How to find out the frequency of search queries in Yandex? Instructions for SEO. Keyword selection using Yandex Wordstat and Google Adwords

We will analyze the Yandex Wordstat selection of keywords to start your first advertising campaign in the Yandex Direct system. It's no secret that contextual advertising is one of the most effective ways to advertise on the Internet.

This is especially important for all online stores. Now we will pick up just a few words so that with their help you can start advertising in Yandex Direct.

So, now you need to go to the Yandex Keyword Tool (wordstat.yandex.ru). With the help of this service, we will learn how to choose the right words. So, you will be able to understand and how to get the first customers for your online stores.

We specify the region in Yandex Wordstat

The first thing we do is specify the region in Yandex Wordstat (1) .

For example, if an online store works for the whole of Russia, then we specify the region and check the box “ Only Russia«.

If the store is directed to some narrower market (for example, only Moscow and the Moscow region), then you can easily select the desired region for which you will work. Next, click " Choose«.

We select a high-frequency query in Yandex Wordstat

Now we select a high-frequency query in Yandex Wordstat. Let's say we have an online store that sells children's products. (particularly baby carriages).

Enter the phrase " baby carriage". Since our online store operates throughout Russia, our region is Russia. Press the button " Pick up and what do we see?

We see the keywords and statistics in this system for every query. So, let's look.

Baby carriages - a huge number of impressions (more than 192,000 impressions per month). This is a high frequency request. Now I need to copy this query and write it into a separate file to search for keywords in Yandex. By the way, this is . So I made my first request.

Now I want to explain to you one mistake that most beginners in contextual advertising make. They just leave this request.

In fact, the request Baby strollers” shows the frequency of impressions per month, taking into account all lower Yandex keyword suggestions that include the word “ children's" and " strollers". In order to see how many people searched for the phrase only " Baby strollers", then this query must be enclosed in quotation marks ("").

The end result will look like the picture below.

Now only this phrase will be displayed, which had 10,042 impressions per month. It is this high-frequency phrase in quotation marks that we will need to add to the list of keywords for a contextual advertising campaign. We add it in quotation marks.

What are transactional requests in Yandex?

There is such a thing as . These are those phrases in which there is some kind of verb that calls to action. For example, " Buy a baby stroller' is a transactional search query.

In general, words such as buy, show, order, and so on are requests that imply that the user already wants to take a specific action. Such requests are very effective.

In order for you to get some results at the very beginning of working with contextual advertising, be sure to add such words to your separate list. So we copy Buy a baby stroller and add to your list.

I also found the query " baby stroller shop", which will also be effective. For this query, users are already looking for a specific store. But among the many baby stroller stores, these people will choose and compare prices, conditions, and so on accordingly.

Therefore, it is very important that your store has a unitary selling proposition. This is an offer that the visitor will be very difficult to refuse.

"baby strollers"
buy a baby stroller
baby stroller shop
baby strollers online store

Basically, that's all for now. We have these 4 requests left. First, they have a high frequency. Such requests are often searched for and, accordingly, you will be able to find a large number of visitors and potential buyers for your online store.

Secondly, the selected requests are the most targeted. That is, a person already knows what he wants. And he wants to buy a certain product. You simply give him information in your ad that you are selling this product. Therefore, the effectiveness of such advertising will be very high.

Yandex Wordstat keyword selection with an example

Yandex Wordstat selects keywords for us in the simplest form. Let's try again to pick up keywords. This time we will search online for the query " Child car seats«.

We see the top request " child car seat with 45,135 impressions per month. We take this phrase and insert it into the list with quotation marks.

My next one will be " Buy a child car seat". Also a great request. We copy it, but without quotes.

All you need is a Yandex mail account. Registration takes only a couple of minutes.

Selection of key phrases

Wordstat searches by words by default. Enter the keyword in the search and click "Select". You will see different queries with the given word and its word forms.

To the right of each is the frequency. Its value is based on data for the last 30 days and takes into account searches in Yandex.

Important points on frequency:

It shows not how many times a query is entered in the search bar, but how many times a Yandex.Direct ad comes out for this query;
Sum impressions for all variants - an error, since they are included in the total in the first line;
The figures are sometimes inflated and do not always reflect adequate demand. The reason is that the owners regularly monitor their sites. This is also the work of services for checking positions, cheating behavioral factors, grouping search queries.

Wordstat offers filters by device:

The service automatically takes into account all cases and numbers and breaks phrases into words. So, for the query “bow tie”, both “how to tie a bow tie” and “buy a bow tie + in Moscow” come out.

Wordstat also picks up words that users have entered along with the current query:

If you have a mono-product that differs in size, color, as in the example above, the right column gives different variations. If the request is more extensive, usually in the service industry, you will see options that are not directly related. For example, the output for the phrase "Renovation of apartments":

This is your chance to find out:

How potential customers seek to solve a problem or satisfy a need, and how they turn to the search engine. It is useful to consider this when the main keyword does not provide wide coverage;
Additional interests of the audience (what products are still bought, what are they interested in) to create custom characters;
What phrases to search for near-target traffic in order to advertise in YAN.

