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

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.

What is "semantics"

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.

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.

Semantics in advertising campaigns

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.

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.

How to collect semantics automatically?

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.

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.

Manual compilation

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.

Definition of subjects

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").

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 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 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.

We focus on the visitor

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.

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.

Filtration

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.

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 install the most suitable of queries, 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 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.

Distribution of requests by pages

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.

Analysis of competitors

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.

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.

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 obtain a certain amount of traffic; and in the event that the request is low-competitive, but targeted for us, such traffic will prove to be as accessible as possible.

Some users often have a question: how to compile semantics for Google / Yandex? It means that optimizers are guided by a specific search engine, 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 collectSemantics for Direct? We answer: in general, the procedure corresponds to the one described above. You need to determine: what queries your site is relevant, which pages will interest the user most (and for which key queries), which of the keys will be the most profitable for you, and so on.

Specificity of how to collect semantics for"Direct" (or any other advertising aggregator) is that you need to categorically refuse from non-traffic, because the cost of a click is much higher than in the case of search engine optimization. To do this, use "stop words" (or "negative keywords"). To understand how to assemble a 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 create a semantic core for your site yourself, and you'll see that there is nothing complicated.