How to choose semantic keywords for a site
What are semantic keywords
Keywords are selected by analyzing the goods and services provided on the site, as well as the semantic core of competitors. The main attention is paid to the statistics on the use of search requests, taking into account their seasonality. The major purpose is to create pages on the site for all requests that meet the needs of the target audience.
Building a semantic is divided into the following steps:
collection of keywords that describe the site content in detail, taking into account its subject and purpose;
clustering of collected keys by sections and subsections of the project
optimization of all pages for groups of collected keywords.
When selecting keywords for online stores and service sites, they should be divided into commercial and non-commercial. The first group includes all phrases used by visitors, who are most likely to become customers of the company. As a rule, they use the words "buy", "order", "price", "cost", and others.
Non-commercial profit requests are words that users enter to get certain information. Such requests don't always lead the target audience to the site. However, there may be potential customers among such visitors.
Another important criterion to group keywords is their frequency:
High-frequency keys are words that describe the company sector most concisely. They're mostly used when searching for sites of this topic; therefore, they show the highest market competition.
Mid-range keys are slightly less popular, while remaining considerably in demand.
Low-frequency keys usually consist of several words and are used less often than the previous categories. The main advantage is an easier promotion in the TOP and the ability to attract a "warm" target audience to the resource, which knows what it needs.
How to find semantic keywords
1. Collect the semantics in search engine services.
2. Use the semantics of a competitor.
3. Collect keyword intersections of several competitors.
4. Apply keys that competitors use in contextual advertising.
5. Collect similar keywords.
6. Use search suggestions.
The main semantic keyword tools are:
1. Google Keyword Planner
4. Keyword Tool
6. Key Collector
How to make a semantic core of competitors' keywords
Enter the name of the competitor site from the TOP-10, select the module "SEO Research" and click "Search":
How to collect semantic keywords using similar keywords and search suggestions
An example of a semantic core compiled in KWFinder
Introduce it in the KWFinder service to get information about it and other additional requests:
To estimate the frequency of requests for this key, use the Search Volume metric. With it, you can see the dynamics of the use of the key in the search and evaluate the change in the trend line depending on the season and other parameters.
In this example, for promotion on the main page, high-frequency requests "shoes", "shoe website", "shoe store", "online shoe store" and "buy shoes" are suitable. The keys "baby shoes", "men's shoes", "women's shoes" and "summer shoes" are best suited for the sections. Low-frequency requests, for example, "sale of Italian shoes in London", are promoted on separate pages.
Similar work should be carried out with all types of shoes present in the online store, for example, to obtain statistics and select keys according to the words "boots", "sneakers", "shoes", "sandals", etc.
The appliance of keywords that use competitors in contextual advertising
Keys from advertising campaigns are displayed in the module "Keyword Research" — "PPC Research" — "Keywords". To work with these keys conveniently, you're able to export them to a file:
Semantic keywords clustering
Clustering allows you to avoid errors associated with the incorrect combination of information and commercial requests in one group, which leads to the fact that the landing page doesn't fall to the top.
For clustering, go to the "Tools" section of Serpstat and select Keyword Clustering and Text Analytics module:
After collecting the semantics, the keys are divided into groups: clusters designed to be promoted in one section or on a separate page.
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