If you click on any phrase, it appears in the search bar - and the service gives the predicted number of impressions per month for it.

Under the results - the transition to the next pages of issue. Unfortunately, you can't get to the end with a single click. You need to turn over each page by clicking the "Next" button.

For super popular requests, the service does not show data beyond the 40th page. For example, the phrase "download torrent" has over 32 million requests.

The way out is third-party solutions for parsing. The most popular: Key Collector, YandexKeyParser, Yandex Wordstat Helper and Yandex Wordstat Assistant extensions (about them at the end of the article).

How to refine a request

Operators help you search for phrases by different match types. Compare impressions:

Broad - bicycle repair - 10,519 impressions per month;
Phrasal - "bicycle repair" - 631 impressions per month;
Exact (finishing the end) - "!repair!bicycles" - 456 impressions per month.

For greater semantic detailing of the results, there is an auxiliary syntax:

The minus excludes phrases containing this word. For example, for the query “bow tie for children”, Wordstat will not show phrases like “buy a bow tie for children”, “children's bow tie sizes”.
Plus means that it is mandatory for issuance. This is especially true for short prepositions and conjunctions, which Yandex sometimes ignores. When you enter "famous scientists from Russia", in the list we see both "the most famous scientists of Russia", and "famous scientists of modern Russia", and "famous women scientists of Russia". And for "famous scientists + from Russia" we get only what we are looking for.
The exclamation point ensures exact match (preserving the number and case as in the query).

The (|) operator adds synonyms. “Buy (duvet|plaid)” is two requests in one: “Buy a blanket” and “Buy a blanket”.

The operator fixes the word order in the query. Compare the statistics and understand which option is more often used:

Fixed number of words. This is useful for popular topics, when collecting the first 40 pages does not allow you to get all the search phrases. Option two:

When the main query is two-word and we need 4-word options, we write like this:

Query Popularity by Region

Wordstat sorts results by geography. Click "All regions" and check the ones you need:

There is a Quick Pick option for four commonly used options.

The “by regions” checkbox helps to evaluate the popularity of a query in a particular region or city. More than 100% is an increased interest:

If necessary, you can see the frequency of using words on the world map:

Determining the seasonality of a query

The Query History feature shows trends based on data from the last two years.

Issue on most topics depends on the season. If the necessary semantics is not in Wordstat, it may appear in the search results when the corresponding season arrives.

When you search for “news” or “where to go,” you constantly get different lists.

By default, a graph and a table are displayed by months, but you can switch to weeks. They contain absolute (the number of impressions per request) and relative values (its ratio to the total number of impressions in Yandex).

One more feature. By sharp jumps in a short period, you can identify the cheating of impressions by webmasters. A characteristic feature is that in a separate short period the phrase gains thousands, for the rest - 0.

So, now you know how to get semantics from Wordstat, refined by value, geography and seasonality. Next, consider what to do with them and how to use an example. Namely, we will select the SA from the real data of the service.

Semantic core selection

According to experts, manual parsing in Wordstat yields 30-40% of all phrases. But given that the service is free, it's very good. Additionally, you can generate keywords from search suggestions and other tools.

Example: demand for wooden windows.

Algorithm

1) Determine how users formulate a query. Open wordstat.yandex.ru and drive in the phrase:

There are too many results. It will take a lot of time to process them manually. At the same time, among them there are irrelevant ones - “windows in a wooden house”, “wooden platbands”, “do-it-yourself wooden windows” and the like.

The wording needs to be clarified. First of all, let's get rid of the "garbage" with the help of negative words: house, platbands, do-it-yourself, old, blinds, how to, insulate, sweat.

2) Set up the region - the city of Perm - and the type of devices from which potential customers enter. Let's say we are interested in all users, since we are going to run mobile and desktop campaigns:

3) Determine the target demand. To do this, we select relevant options from the search results and enter them into an Excel spreadsheet for different segments.

Ideally, you need to work through all the pages to take into account all the nuances and get a more complete picture of the needs of the target audience. For simplicity, consider the first example:

In the screenshot, the phrases that we exclude are marked in gray, as they do not fit.

4) We look through similar phrases. Some of them fall into the target demand, for example:

You can also look at the second column for the suitable words that were identified in paragraph 3, and complete the table.

As a result, we get a certain number of keywords. Parsing in Wordstat is not enough. The semantic core can be extended with more complex paid and free tools. In addition, they automate further work with the Wordstat service.

Examples:

KeyCollector allows you to collect keywords, determine the competitiveness, cost and effectiveness of keywords;
Keyword parser "Magadan" (1,500 rubles, also offers a free version). Advantage - convenient automatic collection, analysis and processing of statistics;
AllSubmitter (keyword selection module).

Extensions for working with Yandex Wordstat

Entering separate queries for each phrase is a huge waste of time. But there is no getting away from this. But there are solutions that will greatly simplify and speed up the work with the service.

We have released a new book, "Social Media Content Marketing: How to get into the head of subscribers and make them fall in love with your brand."

