Analysis of competitors' keywords

Often, site owners have to hear the concept of "keywords", how to correctly place them in the text, and do not forget to analyze them, because there is nothing permanent. But where to start and what do you need to know about keyword analysis and how to work with it?

What are keywords?

Search engines, providing a certain delivery of sites for a query, refer to keywords that are found in the text, headings and subtitles, so they understand what the site offers, what is its subject and whether it can give something to users .

For example, if you enter a word or phrase - "toy", "buy a toy", "make a toy yourself" in the search string, the search engine will display a list of resources on which to find these words.

HF, MF and LF - what is it about?

Before you start placing keywords in the texts and headings, it is worthwhile to know that they can differ in their frequency. For example, if you carry out keyword analysis on the request of "clothes", you can see that this word is the most popular, and therefore, high-frequency. If you study the phrase "children's clothing in Rostov," then the demand for it will be much less, which means that it is low-frequency.

How to determine which word belongs to which category:

• High-frequency, or HF, - the number of requests per month exceeds 5000.
• The mid-range, or mid-range, is the number from 1000 to 5000.
• Low-frequency, or low-frequency, the amount is less than 1000.

Of course, one should understand from this that the more demand, the higher the competition, and it will be difficult for young resources with such keywords to break into the first page, so the selection and analysis of keywords on the page should be done competently.

How to choose keywords

To fill your site with good content, you need to choose the right keywords with the help of "Yandex" and Google, which will help to understand what is interesting to the consumer today and how competitors operate.

If you select and analyze keywords using Yandex, you will need the Yandex.Wordstat service, which will show approximate results of delivery for certain words and phrases. This will be clearly shown in two columns, where the left shows the queries and the number, that is, how many users were interested in the word, and on the right in the add-on "Wordstat" shows the queries that users entered along with the desired word.

Working with Google is a little more difficult, because you need to use the AdWords service, but first you need to log in with your work account. In the "Tools" section, you can search for keywords.

To begin with, you can create a list of all the words that provided services, in the future it will be clear that some words do not fit at all, because you only, for example, sell, but do not produce. Part of the low-frequency queries will also disappear, because you, for example, do not work around the clock, but only on weekdays. And already this will be the analysis of the keywords "Yandex" or Google, because at that moment you understand that the company can provide what is planned in the future, etc.

Studying competitors

Before you begin to analyze the keywords of competitors, it is worth to understand how to determine the degree of competition, and what factors affect it. First of all, you can look at the sites-competitors that are in TOP when issuing for a specific request, and study them from different sides. This will take some time, several programs and some knowledge, including understanding what internal optimization and external are, how good they are with other sites, and whether a certain site can compete with them.

Internal optimization

Many factors influence the site and its delivery, and the main task of those who create and promote it is to make the page as relevant as possible, i.e., maximally relevant to the key request:

• The required number of keywords, both in the direct entry, and in the diluted.
• Headings.
• Subheadings.
• Images.
• References.
• Lists and enumerations.

Even if all this is present on the promoted pages, do not forget about the correct filling, i.e., take into account the meta tags: title, description and keywords.

External optimization

Each search engine has its own algorithm, according to which it selects sites on request. For some, internal optimization is important, for others external, as, for example, Google pays much attention to this. So external optimization includes such factors:

• Quality of references.
• Number of links on good sites.
• The presence of links in social networks.

Trust site

Separately it is worth noting such a point as the trust site or some indicator that can not be accurately measured, but at the same time evaluate it using several variables: the age of the site and the domain, which domain zone the site has, external links, their quality and quantity, user factors Number of visits, views, duration of stay, etc.)

The more completed items are made, the keyword analysis is made, the better the site will look, the more highly ranked and search engines, and users. All these parameters of your competitors can be analyzed manually, by looking at the code pages and reading the texts, as well as on third-party sites to learn about such indicators as TIC, age, number of visitors, etc.

Analyze the keywords of competitors

Wordstat can greatly help and determine the frequency of the query, but it does not tell you how competitive the query is and whether it is used by others. To do this, you must apply manual labor and enter the necessary words in the search string. After the search engine displays a list of sites, you can study them.

