90005 90003 90002 90009 This program is hard to configure for the inexperienced user, but will allow him to collect a lot of useful data afterwards. 90009 Key Collector is designed for fast and high-quality collection of statistics by taking the frequency of keywords (official source: Yandex Wordstat: — selects the relevant query keywords and their frequency).The frequency is the number of precise queries (e.g., search engine Yandex) per month a specific keyword, as well as its word-forms, changes, etc. 90009 With this software, you can learn and retain such data as determination of the relevant pages (the pages of our website that people find certain keywords), determining the final cost of the promotion and value of phrases (the analysis of the budget in advertising campaigns such as Google AdWords, buying both temporal and eternal links to popular exchange Sape, etc.), Collection of key words (a selection of those «keywords» that need to sell a particular product to go in the TOP 10 for highly competitive search terms), get recommendations for linking (how best to do internal and external linking of the site , and what keywords to use). 90009 What is included in the program itself? 90009 It is already built in special algorithms and useful features such as: evaluation of key phrases (more than 70 parameters), 4 types of service: Yandex Wordstat: the proximate analysis of the resource according to the semantics, integration with the referenced exchanges and many other great additions.90009 The Foundation of the website is its own semantic kernel (this is a special keywords for which people come to your website), and this program allows it to collect. With this useful software you can do the amount of work for the week, which you manually have to do 2-3 months! 90003 90002 90017 90017 90003 /kcl_www.key-collector.ru (3 downloads) .