What is request frequency and how can I find it out? Let's find out data about requests in Yandex and Google. How to find out the frequency of search queries in Yandex? Instructions for SEO

Instructions

Perhaps the most visited service in Russia is wordstat from Yandex. To select, just follow the following link http://wordstat.yandex.ru/?cmd=words and enter the query you are interested in in the “Key words and phrases” field. After clicking on the “Select” button, a table will appear in front of you, the left side of which will display the most popular queries, and the right side will show related queries.

Do not forget that the display of query statistics is different for regions, so if you are interested in regional information, use the “By” tab. There you should specify your choice - region or city.

Rambler (Rambler) is no less famous than Yandex, but clearly inferior in terms of, and more recently, completely using the search technologies of the above-mentioned company. To go to the service for checking request statistics, click on the link http://adstat.rambler.ru/wrds/. In the empty rectangular window, enter the words or phrases of interest, and then click the “Calculate” button.

This service is clearly inferior to Yandex, but there is also a regional issue: check the box next to the “Geography of requests” item or click the “Geography statistics” link and click the corresponding button.

Google has two products that allow you to create an objective assessment of entered queries: using a service for selecting keywords, you can select the most relevant query, and the Google comparative search statistics service gives an idea of the query being promoted.

The keyword selection service (AdWords) is Wordstat from Yandex, you can find it at the following link https://adwords.google.com/select/KeywordToolExternal. Search query statistics can be viewed on this page http://www.google.ru/insights/search/.

Video on the topic

Before you start creating a website, you need to know exactly who will be looking for it and why. And all the more necessary information about statistics requests, if it is planned to be promoted.

You will need

computer, internet

Instructions

Specify the list of parameters that interest you in your requests. In addition to the words typed, the period of data analysis - a week, a month - can also be important. Understand what kind of audience you need. For example, in Russia the most used search engine is Yandex. And to work with domestic Internet users, focus on its indicators. If the real location of the site visitor is not so important, then it is necessary to conduct an analysis using Google and Rambler.

Go to http://wordstat.yandex.ru/ and enter the desired word. Specify the region, if it matters (in our case, most likely, you need to select “Russia”. Enter a word or phrase that denotes your product or service. Click the “select” button. You will receive two columns: the left one with data on your request, the right one - with data about what else these people were interested in.

Go to the “regions” tab to find out how popular this request is in different parts of Russia and the world. There are also two columns here: absolute number requests and regional popularity as a percentage. This data can be visualized on a map. To do this, go to the appropriate tab. If seasonal variations are important to you, open by month and week.

Purpose: Yandex Wordstat is one of the key tools for determining current demand in a specific topic, and accordingly forming an up-to-date semantic core. It is actively used by SEO optimizers, copywriters and webmasters.

Searching for keywords using Yandex Wordstat is today one of the fastest and most convenient ways to select keys for the semantic core. From experience, choosing keywords in this Yandex online service means collecting from 30 to 40% of the entire semantic core. Additionally, you can search for keywords in Yandex by selecting search suggestions, but this is a topic for another article. The service is absolutely free.

In addition to selection, you can perform a convenient analysis of search queries in Yandex Wordstat, how many queries are targeted and in demand - the service has a lot of functionality for this. Keyword analysis in Yandex Wordstat comes down to:

Analysis of word frequency (query popularity) for 3 match options: broad, phrase, exact.
Popularity of queries in different regions
Determining the seasonality of a search phrase using the Query History tool.

Case 1. To automate work with the service, there are a number of tools: KeyCollector(paid), SlovoYOB(free version of KeyCollector), keyword parser "Magadan"(paid and free edition), extension for Mozilla Firefox and Google Chrome for Yandex Wordstat Helper, AllSubmitter(module “keyword selection”), YWSCheck.

Below we will take a closer look at keyword statistics from Yandex Wordstat ( wordstat.yandex.ru), as the main tool for selecting statistics of Yandex queries and the words themselves. However, you can select the necessary popular queries using another service from Yandex - Direct ( direct.yandex.ru). It was created for advertising campaigns and allows you to fine-tune the display of advertising blocks that will be displayed for certain search phrases.

Although both services use the same information base and have some similar functions, their purposes are completely different.

