Compilation. How to assemble and ungroup the semantic core: a complete guide. Free tools for compiling a semantic core
At the moment for search promotion factors such as content and structure play the most important role. However, how to understand what to write the text about, what sections and pages to create on the site? In addition to this, you need to know exactly what exactly you are interested in. target visitor your resource. To answer all these questions, you need to collect semantic core.
Semantic core- a list of words or phrases that fully reflect the theme of your site.
In the article I will tell you how to pick it up, clean it and break it into structure. The result will be a complete structure with requests clustered by pages.
Here is an example of a query engine broken down into a structure:
By clustering, I mean splitting your search queries into separate pages. This method will be relevant both for promotion in the PS of Yandex and Google. In the article I will describe completely free way creating a semantic core, but I will also show options with various paid services.
By reading this article, you will learn
- Choose the right queries for your topic
- Collect the most complete core of phrases
- Clean from uninteresting requests
- Group and create structure
Having collected the semantic core, you can
- Create a meaningful structure on the site
- Create layered menu
- Fill pages with texts and write meta descriptions and titles on them
- Collect positions of your site for queries from search engines
Collection and clustering of the semantic core
Proper compilation for Google and Yandex begins with determining the main key phrases of your subject. For example, I will demonstrate its compilation on a fictitious online clothing store. There are three ways to collect the semantic core:
- Manual. Using the Yandex Wordstat service, you enter your keywords and manually select the phrases you need. This method is fast enough if you need to collect keys for one page, however, there are two drawbacks.
- The accuracy of the method is lame. You can always miss some important words if you use this method.
- You will not be able to assemble a semantic core for a large online store, although you can use the Yandex Wordstat Assistant plugin to simplify it - this will not solve the problem.
- Semi-automatic. In this method, I'm going to use a program to build the kernel and then manually break it down into sections, subsections, pages, and so on. This method compilation and clustering of the semantic core, in my opinion, the most effective. has a number of advantages:
- Maximum coverage of all topics.
- Quality breakdown
- Auto. Nowadays, there are several services that offer fully automatic kernel collection or clustering of your requests. Fully automatic option - I do not recommend for use, because. the quality of collection and clustering of the semantic core is currently quite low. Automatic query clustering - is gaining popularity and has a place to be, but you still need to combine some pages by hand, because. the system does not provide a perfect off-the-shelf solution. And in my opinion, you will just get confused and will not be able to dive into the project.
To compile and cluster a full-fledged correct semantic core for any project, in 90% of cases I use a semi-automatic method.
So, in order for us to do the following steps:
- Selection of queries for topics
- Collecting the kernel by request
- Purging of non-targeted requests
- Clustering (we break phrases into structure)
I showed an example of selecting a semantic core and grouping for a structure above. I remind you that we have an online clothing store, let's start to disassemble 1 item.
1. Selection of phrases for your subject
At this stage, we need the Yandex Wordstat tool, your competitors and logic. In this step, it is important to collect a list of phrases that are thematic high-frequency queries.
How to select queries to collect semantics from Yandex Wordstat
Go to the service, select the city (s) / region (s) you need, drive in the most “fat” requests in your opinion and look at the right column. There you will find the thematic words you need, both for other sections, and frequency synonyms for the entered phrase.
How to select queries before compiling a semantic core with the help of competitors
Enter in search engine the most popular searches and select one of the most popular sites, many of which you probably already know.
Pay attention to the main sections and save yourself the phrases you need.
At this stage, it is important to do the right thing: to cover all kinds of words from your subject as much as possible and not miss anything, then your semantic core will be as complete as possible.
Applied to our example, we need to make a list of the following phrases/keywords:
- Cloth
- Shoes
- Boots
- Dresses
- T-shirts
- Underwear
- Shorts
What phrases to enter is meaningless: women's clothing, buy shoes, prom dresses, etc. Why?— These phrases are “tails” of the queries “clothes”, “shoes”, “dresses” and will be added to the semantic core automatically at the 2nd stage of collection. Those. you can add them, but that would be pointless double work.
What keys do you need to enter?"half boots", "boots" are not the same as "boots". It is the word form that is important, and not whether these words have the same root or not.
Someone will have a long list of key phrases, and for someone it consists of one word - do not be alarmed. For example, for an online store of doors, the word “doors” is quite possibly enough to compose the semantic core.
And so, at the end of this step, we should have a similar list.
2. Collection of queries for the semantic core
For the correct full-fledged collection, we need a program. I will show an example simultaneously on two programs:
- On a paid one - KeyCollector. For those who have or want to buy.
- On the free - Slovoeb. Free program for those who are not ready to spend money.
Opening the program
We create new project and call it, for example, Mysite
Now, to further collect the semantic core, we need to do a few things:
Create a new Yandex mail account (it is not recommended to use the old one due to the fact that it can be banned for many requests). So, you have created an account, for example [email protected] with password super2018. Now you need to specify this account in the settings as ivan.ivanov:super2018 and click the "save changes" button below. More details in the screenshots.
We select a region for compiling a semantic core. You need to select only those regions in which you are going to advance and click save. The frequency of requests and whether they will fall into the collection in principle will depend on this.
All settings are completed, it remains to add our list of key phrases prepared at the first step and click the "start collecting" button of the semantic core.