For example, those who enter the query "buy clothes in Krasnodar" are given a list, where it is necessary to study at least the first five sites. When analyzing the competitor's site for keywords, the following indicators can be taken into account:

• Direct entry or dilution is used.
• Used on main pages or on internal pages.
• Which link will lead to this word: readable or incomprehensible.
• Used in headings or in the description, or there and there.

In addition, it is also worth considering such data as the number of popular sites. It is difficult and even impossible to compete with resources such as news portals, Wikipedia, and Youtube. If they also use these keywords to promote, it may be worthwhile to take other key words.

Analyze the competitiveness of queries can also be from pictures, videos and contextual advertising. If there are millions of pictures to the query "children's clothes", then there is already less for such a request as "children's clothes in Rostov-on-Don".

After the search engine is analyzed, you can go to the sites to see the internal optimization and understand why the systems offered them first.

Keyword Analysis Software

Today, there are many ways and opportunities to create a good semantic core and analyze incoming keywords. This can be done manually, as described above, using the analysis of the keywords "Yandex" or Google, or using certain programs and services. But it is worth remembering that if the service is free, then it will not give much useful information, so for some resources it is worth paying to get a more detailed report.

There are several useful aggregators, they are free, but a little inaccurate and limited in the provision of information. For example, Webeffector, before you use it, you need to register, and then click the "New Company" button. A form appears in which you need to specify the keywords of interest, the promotion region, the address of the page. Next, you need to click on the button "Create a company", and the service will give a certain budget for promotion, which will understand how competitive the request.

The following two services are paid, but more accurate. For example, Seolib, where you also need to specify a region and a list of keywords. For each word, a fee of about 3 rubles is charged, and the program will give a definite evaluation of the selected words. So the phrase "rental of real estate" has a high score and average competitiveness, and the phrase "rent an apartment cheaply" has a lower competition.

The Seobudget program can not only analyze the keywords, but also individual pages of competitors' sites. This keyword analysis service is more thorough, the process can last up to 10 minutes and costs a little more (10 rubles are charged for each word or page).

Thanks to such aggregators and services, you can completely exclude some keywords, because the time will be spent on them, and they will not bring any benefits, besides it will save the budget for the promotion.

Why analyze competitors

The analysis of competitors today is simply necessary, because the competition is very large, and everyone strives to be better. You always need to know the strengths and weaknesses of an opponent in order to be able to come forward or at least catch up if you are a start-up company.

An analysis of the keywords that competitors put on their site shows how the company interacts with users. This can show which channels are used to attract. For example, you can see the company not only in the resource list, but also as contextual advertising, or not only the text but also the video. You can find out about the specifics of the goods, ie, what products are popular, which are constantly sold at a discount.

At the analysis it is not necessary to forget about those who "breathe in the back" and tries to bypass you, because today the competitor takes the 30th line in the issue, and tomorrow he is already in the top ten, because he was able to improve something, and the search system noticed him.

An important point is that when analyzing you do not need to copy your competitors, but you need to create your own product and your chips that will help you become better than others. To do this, you need to use as many methods as possible, engage in internal and external optimization, create good texts and headings, where the keywords will be correctly distributed.

Some tips for using keywords

The search for keywords and their analysis should be done correctly, but they should also be used correctly in texts and headlines, without forgetting the notion of density. The number of words should be placed on the page so that the search engines do not consider this resource as an advertising site, but every webmaster has his own opinion on the topic of keyword density analysis.

But if we consider approximately and choose different queries with different frequency, then for 1000 characters there should be from 4 to 9 words, or 2% of the total text. In this case, it is not necessary to use the same word constantly, you need to be able to dilute it with other words and prepositions, and that it all fits nicely into the text, and the user could read useful information for himself. Use only readable words: for example, "buy a doll in Moscow" or "buy a Moscow doll" have differences, and of course, the first option will like more.

Do not forget that keywords can and should be entered in the title and subtitle, in the description of the page, and also used as a signature under the image in the article, as a description for goods or services.