Today, once again, we dive into the abyss of "Yandex Wordstat" and figure out how to find out the number of requests for keywords that match the site's theme. This is necessary if you want to estimate how many people are looking for your products and services, optimize your site pages for search engines, or launch a mind-blowing context that users will click on like crazy. Let's see what features of word selection services are useful for evaluating and collecting a semantic core, and find out how to work with . Go.

Why is it important to know the number of queries for keywords in Yandex?

First, let's define why we need it at all.

To collect the semantic core for site optimization;
To collect keywords to launch an advertising campaign in Yandex.Direct or Google Adwords.

Everything is simple here. To attract traffic from search and context, you need to:

Make the landing page of the site relevant in the eyes of the search engine and the user.
Make sure that the request is sufficiently frequent and not too competitive, otherwise there will simply be no transitions in both cases.

Let's get to the heart of the matter.

How to find out the number of requests in Yandex?

To do this, you can use the service. It helps to select keywords, view the number of impressions for queries, including dynamics and depending on the selected region. Let's go through each point.

Checking keywords in Yandex Wordstat

Let's say we entered the request "Flower delivery". Wordstat immediately gave us 267,090 impressions per month, with this phrase, and in broad agreement. This means that the results take into account all requests that mentioned “flower delivery” and there were 267 with a little thousand of them.

Do not confuse impressions and requests, they are counted differently. The user enters the request once, and each transition to the issuance page is considered an impression. If I'm looking for flower delivery, then I entered one query. However, every time I go to the next page in the search results, a new impression is counted.

A little lower, the service gives a list of requests in which the specified one was encountered, while all of them are all included in the main result. That is, Wordstat goes from general to particular: first it shows how many total impressions there were for such keywords in a month, and then it details these statistics. For example, there were 18,892 impressions for the query "flower delivery cheap" and all of them are included in the total 267,090.

Now let's figure out how to find out the number of requests in Yandex for specific keywords. Let's say we want to find out how many times people have requested exactly the combination "flower delivery" without any additional clarifications. Search operators will help us with this. Let's list them all first:

“” are quotation marks. It helps to search only for specified keywords, but in any word form (we need them).
! - Exclamation point. It does the same thing, only without taking into account different word forms. That is, if you request “!delivery!flowers”, then the results will be shown exactly for this request, without taking into account all sorts of “flower delivery”, “flower delivery” and so on.
+ - plus. Forces Wordstat to take into account conjunctions and prepositions.
- - minus sign. In this case, the specified words will not be taken into account when compiling the report. Example: “flower delivery is free”.
(|) - brackets and forward slash. Needed to combine statistics for several queries into a report.

Let's go back to our example. Let's check and find out the number of requests in Yandex for the keywords "flower delivery" in any word form.

Already less - 16,409 impressions. Now let's exclude the rest of the word forms:

The number of impressions decreased even more. Let's try other operators:

The last operator helps a lot when checking the number of keywords in Yandex for several queries. We received a selection of queries:

flower delivery;
delivery of bouquets;
ordering flowers;
ordering bouquets.

Now let's take a look at the rest of the tabs. First, let's look at what mobile users are looking for.

Now we will learn how to see the number of requests in Yandex in a particular region. Let it be the city of Kazan. To do this, go to the "by regions" tab. For a more accurate result, we will search for “”!delivery!flowers”” in an exact match. We get:

The first number is the number of impressions, and the second is the regional popularity. If it is more than 100%, then the interest in the request in the region is increased, and if it is less, it is reduced.

The last tab remains: "query history". We go there and see a graph of changes in the frequency of requests. It looks like this:

As you can see, at the end of January of each year, people are sharply undermined and start looking for bouquets with delivery. I wonder why?

Let's deal with the rest of Wordstat's functions. In the "By regions" tab there is a map mode. There you can see the popularity of the request in different countries of the world and regions of Russia.

On the main search page, there is a right column with queries that occur along with the given one. Sometimes it is useful and helps to expand the semantic core.

Keyword Checker on Google

Now let's figure out how to do the same in Google. Here you can use your own search engine service - Google Keyword Planner Tool. You can get into it from the main page of Google AdWords - the desired link is in the "Tools" tab.

To use the service, register with AdWords. Keyword Planner differs from the Yandex analogue mainly in its interface and convenience: it does not require captcha, and you can specify negative keywords directly in the search settings. The Google tool gives out keywords immediately in exact match. At the same time, it is worth considering that the competitive tab here is “advertising”, and not “search”.

Other tools for checking the number of requests and keywords

If you are too lazy to collect information manually, you can use special parser services. The problem is that almost all of them are paid. There are exceptions, for example, the Slovoeb service. This is the same paid KeyCollector with reduced functions. It helps to search for keywords by Wordstat, check the frequency and competition of requests, determine the relevance of pages and upload data to Excel. It differs from its older brother - KeyCollector "a" in that it does not provide statistics on Google AdWords. But it will do.