The process is fully automatic and quite long. You can make coffee for now, and if the topic is wide, for example, like the one we collect, then it’s for a few hours 😉
As soon as all the phrases are collected, you will see something like this:
And at this stage is over - proceed to the next step
3. Cleaning the semantic core
First, we need to remove requests that are not of interest to us (non-targeted):
- Associated with another brand, such as "gloria jeans", "ekko"
- Information queries, e.g. "I wear boots", "Jean size"
- Similar topics, but not related to your business, for example, “used clothes”, “wholesale clothes”
- Requests that are not related to the topic in any way, for example, “Sims dresses”, “Puss in Boots” (there are quite a lot of such requests after selection in the semantic core)
- Requests from other regions, metro, districts, streets (it doesn’t matter which region you collected requests for - another region still comes across)
Cleaning must be done manually as follows:
We enter the word, press "Enter", if in our created semantic core it finds exactly the phrases that we need, select the found one and press delete.
I recommend that you enter the word not in its entirety, but using a construction without prepositions and endings, i.e. if we write the word "glory", it will find the phrases "buy jeans at gloria" and "buy jeans at gloria". When writing "gloria" - "gloria" would not be found.
Thus, you need to go through all the points and remove queries that you do not need from the semantic core. This can take a significant amount of time, and you may end up removing most of the collected requests, but the result will be a complete clean and correct list of all possible promoted requests for your site.
Upload now all your queries to excel
You can also bulk remove non-target queries from the semantics, provided you have a list. You can do this with stop words, and it's easy to do for a typical group of words with cities, subways, streets. You can download a list of such words that I use at the bottom of the page.
4. Clustering the semantic core
This is the most important and interesting part - we need to divide our requests into pages and sections, which together will create the structure of your site. A bit of theory - how to guide when splitting requests:
- Competitors. You can pay attention to how the semantic core of your competitors from the TOP is clustered and do the same, at least with the main sections. And also see which pages are in the search results for low-frequency queries. For example, if you're not sure "do or don't" a separate section for "red leather skirts", then type the phrase into a search engine and see the results. If the search results contain resources where there are such sections, then it makes sense to make a separate page.
- Logics. Do the whole grouping of the semantic core using logic: the structure should be understandable and represent in your head a structured tree of pages with categories and subcategories.
And a couple more tips:
- It is not recommended to put less than 3 queries per page.
- Do not make too many levels of nesting, try to make sure that there are 3-4 of them (site.ru/category/subcategory/sub-subcategory)
- Do not make long URLs, if you have many levels of nesting when clustering the semantic core, try to shorten the url of categories high in the hierarchy, i.e. instead of "your-site.ru/zhenskaya-odezhda/palto-dlya-zhenshin/krasnoe-palto" do "your-site.ru/zhenshinam/palto/krasnoe"
Now to practice
Kernel Clustering by Example
To begin with, we will divide all requests into main categories. Looking at the logic of competitors, the main categories for a clothing store will be: men's clothing, women's clothing, children's clothing, as well as a bunch of other categories that are not tied to gender / age, such as just “shoes”, “outerwear”.
We group the semantic core with the help of Excel. Open our file and act:
- Divided into main sections
- We take one section and break it into subsections
I will show on the example of one section - men's clothing and its subsections. In order to separate some keys from others, you need to select the entire sheet and click conditional formatting-> cell selection rules-> text contains
Now in the window that opens, write "husband" and press enter.
Now all of our menswear keys are highlighted. It is enough to use the filter to separate the selected keys from the rest of our collected semantic core.
So let's turn on the filter: you need to select the column with queries and click sort and filter-> filter
And now let's sort
Create a separate sheet. Cut the highlighted lines and paste them there. In this way, you will need to further break the kernel.
Change the name of this sheet to "Men's Clothing", a sheet where the rest of the semantic core is called "All Queries". Then create another sheet, name it "Structure" and put it as the very first one. On the page with the structure, create a tree. You should end up like this:
Now we need to divide the large menswear section into sub-sections and sub-subsections.
For ease of use and navigation through your clustered semantic core, put links from the structure to the corresponding sheets. To do this, click right click click on the desired item in the structure and do as in the screenshot.
And now you need to methodically separate requests with your hands, simultaneously deleting what you might not have been able to notice and remove at the stage of cleaning the kernel. Ultimately, thanks to semantic core clustering, you should end up with a structure similar to this one:
So. What we have learned to do:
- Select the queries we need to collect the semantic core
- Collect all-possible phrases for these queries
- Clean up "garbage"
- Cluster and create structure
What you can do next by creating such a clustered semantic core:
- Create a website structure
- Create a menu
- Write texts, meta descriptions, titles
- Collect positions to track the dynamics of requests
Now a little about programs and services
Programs for collecting the semantic core
Here I will describe not only programs, but also plug-ins and online services that I use.
- Yandex Wordstat Assistant is a plugin that makes it convenient to select queries from wordstat. Great for quickly compiling a core for a small site or 1 page.
- Keycollector (slovoeb - free version) - complete program for clustering and creating a semantic core. Enjoys great popularity. A huge amount of functionality in addition to the main direction: Selection of keys from a bunch of other systems, the possibility of autoclustering, collecting positions in Yandex and Google, and much more.
- Just-magic is a multifunctional online service for compiling the core, auto splitting, checking the quality of texts and other functions. The service is shareware, for full-fledged work you need to pay a monthly fee.
Thanks for reading the article. Thanks to this step-by-step manual, you will be able to compose the semantic core of your site for promotion in Yandex and Google. If you have any questions - ask in the comments. Below are bonuses.
An article on how to create a semantic core on your own so that your online store is in the first positions of search engine results. The process of selecting keywords is not so simple. It will require attention and a relatively long time. But if you are ready to move forward and grow your business, this article is for you.It details the methods for collecting keywords, as well as which tools can help you with this.
