How to collect the semantics for "Direct" or the site?

Today, any business presented on the Internet (which is, in fact, any company or organization that does not want to lose its audience of customers from "online") pays much attention to search engine optimization. This is the right approach, which can help 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.

What is "semantics"

So, we begin with a general idea of what is the semantic core, and what does the concept of "collect semantics" mean. On various Internet sites devoted to search engine optimization and website 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 direction. Depending on how large the project is, it can have a large (and not very) semantic core.

It is believed that the task of collecting semantics is key if you want to start promoting your resource in the search engines and want to receive "live" search traffic. Therefore, there is no doubt that it should be taken with full seriousness and responsibility. Often correctly assembled semantic core is a significant contribution to the further optimization of your project, to the improvement of its positions in "search engines" and the growth of such indicators as popularity, citation index, attendance and others.

Semantics in advertising campaigns

In fact, compiling a list of keywords that describe your project as successfully as possible is important not only if you are doing search engine promotion. When working with contextual advertising in 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.

For advertising, these thematic words (their selection) are also important because they can be used to 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 move on wherever there is a secondary traffic for your project, interested, nevertheless, in your project.

How to collect semantics automatically?

In fact, today there are advanced services that make it possible to compose a semantic kernel for your project in a matter of minutes. This, in particular, is a 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.

The service automatically analyzes the content of your project, determines its keywords, gets those most defined phrases and words that the project contains. Due to this, for you a list of those words and phrases that can be called the "basis" of your site is formed. And, in truth, it's the easiest way to collect semantics in this way; 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 forecast as to how much search traffic can be obtained in the event that the promotion is made on these queries.

Manual compilation

If we talk about the selection of keywords in the automatic mode, in fact, there is nothing to write about for a long time: you simply use the experience of a ready-made service that tells you the keywords based on the content of your website. 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, not based on the cost or effectiveness of their promotion, but focusing primarily on the specifics of your company's work, its vector and the features of the services provided.

Definition of subjects

First of all, when talking about how to collect semantics for a page in manual mode, it is necessary to pay attention to the company's subjects, its sphere of activity. Here's 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").

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 feedback 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.

It is also important to pay attention to some specific points 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.

We focus on the visitor

The next step in our work is to focus on 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 search for Internet traffic and provide an opportunity to identify interesting niches for their projects.

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 need those high-frequency key words that were installed in the previous stage.

Filtration

If you want to collect semantics for CEO, the most effective approach for you will be to filter 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 enter here, which will not properly characterize your project or will do it incorrectly.

Therefore, before you collect the semantics of keywords, you will need to get rid of the inappropriate. This is very simple: from the entire list of keywords written for your project, you need to highlight unnecessary or inappropriate to the site and simply delete them. In the process of such filtering, you will set the most suitable of the queries to which you will be guided in the future.

In addition to the semantic analysis of the keynotes presented, due attention should also be paid to filtering them by the number of requests.

You can do it using the same Google Keyword Tool and "Yandex.Wordstat". By hammering the query into 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.

Distribution of requests by pages

Once you have received a list of the most suitable keywords for your project, 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 must use the main one, and for those that have less competition, the pages of the third level of nesting and so on are quite appropriate.

Analysis of competitors

Do not forget that you can always "peek" 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 decide which sites we can attribute to this list. Not always it will include resources belonging to your competitors in business.

Perhaps, from the perspective of search engines, these companies are engaged in promoting other queries, so pay attention to the component such as morphology. Simply fill in the search form of queries 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 already described above.

General recommendations

In addition to everything that has already been described above, I would also like to present a few general tips that are given by experienced optimizers. The first is the need to deal with a combination of high- and low-frequency queries. If you focus only on one category of them, the promotion campaign may be a failure. In case you choose only "high frequency", they will not give you the right targeted visitors looking for something specific. On the other hand, low-frequency requests will not give you the right amount of attendance.

You already know how to collect semantics. Wordstat and Google Keyword Tool will help you determine which words are being searched along with your key queries. However, do not forget about associative words and typos. These categories of requests can be very beneficial if you use them in your promotion. As for the first and second, we can get a certain amount of traffic; And in the event that the request is low-competitive, but targeted for us, such traffic will also be maximally available.

Some users often have a question: how to collect semantics for Google / Yandex? It means that optimizers are guided by a specific search system, promoting their project. In fact, this approach is fully justified, but there are no significant differences in it. Yes, each of the search engines works with their algorithms for filtering and searching for content, but guessing where the site will rank higher is difficult. You can find only some general recommendations on what promotion strategies should be used in case you work with a particular PS, but there are no universal rules for it (especially in a proven and generally accessible form).

Compiling semantics for an advertising campaign

You may have a question about how to collect semantics for Direct? We answer: in general, the procedure corresponds to the one described above. It is necessary to determine: what queries your site is relevant, which pages will interest the user most (and for what key queries), which of the keys will be the most profitable for you, and so on.

The specificity of how to collect semantics for Direct (or any other advertising aggregator) is that you need to categorically reject non-topic traffic, since the click cost is much higher than in the case of search engine optimization. To do this, use "stop words" (or "negative keywords"). To understand how to collect the semantic core with "negative words", you need more in-depth knowledge. In this case, we are talking about such words that can lead to your site is not interested in your traffic. Often such words can be "free", for example, in the case of an online store where nothing free can be a priori.

Try to make a semantic core for your site yourself, and you'll see that there is nothing complicated.