Case 2.
- Information in the service is updated once a month.
- The maximum number of pages with results is 40.
- The minimum frequency is 1.

1. View query statistics using Yandex Wordstat

In order to take advantage tool for selecting popular keywords and see statistics of Yandex search queries, you must be a registered user and pass authorization. If there are no problems with this, then by going to the page https://wordstat.yandex.ru/ you can immediately start working.

Enter the query you are interested in in the search bar. For example, if you are planning to create an informational website about landscaping, enter "landscape design."

After a couple of seconds, in the left column you will see statistics for the entered key phrase. The first line will display the phrase and the number of impressions per month.

Attention! Frequency in Yandex Wordstat and Direct is not how many times a given query was entered in the Yandex search bar, but how many times a Yandex Direct ad appeared for a given search query - this should be remembered!

All phrases below are diluted word forms of the entered key. You should not add up the number of impressions for them, since they are all included in the total number indicated in the first line. By clicking on one of them, for example, on “landscape design of a site,” you can find out statistics specifically for this area, with all sorts of additional words.

Case 3. To get around the Yandex limitation on the number of query options, you can search for them in various forms, for example: cleaning, cleaning, cleaning, cleaning, etc. As a result, you will receive more search query options than if you only asked: cleaning

The right line will display similar queries and Yandex query statistics for them. This is very useful when compiling and expanding the semantic core if, for example, the main search phrase does not have a wide scope.

Case 4. Remember that frequency indicators are very often inflated and do not always correspond to real demand. Reasons:
- website owners and SEO companies monitor the visibility of their sites daily
- work of various services for checking positions, boosting behavioral factors, grouping search queries

2. Region setting

If you are creating a website focused on a specific region (for example, the website of a water delivery company in Moscow, or any city portal), then the statistics of search phrases must be configured by region. By default, Yandex Wordstat is tied to your location. However, in any case, you must specify the correct region for processing statistics. This can be done by clicking on the corresponding button under the search bar. Here, you can set the checkbox to “by region” and see the frequency of use of the words you are interested in on the world map.

Case 5. For large regions: Moscow, Moscow Region, St. Petersburg, you can set the Russia region, and after collecting, delete all regions except the one you need (on the Internet you can find a lot of lists of regions of Russia, Belarus, Ukraine). This way you can get a wider list of key phrases.

In the report “by region” you can understand in which regions this request is more popular. And when you click on the button “ map» you can visually see on the world map the frequency of use of the phrase.

Case 6. When hovering over a country, the percentage can be more than 100. “Regional popularity” is the share that a region occupies in impressions for a given word, divided by the share of all impressions of search results that fell on this region. The popularity of a word/phrase equal to 100% means that this word is not distinguished by anything in this region. If the popularity is more than 100%, this means that there is increased interest in this word in this region; if it is less than 100%, it means decreased interest.

This data can be used to create contextual advertising and decide whether to create separate advertising campaigns for certain regions.

3. Seasonality

The Query History tool allows you to:

See detailed statistics by month, week.
Assess the seasonality of a particular topic.
Determine whether the phrase is a “dummy” (the number of impressions is increased by webmasters in a short period).

By entering a search phrase and clicking on “Query History”, you can see impression statistics for the year. For example, having entered our query “landscape design” into the Yandex Wordstat search, we will see that this topic is at the peak of popularity only in the spring and summer months. And by the new year, the frequency barely exceeds 100,000 impressions per month.

Case 7. Seasonality allows you to find “inflated”/dummy queries, for example, if for a whole year the frequency of a phrase is 0, and in the last 1-2 months the frequency has become 3000. An exception to the rule may be obvious seasonal queries, for example: buy a large artificial Christmas tree, buy New Year's toys, naturally, in the summer the frequency of such requests will be zero. An exception may be important news and events, for example: the victory of an unknown athlete at the Olympics.
When analyzing jumps in a graph, it is advisable to analyze several requests from a group in order to understand the general trends in the growth and fall of the graph.

Yandex Wordstat will be useful for novice webmasters who are creating their first website. With its help, they can select key phrases with stable popularity. This will allow them not to depend on the time of year and have a more stable income.

Case 8. Wordstat operators don't work here! Please note that this report does not support any query language operators. Seasonality of the request Yandex does not provide information using the operators “quote marks”, “exclamation mark” and all others. In this report, Yandex provides information on the broadest match type.

