The semantic core is a set of words and phrases that most accurately convey the essence of a site or page. Such words help search robots determine the subject of the service and understand what queries it meets. In another way, we can say that the semantic core of the site is its basis. A good semantic core is the foundation for building internal seo-optimization, namely:
Metadata generation formulas for unique pages with medium and low traffic potential.
Writing manually optimizing metadata for pages with high traffic potential.
Creating formulas for generating content.
Writing texts optimized for SEO.
It is also used at the stage of external seo-optimization to increase anchor relevance. Based on the queries collected, we track the resource's position in the search results by search engines. This is what a ready-made kernel uploaded to the Topvisor service looks like, which helps to cluster queries (break them into logical groups) and track their positions in the search engine results.
Keyword classificationsAll key queries can be divided into several types according to the following parameters.
1) By type:
Informational - are requested to meet information needs. We only use such requests to promote blog pages and articles.
Vital (branded) — contain the name of the brand or resource that is being promoted.
Transactional (commercial) — such requests imply a user action (buy, order, download).
Undefined — it is difficult to attribute these requests to a specific type. For example, “plastic window”, we cannot know what the person meant when entering this request: buying or receiving information.
2) By frequency:
High-frequency (HF);
Mid-frequency (MF);
Low-frequency (LF);
Micro-low-frequency (LPF)
The frequency shows us what users are most often requesting. To form semantics, we take all requests, except for micro-low-frequency ones (less than 10 requests per month).
Now there are many programs and services that help build a system. Let's take a look at some of them: Google Ads is a service created by Google to set up a wide range of advertising campaigns, including search, media, and video campaigns. And as we found out, ads also require key queries. The service has a “keyword planner” tool, which is also our assistant. Yandex Wordstat is a free service that is designed to collect semantics. It shows the frequency and number of queries in the Yandex search engine. Key Collector is an indispensable tool for Internet marketers that is designed to work with the semantic core of the site. SerpStat is an analytics service with a variety of tools, one of which is competitors' semantics analysis. You can choose a service of your choice or use several.
The process of compiling the semantic core
Experience shows that the most effective method of collecting semantics begins with documenting the structure of the site being optimized. Thus, we can assess the size of the resource, the degree of investment, and most importantly, we will have all the pages of the site in front of our eyes. Each page meets its own information need, and our task is to find the “key” to it. That is, we will not build the core for the entire site at once, but page by page. This makes it possible to cover the maximum number of requests without missing anything.
What do you need to remember when choosing the “keys” to the page?
- A word may have synonyms or other names or jargon. The more word variants we enter into the kernel collection service line, the more queries we will be able to cover.
- A word can have different meanings.
Query selection rules1) Only requests that characterize it should be collected on pages. That is, if we have children's bicycles on our page, we do not accept the query “bike”, as it does not accurately reflect the content.
2) We take only transactional and vital requests into the core. We use information requests only for blog pages.
3) If the page has different product categories and there is an assortment for all, then we do not collect semantics for the page.
4) If the page contains different product categories, but one prevails, then optimization is based on the queries of the prevailing category.
5) Do not use queries containing words: not expensive, cheap, photos and unnecessary clarifications.
6) If pages with duplicate content, choose the one that has the potential to receive more traffic.
The finished semantic core must be agreed with the customer to find out if there are any errors or comments. Often, the client is an expert in his field and can give useful tips on improving the assembled kernel.
1) The first and most common mistake can be considered unconditional trust in services. There are no programs yet that accurately select keys and analyze pages. Therefore, manual analysis and data selection is something you can't do without.
2) Incorrectly defined page subject. In this case, the kernel will not be built correctly. If you have any doubts about the “page key”, try to study the information or check with the client. Errors at the semantics collection stage will be scaled during the next optimization stages.
3) Do not use queries that are not true. That is, you cannot take the request “buy feed with delivery in Ukraine” if your website does not provide delivery. Or “pet store Moscow” if you only work in Ukraine.
The semantic core is the basis of SEO work, but no keys will work if the site's content is useless. Filling the site with unique useful content is 70% of success, the remaining 30% is ours, Locomotive media group.
Author: Margarita Shaposhnik
SEO Project Manager
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