Frequency and competitiveness of queries in Yandex

In addition to the number of impressions, you need to know the competitiveness and frequency of queries: they are high-frequency (HF), medium-frequency (MF), low-frequency and, accordingly, high-medium and low-competitive (VC, SC, NK). The dependence is usually direct - the more frequent the request, the higher the competition for it, but there are exceptions (and they are your goal). High-frequency and concurrent queries look the most promising, but in fact most often turn out to be inefficient. It is very difficult to break into the top on them, so a bet on them is a bet on a budget that has been merged into nowhere. Much tastier mid- and low-frequency requests. If done right, they will help drive traffic to your site and find new customers. Any parser will help to calculate the competitiveness and frequency of queries in Yandex. You can also do this with your hands, but this is a topic for a separate article.

In order to correctly build an advertising campaign or promotion strategy, it is necessary to find out the number of queries for keywords in Yandex, their frequency and competitiveness. This can be done either with the help of native search engine services, or with the help of parser programs. In any case, you still have to seriously analyze the collected semantic core, because just collecting keywords is not enough - you need to weed out the extra ones and draw up a page optimization plan or an advertising campaign strategy.

Supported by: website development from oznaka.ua. High-quality web projects and individual approach to each client.

Hi friends! It's no secret that keyword statistics from Yandex wordstat is very popular among webmasters. Statistics provide data on user requests in a search engine. In fact, not everyone knows how to use this tool correctly. About the myths of wordstat and a more accurate calculation of traffic for key queries in the article and will be discussed.

Many are seduced by the numbers that Yandex statistics give out and undertake to promote the key, not sparing the budget for it. As a result, having promoted a word to the top, they do not get the desired traffic. In this regard, it is necessary to most accurately calculate the amount of potential traffic for the selected requests. In the article, for example, I will use such a keyword as "laptops". So let's go!

Myth one: wordstat by key gives the exact number of user queries.

This is absolutely not true. Wordstat shows the number of impressions that this word contained. For example, the statistics for our key will be calculated when users enter "cheap laptops" and "how to fix a laptop". To more accurately determine the number of impressions in wordstat, there are special query languages:

The operator "" (quotes) will allow you to find out the number of impressions only for a specific phrase and its word forms: "laptops", "laptops" and so on.
Operator "!" (exclamation point) will give information on the exact occurrence of the phrase, that is, specifically "laptops".

Let's look at our example in numbers.

All impressions:

In word forms:

Exact entries:

The difference is clear: out of 1,457,175 impressions that contain the main word, only 45,773 direct matches were searched.

Myth two. We got 45773 impressions - does that mean exactly how many users searched for this word?

And here it is not. 45773 times the pages requested by users were shown. Despite the fact that several dozen optimizers manually look at positions, thereby winding up this indicator. Further, all kinds of scripts and parsers also ask Yandex about this word. In addition, not only the first page of the search results, but also the subsequent ones are considered to be an impression.

Myth three. Wordstat gives information about impressions of absolutely all users on the Internet? No, only data from Yandex is used in the calculation.

The question arises: how to most accurately calculate the amount of potential traffic for a request?

I. Self-calculation

So, we determined that the keyword "laptops" was shown in Yandex 45773 times. Great, now we go to the search for liveinternet.ru, enter the desired query and see what percentage this search engine occupies in the total traffic (Update: now liveinternet does not provide such statistics).

We see that Yandex collects 57.2% of all traffic for the search query. With simple calculations, we get that approximately the total number of all impressions for this word is 80022.

We get that if, for example, our site takes 1st place in all search engines, then we can receive 80022 * 50% = 40011 visitors per month (that is, we multiply the number of impressions by the corresponding CTR in the issue). But again, don't get carried away here:

liveinternet counts the total traffic to sites with a given keyword. That is, if the query "laptops" went to 10 sites, then 10 units will be added to the statistics, and doing 10 projects for one query is not reasonable.
Statistics from liveinternet is not on all resources, so there are errors in the calculations here.

So, we got the most accurate, but still potential and projected figure which is not 100% worth counting on.

II. Competitor statistics

In addition to the self-calculation method, you can use open statistics (for example, liveinternet) of competitors in the top 10. You need to find how much traffic the competitor’s website receives for this request at a certain position. You can calculate the approximate traffic for certain places in the issue, again, based on the last CTR chart.

III. Projected number of clicks from link aggregators

Now automatic promotion systems have advanced functionality that can predict the number of clicks for a certain top. For example, for the "Moscow" region, webeffector gave the predicted monthly traffic for "laptops" for the 1st place 66360, seopult - 22749 (there is no difference in the seopult for different TOP). If we calculate for the "Moscow" region according to the first method, then we get a potential monthly traffic of 15890 clicks for the first place.

Once again, these methods calculate the predicted number of clicks from search engines. Yes, most accurately, but not 100%.

A few words about regionality

If you need to determine the potential traffic in your region, then the first and third methods can be used as a basis for the calculation. In the third one there was a calculation for the Moscow region. You can compare the results yourself. For the first case, in the wordstat statistics, you just need to select your region (example in the picture above). I note that the smaller the region, the greater the error in the calculations.

This article was written by me for the June magazine blogo-news.com. How do you like her? How do you calculate the amount of traffic per query? I look forward to your comments and will be happy to answer your questions.

Hello, dear readers of the blog site. Today I will try to tell you about such a concept as a semantic core, in any case, I will try, because the topic is quite specific and is unlikely to be of interest to everyone, although ...