The answer is banal - for the site to be "liked" by search engines. And so that when users request for specific keywords, it is your resource that is given out.
And the formation of the semantic core is the first, but very important and confident step towards the goal!
The next step is the creation of a kind of skeleton, which means distributed matched "keys" for certain pages of the site. And only after that you should move to a new level - writing and implementing articles, tags.
Note that the network presents several options for defining the concept of a semantic core (hereinafter referred to as SN).
In general, they are similar and if you summarize everything, you can form the following: a set of keywords (as well as related phrases and forms) to promote the site. Such words accurately characterize the direction of the site, reflect the interests of users and correspond to the activities of the company.
Our article provides an example of the formation of a SL for an online bed linen store. The whole process is divided into five consecutive stages.
1) We collect basic queries
In this case, we are talking about all the phrases that will correspond to the direction of the store. Therefore, it is so important to think over as precisely as possible those phrases that best characterize the goods presented in the catalog.
Of course, this is sometimes difficult to do. But the right column of Wordstat.Yandex will come to the rescue - it indicates phrases that are most often entered by users when using the phrase you have chosen.
Watch the Wordstat video (13 minutes total)
In order to get the results, enter the phrase you need in the service line and click on the "Select" button.
In order not to copy all requests manually, we recommend using the Wordstat Helper extension, created specifically for Mozilla browsers Firefox and Google Chrome. This addition will greatly simplify the work with the selection of words. How it works - see the screenshot below.
Save the selected words in a separate document. After brainstorming and add to it the phrases that you come up with.
2) How to expand SA: three options
The first step is relatively simple. Although it will require you to be careful. But the second is active brain activity. After all, each separately selected phrase is the basis of the future group of search queries by which you will advance.
To assemble such a group, you must use:
- synonyms;
- paraphrasing.
In order not to "download" at this stage, use special applications or services. How to do this is detailed below.
How to Expand Your BR with Google Keyword Planner
Let's go to the topic chapter (it's called the Keyword Planner) and collects those phrases that most accurately characterize the group of queries you are interested in. Do not touch other parameters and click on the "Get ..." button.
After that, just download the results.
How to extend CL with Serpstat (ex. Prodvigator)
You can also use another similar service that analyzes a competitor. After all, competitors are the best place to get the keywords you need.
Serpstat service (ex. Prodvigator) allows you to accurately determine for which key queries your competitors have become leaders in search engines. Although there are other services - which one to use, decide for yourself.
In order to select search queries, you need:
- enter one request;
- indicate the region of promotion you are interested in;
- click on the "Search" button;
- and when it is completed, select the "Search queries" option.
Then click on the "Export Table" button.
How to compose a semantic core: how to expand the CL using the Key Collector/Slovoeb
Do you have a large store with a huge number of products? In such a situation, you need a service Key Collector.
Although if you are just starting to learn the science of keyword selection and the formation of a semantic core, we recommend that you pay attention to another service - with a dissonant name Slovoeb . Its advantage is that it is completely free.
Download the app, go to the Yandex.Direct settings and enter your username/password from mailbox Yandex.
After that:
- open a new project;
- click on the Data tab;
- there click on the option Add phrases;
- indicate the region of promotion you are interested in;
- enter the requests that were generated earlier.
After that, start collecting SA from Wordstat.Yandex. For this:
- go to the "Data collection" section;
- then - you need to select the section "Batch collection of words from the left column";
- a new window will appear on your screen;
- in it - do as indicated in the screenshot below;
It should be noted that Key Collector is an excellent tool for voluminous, large projects and with its help it is easy to organize the collection of statistical data on services that analyze the "work" of competing sites. For example, these services include the following: SEMrush, SpyWords, Serpstat (ex. Prodvigator) and many others.
3) Remove extra "keys"
So, the base is formed. The volume of collected "keys" is more than solid. But if you analyze them (in this case, just read carefully), it turns out that not all the collected words correspond exactly to the theme of your store. And therefore, “non-target” users will come to the site using them.
Such words should be removed.
We present one more example. So, on the site you sell bed linen, but your assortment does not just have a fabric from which such linen can be sewn. Therefore, everything related to fabrics must be removed.
By the way, a complete list of such words will have to be generated manually. There is no "automatic" will not help. Naturally, it will take a relatively long time and in order not to miss anything, we recommend that you arrange a full-fledged brainstorming session.
We note the following types and types of words that will be irrelevant for online stores:
- the name and mention of competing stores;
- cities and regions in which you do not work and where you do not deliver goods;
- all words and phrases containing "free", "old" or "used", "download", etc.;
- the name of a brand that is not represented in your store;
- "keys" in which there are errors;
- repetitive words.
Now we will tell you how to remove all the words you do not need.
Form a list
We open the Slovoeb service, select the "Data" section in it, and there we go to the "Stop words" tab and "drive" manually selected words into it. Interestingly, you can write down the words either manually or simply upload a file with them (if you have prepared one).
Thus, you can quickly eliminate stop words from your list that do not correspond to the theme and features of the store.
How to compose a semantic core: a quick filter
You have received a kind of blank SA. Carefully analyze it and start removing unnecessary words manually. The same Slovoeb service will help to optimize the solution of this problem. Here is the sequence of steps you need to follow:
- take the first unnecessary word from your list, for example, let it be the city of Kyiv;
- drive it into the search (on the screen - the number 1);
- mark the appropriate lines;
- by clicking on them with the right mouse button, delete;
- press Enter in the search field to return to the original list.
