Semalt On How To Choose Keywords To Promote A Website
Choosing keywords is one of the most important steps in website promotion. All the extra efforts will be ineffective if you choose the wrong keywords. We will tell you how to do everything correctly in this article.
Indeed, all SEO professionals know that you cannot succeed in making a good keyword choice without having a very good tool at your disposal. To make it easier for you, we provide you with an all-in-one SEO tool to help you get your site to the top of Google.
To approach the content of our article today, let's first classify the search queries.
Classification of search queries
There are several classifications of search queries, depending on the criterion according to which the search words and phrases are divided. The following classifications are useful to us:
By the type of information you are looking for
• Information requests
The users are looking for information, for example, "how to write keywords for the site". These requests are interesting for the promotion of news sites, blogs, media, but less suitable for the promotion of commercial sites, online stores.
• Transactional requests
They are looking for various goods or services in order to buy them. A distinctive feature of these requests is the presence of the words "buy", "price", "cost", "order", etc. For example: "order a semantic core". These words indicate the user's desire to buy something. For such requests, commercial sites are promoted.
• Navigation queries
For such requests, users are looking for a specific organization or site. Example request: "semalt.com site", "online store". There is no need to move forward on such requests, except for some situations. For example, business review sites can be promoted through navigation queries to attract people interested in reviews of the businesses they are looking for.
By frequency of request
- High frequency
Most popular queries by topic.
- Medium frequency
Medium frequency queries. They are often requested, but less frequently than high-frequency ones.
- Low frequency
These queries are rarely requested in search engines.
It is important to note the conventionality of dividing the requests by frequency. Indeed, in one theme, frequency 1000 will have a high-frequency request, while in another theme, this frequency will be for medium frequency requests. It is also important to understand that about 50% of all queries are unique - that is, they are offered to the search engine only once over a long period.
- Location-based queries
These include queries where the search results are based on the user's location. For example, for the query "kitchen kit", a user from Paris will see sites from Paris in the search results, while a user from St. Petersburg will see sites from St. Petersburg. The search engine assumes that a visitor from Paris wants to order a helmet from a local company, so it should show companies from that country, etc.
- Geo-independent queries
These include queries whose search results are virtually independent of the user's region. For example, information queries are often geo-independent. In addition, these queries include phrases in which a specific city is specified. For example, if a user from Moscow enters the query "kitchen set in St. Petersburg," he or she will receive links to businesses in St. Petersburg in the search results. The search engine will understand that the visitor is exactly interested in St. Petersburg businesses and will show them to him / her regardless of the user's current location.
There are many other classifications of search queries.
Rules for selecting keywords for website promotion
To promote a merchant site (online store, corporate site), choose transactional requests (with the words "buy", "price", "order" etc.). Promoting commercial sites for information requests is generally less effective (although there are exceptions).
Match your keywords to the realities of your business. For example, if you sell products at high prices, don't promote your site using phrases with the words "cheap", "low price". Even if you promote the site for such requests, you will not increase sales.
When selecting key phrases for promotion, look at the statistics of queries for the area of interest. For example, to promote a website in Paris, you need to look at the frequency of requests in Paris via a better tool such as the SEO Personal Dashboard and not take the frequency of a request throughout France.
If your business is concentrated in one area of the city and is local in nature, look for queries indicating your area of the city or the surrounding streets. For example, "shoemaker on Peaches Street", "auto repair shop in the Northeast administrative district". Such queries will lead you to customers looking for products or services in your area.
Here are some other things to consider
- Try to collect the full range of inquiries that your potential customers may make. Including - high, medium and low-frequency requests. Promoting the website only for high-frequency queries or only for low-frequency queries are two extremes to avoid.
- Test the collected queries by running contextual ads on them. Make sure real customers are coming for these queries. If the contextual advertising worked, it means that the right promotional requests were selected. Testing will avoid the situation where a lot of time will be spent on promotion and after 2-3 months it will become clear that the wrong customers are coming for the selected requests.
- If your business is seasonal in nature, look ahead and connect seasonal promotion requests. For example, to promote requests on winter topics, work should start in early fall.
- Periodically analyze requests by topic. Users learn to formulate requests in new ways. As a result, requests that previously had a high frequency may lose it and new requests may gain popularity. Tracking new queries in the topic allows you to start promoting those key phrases in time.
Where and how to search for keywords?
There are many tools for finding and selecting key phrases. Some tools are provided by the search engines themselves. They allow you to find out how many times a particular query has been requested per month, as well as to get statistics on the frequency of requests in a particular city or in several cities, regions, countries.
Nevertheless, among so many tools, it is essential to choose the best tool that requires less expense and provides you with the best information and statistics. A tool that meets all these requirements is the SEO Personal Dashboard. The tool provides you with all the details you need to choose the best keywords.
In addition to that, let's note that the DSD tool is a comprehensive SEO tool that helps you accomplish other much more complex SEO tasks.
Check out our blog posts to find out in much more detail how to effectively use the SEO Personal Dashboard to your advantage to get your site to the top of the search engines.
Semantic Core Compilation Algorithm
The semantic core is a list of all the key phrases for which promotion is performed. We have talked about the classification of requests, selection rules, tools. Now you need to understand how to compose the semantic core.
Think about how your products and services might be searched for in search engines. Collect popular queries on your topic via search engines. With the SEO Personal Dashboard, look at the queries of competitors whose sites have high traffic. Select from competitor queries that are relevant to your project.
How to choose keywords to promote your online store?
I would also like to address the topic of the online store promotion. As a rule, the main page and product categories are promoted in online stores. It is important to optimize the product sheets for queries, but as the assortment can change quickly, it becomes necessary to think about how to remove an item from the catalogue so as not to lose traffic to the product sheet.
The list of keywords to promote an online store can contain thousands and tens of thousands of queries and depends largely on the size of the assortment. Naturally, it is extremely difficult to select all the words manually and automation of the process is necessary.
Once again, the DSD tool is an example of a simple keyword generator for an online store. The tool is free and suitable for all types of stores.
In this article, we have outlined the basics of keyword gathering for website promotion. There are many nuances in this process. Therefore, if you still have questions, ask them in the comments below the article. We will try to answer all the questions.
In the next article, we'll discuss how to distribute keywords on site pages and how to build the site structure based on the collected semantics.