And the internal pages of the site, the static weight of which is not very high, can be optimized for low-frequency queries (LF), which, as I have already mentioned more than once, with good luck, can be promoted with little or no external optimization (buying backlinks to these articles).

But since we're on the subject frequency of requests, without taking into account which we are unlikely to be able to compose a semantic core, then I will allow myself to remind you a little about this and how to determine their frequency. So, all the queries that users type in the search bar of Yandex, Google or any other search engine can be fairly roughly divided into three groups:

high frequency (HF)
mid-frequency (MF)
low frequency (LF)

It will be possible to attribute a key phrase to one or another group by the number of such requests made by users during the month. But for different topics, the boundaries can be quite different. The point here is that, in fact, when choosing keywords, we are not interested in the frequency of their input by users, but in how difficult it will be to advance on them (how many optimizers are trying to do the same thing as you).

Therefore, it will be possible to introduce three more gradations, which will be of great importance for compiling the semantic core:

highly competitive (VC)
mid-competitive (SC)
low competitive (NC)

But it is not always easy to determine the competitiveness of a particular keyword or phrase. Therefore, for simplicity, parallels are often drawn and VC is identified with HF, MF with SC, and LF with NC. In most cases, such a generalization will be justified, but, as you know, there are exceptions to any rule, and in some topics, NPs can turn out to be highly competitive, and you will immediately see this by how difficult it will be to move to the TOP for these keywords.

Such collisions are possible in topics where there is ultra-high competition and there is a struggle for each individual visitor, pulling them out even for very low-frequency queries. Although this may be inherent in not only commercial topics. For example, when compiling the semantic core, information sites on the subject of "WordPress" should take into account that even queries with a frequency below 100 (one hundred impressions per month) can be highly competitive for the simple reason that sites on this topic are dark, because even such "stupid uncles" as I try to write something on this topic.

But we will not go into details so deeply and will assume when compiling the semantic core that competitiveness (how many optimizers try to promote their projects for this key) and frequency (how often users enter them in the search box) are directly related to each other. Well, we can somehow determine the frequency of certain keywords, right?

You can use several for this, but I like the Yandex tool the most. Previously, it was intended only so that advertisers could correctly compose the texts of their contextual ads, taking into account which words users most often ask from this search engine.

But then access to online keyword research service under the name Yandex Wordstat (Wordstat.Yandex.ru) was open to everyone, and these same people did not fail to take advantage of it. Well, what are we worse?

Yandex Wordstat - what to consider when collecting seed

So, let's go to this wonderful service from Yandex, which is called "keyword statistics" and is located at Wordstat.Yandex.ru. This service was created and is positioned as an indispensable tool for working with Yandex Direct, as well as for SEO promotion of your site for this search engine. But in fact, it has become the most powerful tool for analyzing keywords in Runet.

Therefore, in addition to its direct purpose Yandex Wordstat can also be successfully used:

Working with Google Adwords
To search for popular hashtags in social networks
To obtain data on the demand for a particular product
To build the site structure
To search for similar words
To test the demand for goods or services in another region when looking for new markets
To analyze the success of offline advertising by analyzing the frequency of mentions of brand words

With all this, the Wordstat interface can be said to be Spartan, but this is perhaps only for the better. If you want more, you can use various programs to work remotely with this service, or install a plug-in like Yandex Wordstat Assistant in your browser.

After Yandex introduced the division of search results depending on the region, you have the opportunity to see the frequency of entering certain search queries for each region separately (for this you will need to select region by clicking on the appropriate tab).

If regionality does not bother you, then it makes sense to look at the statistics on the first tab without taking into account geodependence. In principle, this is not so important at the stage of studying the principles of compiling a semantic core for a site. As well as the recently appeared opportunity to view statistics separately only for mobile users (using tablets and smartphones). This may be relevant in light of the avalanche growth of mobile traffic.

In any case, first you will need to select for yourself a number of basic keywords (masks) on the subject of your future project, from which we will already begin to dance further and select all other key keywords using the Yandex wordstat. Where to get them? Well, just think or look at the competitors you know in your niche (there is a Serpstat service that can help with this).

Yes, and simple logic is often very useful. For example, if your future site will be on the subject of "Joomla", then to compile the semantic core, it would be quite logical to enter this keyword into Yandex.Wordstat to begin with. The logic is simple. If the site is based on SEO, then there can be a lot of initial keys (SEO, website promotion, promotion, optimization, etc.).

Well, as an example, we will take another phrase: “wordstat”. Let's see what this online service tells us about itself. Here it is worth making a few remarks.

