Each resource has a semantic kernel,which makes up the web master using keywords, phrases and links. A competent expert knows before you saturate a site with content, you need to understand what to include in it, namely, what the user is looking for through the search engine, in other words, to analyze the search query. To give a step-by-step instruction to its implementation, it is necessary to understand what the search query is.
Keyword and search query
A keyword or phrase is what we typein the search box Google or Yandex. For this key, the search engine ranks the semantic core of the sites and produces the ones that are most relevant, i.e., match the search criteria. The position of the resource is determined by its regular updating, re-linking, the volume of the reference mass and many others. But the key role, of course, here is the fullness of the site with competent relevant texts with popular key phrases.
Analysis Tools
How to understand what, where and when the user is looking for, andwhat keys to use in text content? You can take a notebook and write out the most, in your opinion, suitable options that the user can "drive" into the search bar, and you can simplify this stage and use the keyword generators from the leading search engines:
- for Google - adwords.google.com;
- for "Yandex" - wordstat.yandex.ru;
- for Rambler - adstat.rambler.ru;
- for Mail - webmaster.mail.ru.
Analysis of search requests and site competitors begins with this step - the compilation of a list of keywords.
Key search
Having determined for yourself the search engine, where you wantmove forward, you need to go to one of the services listed above. For example, if you conduct an analysis of search queries in Yandex, you need to go to the site wordstat.yandex.ru, specify the region that interests you (a specific city, country or select all regions) and enter the keyword in the search field. "Yandex-analytics" will show us 2 lists - in the first one everything will be indicated with the entered word, in the second - synonyms and queries similar to those that you are looking for. Plus, each line will indicate how many times such a request was entered within a month. You select the most popular and close in meaning to your key and on their basis make up the semantic core of your site, that is, write texts using these key phrases.
Analysis of Google's search queries has the sameprinciple of operation, except that to view the statistics here you need to register as an advertiser. But you can view not only the most popular queries, but also the level of competition for the keys you are looking for, as well as the approximate price of a click for advertising.
It is important that the analysis of the search query is carried outfor each product, if it is an online store. For example, on a site with a construction theme it is not enough to track statistics only for the word "hammer". This must be done for each item in the assortment.
Compilation of the semantic core
It is important to correctly enter the received keys into the text:
- they should be often enough in various word forms, including direct and diluted entries, in a modified case, using synonyms;
- images must contain a signature for the key request;
- the key must appear in headers and enumerations;
- There are phrases in bold or italics.
The listed items indicate that the textadapted for a regular user who will read it. So, a site with such content will cause more trust from the search engine, which will allow it to occupy the top lines of the search query.
Work with search
So, we have filled with qualitypopular site content. Is it possible to stop there? Of course not. The statistics of search queries are extremely dynamic and constantly changing under the influence of such factors as demand, seasonality, trends, etc. Therefore, the analysis of search queries requires regular evaluation of traffic and work with search.
So, it is necessary to evaluate how the situation has changed.resource after the inclusion of keys. To do this, refer to the monitoring services - LoadImpact, Energoslon, etc. They will show what place the site occupies in the search results for a key phrase. For example, on request "construction store Moscow" - 5th place, on "buy building materials Moscow" - 3rd place. And so it is desirable to do for each selected key. Only in this way you will understand what is in demand and what texts you need to refine.
Efficiency mark
The most effective way to analyze search queries and advertising campaigns is Yandex.Metrika. What can we learn from it?
- Direct summary.According to it, we find out which keyword (product, service) a user has searched for most often as a percentage. For business development, you can make a greater emphasis on the popular position, and on unnecessary not to waste your energy in promotion.
- Ваша аудитория.With the help of Yandex-Crypta, a thorough analysis of site visitors is carried out - their gender, age, social status (we often fill in these data in registration forms) what sites they visit, what they are interested in in the search.
- Work with regular visitors.By installing the Yandex.Metrica counter, you can track certain users, for example, those who reached the basket, made a purchase or spent at least 3 minutes on the site, etc.
