SEO: How to do keyword research? Define TOP10
Keyword research is one of the main areas of SEO. Additional opportunities to promote an Internet resource, such as Social Media Marketing, paid links certainly play a role, but without effective keywords all efforts will not lead to the expected result.
Consider the option of conducting a study of effective keywords using the Keyword Effectiveness Index ( KEI) formula .
IND = (LP x 1000 / CH) where:
IND is the index of the effectiveness of the keyword (phrase);
LP is the number of monthly requests for this keyword (this phrase);
CH - the number of relevant sites by keyword (phrase) - look at the issue, for example, by request an international audit, this indicator will be ~ 1477 (see the line “sites no less”).
It is recommended to start optimizing the site for each keyword, starting with the word with a higher KEI .
Example:
Calculate the indexes of the effectiveness of keywords related to the topic "audit". It is assumed to promote the site of the audit company. For the selection of phrases we use the service http://wordstat.yandex.ru .
As calculations show good efficiency, the phrases “audit standards” (KEI = 3369 with the number of requests 6968 / month, 2068 sites compete), “international audit” (KEI = 3011 with the number of requests 4526 / month, 1503 sites compete).
The phrases “auditing company” (KEI = 2792 with the number of requests 5509 / month, only 1973 sites compete), and “auditing firm” (KEI = 2866 with the number of requests of 6322 / month, 2206 sites competing) .
It should be noted that the words “audit” and “auditor”, although they have a high KEI (47272 and 11162, respectively), should not be stopped. The first is found on 18,394,528 pages, the second is on 5,009,691 pages, so the competition in them is quite high.
However, it should be noted that KEI allows certain errors (http://www.seo-works.com). So, he assumes that the competition of sites in the thousandth position is as strong as the competition of sites in the top ten of search results. He also suggests that the popularity of requests 20,000 / month. twice the popularity equal to 10,000 / month.
It can be assumed that competition on 10,000 sites is only twice as large as competition on 1000 sites. The same hypothesis can be advanced regarding the popularity of phrases. Word / phrase with indicator 100000 / month has only two times the popularity of words / phrases with a query frequency of 10,000 / month.
In order to get an idea of ​​the real "weight" of a keyword, it is necessary to compare it with the average rates of requests and the number of sites.
A formula for calculating the keyword performance rating ( KER - Keyword Effectiveness Rating) is proposed .
KER (keyword) = LOG ( LP) / LOG ( LP cf ) x LOG ( CH cf ) / CH
LP is the number of monthly requests for this keyword (this phrase);
CH - the number of relevant sites by keyword (phrase);
LPsr - the average value of queries in the sample;
CH cf - the average number of relevant sites in the sample.
We will make calculations for our sample. At the same time, the words “audit” and “auditor” are excluded from the sample.
The calculations show that the calculation of KER has changed little, due to the small variation in the number of competing sites. However, if we take into account the number of pages containing the keyword, the situation changes dramatically.
The keywords with a sufficiently high level of “requestingness” are “getting out of the leaders”, but they are found on sites much less often, because of their specificity, it can even be difficult to use on sites. So, when compiling ordinary advertising texts, it is much easier to use common words, without descriptions of work methods and detailing the services of “selling audit sites”.
This explains the hit in the top ten effective key phrases “audit of fixed assets”, “audit of cash operations”, “audit of funds”, “audit of calculations”, “audit of operations”, which obviously should be paid attention to when planning an SEO website for an auditing company. And of course the absolute leaders of all ratings: “auditing standards”, “international audit”, “auditing firm”, “auditing company”, “internal audit” will qualitatively complement the effective choice of TOP10 key phrases.
Related Links:
Radonett, faito.ru
Consider the option of conducting a study of effective keywords using the Keyword Effectiveness Index ( KEI) formula .
IND = (LP x 1000 / CH) where:
IND is the index of the effectiveness of the keyword (phrase);
LP is the number of monthly requests for this keyword (this phrase);
CH - the number of relevant sites by keyword (phrase) - look at the issue, for example, by request an international audit, this indicator will be ~ 1477 (see the line “sites no less”).
It is recommended to start optimizing the site for each keyword, starting with the word with a higher KEI .
Example:
Calculate the indexes of the effectiveness of keywords related to the topic "audit". It is assumed to promote the site of the audit company. For the selection of phrases we use the service http://wordstat.yandex.ru .
As calculations show good efficiency, the phrases “audit standards” (KEI = 3369 with the number of requests 6968 / month, 2068 sites compete), “international audit” (KEI = 3011 with the number of requests 4526 / month, 1503 sites compete).
The phrases “auditing company” (KEI = 2792 with the number of requests 5509 / month, only 1973 sites compete), and “auditing firm” (KEI = 2866 with the number of requests of 6322 / month, 2206 sites competing) .