4. Operators in Yandex Wordstat for selecting keywords

The search form in Wordstat supports 5 operators, using which you can: “Refine queries”, “Exclude unnecessary words”, “Combine data for several queries”:

Operator "-". If you put it in front of a certain word, then all queries that contain this word will disappear from the selection. Example: Buy a used bmx bike in Moscow
Operator "(|)". It is used to add synonyms to the selection. For example, the construction “Air tickets to (Istanbul|Antalya)” is equivalent to two queries: “Air tickets to Istanbul” and “Air tickets to Antalya”.
Operator "!" - exact match. This is necessary so that the words you enter are taken into account by the service in the exact form, without changing endings or declensions.
The quote operator "" is a phrase match. By putting the desired phrase in quotation marks, you can remove from the selection all diluted queries containing additional words and leave only its exact form and word forms.
Operator "+". Conjunctions and prepositions will only be taken into account if they are preceded by this operator. Otherwise, they will be ignored by Yandex.

Example. Difference in frequency of different matches for “all regions”:

Broad match - apartment cleaning - 15,912 impressions per month
Phrase match - “apartment cleaning” - 1,963 impressions per month
Exact match - “!cleaning!apartments” - 1,057 impressions per month

Case 9. When selecting search queries for a site, it is necessary to additionally check the frequency by exact match, since the phrases “nulls” are very common, but by broad match they can have very impressive values.

5. Consider the order of words in the query

If there are 2 queries in the kernel that contain the same words, only in a different order, then now everyone can find out which of the two options users ask more often, for example:

It was before the appearance of the operator: “!buy!a Christmas tree” - “469 impressions per month” or “buy a Christmas tree” - “469 impressions per month”

It became when using the operator: “buy a Christmas tree” - “442 impressions per month” or “buy a Christmas tree” - “27 impressions per month”

Conclusion: the query “buy a Christmas tree” is more frequently asked than “buy a Christmas tree.”
The “true” frequency is 442 impressions per month for the most popular option - “buy a Christmas tree”.
*check was performed on September 26, 2016.
* previously, to determine the correct spelling, you had to resort to the services of the Keyword Planner tool - adwords.google.com

Operator ""(square brackets). Allows you to record the order of words in a search query. In this case, all word forms and stop words are taken into account.
For example, for the phrase “tickets [from Moscow to Paris]” the ad will be shown for the queries “airplane tickets from Moscow to Paris”, “tickets from Moscow to Paris”, but will not appear for the queries “tickets from Paris to Moscow”, “ tickets Moscow to Paris" or "how to fly from Moscow to Paris."

Often the task arises of collecting all queries of 2, 3 or 4 words with the inclusion of the main marker queries. Here are two examples of how to do this:

Example 1: if you need to collect all 3-word queries in a topic with the words cleaning, you need to create the following line - “cleaning cleaning cleaning”.

A more compact alternative line:

(cleaning ~3) - parses all 3-word queries with the word cleaning
(cleaning ~4) - parses all 4-word queries with the word cleaning

Example 2: If the main query is two-word and you need to parse all 4-word queries with it, then you need to generate the following line - “cleaning cleaning cleaning apartments”.

A more compact alternative line:(cleaning ~4) apartments

7. Features of Yandex Wordstat

The disadvantage of direct parsing Yandex Wordstat is the technical limitations that the service itself imposes:

When checking frequencies, it is necessary to create separate queries for each phrase being checked. Due to this, the time for collecting information increases.
If there are a large number of requests, additional proxy servers may be needed, because the service may impose sanctions in the form of an eternal captcha or a ban (you can also try changing the IP address by resetting the Internet connection if the IP address is issued dynamically by the provider).

8. Browser plugins for ease of working with Yandex Wordstat

Yandex Wordstat Helper - An extension for Mozilla Firefox and Google Chrome that allows you to significantly speed up the collection of words using the wordstat.yandex.ru service.
Yandex Wordstat Assistant - An extension for Google Chrome, Yandex.Browser and Opera browsers, which allows you to significantly speed up the manual collection of words using the Yandex word selection service (wordstat).

