The semantic core of the site: the selection of keywords to promote the site

The compilation of the semantic core of the site, in other words, the selection of keywords for the promotion of the site is one of the most important parts in the work of the optimizer. It is impossible to overestimate this stage of work, because it is the foundation that will determine whether the website promotion will be successful or not, successful for both the customer and the contractor.

Why do so many customers become frustrated with SEO?

Have you ever thought about it?

And I can reveal one important point why this is happening. And we are not even talking about prices for website promotion, do not talk about the timing of the promotion, do not talk about achieving or not reaching the coveted TOP.

Suppose the usual situation, when the customer turned to the SEO firm, provided a list of keywords for the site promotion. The company has fulfilled the desire of the client in good faith - the TOP has been reached , but for some reason the customer is not satisfied with the result. Partially he is disappointed in SEO and everything, for some period of time he leaves the Internet, does not promote this direction anymore.

One of the most common reasons for such a "disorder" is not the correct selection of key expressions , and sometimes simply not professional compilation of the semantic core for the site.

I decided to write this post, after the next list of words with the “ward” for promotion came to the post office. The site of the company is promoted around 1 year , the budget is really not big for this subject - only $ 400 (the previous company had such a budget ).

Let's look at the keywords:

Some requests, naturally not the most interesting for this subject, are already in the top, with TOP-5 , but the customer is apparently not satisfied, since he is looking for another performer. The tablet shows data on WordStat, for each word, today.

I suppose that the firm is “legally” clear to the customer , a little later in the posts I will touch on the topic of so-called guarantees for website promotion , as well as those subtleties in the promotion agreement that usually occur. I believe that a certain% of the total number of keywords has been derived here, which means that the agreement has been formally fulfilled.

What keywords would you throw out 100%?

Well, yes - the 4 and 5 expression is likely, this is understandable in the statistics of the shows. And let's analyze further and see what exactly you really don’t need to promote, because of the rather large costs of these words , which can be described as dummies or simply worn queries.

So, we throw out 100% key expressions from this list of requests: “ registration gsk ”, “ changes ooo 2009 ”, “ registration ooo in Moscow ”, I marked these words in red, these are ordinary words of the empty shell , which many optimizers include in The core of requests under the guise of a low-frequency component, although they are needed to increase the percentage of completion, under the contract.

Next - marked in yellow, these are requests that are not 100% worth the money spent on them , i.e. Of course, there is traffic on them, but nevertheless, these are stupidly stranded requests: " creation of a company ", " registration of firms ooo ", " registration of changes ooo ".

Also from this list of keywords, subsequently, words with a clearly overestimated promotion cost will be thrown, in relation to the traffic received. In this article, I decided not to focus on this attention; after all, it already depends more on the customer himself, it will not matter to someone that the price of a word will greatly increase the return on it.

Yes, probably someone will have a question, why the request “ changes in the charter of LLC ” has in real terms only 29 impressions , but traffic, according to forecasts, is equal to 1 thousand visitors . Here you need to look at the structure of this traffic.

We consider impressions on Yandex, and the share of Yandex in the traffic from this request is not so great. Plus, an imprint of the fact that traffic is not predicted by the exact word form is superimposed.

By the way, one more important point is the exact word form , which must be clarified, otherwise money can be thrown to the wind. Why - I described in more detail on the site promotion services page. The issuance of one key phrase according to different variants may be very different, somewhere there will be traffic, and somewhere not, somewhere it will just be a little less.

• It is necessary to determine the exact word form to advance the query.
• It is necessary to exclude empty words from the semantic core.
• It is necessary to exclude obviously wound requests from the list of keywords.
• Cross out keywords with inadequate promotion costs .

If these rules are observed, then there will be only 3 questions to the promoter who can be solved by hard work, namely:

• Guarantees when promoting the site.
• Cost of search promotion.
• Terms of website promotion for key requests.

As I wrote earlier, a correctly composed semantic core can bring real results , but if this “foundation” is made poorly, then the customer will spend both money and time empty, and therefore the performer will remain in the red, since if the customer is satisfied with the promotion of the site - this means one thing, you will receive your money for many years

This is just one step in the work on the site, we didn’t even touch upon website optimization, selection of a target search engine for promotion, or conversion, but this will be in subsequent publications if readers are interested.