What you need to know and understand to successfully use WordStat

First, in order to start getting a significant influx of visitors for your chosen key, your site must be in the top 10(for the first ten lives, alas, there is practically no) search results (sickle - see). And imagine that there are hundreds, if not thousands, of those who want (competitors). Therefore, the seed is only a necessary condition for the success of the site, but not at all sufficient.
Secondly, besides this, now almost every user has their own issue, which is somewhat different from what even their neighbor on the floor sees. The preferences and desires of this particular user are taken into account if Yandex was able to identify them earlier (well, and the region, of course, if the request is geo-dependent - for example, “pizza delivery”). The positions in this plan are the “average temperature for the hospital” and will not always lead to the expected influx of visitors. Want to see the true picture? Use .
Thirdly, even if you get into the Top 10 of the issue (shown to most of your target users), the number of clicks to your site will greatly depend on two things: position (the first and tenth can differ in clickability by dozens of times) and the attractiveness of your ( information about the page on your site displayed in the search results for this particular request).
The queries you have chosen to promote and form the semantic core are simply may be empty. Although dummies can be identified and weeded out, beginners quite often fall for this bait. How to see and fix it, read a little lower.
There is such a thing as wrapping search queries. It personally does not occur to me who and why this is needed, but such requests do occur. Starting promotion on them, you will not get the traffic that you could count on based on Yandex Wordstat data. Read more about cheat detection methods below.
Specify your region (if you have a regional business or regional queries) when viewing statistics, otherwise you may get a completely untrue picture.
Be sure to take into account the seasonality of your requests (if any) when analyzing promotion results. In Wordstat, seasonality is clearly visible on the "Query History" tab. Do not take into account seasonal ups and downs as a factor in your failures or success in promotion.
It is convenient to work directly with the service interface with a small number of requests, but then it already becomes "torture". Therefore, the main issue of successful use of Wordstat is the automation of routine operations. How and with what to automate will be described below.
If you learn how to use Wordstat operators correctly, then the return on it can be increased significantly. These are quotes, and a plus sign, and an understanding of what this service gives out when entering not quite ordinary requests. Read about it below and in the section "Secrets of YanVo"

Scared? I even got scared myself, despite the fact that for hundreds of requests (quite frequent) my blog is in the Top (and not least due to the fact that I almost immediately started working based on the semantic core, albeit in a somewhat truncated version - selecting keys for a future article just before writing it). But if I started now (even with current experience), I would not believe that I would “manage to break through”. Truth! I think for the most part I'm lucky.

Wordstat operators in examples

So, let's take a closer look at the last two points - requests with dummy and cheat. Ready? Well, then off we go. Let's start with dummy requests. Remember the example we used just above? Enter the word WORDSTAT in the line of this service and click on the "Select" button.

So, you need to understand that the figure displayed for this word (or any other phrase) does not at all reflect the actual number of requests for this key. Displayed (attention!) is the total number of phrases requested per month in which the word "Wordstat" was found, and not the number of queries that include this single word (or phrase, if you enter a key phrase in the Wordstat form). Actually, this is clear from the screenshot - "What they were looking for with the word ...".

But Yandex Wordstat has the appropriate toolkit that allows you to separate the wheat from the chaff (to identify dummies or get information about the frequency that is adequate to reality) and get the data we need. These are various operators, which you can add to your query and get a refined result.

Quote Operators and Exclamation Mark - Elimination of Blanks in Wordstat

As you can see, there are few basic operators and the main ones, in my opinion, are enclosing the key phrase in quotation marks and putting an exclamation point before a word. Although for highly competitive topics, the new Wordstat operator in the form of square quotes may be relevant. Sometimes it is important to know how most often users place the words in the query you need (for example, “buy an apartment” or still “buy an apartment”). However, I am not using it yet.

So, wordstat operator "quotes" will allow you to count the number of entries in the Yandex search string of this particular phrase during the month, but at the same time, all its possible word forms will be taken into account and calculated - another number, case, etc. (for example, Yandex Wordstat requests will not be taken into account, but only Wordstat in our example). In fact, this is the same thing that we considered in the article about. The frequency figure after such a simple operation will decrease significantly:

Those. such a number of times per month users entered one single word WORDSTAT in all its word forms (if they exist at all) in the Yandex search string. Of course, this request is not a dummy at all, but a full-fledged RF, but there are cases when simply enclosing a phrase in quotes reduces the frequency from several thousand to several tens or even units (for example, punch the phrase “earnings 100” in quotes and without). This was really empty.

The second important statement in Wordstat is Exclamation point before a word, which will oblige this service to count only words in exactly the spelling in which you entered them (without taking into account word forms). As I expected, for the word "Joomla" the installation of the exclamation mark operator did not add any adjustments, but this is only because of the specifics of this particular keyword.

Well, for the key phrase “website promotion”, the difference will be obvious and striking:

And add "!" before each word without adding a space:

Where did such a difference in numbers come from? Obviously, there is a request (s) with the same keywords, but in a different word form, which eats off the remaining numbers. For our example, it is easy to guess that this will be the plural:

Thus, by using quotes around the phrase and placing an exclamation point in front of each of the words, you can get completely different frequency values. Thus, you can not only weed out dummies, but also get ideas about the word forms of the phrase, which it would be desirable to use in the text more often, and which less often (although do not forget about synonyms). Although, personally, I don’t see a strong difference when adding exclamation marks, so I’m content with simple quotes.

How to quickly remove garbage and leave only targeted queries

There is another operator that allows you to cut off all unnecessary and see the real frequency of the phrase. This is "+" in front of a word. It means that the given word must be present in the phrase. Why might this be necessary? Well, it's all about the features of the Yandex search engine.