Repeat the above steps as many times as necessary until you have reviewed the most possible list of words.
4) How to make a semantic core: we group queries
In order to understand how to distribute words on specific pages, you should group all the queries you have selected. To do this, it is necessary to form the so-called semantic clusters.
This concept means a group of “keys” similar in subject matter and meaning, which is drawn up in the form of a multi-level structure. Let's say the first-level cluster is the search query "bedding". But the clusters of the second level will be the search queries "blankets", "plaids" and the like.
In most cases, the definition of clusters is carried out during brainstorming. But it is important to have an excellent understanding of the assortment, the features of your product, but also take into account how the structure of competitors is built.
The next thing to look out for Special attention- at the last level of the cluster, there should be only those requests that exactly correspond to the only need of potential customers. That is, a specific type of goods.
Here the same Slovoeb service and the Quick Filter option described above will come to your aid again. It will help sort search queries into certain categories.
To perform this sorting, you need to perform several simple steps. First in search line service, enter a keyword that will be used when naming:
- categories;
- landing page, etc.
For example, it could be a brand of bed linen. In the results, mark the phrases that suit you and copy.
Those phrases that you do not need, just select the right mouse button and delete.
On the right side of the service menu do new group, naming it appropriately. For example, the brand name.
To transfer the phrases you have chosen to this part of the tab, you must select the Data line and click on the Add phrases inscription. For details, see screenshot.
Pressing Enter in the search box will return you to the original list of words. Follow the described procedure with all other requests.
The system will issue all selected phrases in alphabetical order, which makes it easier to work with them - you can easily determine what exactly can be deleted. Or group the words into a specific group.
We add that manual grouping also requires a sufficient amount of time. Especially when it comes to too many key phrases. Therefore, we recommend using automated paid programs. These include:
- key collector;
- Rush Analytics;
- Just-Magic and others.
There is also a completely free Devaka.ru script. By the way, note that it is often necessary to combine some types of queries.
Since there is no point in piling up a huge number of categories on the site, differing only in such names as “Beautiful bed linen” and “Fashion bed linen”.
To determine the importance of each individual key phrase for a particular category, simply transfer them to the Google planner, as shown in the screenshot.
Thus, you can determine how in demand a particular search query is. All of them can be divided into three categories, depending on the particular use:
- high-frequency;
- low-frequency;
- midrange;
- and even micro-low frequencies.
However, it is important to understand that there are no exact numbers that indicate whether a request belongs to a particular group. Here you should focus on the subject of both the site itself and the request. In a separate case, a request with a frequency of up to 800 per month can be considered low-frequency. In another situation, a request with a frequency of up to 150 will be high-frequency.
The most high-frequency requests from all selected ones will subsequently be included in the tags. But it is recommended to use the lowest frequencies in order to optimize specific store pages for them. Since there will be low competition among such queries, it is enough to simply fill such subsections with high-quality text descriptions so that the pages appear in the first rows of search results.
All of the above actions will allow you to form a clear structure in which there will be:
- all the necessary and important categories - to visualize the "skeleton" of your store, use the additional service XMind ;
- landing pages;
- pages that contain important information for the user - for example, with contact details, with a description of delivery conditions, etc.
How to extend the semantic core: an alternative method
With the development of the site, the expansion of the store, the SA will also increase. To do this, it is necessary to monitor and collect key phrases within each group. This greatly simplifies and speeds up the process of expanding the SA.
To collect similar requests, for a hint, use additional services, including:
- Serpstat (ex. Prodvigator);
- Ubersuggest;
- KeywordTool;
- and others.
The screenshot below shows how to use the Promoter service.
How to make a semantic core: what to do after passing our instructions
So, in order to independently create a CL for an online store, you need to perform a number of sequential steps.
It all starts with the selection of keywords that can only be used when searching for your products and which will subsequently become the main group of queries. Further, using the tools of search engines to expand the semantic core. It is also recommended to analyze competitor sites for this.
The next steps will be:
- analysis of all selected search queries;
- deleting requests that do not match the meaning of your store;
- grouping requests;
- formation of the site structure;
- constant tracking of search queries and extension of the SA.
The method of selecting a SL for an online store presented in this article is far from the only true and correct one. There are others. But we tried to present you the most convenient way.
Naturally, such indicators as the quality of text descriptions, articles, tags, store structure are also important for promotion. But we will talk about this in a separate article.
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Like almost all other webmasters, I make up the semantic core with the help of Key programs Collector is definitely the best program to compose the semantic core. How to use it is a topic for a separate article, although the Internet is full of information on this subject - I recommend, for example, a manual from Dmitry Sidash (sidash.ru).
Since the question was raised about the example of compiling the kernel, I give an example.
List of keys
Suppose we have a site dedicated to British cats. I drive the phrase "British cat" into the "List of phrases" and click on the "Parse" button.
I get a long list of phrases, which will begin with the following phrases (the phrase and particularity are given):
British cats 75553 British cats photo 12421 British Fold cat 7273 British cattery 5545 British breed cats 4763 British Shorthair cat 3571 colors of British cats 3474 British cats price 2461 cat blue British 2302 British Fold cat photo 2224 mating British British cats 1888 British cats character 1394 buy British buy a cat 1179 british cats 1179 longhair british cat 1083 pregnancy of british cat 974 cat british chinchilla 969 cats of british breed photo 953 cattery of british cats moscow 886 color of british cats photo 882 british cats care 855 british shorthair cat photo 840 scottish and british cats 763 british cat names 762 British blue cat photo 723 photo of British blue cat 723 British black cat 699 what to feed British cats 678
The list itself is much longer, I just gave the beginning of it.