9. Selection of search phrases using Yandex Direct

Yandex Direct is a contextual advertising service, and the lion's share of its users are sellers of goods and services and advertisers. Despite the fact that it is “tailored” to conducting advertising campaigns, this service also allows you to see Yandex statistics on popular keywords or products that users want to buy. But, since this is an exclusively commercial tool, here you can also calculate your profit from promotion for specific requests.

Selection of keywords for Yandex Direct can be done using the following instructions:

Go to the page https://direct.yandex.ru/.
Click on the button " Place an advertisement" and click "start using the service".
Fill in the information on the advertising campaign and proceed to the next stage of its setup (the “next” button at the bottom of the page).
Proceed to fill out the “new keywords” field.

By clicking on the “Select words” button and entering a search phrase, you will see the same statistics as in the word selection service. Here you can add specific Yandex Direct key phrases so that your ad is shown using them. Tips are also available to fine-tune your advertising campaign.

Case 10. Very fast collection of search queries is implemented in the KeyCollector program; in a few minutes, if you have a sufficient number of accounts, you can collect thousands of phrases.

10. Additional service for budget forecasting in Direct

As we have seen, the Wordstat and Yandex services were created to solve completely different problems. If Wordstat is used by webmasters and SEOs who are trying to make money on advertising, then Direct is also used by advertisers to build their campaigns.

However, the Yandex Direct functionality includes a very popular tool for both webmasters and advertisers - “ budget forecast". The former can realistically assess the potential profit from the site if it is included in the Yandex Advertising Network, while the latter can estimate their advertising costs.

Case 11. In its interface, in the “Hints” window, only frequency queries “not dummies” are displayed, with the help of which you can collect all the significant initial phrases in the topic, which can be further expanded.

By adding a group of keywords, you can see not only their frequency (“Impression Forecast”), but also the cost of clicking on an ad, as well as the CTR (click-through rate).

11. Features of Yandex Direct

You can use both batch collection of phrases from the left and right columns, and clarification of all types of frequencies for phrases available in the table. This mode reduces calls to the service and significantly increases the collection speed.
When picking up phrases from the left or right column through Yandex Direct, the service may return fewer phrases than it produces primarily from Yandex.Wordstat
When collecting frequencies in KeyCollector through the Yandex.Direct interface, a huge speed of data collection is achieved (up to 1000 phrases per minute for 1 stream).

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If Yandex's Wordstat worked not only with its own keyword database, then it would have no price. You could do everything in one window and enjoy life. But these are all dreams, so today we’ll figure out how to view statistics in Google. Moreover, we will work immediately with Keyword Planner, and with Trends, and even a little with Analytics. In general, let's go through everything that might be useful at once.

Why do you need Google search query statistics?

For three things:

Website optimization.
Launching a campaign in Google AdWords.
Forecasts and analytics.

To achieve these goals, we will need three tools: Google Keyword Planner, Trends and Analytics. In the first, we collect the semantic core for the site and advertising campaign, in the second, we track the dynamics of popularity, and in the third, we evaluate the effectiveness of everything else.

Example: we have an online store for bicycle products. First, we collect queries by topic in order to optimize the site - for this you need a Keyword Planner. Then, we use Trends and look at which months there is a peak in demand - this is necessary to launch an advertising campaign in AdWords. And finally, we track the effectiveness of SEO and context in Google Analytics: we look at how much traffic came from search and context and count the conversion.

Let's look at each service separately.

How to View Search Query Statistics in Google Keyword Planner

It’s easy to get started - go to AdWords and select “ ” in the “Tools” menu. In the menu that opens, you need to select what we will collect: the number of requests or their dynamics over a certain period of time. Right now we just want to see how many people want to buy a bike.

We are interested in all of Russia, so we’ll add “used” as a negative keyword. Click “Get results” and see this page:

In Russia, this request is searched a lot - from 10 to 100 thousand times a month. Its competition is also high, but there is one caveat: it is not “search” competition that is shown, but “advertising” competition: for this request, many contextual ads are shown, competition in organic search results can sometimes be lower.

Just below, Google displays statistics on similar search queries. For example, people search for “bicycle shop” not so often (1-10 thousand impressions per month), but at the same time it has low competition - the recommended bid is only 14.1 rubles. This keyword can be used both to optimize the store's home page and to display contextual ads.

