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How-to 9 min read November 1, 2019

How to create a content tagging mechanism

SEO content tagging allows you to increase the number of optimized landing pages and improve the behavioral performance of the project. Thanks to tagging, you can redistribute the reference weight for internal linking.

What is tagging

SEO content tagging is used to promote online stores, portals with ads, and information resources.

Tagging is a method of creating a list of goods or articles that are united by a common attribute:
Tags in the informational article
By clicking the "First aid" tag, we get a list of articles on this topic:
Filter and search by tags
To some degree, tags are categories, names of manufacturers, and filters by properties since they also unite products into groups by some criterion.
Product tags in the online store
Sometimes the most popular tags are joined in a single tag cloud on the website:
Tags cloud example

Advantages of tagging

  • It increases the number of landing pages optimized for low-frequency queries;
  • extension of the project semantics: using tag pages contributes to a better and more competent distribution of keywords. You don't need to create unnecessary articles, and the keyword is easily added to the page address when setting up the user-friendly URLs;
  • improved behavioral factors, increased conversions, increased the usability of the resource;
  • it increases the number and registers entry points to the resource through new pages related to semantics. Entry points become static and don't move through the pages of the project even if you frequently add content on the website, while the list of products or articles can constantly change;
  • improvement of resource linking and transfer of static weight. Tag pages usually act as aggregators of internal links;
  • if necessary, you can create a versatile anchor list for pages.

Semantic core and clustering

The basis for creating tags is the semantic core. All keywords that are not standard categories are added to the website tags.

After the semantic core is collected, you need to combine the keywords into groups that will be promoted on one page. Such groups become categories in the online store.

In some cases, the key criterion for choosing categories is not semantic clustering, but caring for visitors and selecting the most traditional, user-friendly term for a group of products.
As a rule, it's difficult to implement the number of categories in the online store that requires the semantic clustering because there are too many of them. Therefore, there are a lot of mid-frequency keywords that don't go into category names. In this case, clustering is an ideal option.
Clustering structuralizes the project material for user-friendly navigation. If the resource has an incomprehensible navigation system, users will go to other resources. Therefore, you need to analyze all possible user requests and select the most relevant keywords for each page.

Visitors who expect to see a number of specific products according to their request shouldn't receive a different article or material in the result. This approach allows us to improve behavioral indicators because users get the result that is most relevant to their request.

Serpstat has a Keyword Clustering tool for convenient and quick work with website semantics.

Keyword Clustering with Serpstat

Select the "Tools" section in the main menu, then click on "Keyword Clustering and Text Analytics":
Keyword Clustering and Text Analytics
Next, click "Create Project":
Creating a project in serpstat's Keyword Clustering tool
Specify the name of the project, add a domain, if necessary, and click "Next":
Keyword Clustering settings in Serpstat - 1
After that, add the necessary keywords manually or import them from the file and click "Next". Then, choose the search engine and regional settings, select the linkage strength and the type of clustering.
Keyword Clustering settings in Serpstat - 2
The linkage strength indicates how all the clustered keywords are related to each other. This is the number of the same pages in the TOP-30 in search engine results for the desired pair of keywords. The maximum amount is all thirty identical pages. Linkage strength takes the following values in order of increasing:

  • weak — clustering requires a minimum number of common pages in the TOP-30 search results to be linked;

  • medium — the average number of total results is required for clustering;

  • strong — the maximum number of common pages is required.

The type of clustering indicates the required accuracy of the semantic core clustering. It can have two values:

  • soft — to add queries to the cluster, at least one pair of keywords should have identical pages in the search results taking into account the established linkage strength;

  • hard — the system will combine keywords into a cluster only with the same URLs in the TOP-30 search results for all queries, also taking into account the linkage strength.

When you choose the linkage strength and the type of clustering, you need to consider the topic of the semantic core. For keywords that are similar in meaning, it is recommended to set the Strong linkage strength to combine the most similar queries into a cluster. For semantic core clustering of a website with diverse services or products, it's better to set Weak strength and Soft type.

As a result, we get a hierarchical division into superclusters, consisting of common clusters that are similar in meaning:
Serpstat's Keyword Clustering results

Adding tags by analyzing the internal search on the website

You can expand the list of tags using information about the search queries on the site. To find the most popular user search queries on a resource, you need to analyze data from Google Analytics. To do this, go to the "Behavior" section, and select "Site search":
Site search overview in Google Analytics
You first need to activate the monitoring of visitor queries to receive a report. To do this, follow the next steps:

  • go to the "Admin" section and select the necessary view:
Google Analytics View settings
  • go to the "View Settings" and enable site search tracking:
Site search tracking at Google Analytics
  • specify the request parameter; you can get the value from the project developer or search for it on the website: the parameter will appear in the URL:
Search request parameter in the URL address
  • after the parameter is added, click "Save".

If the search engine uses the Post method, you can set up tracking by following Google's instructions.

Tag page requirements

When you work with tagging, you should take into account that all pages must contain friendly URLs, unique titles, and meta tags such as Title and Description. Text page descriptions must also be unique. It is advised to add filters to the page data for better user-friendly navigation.

The link with the tag on the product's card should not be closed from indexing because it has a positive effect on promotion unless the tag pages increase rapidly. Search engines may perceive this as an attempt to unjustifiably increase the index, which is bad for new and non-trust resources.

Automatic tagging of the project

To make automated tag generation, you need a script that independently creates, distributes, and removes tags from pages when they are added or removed in the admin panel. When you create a new page, the script selects the relevant tags from the ones that are available.

With all that, it is important to control the distribution of tags on the pages and prevent duplicates.

It's also necessary to create a mechanism for tracking and correcting grammar errors in order to avoid page duplicates. Clustering helps to create a list of error-free queries and lists of erroneous queries associated with these keys from a variety of keywords.

As a result, you get a list of error-free keywords with the modifications for each error request specified. After that, you need to configure redirection to relevant pages using a 301 redirect for this list of keywords.

Conclusion

Tagging plays an important role in optimizing a project with a large amount of unrelated information. Thanks to SEO-tagging, the content can be efficiently systematized and used for promotional purposes.

To create website content tagging, you can use your own scripts or ready-made solutions such as plugins, modules, and extensions.

This article is a part of Serpstat's Checklist tool
Checklist at Serpstat
Checklist is a ready-to-do list that helps to keep reporting of the work progress on a specific project. The tool contains templates with an extensive list of project development parameters where you can also add your own items and plans.
Try Checklist now

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