By default, the ranking (and hence the Wordstat statistics) does not take into account conjunctions, prepositions, interjections, etc. the words. This is done to simplify, but often we are interested in the prospect of moving exactly under the phrase with a preposition or union. This is where the plus sign comes in handy.

By the way, minus operator will allow you to immediately clean the keywords from those that are non-target for you. For example, such a query to WordStat will immediately give the desired result:

Smartphones (+to|+from|+to) -download -games -internet -mts -photo

Here, in order not to repeat this request three times, the operator is applied "vertical bar", which allows you to collect phrases with three prepositions at once (to, from, to). Well, words with a minus (stop words) are needed to clear phrases from garbage.

Here is another example of using operators for the same purpose:

Washing machines (cars | machines) (samsung | samsung)

It is very convenient and quickly cut off unnecessary and save time.

Selection of keywords in Yandex Wordstat

Probably, it is already becoming clear to you that those basic key phrases (masks) that you are able to formulate yourself, based on the future topic of your project, will need to be expanded with the help of Wordstat. And here, too, there is, as it were, two directions in obtaining new keywords to compose a full-fledged semantic core.

First, you can take advantage of those advanced options that Wordstat gives out. in the left column your window. There will be queries that contain words from your mask (for example, “construction”, if your project has a corresponding topic). They will be sorted in descending order by the frequency of their use by users in the Yandex search line per month.
What is important here? It is important to immediately highlight those extended key options that will be targeted for your project. Target- these are such requests, according to the content of which it immediately becomes clear that the user entering it is looking for exactly what you can offer him on your site that you plan to promote.
For example, the query “core” is extremely high-frequency, but I don’t need it at all, because this is absolutely not the target keyword for this publication. You never know what users are looking for when entering it in the Yandex search bar, well, certainly not “semantic”, which, by the way, will be a vivid example of a target query in relation to this article.
But you need to choose target keys in relation to the entire future site, although it is sometimes useful to move on general queries, but this is rather an exception to the rule.
Target phrases will be lower-frequency and users who come from them from the search results will be able to find at least something similar to what they wanted to find, which means they will not immediately leave your project, thereby worsening the . Yes, and such visitors are very important to you, because they can perform the action you need (make a purchase or order a service).
I think that there is no need to talk further about the selection of just such keywords from Yandex statistics - you already understand everything. The only "but". All the phrases from the right column of Wordstat to you again need to check for bugs, namely, enclose them in quotes (statistics with exclamation marks can be viewed and analyzed later). If the frequency does not tend to zero, then add it to the stash.
You probably noticed that for many phrases the list in the left column is not limited to one page (there is a “next” button at the bottom). The maximum that Wordstat gives is, in my opinion, 2000 requests. And all of them will need to be checked for dummies. Can you handle it? But this is only one of the many "masks" (initial keys) of your semantic core. After all, you can “move horses” there.
But don't worry, there is a way. At the link you will find a detailed article, and if after that something else remains unclear, then throw a stone at me.
The second nuance in the selection of phrases for the semantic core is the possibility of using the so-called associations from Yandex Wordstat statistics. These very associative queries are given in the right column its main window.
Here, it is probably important to understand how these very associative queries in Yandex statistics are formed and where they come from. The fact is that the search engine analyzes the behavior of the user who is looking for something from him.
For example, if the user, after (or before) typing our key phrase “semantic core”, entered some other query into the search string (this is called in one search session), then Yandex can make an assumption that these queries somehow interconnected.
If the same associative relationship is observed among some other users, then this query, set along with the main query, will be shown in the right column of Wordstat. Well, you just have to use this data to expand the semantic core of your site.
All associations will have an indication of the frequency of their request during the month. But, of course, it will be general, i.e. you still have to identify dummies again by checking all these phrases in quotation marks (Slovoeb or Key Collector will help you - read about them at the link above).
Some of the association queries have probably crossed your mind, but there will always be others that you have overlooked. Well, the more target keywords your semantic core includes, the more correct visitors you will be able to attract to your site with proper internal and external optimization.

So, we will assume that based on the basic masks (keywords that clearly define the subject of your future project) and the capabilities of Yandex Wordstat, you were able to type a sufficient number of phrases for the semantic core. Now you will need to clearly separate them by frequency of use.

Secret techniques for working with WordStat

Of course, this title is somewhat bright, but still, it is the “secrets” described below that can help you use this tool at 200%. Simply, if this is not taken into account, then you can spend time, money and effort in vain.

How to see search query boost in Wordstat

However, it is obvious that for some keywords Wordstat gives incorrect information. Is this related to any cheating options and how to determine such pacifiers I will try to explain. Of course, checking all the phrases in this way can be tedious and probably just needs experience (feel), but it works quite well.

Personally, I proceed from the premise that they cheat, as a rule, not for years on end, which means that the deviation from the average frequency value can be tracked on the graph "Request History"(the switch is hidden under the input line of the Yandex Wordstat service request). For example, I recently made requests related to the “affiliate program” and just ran into cheating (almost all keys related to the topic).