Additionally, you can set parameters for selecting keywords: level of competition, negative keywords, recommended bid, topic or percentage of impressions received. This will help make a more accurate selection of the target audience, filter out unnecessary requests or impressions/clicks at an unreasonably high price. For example, we know that residents of the Krasnodar region willingly buy from us and we want to launch contextual advertising in this region. To do this, we set the desired region and filter out unnecessary queries using negative keywords - we are not interested in those who are looking for used bicycles. Next, we look at the recommended bid and select queries that will recoup the costs of the campaign.

By default, all queries are displayed in phrase matching. This means that the number of queries in Google Keyword Planner is shown for all query forms similar to the given one. Impressions for queries diluted with additional words or slightly changed word forms are taken into account. For example, instead of the request “buy a bicycle,” “buy bicycles” or “buy a bicycle inexpensively” are taken into account.

How statistics and search query history in Google Trends can help

Using this service you can:

Monitor seasonal increases in demand.
Analyze any niche or popularity of a product.
Assess in which region people most often search for what you sell.

In the bike store example, the first function is most interesting - with its help you can find out when it’s time to launch the context, discounts, promotions and everything else. Example:

The graph tells us that we need to prepare the sleigh in winter - the rise in demand begins as early as February. Plus, below there is a map of Russia, which indicates the popularity of the request in each region. She says that the most hardcore cycling fans live in the Kostroma region - where the popularity of the request is 100%. Speaking of the latter, it is shown as a percentage of the maximum number of requests. If the greatest demand for bicycles was in May (conditionally 1000 requests), then this value is taken as 100%. And this is the main disadvantage of the service - you will have to calculate the specific number yourself. Well, it’s also impossible to check several requests at once, so Trends is only suitable for point analysis, or to form a general idea of demand surges.

Now imagine that our store is going to sell skateboards. Let's see how exposed they are and where most skaters live. We checked Keyword Planner in advance - everything is OK with it. We enter the request “buy a skateboard” into Google Trends and look. The picture is similar to the previous one - the demand for boards begins to grow in February, reaches a peak in June and gradually decreases until October. At the same time, most skaters live in Moscow and St. Petersburg (logical). However, the curve does not fluctuate as much as in the case of bicycles - increases in demand are gradual, and the overall level never falls below 20% of the peak. If such indicators are sufficient, then we can safely launch skateboards and spare parts for them.

In a commercial sense, Trends are especially useful if you are introducing a new product to the market, say, a new model of equipment that has not yet gained much popularity. In this case, no one really knows about it one hundred percent and therefore does not search for it. But with the help of the tool, you can track whether the popularity of this product is growing over time. If there are positive dynamics, then it makes sense to invest in it, because over time more people will want to buy it.

Keyword Planner has similar features. If you start an advertising campaign, an icon with a graph appears to the left of the number of requests. There you can also see the frequency dynamics of queries, but it’s easier to work with Trends.

Search query statistics in Google Analytics

Everything is simple here - you can track which keywords people use to visit your site most often. This will help if you are assessing the effectiveness of SEO or expanding the existing semantic core - a key phrase may be discovered that you did not initially take into account.

How to view statistics on the number of key queries in Google through third-party services

The choice is not limited to Google’s own tools; you can use any of dozens of third-party services to select keywords - they are good because they show a specific number of queries, instead of a range, as the native search engine tools do. Almost all of them are quite successful in collecting statistics, but the problem is that almost all such tools are paid. Let's take KeyCollector as an example - it works with a bunch of keyword databases, collects data from both Google and Yandex and can do a lot of other useful things, but it costs at least 1,200 rubles apiece (if you buy 10 licenses at once). There is no point in buying a program if you do not collect three semantic cores per day.

Results

We figured out how to view statistics on the number of key queries in Google. The easiest option is to use the search engine's own tool, Google Keyword Planner. It helps you find out how often people search for queries on your topic, collect similar keywords, assess the competitiveness of queries, and immediately create a semantic core for an advertising campaign in AdWords. You can also get useful statistics on key queries in Google Trends. The tool helps track seasonality of demand and plan advertising campaigns. If you know that bicycles are bought from February to March, then you need to advertise your store during this “hot” period.

