How to find new keywords and expand semantics

The semantic core is an ordered list of all keywords and phrases used in website promotion and advertising. These keywords are grouped according to certain parameters, separating information and commercial requests.

Example of commercial query:

Example of information query:

Also, queries can be divided into geo-dependent and geo-independent. An example of a geo-dependent query shows results based on the user's location:

An example of a geo-independent query shows results that are relevant for the specified city:

Also, all requests are grouped by frequency:

• high-frequency queries are the most competitive and are most popular among users. It's the most difficult to get to the TOP results in the organic search, but they can attract the most traffic to the website.In contextual advertising, such keywords are usually more expensive than low-frequent ones, and PPC can be quite expensive;
  
  
• mid-frequency queries are less popular and are easier to promote. In case with an online store, such keywords should be used for the names of product categories or subcategories, as well as added to contextual advertising (the same is for high-frequency queries;
  
  
• low-frequency queries are keywords that are most rarely used by users. You can get pretty much traffic using many low-frequency keywords on the website. The advantage of such queries lies in easy promotion and higher average conversion compared to mid-frequency ones.
  
  Google contextual advertising won't display ads for extremely rare requests and, thus, gain the status of "Few requests".

To generate or expand the semantic core, you can use the Google Adwords Keyword Planner, in which Google Ads keyword statistics are available:

New features were added to this service in 2019:

• you can add up to ten source keywords to find new options;
  
• viewing and downloading popular keywords is available;
  
• the system groups keywords by topic so that it's more convenient to add them to ad groups;
  
• you can add and save your favorite keywords to an existing campaign;
  
• you get recommendations for setting a daily budget that includes the maximum cost-per-click and expected cost;
  
• detailed keyword performance information is available in the competitiveness column.
  
  

Find new keywords using the Planner. Let's have a look at the example of creating a semantic core for an online women's clothing store. Enter up to 10 suitable keywords separated by a comma and click "Get results":

We received more than 8000 keyword options with an indication of their level of competition and the average number of impressions per month. The report also displays the minimum and maximum price for an ad for this keyword at the top of the Google results page:

Switching to the "Grouped Ideas" tab, you can view the created groups of keywords:

You can download the received keyword options in CSV format to work with them:

Google query statistics available in the Search Console are also often used to extend the semantic core. Data on all keywords by which your website is already displayed in Google will help to improve the position on these and similar queries.

Information about queries and impressions is available in the Performance section. This data can also be downloaded:

Add new queries to the existing semantic core in the CSV file, highlight them in color for your convenience, and sort the keywords in alphabetical order. Such formatting will help highlight new variations of keywords that can be used in SEO and PPC:

The Serpstat SEO platform also has many tools that are suitable for creating and expanding semantics. Go to "Keyword Research" - "SEO Research" - "Keyword Selection". Enter a query, specify a search engine, then click "Search":

The report contains statistics on the frequency and competitiveness of the request, the number of results, as well as PPC cost. After choosing the appropriate options, go to the "Related keywords" module:

Here you can find all similar keywords collected using the unique Serpstat algorithm. All keywords related semantically with the search query are added to the report. The system determines them by the coincidence of URLs in the TOP-20 of the search results.

The report uses the "Communication Strength" parameter, indicating how many URLs match the analyzed phrase and the query from the report. For example, with a communication strength of five, a given pair of requests has five common URLs in the TOP-20 of search results.

After collecting additional keywords, you can use another module called "Search Suggestions":

There you can find information on the most popular search suggestions that can be used together with the selected query.

Besides the above-mentioned tools, you can use the following free online services to get additional keywords:

Plans:

The expansion of the semantic core will allow attracting additional traffic and successfully promoting the project according to low-frequency and mid-frequency queries.

You can collect keywords for Google using the Keyword Planner, Google Search Console, Serpstat and other services.