It’s just that I’ve been working with these requests for a long time and I roughly know the “layout”. There, the HF one or two miscalculated, and then what is not the key, then the HF. But just look at the history of the frequency of this query in Wordstat (don't forget to remove the quotes beforehand) and everything becomes clear (they started spinning since the beginning of summer):

Moreover, the frequency of the request has grown almost by two orders of magnitude in a few months, and a couple of years before that it was stable and did not even undergo special seasonal fluctuations. Explicit cheating - I don’t know why, but they twist all the accompanying keys.

How to automate the collection of keywords in the Yandex service

In principle, you can work through the web interface, but it's very dreary. There are programs (paid and free) suitable for this purpose. There are even browser extensions that allow you to beat the routine a bit. Let's just list them:

Why is there such a high frequency of queries with repeated words?

If you have already more or less immersed yourself in the issues of compiling a seed and parsing a lot of queries in Wordestat, then you probably met strange queries with repeated words, which for some reason have a high frequency even when they are enclosed in quotes and exclamation marks are placed before words.

Even if you add “watch” a few more times, the frequency will still remain almost the same high. So what, believe Yandex and optimize articles for such nonsense? Not on your nelly. This is another kind of "dummy". In fact, Wordstat perceives only one of the repeated words, but “mentally” replaces the rest with other possible words with the same number of characters. In general, despite the large numbers, you should not pay attention to requests with repeated words. This is a phantom.

Completing the compilation of the semantic core

As I said a little higher, we will consider the default HF and VC, which means that in order to move through them, you need to choose those pages of your site that will have the highest static weight. This one is recruited by incoming links to this page.

It is important to understand that when it is calculated, the content of the link anchor is not taken into account and it does not matter whether it is external or internal. Read more about the given link.

That. for advancement on the highest frequencies queries (from the compiled semantic core) are most suitable for the main page, because, as a rule, links will lead to it from all other pages of your resource (with the usual structure), as well as most external links, especially those obtained in a natural way. So the static weight of the main resource for most resources will be the highest (previously it could be understood by the indication of the Google PageRank toolbar value, which for it will always be higher than for internal ones, but now Google has decided to stop sharing this information with us).

With other things being equal (the same quality of internal and external optimization), search engines will rank higher the page whose static weight is greater. Therefore, if you choose an internal page for promotion on the HF (with a obviously lower stat weight), then competitors will have an advantage over you if they promote by the same keywords, but already the main page of their site. Although, the best way would be to analyze the Top 10 for the keyword you need in terms of the number of main ones that are involved in the ranking (this, by the way, indirectly indicates the competition of the request).

If the structure of the internal linking of your future project includes other pages with a large static weight (sections, categories, etc.), then in the semantic core you will need to mark them as potential candidates for optimization for more or less high- and medium-frequency queries from the ones you have selected.

In this way, you will be able to use the features of the distribution of static weight on your site to good use and, in accordance with this, select the most suitable queries in terms of frequency for each of the pages, i.e. compose a fully semantic core: match pairs query - page.

However, when optimizing a page for promotion by a high-frequency or mid-range keyword, you can add a lower-frequency keyword, which will be obtained by diluting the main key. But again, not all keys can be made neighbors on the same landing page. To understand which ones can and cannot be used together, you can analyze your direct competitors in the Top 10 for the main keyword. If they are in the Top, it means that the search for their version of the seed is to their liking.

However, easy to say and hard to do. Try to search the output for hundreds (thousands) of requests from your preliminary semantic core regarding their compatibility or incompatibility. Here, for sure, "horses can be moved." However, I will come to your aid here too by giving a link to a detailed publication about. In reality, everything is simplified by a small program.

With external optimization (purchasing and placing links with the necessary anchors), you again need to take into account the created semantic core and put down backlinks taking into account those keywords for which this page of your site was optimized. Do not forget that in the era of Minusinsk and Penguin, it is better to put a backlink with a direct entry, but from a very bold and thematic site, and “dilution” with anchors, article titles, etc. worth doing more.

In practice, your semantic core will probably represent a fairly branched scheme of pages with keywords selected for them, for which they will be optimized and promoted. In the same place, an internal linking scheme will be drawn for pumping the necessary pages with static weight.

In general, everything that is possible will be included and considered, all that remains is to start building (or redesigning) a site for this project (semantic core). Personally, lately I have always followed the rule of pre-compiling it, because working blindly may not be a profitable occupation - I will spend my energy, and those who find the material interesting and useful will not find it either in Yandex or Google ...

If we talk about this blog, then before writing an article, I will definitely go to Wordstat and see how users formulate their questions on the topic I plan to write about. Thus, I am more likely to find my reader, who, with successful publication, can become permanent. This is not bad for anyone, except that you just have to spend a little time.

Well, in the case of a project on a new topic for you, and especially if you are a novice optimizer, compiling such a core and selecting suitable keywords can help you a lot and help you avoid unnecessary mistakes. However, not everyone has the time and energy to carry out such work, but do it anyway a must. However, if there is demand, then there will be supply. There will always be people who will be ready to do it for you, another thing is that they may not always be honest and efficient.

Good luck to you! See you soon on the blog pages site

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