Key grouping
Based on this list, I will have articles on the site about the varieties of cats (lop-eared, blue, short-haired, long-haired), there will be an article about the pregnancy of these animals, about what to feed them, about names, and so on down the list.
For each article, one main such query is taken (= the topic of the article). However, the article is not limited to just one request - other queries that are suitable in meaning are also added to it, as well as different variations and word forms of the main query, which can be found in the Key Collector below in the list.
For example, with the word "lop-eared" there are the following keys:
British Fold cat 7273 British Fold cat photo 2224 British Fold cat price 513 British Fold cat breed 418 British Blue Fold cat 224 Scottish Fold and British cats 190 British Fold cat photo 169 British Fold cat photo price 16 0 british fold cat buy 156 british fold blue cat photo 129 british fold cats character 112 british fold cat grooming 112 mating of british fold cats 98 british shorthair fold cat 83 color of british fold cats 79
To avoid overspam (and overspam can also be due to the combination of using too many keys in the text, in the title, in, etc.), I would not take them all with the inclusion of the main query, but individual words from them make sense use in the article (photo, buy, character, care, etc.) in order for the article to rank better for a large number of low-frequency queries.
Thus, under the article about lop-eared cats, we will form a group of keywords that we will use in the article. Groups of keywords for other articles will be formed in the same way - this is the answer to the question of how to create the semantic core of the site.
Frequency and competition
There is also an important point related to the exact frequency and competition - they must be collected in the Key Collector. To do this, select all queries with checkboxes and on the "Yandex.Wordstat frequencies" tab, click the "Collect frequencies "!" - the exact particularity of each phrase will be shown (that is, with this word order and in this case), this is a much more accurate indicator than the overall frequency.
To check the competition in the same Key Collector, you need to click the "Get data for Yandex PS" (or for Google), then click "Calculate KEI from the available data". As a result, the program will collect how many main pages for this query are in the TOP-10 (the more - the more difficult it is to get there) and how many pages in the TOP-10 contain such a title (similarly, the more - the more difficult it is to break into the top).
Then we need to act on the basis of our strategy. If we want to create a comprehensive site about cats, then the exact frequency and competition are not so important to us. If we only need to publish a few articles, then we take queries that have the highest frequency and at the same time the lowest competition, and write articles based on them.
The semantic core is a set of search phrases and words that are used to promote the site. These search words and phrases help the robots to determine the subject of the page or the entire service, that is, to find out what the company does.
In Russian, semantics is a branch of the science of language that studies the semantic content of the lexical units of a language. Applied to search engine optimization this means that the semantic core is the semantic content of the resource. It helps to decide what information to convey to users and in what way. Therefore, semantics is the foundation, the basis 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.
- Based on it, the site structure and texts for thematic pages are created.
- Keys from semantics 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 it into logical blocks, finds out the number of their impressions, and based on the cost of requests in the top of Yandex and Google, calculates the total cost of promotion.
Of course, when selecting 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 glued beams, 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.
- By frequency
- high-frequency - words and phrases with a frequency of 1000 impressions per month;
- mid-frequency - up to 1000 impressions per month;
- low-frequency - up to 100 impressions.
- Type:
- geo-dependent and non-geo-dependent - promotions tied to the region and not tied;
- informational - according to them, the user receives some information. Keys of this type are usually used in articles - for example, reviews or useful tips;
- branded - contain the name of the promoted brand;
- transactional - implying an action from the user (buy, download, order) and so on.
- Other types are those that are difficult to attribute to any type: for example, the key is “profiled timber”. By entering such a request 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.
Collecting frequency by keywords helps you find out what users most often request. But a high-frequency query is not necessarily a highly competitive query, and compiling semantics with high frequency and low competition is one of the main aspects in working with a semantic core.
How to build a semantic core for a website?
- By analyzing competitor sites (in SEMrush, SerpStat, you can see the semantic core of competitors):
The process of compiling a semantic core
The collected requests are not yet the semantic core, here it is still necessary to separate the wheat from the chaff so that all requests are relevant to the client's services.
To make up the semantic core, requests must be clustered (divided into blocks according to the logic of the service). You can do this with the help of programs (for example, KeyAssort or TopSite) - especially if the semantics is voluminous. Or manually evaluate and sort through the entire list, remove inappropriate requests.
Then send to the client and check if there are any errors.
The finished semantic core is a yellow brick path to the content plan, blog articles, texts for product cards, company news, and so on. This is a table with the needs of the audience that you can satisfy using your site.
- Distribute the keys across pages.
- Use keywords in meta tags
, , (especially in the heading of the first level H1). - Insert the keys in the texts for the pages. This is one of the white hat optimization methods, but it is important not to overdo it here: you can fall under search engine filters for overspam.
- The remaining search queries and those that do not fit into any section, save under the name "What else to write about." In the future, you can use them for informational articles.
- And remember: you need to focus on the needs and interests of users, so trying to cram all the keys into one text is pointless
Collecting a semantic core for a site: main mistakes
- Refusal of highly competitive keys. Yes, possibly top on request "buy profiled timber" you won’t get in (and this will not prevent you from successfully selling your services), but you still need to include it in the texts.
- Refusal of low frequency. This is erroneous for the same reason as the rejection of highly competitive requests.
- Creating pages for requests and for the sake of requests. "Buy profiled timber" And "Order profiled timber"- essentially the same thing, it makes no sense to break them into separate pages.
