Search queries - A tool in SEO website promotion

Pavel Boychenko
Pavel Boychenko
SEO-Specialist
27 Aug 2020
1530 views
5/ 5 (1)
Search queries - A tool in SEO website promotion

What are keywords and how to choose them for your site

The successful promotion of goods and services is facilitated by the presence of your own website - the business card of the business. The owners of a web resource often have a question - what is the semantic core of the site? Keywords are needed to optimize the resource. Visibility in search engines and website promotion depend on them.

The impact of keywords on SEO

Keywords are also called keys, queries, key queries, search queries. The purpose of placing such phrases in the text and metadata is for the search engine to recognize what the user is looking for. And if earlier the focus was on the maximum number of keywords in the content, now search queries are focused on people. Moreover, as before, keywords in the text are used to identify topics, content relevance, but the approach to their use has changed radically, has become more moderate. The density indicator has long lost its significance and the flourishing of semantic search has begun, which takes into account both relevance, and quality, and usefulness. Successful SEO promotion –is not about spamming and maximum exact matches, but about informativeness, conciseness, competitiveness and correctness. Basic requirements for keywords:

  • compliance with the theme of the resource and information on a particular page;
  • popularity, frequency of use of the phrase;

Keywords and phrases must be used correctly, through which you can significantly increase traffic.

Website promotion with keywords. The impact of search queries on SEO

Website promotion with keywords

The visibility of a web resource is affected by the completeness of the semantic core. What is the semantic core of the site? Keywords are grouped into one structured list. This is the SA. Why do we need a semantic core? The effectiveness of all subsequent actions to promote the site depends on its quality. How to make a semantic core? It is better not to use the following types of keywords:

  • names of third-party brands, manufacturers, goods, services;
  • words and phrases that mislead the user (trips in the sense of passenger transportation and trips - tours, used, for free, etc.);
  • competitor brand names.

Another important point is the grouping of search queries. What is Semantic Core Clustering? The rivalry of a resource with itself is caused precisely by an illiterate grouping of keys. It is wrong when several pages of a website respond to the same keywords. So, what to do with the semantic core of the site in order to optimize the resource? SA must be correctly composed:

  1. By manual selection. The main requests, as a rule, are offered by the business owner, while indicating detailed information about the specifics of the activity. Next, optimizers select words and phrases that characterize the topic more broadly.
  2. Checking keys using Yandex and Google statistics services. Search engines provide data on the number of impressions of impressions of certain queries during the month. Moreover, the services offer a wide range of phrases on a given topic. Highly competitive, unpopular and uninformative keywords should be excluded from this list.
  3. Analysis of web resources with open statistics.

After analyzing the information on the websites of competitors, you can choose some options, and weed out the extra ones. It is necessary to discard irrelevant and non-competitive phrases.

Ranking factors

Having understood what the semantic core is, it is important to learn about the aspects that are important for queries. Experts identify the following ranking factors for key phrases in search engines:

  • the relevance of the content to the query;
  • quality of referring resources;
  • use of words and concepts relevant to the key;
  • authority and trust of the domain and individual pages;
  • download speed and adaptation to mobile phones, smartphones and the possibility of voice input of a request;
  • the accuracy of the use of keys;
  • the number and variety of referring web resources;
  • reliability, freshness, relevance of information;
  • the presence of keywords in the URL and in the domain name;
  • links to external resources;
  • location and frequency of search phrases;
  • the comfort of using the website;
  • image search improvements;
  • changes in the number and format of advertising when issuing;
  • service competition.

In addition, ranking factors include behavioral signals, link anchor text, total amount of information on a web page, site age, uniqueness of relevant images, and online brand/trademark mentions. At the same time, the content of the website is more important than keywords and links.

Types of keywords

To better understand what SEO keywords are and what phrases should be used, it is worth understanding their types. According to the user's intentions, phrases are distinguished:

  1. Commercial (transactional) - related to the need to purchase a product or place an order for a service.
  2. Information keys are entered in order to search for specific content: they are mainly built in interrogative form. Key phrases contain question words: how? where? what? which? In this case, the user often first searches for information, and then purchases the product he needs. For example, the informational question “how to choose mascara” also has a commercial intent.
  3. Navigation queries are entered in order to search for something - a company, a trademark, a website, etc.
  4. geo-dependent keys. It is worth considering that search relevance often depends on the user's location. If you are looking for the service "order a pizza", "taxi", the search engine will display a list of resources of companies that are in close proximity. If the user enters the name of the settlement, the search engine displays results for the specified regions, regardless of where the person is currently located.

In addition, there are key phrases associated with the search for multimedia - photos, videos, music. There are general requests for which the purpose is unknown (for example: drywall, wallpaper, computer, etc.). Also, requests according to the frequency of use and competitiveness are divided into high-frequency, mid-frequency and low-frequency. Moreover, a high-frequency key phrase is not the one that is most often used by users when searching, but the one that is used more often than other keys in the area in which the resource operates. Competitiveness in the results depends on the frequency of use of the key query. The use of low-frequency keys, although it leads to a minimum output, but at the same time satisfies the user's intention.

Search query types

How to collect search queries

What is the compilation of the semantic core figured out, it is worth familiarizing yourself with the tools for selecting keywords. You can pick up the keys manually for months. To do this, there are popular online services Yandex.Wordstat, Google Keyword Planner, Serpstat, Spywords, Keyword Tool, Rush Analytics. These tools are multifunctional. There are also special databases of keys "Pastukhov Bases", "Bukvariks", Moab. Semantic processing programs Key Collector, Slovoeb participate in compiling the semantic core.

How to use keywords on the site

It is necessary to use keywords in the title and description. Also plays the role of Keywords. You should definitely use queries in headings and subheadings, in anchor links and in the text itself without compromising readability. Overspam and long exact entries should not be allowed. There are also special services for verification. In order not to blur relevance, you need to use queries so that one web page corresponds to one phrase. It is quite difficult to promote a resource without the appropriate knowledge and experience. Website optimization should be entrusted to professionals. The best web studio in Kyiv Megasite provides a wide range of services. Contact us - and the result will not keep you waiting.

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