Hello, dear readers of the blog site! Next up is another tool for selecting the semantic core of a site, and it is of very high quality and not inferior to software analogues. It is offered to us by an online service Topvisor.ru, which is at the moment, perhaps, the most progressive in the vastness of the RuNet.

The last publication was devoted to the full, but today in Let's look at the collection of the semantic core in detail and evaluate the capabilities of this service in this regard. You will see how convenient and easy it is to work in the interface, where everything is thought out to the smallest detail.

After all, time has always been and remains worth its weight in gold, and even more so in our era. Therefore, for relatively little money you get a very high-quality result. Especially when you consider that Topvisor has the ability to not only collect, but also by determining the cost per click and the frequency of requests, but also immediately group keywords for promoting sections or even individual articles of your site.

Search for keywords in Yandex, Google and other PS

And now let’s move on to practice, namely to the compilation of SL. I must say that Topvisor provides absolutely, I emphasize, absolutely, all the tools for this and helps you select keywords for the site automatically online. First, select the project we need from the top menu and go to "Kernel" tab, where there is a gray rectangle with a large “+” in the center:

After clicking on this plus, a new group (block) is formed, to which you can assign the desired name and to which you can add keywords in various ways. But we will talk about this opportunity a little later, so to speak, in the process.

Let me remind you right away that you can import the necessary queries for the semantic core that you will compose for an existing or future web project. To do this, just click on the appropriate button:

A separate window will pop up in which you can enter the necessary keywords in two ways: simply enter them one by one in a line manually (or copy them to the clipboard and paste) or download a file in CSV or TXT format:

First, as an example, let’s enter the keyword (several at once) into the form, which can be activated by clicking on the keyword search button:

So, let’s ask Topvisor to select Yandex Direct keywords that are related to a given phrase, checking the “Searched for this” checkbox. Here it is necessary to make a retreat and remind you how the necessary phrases are created, which will then be used as keywords for promoting a separate article or the site as a whole.

The fact is that on the left side of Wordstat there will be phrases that are derived from the phrase or word you entered. If the key is popular enough, a right column may appear in which the so-called associative queries entered by users during the same search session will be presented:

During the parsing of keywords, Yandex automatically creates several groups for each entered keyword, where the well-known games “Tetris” or “Snake” will be simulated. The process will take only a few minutes and upon completion the result will become visible:

Here are lists of basic and accompanying (searched for) words. For some, the frequency in Yandex (right column) and the cost of an ad click in Direct (left column) are already shown. In general, to obtain this data in full, you need to activate a separate operation, which we will do below. However, Topvisor kindly provides immediately some of the information that has already been paid for by other users of this service.

In exactly the same way the system finds Google keywords from Adwords statistics (let me remind you that it exists), Webmaster Mail, Webmaster Bing. However, for Bing you also need to specify the period for which you want to receive data (by default this is the last month):

Well, let’s complete the collection of CS from search tips:

Now a reasonable question arises: what are these very search tips? The fact is that when the user begins to enter a phrase into the search field, the system offers several options below the search bar that were most often used by other users. Let's look at all this using Yandex as an example. Let's open the search page and enter the query from our example:

All phrases that appear below are first level clues. If you take one of the phrases from this list, then when you enter it, the list of second level hints:

And so on. There can be a lot of such levels. Naturally, not all keys have such “tails”; a lot depends on the popularity of the entered phrase. Topvisor offers three levels of search suggestions, which may well enrich the composition of the semantic core. But let's continue. After parsing all possible sources, separate groups of keywords will be formed.

The best thing is that the system automatically eliminates repeated words and phrases received from different places, so any confusion is eliminated. To supplement the list of keywords for the semantic core, Topvisor offers another opportunity for those who already have a website with pages optimized for certain keywords for which there are user transitions.

Click on the button with the image of a magnet, which initiates collection of statistics from Y.Metrica and Google Analytics(how to integrate data from these services is written in an article with an overview of all Topvisor functionality, which you can follow the link at the very beginning of the publication):

After the process is completed, a new list of keys will be generated that will correspond to existing articles with real visits and to which it will be possible to add phrases that have not yet been taken into account, which will be found using Topvisor.

