Analysis of the search query: step by step instruction

Each resource has a semantic core, which is made up of a web master using keywords, phrases and links. A competent specialist knows before you saturate the site with content, you need to understand what to include in it, namely, what the user is looking for through the search engine, in other words, to analyze the search query. To give a step-by-step instruction to its implementation, it is necessary to understand what the search query is.

Keyword and search query

A keyword or phrase is what we enter into the Google search line or Yandex. For this key, the search engine ranks the semantic core of the sites and produces those that are most relevant, i.e., match the search criteria. The position of the resource is determined by its regular updating, relinking, the amount of reference mass and many others. But the key role, of course, here is the fullness of the site with competent relevant texts with popular key phrases.

Analysis Tools

How to understand what, where and when the user is looking for, and what keys to use in text content? You can take a notebook and write out the most, in your opinion, suitable options that the user can "drive" into the search bar, and you can simplify this stage and use the keyword generators from the leading search engines:

• For Google - adwords.google.com;
• For "Yandex" - wordstat.yandex.ru;
• For Rambler - adstat.rambler.ru;
• For Mail - webmaster.mail.ru.

The analysis of search requests and site competitors begins with this step - the compilation of a list of keywords.

Key search

Having determined for yourself the search engine, where you want to go, you need to go to one of the services listed above. For example, if you are analyzing search queries in Yandex, then you need to go to the site wordstat.yandex.ru, specify the region you are interested in (a particular city, country or select all regions) and enter the keyword in the search field. "Yandex Analytics" will show us 2 lists - in the first one everything will be indicated with the entered word, in the second - synonyms and queries similar to those that you are looking for. Plus, each line will indicate how many times such a request was entered within a month. You select the most popular and close in meaning to your key and on their basis make up the semantic core of your site, that is, write texts using these key phrases.

Analysis of Google's search queries has the same operating principle, except that to view the statistics here you need to register as an advertiser. But you can view not only the most popular queries, but also the level of competition for the keys you are looking for, as well as the approximate price of a click for ads.

It is important that the analysis of the search query is conducted for each product, if it is an online store. For example, on a site with a construction theme it is not enough to track statistics only for the word "hammer". This must be done for each item in the assortment.

Compiling the Semantic Core

Obtained keys are important to fit into the text:

• They should meet quite often in various word forms, including in direct and diluted occurrence, in the modified case, using synonyms;
• Images must contain a signature for the key query;
• The key must be in headings and enumerations;
• There are phrases selected from the text in bold or italic.

The points listed above indicate that the text is adapted to the average user who will read it. So, a site with such content will cause more confidence on the part of the search engine, which will allow it to occupy the top lines of the search query.

Work with search

So, we have a site full of quality popular content. Can you stop there? Of course not. The statistics of search queries are extremely dynamic and constantly changing under the influence of such factors as demand, seasonality, trends, etc. Therefore, the analysis of search requests requires a regular assessment of traffic and work with the search.

So, you should evaluate how the position of the resource changed after switching on the keys. To do this, access the monitoring services - LoadImpact, Energoslon, etc. They will show how the site is ranked in the search results for this or that key phrase. For example, on request "strojmagazin Moscow" - 5 place, on "to buy building materials Moscow" - 3 place. And so it is desirable to do for each selected key. Only in this way you will understand what is in demand and what texts you need to refine.

Efficiency mark

The most effective way to conduct an analysis of search queries and an advertising campaign is "Yandex. Metrics." What can we learn with it?