- Absolute and unconditional trust in the software. You can’t do without SEO programs, but manual analysis and data verification are necessary. And no program can yet assess the industry, the level of competition and distribute keys without errors.
- Keys are everything. No, our everything is a convenient, understandable website and useful content. Any text needs keys, but if the text is bad, then the keys will not save.
Hi all! Today's article is devoted to how to assemble the semantic core (SN) correctly. If you are engaged in SEO promotion in Google and Yandex, you want to increase natural traffic, increase website traffic and sales, this material is for you.
To get to the bottom of the truth, we will study the topic from "A to Z":
In conclusion, consider general rules for compiling SA. So let's get started!
Semantic core: what is it and what are the queries
The semantic core of the site (also known as the “semantic core”) is a set of words and phrases that exactly matches the structure and subject matter of the resource. Simply put, these are the queries by which users can find a site on the Internet.
It is the correct semantic core that gives search engines and the audience a complete picture of the information presented on the resource.
For example, if a company sells ready-made postcards, then the semantic core should include such queries: “buy a postcard”, “postcard price”, “postcard to order” and the like. But not: “how to make a postcard”, “do-it-yourself postcard”, “homemade postcards”.
Interesting to know: LSI copywriting. Will the methodology replace SEO?
Classification of requests by frequency:
- High frequency requests(HF) - the most frequently "hammered" in the search bar (for example, "buy a postcard").
- midrange(MF) - less popular than HF keys, but also of interest to a wide audience ("postcard buy price").
- Low frequency(LF) - phrases that are requested very rarely ("buy a picture postcard").
It is important to note that there are no clear boundaries separating HF from SL and LF, since they vary depending on the subject matter. For example, for the query "origami", the RF indicator is 600 thousand impressions per month, and for "cosmetics" - 3.5 million.
If we turn to the anatomy of the key, then the treble consists only of the body, the midrange and bass are supplemented by a specifier and a “tail”.
When forming the semantic core, it is necessary to use all types of frequency, but in different proportions: a minimum of high frequencies, a maximum of low frequencies, and an average amount of midrange.
To make it clearer, let's draw an analogy with a tree. The trunk is the most important request on which everything rests. Thick branches closer to the trunk are mid-range keys, also popular, but not as popular as HF. Thin branches are low-frequency words that are also used to search for the desired product / service, but rarely.
Separation of keys by competition:
- highly competitive (VC);
- medium competitive (SC);
- low competitive (NC).
This criterion shows how many web resources this request uses for promotion. Everything is simple here: the higher the competitiveness of the key, the more difficult it is to break through and stay in the top 10 with it. Low-competitive ones are also not worth attention, as they are not very popular on the network. The ideal option is to advance according to the SK requests, with which it is really possible to take first place in a stable business area.
Classification of requests according to user needs:
- Transactional– keys associated with the action (buy, sell, upload, download).
- Informational– to obtain any information (what, how, why, how much).
- Navigational- help to find information on a specific resource (“buy a phone socket”).
The remaining keywords, when it is difficult to understand the user's intention, are assigned to the "Other" group (for example, just the word "postcard" raises a lot of questions: "Buy? Make? Draw?").
Why does a website need a semantic core?
Collecting a semantic core is a painstaking work that requires a lot of time, effort and patience. It will not work in "two accounts" to compose the correct SA that will work.
Here a quite reasonable question arises: is it worth it to spend efforts on selecting a semantic core for a site? If you want your Internet project to be popular, constantly increase the client base and, accordingly, increase the company's profit, the answer is unequivocal: "YES".
Because collecting the semantic core helps:
- Increase the visibility of a web resource. Search engines Yandex, Google and others will find your site by the keys you choose and offer it to users who are interested in these queries. As a result, the influx of potential customers is growing, and the chances of selling a product / service are increasing.
- Avoid the mistakes of competitors. When creating a SL, an analysis of the semantic core of competitors that occupy the first position in the search results is necessarily performed. Through the study of leading sites, you can determine what queries help them stay in the top, what topics they write about, what ideas are unsuccessful. During the analysis of competitors, ideas may also arise on how to develop your business.
- Make the site structure. The semantic core is advised to be used as an "assistant" to create the structure of the site. By collecting the full SA, you can see all the queries that users enter when searching for your product or service. This will help determine the main sections of the resource. Most likely, you will need to make pages that you did not even think about initially. It is important to understand that SL only suggests the interests of users. Ideally, the structure of the site corresponds to the business area and contains content that meets the needs of the audience.
- Avoid overspam. After analyzing the semantic core of competing sites from the top, you can set the optimal frequency of keywords. Because there is no universal indicator of request density for all pages of a resource, but everything depends on the subject and type of the page, as well as the language and the key itself.
How else can you use the semantic core? To draw up the right content plan. Properly collected keywords will suggest topics for texts and posts that are of interest to your target audience.
Conclusion. It is practically IMPOSSIBLE to create an interesting, popular and profitable Internet project without SA.
Topic material:
Preparing to collect the semantic core for the site
Before creating the semantic core of the site, you need to do the following:
I. Study the activities of the company ("brainstorming")
Here it is important to write out ALL the services and goods that the organization offers. For example, to assemble a semantic core for an online furniture store, you can use the following queries: sofa, armchair, bed, hallway, cabinet + restoration, repair. The main thing here is not to miss anything and not to add too much. Only up-to-date information, ie. if the company does not sell pouffes or repair furniture, these requests are not needed.
