Building the structure of the content of the site based on the semantic core (SEO practice)
This article is not about the density of keywords and not about where to write these keywords. On the contrary, in this article I will try to describe a fairly simple way of creating a competent, statistics-based structure of the content. As well as the impact of such a structure on site traffic.
Before you begin, you need to determine what the semantic core is. Most often, this concept implies a list of the most popular search queries, which take into account the search engine optimization of the site.
But we will consider the semantic core as a broader concept. For us, the semantic core is the most complete list of all words and phrases that search engine users use when searching for information that we have (services, products, news, reference materials, etc.).
Let's not dwell on the description of the methodology for compiling the semantic core. All we need is to understand the size of our core, in a small subject the core will include about a thousand search phrases and it can take a couple of days to compile.
')
A good question, especially understanding how much time and effort we will spend on drawing up the full semantic core. But the game is worth the candle, now before us is not yet structured, but the most complete picture of the interests of our users ready for analysis.
First of all, let us deal with the grouping of queries on topics and determine the most generalized search phrases.
For example, consider a small semantic core, which includes such search queries:
Group concepts by their generalization and similarity of interests of the user:
The most common concept is Laptop Repair , this concept includes:
Now we define the importance of each group relative to the general audience.
To do this, sum up the number of requests for each phrase, getting the total audience coverage, and calculate the percentage component of each group of requests from the general audience.
Reach potential audience 27861 request, in them:
"Laptop repair" 79%
"Repair of laptops + region" 18%
"Repair of laptops + brand" 2%
"Faults" 1%
As a result, we received statistics on the information needs of our users. And we can create a scheme of the structure of our site.
Based on the statistics, we assume the following scenario for the behavior of the average user.
The need for repairs - clarifying the region - clarifying the brand - clarifying the problem
(interest in the brand and in clarifying faults are very close in their importance, so we will consider them equally important when constructing the scheme)
Based on the above, the block diagram of the content will be ironed as follows:
As a result, we get a detailed task for designers, developers and copywriters, while taking into account as much as possible the information needs of our users. It is worth remembering that in order to design the structure of the content, we must have the most complete semantic core for the most accurate results.
Let us go back a little to the concept of “potential audience coverage.” From the very concept we can easily conclude: The more potential audience is interested in our information - the more likely it is to stay on our site.
Our job is to create a structure of information that meets the needs of this audience.
Speaking in a simple way , working according to the scheme given here, we create the maximum necessary number of user login pages to maximize audience coverage by providing quality pages for search engines. Thus, attracting more visitors from search engines.
Before you begin, you need to determine what the semantic core is. Most often, this concept implies a list of the most popular search queries, which take into account the search engine optimization of the site.
But we will consider the semantic core as a broader concept. For us, the semantic core is the most complete list of all words and phrases that search engine users use when searching for information that we have (services, products, news, reference materials, etc.).
Let's not dwell on the description of the methodology for compiling the semantic core. All we need is to understand the size of our core, in a small subject the core will include about a thousand search phrases and it can take a couple of days to compile.
')
Why all this?
A good question, especially understanding how much time and effort we will spend on drawing up the full semantic core. But the game is worth the candle, now before us is not yet structured, but the most complete picture of the interests of our users ready for analysis.
First of all, let us deal with the grouping of queries on topics and determine the most generalized search phrases.
For example, consider a small semantic core, which includes such search queries:
| Request text | Number of requests per month |
| Laptop Repair | 22,000 |
| Laptop repair Kiev | 3,600 |
| Repair laptop Kharkov | 1,300 |
| Acer Laptop Repair | 480 |
| Apple Laptop Repair | 91 |
| Laptop keyboard repair | 390 |
Group concepts by their generalization and similarity of interests of the user:
The most common concept is Laptop Repair , this concept includes:
- group of concepts with specification of the region ( Repair of laptops Kiev, Repair of laptops Kharkov )
- Brand Refinement Group ( Acer Laptop Repair, Apple Laptop Repair ),
- a group with a list of typical faults and terms relating to individual components of a laptop ( Repair of a laptop keyboard ).
Now we define the importance of each group relative to the general audience.
To do this, sum up the number of requests for each phrase, getting the total audience coverage, and calculate the percentage component of each group of requests from the general audience.
Reach potential audience 27861 request, in them:
"Laptop repair" 79%
"Repair of laptops + region" 18%
"Repair of laptops + brand" 2%
"Faults" 1%
As a result, we received statistics on the information needs of our users. And we can create a scheme of the structure of our site.
To start
Based on the statistics, we assume the following scenario for the behavior of the average user.
The need for repairs - clarifying the region - clarifying the brand - clarifying the problem
(interest in the brand and in clarifying faults are very close in their importance, so we will consider them equally important when constructing the scheme)
Based on the above, the block diagram of the content will be ironed as follows:
As a result, we get a detailed task for designers, developers and copywriters, while taking into account as much as possible the information needs of our users. It is worth remembering that in order to design the structure of the content, we must have the most complete semantic core for the most accurate results.
And where is the attendance?
Let us go back a little to the concept of “potential audience coverage.” From the very concept we can easily conclude: The more potential audience is interested in our information - the more likely it is to stay on our site.
But this is a merit of a well-composed semantic core, where is our work?
Our job is to create a structure of information that meets the needs of this audience.
Speaking in a simple way , working according to the scheme given here, we create the maximum necessary number of user login pages to maximize audience coverage by providing quality pages for search engines. Thus, attracting more visitors from search engines.
Source: https://habr.com/ru/post/135059/
All Articles