Today, I want to tell you about the basics of SEO promotion, from which should begin the compilation of the semantic core. To begin with, we’ll see what this “search query” is. And then we will talk about their types and why you need to divide keywords into types in general. I will write in detail and somebody may think that in my articles there is a lot of water. But, I was a newcomer in this business not so long ago, and I would have liked to “chew and put it in my mouth” at that time.
And so, “Search Query” is something that we all enter into the search engine’s search string by which search engine searches for information to us. In the end, according to our given words and phrases, the search engine searches for the most appropriate (relevant) pages and sites in the index and displays it in our search results. The more relevant (more useful) the result found in the index, the higher it is in the search results. Of course, all this in the opinion of the search engine.
The goal of SEO as a whole is to “help” the search engine to recognize our promoted site as very useful (relevant) and to raise it in search engine placement.
Here is what we enter into the search engine, intelligent SEO optimizers divide into so-called “types of search keywords.” A human beast is predictable.
These are the following types:
- general (fuzzy);
Now let’s take a closer look at them and see what they need to do.
This type serves mainly to search for a particular site or organization’s site. For example, to find a university site or some social network – “KPI”, “classmates”, “Vkontakte”, “Moscow State University”.
Navigation queries are mostly single-word and used only if the name of the organization, the brand, etc. is known. In developing the semantic core of the site, the data does not use the queries, as they are often very high-frequency and need a large budget to promote them. An exception, of course, is directly your brand. For example, Samsung, Microsoft, Apple, etc. In all other cases, they use transactional queries, which we will discuss below.
And yes, a conversion (turning a visitor into a buyer) on navigational keywords can be if your site, brand, or organization is looking for. Everyone else who uses these names and brands, usually on navigational keywords on the fly.
As follows from the title above, this type serves exclusively for information seeking. You can use the title “Non-Profit Request”.
People use this type of request to find answers to their keywords. They do not want to buy, order or download anything. Therefore, semantic groups should not interfere with information keywords with others.
The information request usually begins with the words “what”, “why”, “where”, “how”, “when”, etc. You can also include a request here such as “instruction”, “reviews”, “tips”.
A person seeking information in the search engine will click on all sites from the top 10 until he finds the information that interests him. After this, as a rule, the user closes the site and rarely when it continues to wander through the pages of the site. Therefore, the main requirement for such news articles and sites, it is interested in the reader as complete information as possible can be inserted into the video page. In general, making everything that would be a person longer stayed on the site. And this is difficult.
Since the Google search engine has become very “smart” and selective, the information keywords began to use both commercial sites to attract users for low-frequency queries and for a more advantageous position in issuing a search engine. Google loves quality content lately.
Tip for non-commercial sites: Use a large number of news articles for low-frequency information keywords. This will attract more traffic than high-frequency keywords. And do not climb into the commercial niche, there are quite big budgets for promotion and you can hardly compete with them.
This is the most important type for commercial sites. It is these keywords that bring the main income to online stores and other sites that can be classified as commercial. These queries are often referred to as “selling” queries. It is very easy to determine a commercial transaction request. They start, for example, from the words “buy”, “order”, etc.
Transactional types of this type of request are called by what, as a rule, they imply the immediate action of the user. For example, buy or order something. This shows that the user who came to the site is already configured to perform this action.
keywords of this type can be very high-frequency and highly competitive, but they bring the main income. Therefore SEO experts and site owners are very serious about such keywords. Very often, some experts and some customers think that it’s just enough to buy more links with a commercial anchor, and target buyers will fall to them. But this is a very big mistake. In order to promote the keywords of this type, it is necessary to work very well on the internal optimization of the site, usability and, most importantly, the texts. Content, here is the main thing that leads users to the site. But not many understand this, as it turns out. Owners of many online stores believe that it is enough to write the text in the category of goods and buy a few links to this category. It is so, it will allow you to attract a number of users, and you will even have some sales. But, at the same time, on all the sites of online stores that I had to promote, the cards are completely empty. Only the photo, the title and the button “buy”. Imagine if you write a little bit of text on all the cards of the goods, and the goods are usually a lot and sometimes very much, then this will allow you to attract a number of users directly to the product itself. Such users will be a bit, since they will hit the low-frequency queries, but they will be super-targeted users. Because they will look for this particular product. And most likely they will buy this product. And imagine if the goods 500 or 1000 and for all write the texts, then what kind of conversion is waiting for you. And yes, the text is enough for 500 characters, only a unique text with the description of this particular product is needed. This task (to write the text on the goods) must be completely executed by the owner of the site since only he knows the advantages of this particular product. The optimizer and the copywriter will not cope with it precisely, or it will cost a lot of money.
Transaction type keywords must first select the savings in the region where you render services and then geo-dependent. Geospatial queries can bring more targeted customers and may also be less competitive.
Let’s summarize the results for the successful promotion of the commercial site: Internal technical optimization + quality unique content on the categories and goods = sales!
GENERAL (INDICATIVE) keywords
This type includes keywords that can not be attributed to all the other above. Such inquiries are not specific and it is difficult to calculate the intentions of the user according to them. For example, for such keywords as “refrigerators”, “laptops”, “tires”, “dress” to understand what a person wants (to buy or order something) is not possible.
In issuing search engines for these queries a lot of news articles and in the promotion of such keywords are not often. Especially if the promotion budget is limited. After all, general-type keywords are very competitive and high-frequency. To promote such keywords is very difficult.
keywords of this type have recently been classified as informational, but due to the very large amount of any multimedia on the network and the emergence of algorithms of search engines that can find such content, they have been put into a separate type.
These queries serve to search for photos, videos, and all kinds of documents (.pdf, .doc). A user using this type of request wants to immediately view a photo, video, or document. This information should be present on the page if you have used these words in the text or in the title.
Business sites can use this type of request to provide instructions, video tutorials, and photos of some products. This will attract additional traffic.
So, such keywords are difficult to promote, as always the first places in the top are occupied by large multimedia sites, such as YouTube.
First of all, the site owner needs to determine what he wants to get the promotion? Top According to him or increase sales. And SEO specialists forget the scheme of promotion, which was used a year or two ago. To achieve the result in the first places is the internal optimization of the site – the lack of technical errors and the presence on all pages of the site of good and useful content. Only then will the result be in the form of sales. Buying a large number of links to a site without normal internal optimization may end up sloppy for the site.