Mass checking the frequency of requests online and determining the cost of a click in Direct and Adwords

So, we got a whole bunch of different phrases for the core from various sources using the online keyword selection function. Now is the time to systematize all this wealth, removing unpromising phrases, including dummies, through which it will be unprofitable and costly to promote pages. To this end, it is first necessary check the frequency of requests in Yandex(well, a lot of Google, this may also be useful). Click on the corresponding button in the “Kernel” tab and select the source:

Here, to obtain the information we need, we need to indicate the type of match: “phrase” or “exact”, and also skip the already verified frequency by checking the corresponding option. Thus, we do not pay extra money for previously obtained results. We start the process, the progress of which is indicated by stripes running along the surface of the button:

At the end of this action, Topvisor will ask you to refresh the page, after which you can see the resulting image:

If you find that you are still not getting results for all keywords displays the frequency of Yandex Direct requests, then you need to select the “Phrase” option in the top panel using the switch, since here the default is usually “Basic”.

My nature as a perfectionist does not allow me to leave possible blind spots, so I will have to touch on the nuances of frequency and cost per click in more detail. Moreover, this information will directly contribute to the understanding of which PPs should be taken into account and which ones should be discarded.

In principle, Ya.Direct’s PZ statistics are suitable both for advertisers, for whom they were created, and for webmasters, so we can use them in our research. In previous articles, I have already touched upon operators for selecting words, which help to obtain the correct frequency and exclude dummies.

If it is very important for advertisers to use all operators depending on the type of keys, then for webmasters, especially those who have a standard information resource like mine, two are enough, namely quotation marks (“"”), which enclose a word or phrase, and an exclamation mark ( “!”), placed before each word in the phrase.

Still, it’s probably impossible to avoid examples so that everything is completely OK. So, if you enter a key phrase in Wordstat, you can get frequencies with different variations.

1. Regular - in this case you get a set of phrases that include this phrase. But the actual frequency may be much lower, so this option is purely informative:

2. Phrasal - here the key is placed in quotation marks and the resulting data will contain this phrase in all forms (various numbers, cases, etc.):

This is the type I usually use when promoting articles, since I mainly optimize the material for several keywords at once and it is very difficult to use them all in a strict variation.

3. Accurate - here you need to add an exclamation mark before each word. As a result, the frequency with direct occurrence will be revealed:

The last two types are used when compiling the core. It’s difficult to give recommendations on which one is more effective; a lot depends on the focus and theme of the site. Although, if you have informative pages with short texts, promoted under one or two keywords, then it’s probably better to choose the exact frequency.

Now let's try to find out the cost of a click in Yandex Direct. There are three types of contextual advertising prices depending on the location of the ads: “special placement”, “1st place” and “guarantee”. Let's try to analyze what they all mean. Of course, this information is directly intended primarily for advertisers.

The fact is that when creating a campaign in Direct, prices are set for placing advertisements, including on the Yandex search page. Probably, this screenshot clearly demonstrates the location of the advertisement:

That is, special placement implies an advertisement at the top of the page, and at the very top there will be an ad corresponding to the 1st place. Naturally, the advertiser must pay a tidy sum for placement in such advantageous positions, and the cost per click will be quite high.

Now imagine that you are promoting an article for a specific request, where the cost per click is quite high. Even if this material gets to the top of the search results, it is not a fact that this page will receive a sufficient number of visitors, since for the same keyword there is a whole block of advertisements that are located above the list of search results.

Moreover, in the recent past, Yandex removed page numbering, thereby making it visually more difficult for the user to perceive the differences between the actual search content and advertising. Well, the last type of cost per click is “guarantee”. In this case, the ad units are located at the very bottom of the page after the search results, so in this case the price will be much lower.

Based on the above, I summarize that to analyze the PP, it is best to use statistics on the type of special placement. And after collecting all the data, you should weed out those keywords for which the cost of a click is too high, since promotion on them will be ineffective. We'll deal with this a little later. However, the following must be taken into account.

After all, many self-respecting webmasters probably participate in and post on their resource, which is one of the sites that sometimes generates considerable income. But the context on the page is naturally tied to its content. This means, on those keys from the semantic core for which the publication is tailored.

That's why using queries with a low cost per click in this sense is also unprofitable. We need a golden mean. Try to choose those keywords that, on the one hand, can bring your page to the TOP, and on the other hand, will bring you income from YAN. But this, so to speak, is my truth, because there may be other options, right?

