Idea Digital Agency hosted another SEO club: a meeting where the best specialists share their experience, tell interesting cases and life hacks. The speaker was the company's Middle SEO specialist Mykyta Novikov. We suggest you read his report on the intricacies of semantics collection.
You can watch the presentation here.
Introduction
It often happens that SEO specialists do not use their working time rationally and suffer from tasks that "burn". One of the tasks that "eats up" a lot of time and requires concentration is collecting the semantic core.
What is a semantic core
Semantic core is a complete list of search queries, their forms, and combinations that describe the areas of activity/goods/services of the site. At the same time, the semantic core takes into account the desires, and interests of users and meets the business goals of the project. The core can also be divided into two types: informational and commercial.
Keywords are words and phrases in the text content of the site and meta tags that describe the subject and content of the pages. Thanks to them, the search engine understands which search queries users will be able to find a relevant answer to on a particular page of the resource.
Commercial semantic core
When working with commercial projects, such as online stores, it is necessary to take into account the main goal of the resource - sales. Therefore, queries containing the words:
- buy;
- order;
- delivery;
- price;
- how much does it cost?
Informational semantic core
We reject all queries with a commercial connotation. It is necessary to choose keys with an information component:
- What;
- Where;
- How;
- For what;
- When;
- Why;
- Recipe.
In the case of info queries, there are many variations.
Collecting the core in a vacuum
Correct, thoughtful collection of semantics includes several stages:
Parsing keys by basic masks (unloading + cleaning)
- Analysis of TOP pages of competitors;
- Clustering:
- By geo;
- By type;
- Into subgroups (by certain characteristics: size, packaging, etc.);
- Collection of keys with real transitions (if there is data from GSC).
Collection of the core in a "pair"
This refers to working with a large number of projects within the agency when there is not enough working time for meticulous collection of the core.
Next, I want to consider a "lightweight" version of the ideal algorithm:
- analysis of the keys by which the site is ranked (the most interesting keys by which we are on 2+ pages);
- Analysis of the keys by which pages are ranked in the TOP issues.
Integration into the technical specification
In order not to overload the technical specification (and ready-made texts), it is necessary to avoid frequent repetition of keys (meaning the repetition of the base, which is diluted with additional words). It is better to “construct” one key from several, so we will catch more phrases and save space for unique keys.
If it is not possible to construct one key, then the extra words can be taken out into additional keys for the copywriter.
Here is an example:
- professional hair care stores
- professional hair cosmetics store
- professional hair care cosmetics
- professional hair care cosmetics
- professional hair care cosmetics for hairdressers
How can you combine:
- Professional hair care cosmetics store for hairdressers
You can make a shorter key and take it out into additional keys:
- professional hair care cosmetics store
- for hairdressers