In addition to brainstorming, you can use Google services Analytics and Yandex.Metrika (Fig. 1) or personal accounts V Google Search Console and Yandex Webmaster (Fig. 2). They will tell you which queries are most popular with your target audience. Such help is available only to already working sites.
Help texts:
- Advego- works on the same principle as Istio.com.
- Simple SEO Tools – free service for SEO-analysis of the site, including the semantic core.
- Lenartools. It works simply: load the pages from where you need to “pull out” the keys (max 200), click “Let's go” - and you get a list of words that are most often used on resources.
II. To analyze the semantic core of a competitor site:
- SEMRUSH- you need to add the address of the resource, select a country, click "Start Now" and get an analysis. The service is paid, but 10 free checks are provided upon registration. Also suitable for collecting keys for your own business project.
- Searchmetrics- a very convenient tool, but paid and on English language so it's not available to everyone.
- SpyWords– a service for analyzing the activities of a competitor: budget, search traffic, announcements, requests. A “reduced” set of functions is available for free, and for a fee you can get a detailed picture of the promotion of a company of interest.
- Serpstat is a multifunctional platform that provides a report on keywords, rating, competitors in Google and Yandex search results, backlinks, etc. Suitable for selecting SEO and analyzing your resource. The only negative is that the full range of services is available after paying for the tariff plan.
- PR-CY – free program for semantic core analysis, usability, mobile optimization, link mass and much more.
Another effective method extensions of the semantic core - use synonyms. Users may search for the same product or service in different ways, so it is important to include all alternate keys. Tips in Google and Yandex will help you search for synonyms.
Advice. If the site is informational, you first need to select the queries that are the main ones for this resource and for which promotion is planned. And then seasonal. For example, for a web project about fashion trends in clothing, the key queries will be: fashion, women's, men's, children's. And, so to speak, "seasonal" - autumn, winter, spring, etc.
How to build a semantic core: detailed instructions
Having decided on the list of queries for your site, you can start collecting the semantic core.
It can be done:
I. FREE using:
Wordstat Yandex
Yandex Wordstat is a very popular online service with which you can:
- collect the semantic core of the site with statistics for the month;
- get words similar to the query;
- filter keywords entered from mobile devices;
- find out statistics by city and region;
- determine the seasonal fluctuations of the keys.
Big disadvantage: you have to “unload” the keys manually. But if you install the extension yandex wordstat assistant, work with the semantic core will speed up many times (relevant for the Opera browser).
It’s easy to use: click on the “+” next to the desired key or click “add all”. Requests are automatically redirected to the extension list. After collecting the SA, you need to transfer it to the table editor and process it. Important advantages of the program: checking for duplicates, sorting (alphabet, frequency, addition), the ability to add keys manually.
Step-by-step instructions on how to use the service are given in the article: Yandex. Wordstat (Wordstat): how to collect keywords?
Google Ads
Keyword planner from Google, which allows you to pick up a semantic core online for free. The service finds keywords based on the queries of users of the Google search engine. To work, you must have a Google account.
The service offers:
- find new keywords;
- see the number of requests and forecasts.
To collect the semantic core, you need to enter a query, choosing the location and language. The program shows the average number of requests per month and the level of competition. There is also information about ad impressions and the bid for displaying an ad at the top of the page.
If necessary, you can set a filter by competition, average position and other criteria.
It is also possible to request a report ( step by step instructions how to do it, the program shows).
To study traffic prediction, just enter a query or a set of keys in the "View the number of requests and forecasts" box. The information will help determine the effectiveness of the SA for a given budget and rate.
The “cons” of the service include the following: there is no exact frequency (only the average for the month); does not show encrypted Yandex keys and hides some from Google. But it determines the competitiveness and allows you to export keywords in Excel format.
SlovoEB
This is a free version of the Key Collector program, which has a lot of useful features:
- quickly collects the semantic core from the right and left columns of WordStat;
- performs a batch collection of search hints;
- defines all types of frequency;
- collects data on seasonality;
- allows you to perform batch collection of words and frequency from Rambler.Adstat;
- calculates KEI (Key Efficiency Ratio).
To use the service, it is enough to enter the account data in Direct (login and password).
If you want to know more, read the article: Slovoeb (Slovoeb). Basics and instructions for use
bukvariks
An easy-to-use and free semantic core collection program with a database of more than 2 billion queries.
Differs in operational work, as well as useful features:
- supports a large list of exception words (up to 10 thousand);
- allows you to create and apply lists of words directly when forming a sample;
- offers to make lists of words by multiplying several lists (Combinator);
- removes duplicate keywords;
- shows the frequency (but only "worldwide", without selecting a region);
- analyzes domains (one or more, comparing CL resources);
- exported in .csv format.
The only important drawback for the installation program is its large “weight” (in the archived format ≈ 28 GB, in the unpacked ≈ 100 GB). But there is an alternative - the selection of SA online.
II. PAYING with the help of programs:
Base of Maxim Pastukhov
Russian service, which has a database of more than 1.6 billion keywords with data from Yandex WordStat and Direct, as well as English, containing more than 600 million words. Works online, helps not only in creating a semantic core, but also in launching an advertising campaign in Yandex.Direct. Its most important and important disadvantage can be safely called the high cost.
Key Collector (Key Collector)
Perhaps the most popular and convenient tool for collecting the semantic core.
Key Collector:
- collects keywords from the right and left columns of WordStat Yandex;
- weeds out "unnecessary queries using the "Stop words" option;
- searches for duplicates and determines seasonal keywords;
- filters keys by frequency;
- uploaded in Excel spreadsheet format;
- finds pages relevant to the query;
- collects statistics from: Google Analytics, AdWords, etc.