- "Metric" gives a full analysis of the proceeds, ascommon for a certain period, and private (specific user or specific region). So you can understand who is more profitable to target search queries.
- Analysis of the statistics of search queries needbe sure to spend in tandem with the budget estimate that you spent on advertising. With the help of "Metrics" you can estimate the conversion by clicks and advertising campaigns.
- Target calls.With this feature, you can carefully track which ad channel brings you more visitors, which means that you optimize your budget and will use only effective means for promotion.
- Approximately according to the same criteria it is possible to analyze search queries in Google.
Simple competitor analysis
Полностью оптимизированный ресурс, Analyzed up and down with the help of metrics and other helpers, filled and regularly updated, can, despite all efforts, not bear fruit and not fall into the TOP search queries. Why is this happening? Perhaps because there is someone better than us. Is it possible to track such sites without their consent to conduct a thorough analysis of search queries of competitors? Of course yes.
Есть два способа – легкий и сложный.The first one is very simple, but sometimes effective and does not require much time and financial expenses. For your key phrase, you need to find through the search engine the top 5 of the first TOP sites and evaluate them by 2 criteria - content quality and usability. Content assumes interesting, readable, informative, useful texts, high-quality images or multimedia and other things that fill the site. Usability is a general view of the resource, ease of key layout, a clear site map, feedback, the ability to pay on the site, communication buttons with social networks, a mobile version, that is, everything that says to the user: "We want to provide you with a comfortable shopping experience" . Even the readability of fonts and the background of a page can affect whether a user remains on your site or goes to competitors.
If you rate competitors on these criteria and come to the conclusion that you are fine, you need to go to the second, deeper way to evaluate someone else's site.
Deep evaluation of competitors
To do this, you will need special services andscripts such as Inserp, Yazzle and others. With their help, you can evaluate all the qualitative and quantitative showed competitive sites - TIC and PR of the site, the number of pages in the index, the age of the domain, backlinks, link budget and much more. Knowing this data, you can perform the same analysis as for your own site, and also understand whether you can compete with this resource.
Take a look at yourself through the user's eyes.
Анализ поискового запроса будет окончательно successful if you are able to adequately assess your own resource. To begin with, forget that you are the owner (webmaster) of the site, and try to rate it by the following criteria:
- Does the resource load quickly when accessing it?
- Do you like the design, is it convenient to use, understand where to click?
- Is there a favicon (icon on the browser tab) that makes the site more visible and more solid than the rest?
- How is the site displayed in other browsers, on different monitors?
- How is the site displayed in the mobile version?
- Read all the texts. Whether they are clear, whether bear informative loading? Are you interested in reading? Is the font convenient, readable, contrasted against the general background of the page?
- Is it easy to find your contacts, terms of delivery and payment? Is the site map clear?
- Is there any navigation? Being on the same page, can the user return to the root directory?
- How to ask a question, leave a review? Is there a feedback system?
- Are the benefits of the goods highlighted? Do you want to buy them?
- Are there high-quality images? Do they reflect the appearance of the product?
- Are prices quoted? Often users leave the site, because they can not estimate, more expensive here or cheaper.
- Have news about promotions, new arrivals been added or have they become outdated? Maybe then it is necessary to remove them, so as not to create the impression of a dead site from the user?
Troubleshooting
Looking at yourself through the eyes of the consumer and appreciating everythingopportunities of competitors, you can radically change your position in the TOP of the search results. How to do it? First, make a list of what the revealed search query analysis showed imperfect. Try to fix this as completely as possible. Write down those sides of competitors, which seemed to you advantages. Try to apply them in your practice. For example, change the design, change some texts, add images or prices.
Within a month or two, again analyze your own resource in its place in the search, with the help of metrics, estimate how much users have gained during this time. See how the result changes.
Instead of concluding
Анализ поисковых запросов для seo-оптимизаторов – the surest way to promote the site in the TOP. Only by understanding how popular and popular keys, texts, links, images and other content are “pumped through” the site, how user-friendly it is, how different it is from competitors, can successful results be achieved.