It should be noted that the words “audit” and “auditor”, although they have a high KEI (47272 and 11162, respectively), should not be stopped. The first is found on 18,394,528 pages, the second is on 5,009,691 pages, so the competition in them is quite high.
However, it should be noted that KEI allows certain errors (http://www.seo-works.com). So, he assumes that the competition of sites in the thousandth position is as strong as the competition of sites in the top ten of search results. He also suggests that the popularity of requests 20,000 / month. twice the popularity equal to 10,000 / month.
It can be assumed that competition on 10,000 sites is only twice as large as competition on 1000 sites. The same hypothesis can be advanced regarding the popularity of phrases. Word / phrase with indicator 100000 / month has only two times the popularity of words / phrases with a query frequency of 10,000 / month.
In order to get an idea of ​​the real "weight" of a keyword, it is necessary to compare it with the average rates of requests and the number of sites.
A formula for calculating the keyword performance rating ( KER - Keyword Effectiveness Rating) is proposed .
KER (keyword) = LOG ( LP) / LOG ( LP cf ) x LOG ( CH cf ) / CH
LP is the number of monthly requests for this keyword (this phrase);
CH - the number of relevant sites by keyword (phrase);
LPsr - the average value of queries in the sample;
CH cf - the average number of relevant sites in the sample.
We will make calculations for our sample. At the same time, the words “audit” and “auditor” are excluded from the sample.
The calculations show that the calculation of KER has changed little, due to the small variation in the number of competing sites. However, if we take into account the number of pages containing the keyword, the situation changes dramatically.
| 1. Keyword | 2. LP (Link Popularity) | 3. Number of competing pages | 4. KER |
| audit consulting | 685 | 2013379 | 75.7 |
| accounting audit | 1173 | 3120031 | 79.6 |
| initiative audit | 217 | 64964 | 81.7 |
| bank audit | 830 | 1003398 | 81.9 |
| tax audit | 842 | 617530 | 85.1 |
| accounting audit | 2076 | 3454177 | 85.4 |
| reporting audit | 873 | 467705 | 87.3 |
| audit | 808 | 288949 | 89.7 |
| company audit | 1626 | 753761 | 92.0 |
| audit results | 1017 | 262376 | 93.4 |
| accounting audit | 3709 | 2662857 | 93.5 |
| conducting an audit | 2162 | 886610 | 94.4 |
| audit of organizations | 1746 | 572827 | 94.8 |
| external audit | 739 | 116570 | 95.3 |
| personnel audit | 1175 | 216174 | 96.9 |
| auditing services | 3609 | 1510054 | 96.9 |
| financial audit | 2858 | 859190 | 98.1 |
| mandatory audit | 1510 | 234927 | 99.7 |
| audit methodology | 906 | 95453 | 100.0 |
| audit program | 1773 | 193950 | 103.5 |
| Auditing Company | 5509 | 1054200 | 104.6 |
| audit of financial results | 799 | 43429 | 105.4 |
| international audit | 4526 | 672205 | 105.6 |
| audit report | 3256 | 396135 | 105.7 |
| auditing | 5682 | 815207 | 107.0 |
| audit firm | 6322 | 908230 | 107.4 |
| internal audit | 4229 | 470401 | 107.6 |
| audit of operations | 2549 | 203226 | 108.1 |
| audit of payments | 1766 | 105608 | 108.8 |
| audit of funds | 2954 | 175686 | 111.4 |
| audit activity | 7041 | 630454 | 111.7 |
| international audit standard | 3918 | 205895 | 113.9 |
| audit of cash transactions | 838 | 19133 | 115.0 |
| audit standards | 6968 | 420654 | 115.1 |
| audit of fixed assets | 1812 | 44799 | 118.0 |
The keywords with a sufficiently high level of “requestingness” are “getting out of the leaders”, but they are found on sites much less often, because of their specificity, it can even be difficult to use on sites. So, when compiling ordinary advertising texts, it is much easier to use common words, without descriptions of work methods and detailing the services of “selling audit sites”.
This explains the hit in the top ten effective key phrases “audit of fixed assets”, “audit of cash operations”, “audit of funds”, “audit of calculations”, “audit of operations”, which obviously should be paid attention to when planning an SEO website for an auditing company. And of course the absolute leaders of all ratings: “auditing standards”, “international audit”, “auditing firm”, “auditing company”, “internal audit” will qualitatively complement the effective choice of TOP10 key phrases.
Related Links:
- SEO Works - Directory & Articles - http://www.seo-works.com
- Keyword research: 5 tips for compiling the semantic core of the site - http://www.i-mark.ru/articles/optimisation/2007/08/03/optimisation_172.html
Radonett, faito.ru
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Source: https://habr.com/ru/post/16163/
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