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Building search queries to promote the website

Successful search promotion is impossible without a well-composed semantic core (read: without the right keywords or search queries). The semantic core is a set of search words and phrases that most accurately describe the type of activity, goods, or services offered by an Internet resource.

This article will look at what types of search queries divide, analyze the semantics of queries, and give you valuable tips on choosing the right keywords.

Keyword classification

You can classify search queries according to several criteria. We will look at the types of search queries by frequency and by purpose.

According to the frequency of requests, as a rule, there are three groups:

  • High-frequency key queries. These include the most popular search queries entered by users on the Internet. The frequency of such requests is from 10,000 and above. For example, “apartment renovation” – 531,565 requests, “furniture store” – 438,782 – are high-frequency requests. Advancing on high-frequency queries is a complicated and costly process. That is why when compiling the semantic core, we recommend using as few RF queries as possible.
  • Medium frequency key queries. These include keywords with a frequency of up to 5,000 impressions: “Furniture Store in Kyiv” – 629, “repair of equipment in Kyiv” – 259 – medium-frequency key queries.
  • Low-frequency queries are the least popular queries among Internet users. The frequency of such requests is up to 300 impressions per month. “Turnkey repair of apartments in Kyiv” – 58, “Online store of auto parts for foreign cars in Kyiv” – 81.

For promotion, we recommend that you prefer medium-frequency and low-frequency queries, as the competition for these words is not too high, and it will be much easier to move on them.

But it is worth noting that estimating the frequency of search queries is a relative concept. For example, for the Children’s School of Development website in Kyiv, the phrase “early development school” with a frequency of 345 will be a high-frequency and very effective request for promotion. When selecting search queries by frequency, selecting search queries should take into account the subject of the website and regional affiliation.

In addition to frequency, search queries classify by search:

  • Information. These are queries that users enter to search for any information. Examples of such queries: “how to properly care for plants”, “what is the capital of France”, etc.
  • Transactional (most often, these include commercial requests). These are the queries users search for when they want to take action (buy, download, book, etc.). Examples of such queries: “buy a camera”, “book a ticket to Turkey”, “download antivirus”.
  • Welcome inquiries. These are search phrases that users enter to search for a specific website (Eldorado, Oschadbank, etc.). Examples of such requests: “Privatbank online”, “buy a camera in Eldorado”.
  • Other (general) queries. These are queries that make it difficult to determine what a user is looking for. For example, the user can enter the query “clothes” if he wants to buy clothes or look at photos of fashionable clothes. Perhaps he is looking for patterns of cutting clothes.

When allocating search queries to the semantic core, you need to understand user needs and promotion goals clearly. For example, for product catalog pages, it will be more appropriate to use key transaction queries: phrases from “buy”, “order”, “inexpensive”. For a blog, sections with information should use information requests.

The structure of search queries

Each key query has its semantics of structure. All phrases consist of a body, a specifier, and a tail. Let’s analyze the anatomy of a search phrase by example.

Take, for example, the query “skirt”. This request consists only of a body, it is general, high-frequency and competition on it is too high. Using this query is not desirable for promotion, as it will lead to a large amount of non-targeted traffic to the website.

A specifier adds to determine the transaction affiliation. It is the specifier that determines the purpose of the search. Example:

  • Buy skirt – transaction request
  • Skirt cut – information request
  • Zara skirts are a welcome request.

To detail the query, add a tail to it:

  • Buy a skirt with an inflated waist
  • Buy a skirt for the boy
  • Buy a skirt in Kyiv.

Each tail gives queries a specific detail to search.

Now that you know the structure of search queries, you can list keywords for your semantic core by the formula “specifier + body + tail”.

Let’s try to do it on the example of the website pbb.lviv.ua. Define the body “website promotion”, then add the specifier “order website promotion”, “buy website promotion,” and add the tail “order website promotion in search engines”, “order website promotion in Lviv”, “order website promotion cheap”.

With phrases containing tails, you will expand your audience and reduce the competitiveness of the semantic core.

When compiling the semantic core, we recommend using the service for selecting phrases Yandex.Wordstat.You will track search query statistics, select relevant key queries for the website, predict traffic to the website, and more.

Now that you know which keywords are best to use for promotion, you can develop your semantic core. For each page of the website, it is optimal to take three key queries important for promotion (one query with high frequency and two mid-frequency queries).

Once you have competently developed the semantic core of the website, optimize the content. Use key phrases to write optimized texts, compose titles, tags, etc. You can entrust this work to our specialists, contact us, and we will consult you.

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