How-to 8 min read

How To Find New Keywords And Expand Semantics

Selecting keywords is necessary to collect and expand the semantic core used in SEO and PPC. Search engine keyword statistics, online services, and special software will help you to gather a complete semantic core, contributing to the successful website promotion.

Types of queries in the semantic core

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:
Commercial search queries
Example of information query:
Informational search queries
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:
Geo-dependend search queries
An example of a geo-independent query shows results that are relevant for the specified city:
Geo-independent search query example
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".

Google Keyword Selection

Keyword selection in Google Adwords

To generate or expand the semantic core, you can use the Google Adwords Keyword Planner, in which Google Ads keyword statistics are available:
Google Adwords Keyword Planner
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":
Discover new keywords in Google Adwords
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:
Keyword ideas in Google Adwords
Switching to the "Grouped Ideas" tab, you can view the created groups of keywords:
Grouped ideas in Google Ads Keyword Planner
You can download the received keyword options in CSV format to work with them:
Google Keyword ideas export

Keyword selection in the Google Search Console

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:
Keywords performance in Google Search Console
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:
How to expand semantics with Google tools

Keyword Selection in Serpstat

The Serpstat SEO platform also has many keyword research 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:
Keywords research in Serpstat
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:
Related keywords in Serpstat
Here you can find all similar keywords collected using the unique Serpstat algorithm. All keywords related semantically to 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 Connection Strength parameter that indicates how many URLs match the analyzed phrase and the query from the report. For example, with a connection 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 report called Search Suggestions:
Serpstat's Search suggestions
There you can find information on the most popular search suggestions that can be used together with the selected query.
Advanced SEO Audit: A Complete Guide To All Stages Of The Analysis [Infographic]
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Additional services for keyword selection

Besides the above-mentioned tools, you can use the following free online services to get additional keywords:
Keyword Tool is a free version of an online tool that allows you to get a limited number of keys and information while applying filters and negative keywords:
How to find new keywords using Keyword Tool
Kparser is a partially paid service that allows you to collect a semantic core for SEO promotion on Google in a specific country:
How to collect semantic kernel in kparser
kparser pricing and tariffs


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 keyword research for competitor analysis and other services.

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