You can evaluate how Key Collector collects the semantic core for free in the demo.
Rush Analytics
A service that can be used to collect and cluster the semantic core.
In addition, Rush Analytics:
- looking for hints in Youtube, Yandex and Google;
- offers a convenient stop-word filter;
- checks indexing;
- determines the frequency;
- checks the position of the site for desktops and mobile;
- generates technical specifications for texts, etc.
Great tool, but paid: no demo and limited free checks.
Mutagen
The program collects key queries from the first 30 sites in the search engine Yandex system. Shows the frequency per month, the competitiveness of each search query and recommends using words with an indicator up to 5 (because for effective promotion such keywords are enough quality content).
Useful article: 8 types of texts for the site - we write correctly
A paid program for collecting a semantic core, but there is a free limit - 10 checks per day (available after the first replenishment of the budget, at least for 1 rub.). Open to registered users only.
Keyword Tool
A reliable service for creating a semantic core that:
- V free version – collects more than 750 keys for each request using hints from Google, Youtube Bing, Amazon, eBay, App Store, Instagram;
- in paid- shows the frequency of requests, competition, cost in AdWords and dynamics.
The program does not require registration.
In addition to the presented tools, there are many other services for collecting the semantic core of the site with detailed video reviews and examples. I settled on these, because I consider them the most effective, simple and convenient.
Conclusion. If possible, it is advisable to purchase licenses for using paid programs, since their functionality is much wider than that of their free counterparts. But for a simple collection of SA, "open" services are quite suitable.
Semantic core clustering
The finished semantic core, as a rule, includes many keywords (for example, for the query " cushioned furniture» services give out several thousand words). What to do next with such a huge number of keywords?
Collected keys need:
I. Clean up from "garbage", duplicates and "dummy"
Requests with zero frequency, as well as errors, are simply deleted. To eliminate keys with unnecessary "tails" I advise you to use in excel function"Sorting and Filtering". What can be rubbish? For example, for a commercial site, words such as “download”, “free”, etc. will be superfluous. Duplicates can also be automatically removed in Excel using the “remove duplicates” option (see examples below).
Remove keys with zero frequency:
Delete unnecessary "tails":
Getting rid of duplicates:
II. Remove highly competitive queries
If you do not want the “path” to the top to stretch for years, exclude VK keys. With such keywords, it will not be enough just to get to the first positions in the search results, but more importantly and more difficultly, you need to try to stay there.
An example of how to determine VK keys through the Google Keyword Planner (you can leave only NK and SK through the filter):
III. Ungroup the semantic core
You can do this in two ways:
1. PAYING:
- KeyAssort is a semantic core clusterer that helps create a website structure and find niche leaders. Works on the basis of Yandex and Google search engines. Ungroups 10,000 requests in just a couple of minutes. You can evaluate the benefits of the service by downloading the demo version.
- SEMparser performs automatic grouping of keys; creation of the site structure; definition of leaders; generation of technical specifications for copywriters; Yandex highlight parsing; determination of geo-dependence and "commercial" requests, as well as the relevance of pages. In addition, the service checks how the text matches the top according to SEO parameters. How it works: you collect SN, save it in .xls or .xlsx format. Create a new project on the service, select a region, upload a file with queries - and in a few seconds you will receive words sorted by semantic groups.
In addition to these services, I can advise more Rush Analytics, which we have already met above, and Just Magic.
Rush Analytics:
Just Magic:
2. FREE:
- Manually- With using Excel and "Sort and Filter" functions. To do this: set a filter, enter a request for the group (for example, "buy", "price"), highlight the list of keys with color. Next, set up the "Custom sorting" option (in "Sort by color") by going to "sort within the specified range". The final touch is to add names to the groups.
Step 1
Step 2
Step 3
Step 4
An example of an ungrouped semantic core:
- SEOQUICK – free online program for automatic clustering of the semantic core. To "scatter" the keys into groups, just upload a file with requests or add them manually and wait a minute. The tool is fast, detecting the frequency and type of the key. Allows you to remove unnecessary groups and export the document in Excel format.
- Keyword Assistant. The service works online on the principle of an Excel table, i.e. You will have to scatter the keywords manually, but it takes much less time than working in Excel.
How to cluster the semantic core and which methods to use is up to you. I believe that the way you need it can only be done manually. It's long, but effective.
After collecting and distributing the semantic core into sections, you can start writing texts for the pages.
Read a related article with examples: How to enter keywords in the text correctly?
General rules for creating SA
Summing up, it is important to add tips that will help to assemble the right semantic core:
The SA should be designed in such a way that it meets the needs of as many potential customers as possible. |
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The semantics must exactly match the theme of the web project, i.e. focus only on targeted queries. |
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It is important that the finished semantic core includes only a few high-frequency keys, the rest is filled with medium- and low-frequency keys. |
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You should regularly expand the semantic core to increase natural traffic. |
And most importantly: everything on the site (from the keys to the structure) must be made "for people"!
Conclusion. A well-assembled semantic core gives a real chance to quickly promote and keep the site in top positions in the search results.
If you doubt that you will be able to assemble the correct SL, it is better to order a semantic core for the site from professionals. This will save time, energy and bring more benefits.
It will also be interesting to know: How to place and speed up the indexing of an article? 5 secrets of success
That's all. I hope the material is useful to you in your work. I would be grateful if you share your experience and leave comments. Thank you for your attention! Until new online meetings!