• Directive summary. On it we learn which keyword (product, service) the user was looking for most often in a percentage. For the development of business, you can make a greater emphasis on the popular position, and on unnecessary not to waste energy in promoting.
• Your audience. With the help of "Yandex-Crypt" conducts a thorough analysis of visitors to the site - their gender, age, social status (these data we often fill in the registration forms), what they visit the site, what interest in the search.
• Work with regular visitors. By installing the "Yandex.Metrica" counter, you can track certain users, for example, those who have reached the shopping cart, made a purchase or spent at least 3 minutes on the site, etc.
• "Metrics" gives a full analysis of revenues, both common for a certain period, and private (a particular user or a specific region). So you can understand who is more profitable to target search queries.
• Analyzing the statistics of search queries must necessarily be conducted in tandem with an estimate of the budget that you spent on advertising. With the help of "Metrics" you can estimate the conversion for clicks and advertising campaigns.
• Targeted calls. With the help of this function, you can carefully track which advertising channel brings you more visitors, which means that you will optimize your budget and use only effective means for promotion.
• Approximately by the same criteria, you can conduct an analysis of search queries in Google.

A simple analysis of competitors

A fully optimized resource, analyzed along and across metrics and other helpers, filled and regularly updated, can, contrary to all diligence, not bear fruit and do not fall into the top of search queries. Why is this happening? Perhaps, because there is someone better than us. Is it possible to track such sites and without their consent to conduct a thorough analysis of the search queries of competitors? Of course yes.

There are two ways - easy and complex. The first is very simple, but sometimes effective and does not require much time and money. According to your key phrase, you need to find 5 top sites of the TOP through the search engine and evaluate them according to 2 criteria - the quality of content and usability. The content includes interesting, readable, informative, useful texts, quality images or multimedia and other things that the site is full of. Usability is a general type of resource, the convenience of key layout, an understandable site map, feedback, the ability to pay on the site, social networking buttons, a mobile version, that is all that tells the user: "We want to provide you a comfortable pleasant shopping experience" . Even the readability of fonts and the background of the page can affect whether the user will remain on your site or go to competitors.

If you evaluated competitors by these criteria and came to the conclusion that you are all right, you need to move on to a second, deeper method of assessing someone else's site.

Deep evaluation of competitors

For this you will need special services and scripts, for example Inserp, Yazzle and others. With their help you can evaluate all the qualitative and quantitative features of the competitive sites - TIC and PR site, the number of pages in the index, the age of the domain, back links, the link budget and much more. Knowing these data, you can conduct the same analysis as for your own site, and also understand if you can compete with this resource.

Look at yourself with the eyes of the user

Analysis of the search query will be finally successful if you are able to adequately assess your own resource. To begin, forget that you are the owner (webmaster) of the site, and try to evaluate it according to the following criteria:

• Is the resource loaded quickly when you access it?
• Do you like the design, is it convenient to use, it is clear where to click?
• Is there a Favicon (icon on the browser tab) that makes the site more visible and more solid than others?
• How does the site appear in other browsers on different monitors?
• How does the site appear in the mobile version?
• Read all the texts. Are they clear, do they carry an informative load? Are you interested in reading? Is the font comfortable, readable, contrasted on the general background of the page?
• Is it easy to find your contacts, terms of delivery and payment? Is the site map clear?
• Is there navigation? Being on one page, will the user be able to return to the root directory?
• How to ask a question of interest, leave a review? Is there a feedback system?
• Are the advantages of the goods highlighted? Do you want to buy them?
• Is the image quality sufficient? Do they reflect the appearance of the product?
• Are the prices indicated? Often, users leave the site, because they can not appreciate, more expensive here or cheaper.
• Have you added news about promotions, new acquisitions, or are they old? Maybe, then it is worth removing them, so as not to create a user's impression of a dead site?

Troubleshooting

Having looked at yourself with the eyes of the consumer and evaluating all the capabilities of competitors, you can radically change your position in the search SERP. How to do it? First, make a list of what the revealed analysis of the search query showed imperfect. Try to fully remedy this. Write down those sides of competitors that seemed to you merits. Try to apply them in your practice. For example, change the design, change a few texts, add images or prices.

Within a month or two, again, analyze your own resource in its place in the search, use metrics to estimate how much users have gained over this time. You will see how the result will change.

Instead of concluding

Analysis of search queries for seo-optimizers is the surest way to promote a site in the TOP. Only by understanding how "the site" is populated with popular and popular keys, texts, links, images and other content, how user-friendly it is, how different it is from competitors, you can achieve successful results.