Parsing is done in the same way for Google, although here the results of keyword frequency and cost of clicks are offered in a single option:

The last source from which you can parse data is Webmaster Mail. Although, in this case you will receive information only on the frequency of requests. I think up to this point everything is clear to you, at least I tried to convey all the necessary information in an accessible form.

Filtering function in the Topvisor interface

So, with the help of the system, we created several lists of phrases we needed for the kernel. Now it is necessary to weed out “dummies”, that is, keys with a very low frequency (for example, less than 10), since moving through them will only waste time. They will not provide any noticeable traffic, and will take away valuable time. Click the filtering button and select its type from the drop-down menu:

As a result, with such settings, requests with a set minimum frequency will fall into a separate list proposed by Topvisor. Perhaps some of these keys may be useful later (for example, the frequency will increase, which sometimes happens). Then, in the same way, you can weed out empty blocks that do not have a single keyword:

In the same way, using a filter, you can sort keywords by position and completely clear the core if you suddenly need it.

Clustering queries of the semantic core of the site

Now we have come to the decisive stage, which is, perhaps, the main one in compiling the core of a website. It is this Topvisor function that allows you to group keywords in such a way as to provide the most effective structure for your project for further promotion.

Core clustering makes it possible to distribute all requests so that they create ready-made lists not only for each section of your website, but also for any page. If you plan to write an article on a specific topic, then list of keywords it will be almost ready for her. Congenial, isn't it?

But what is the system based on and what considerations is it guided by? And this happens as follows. The service examines the contents of the TOP 10 of the corresponding search engine and finds matches of groups of PPs of all sites that are in the top positions.

If there are several such matches, then the keywords are combined into blocks, the names of which are determined by the highest frequency query. Those phrases for which no matches are found are included in a separate list of “Queries without connections.”

This is all pretty logical. After all, if website pages with such a set of keys are in the TOP 10, it means that search engines view this favorably, and it makes sense to follow their example. In general, grouping is an operation that completes the semantic core. This is how the clustering process is activated:

Please note that you can select the degree of grouping. This value is determined by the number of documents with the same set of queries that will be used for clustering. The likelihood that there will be matches on, say, two pages in the first places is much higher than on eight or nine.

Thus, the lower the degree, the more voluminous the blocks will be in content and their number will be smaller. However, matching one or two queries is also not enough, so by default Topvisor offers a grouping degree of 3.

You are free to choose any degree for yourself, just be sure to take into account the above considerations. Personally, I leave the default settings as I find them most effective for a standard information resource. But, as they say, options are possible.

It should be noted that the kernel clustering process does not last long; for a thousand keys, for example, it does not take more than 5 minutes. After finishing the distribution of phrases by default received groups will be disabled(red circle to the left of the block name), that is, positions will not be captured for them:

If you click on the red circle with the left mouse button, you can enable the necessary groups to determine positions. In this case, it will change color to green. The reverse operation is also possible. You can enable/disable all blocks using the switch in the upper right corner:

Technical capabilities of the Topvisor interface

So, all the steps to compile the semantic core are described and analyzed. Now let's see what opportunities the service provides us with for the most convenient work. Naturally, after receiving a full-fledged core, you will form quite a lot of groups. To manage them comfortably, you can select the ones you need at this moment and mark them with a checkmark by clicking on the button with the image of an eye:

As a result, only those that you select will appear on the screen; the rest will simply be hidden from view. It is also possible to edit the composition of groups in a variety of ways and move the blocks themselves and individual keywords in the interface.

You add as many new groups as you like, each time clicking on the big plus in the center of the gray rectangle. Here you can define the names of the blocks (by editing or completely changing them):

Let's move on. Any created list can be completely deleted by clicking on the traditional icon with the image of a trash can, distribute all phrases alphabetically, ascending or descending by frequency or cost per click(two arrows pointing in opposite directions):

In addition, if you enter a key phrase in the bottom column, which is present in each block, and click on the plus sign, then this phrase will be immediately added to the group. If it contains a sufficiently large number of key phrases (more than a hundred), then it will be divided into several pages. The page number can be selected from the drop-down menu in the upper right corner of the block.

Let's look again at the top menu. The trash can icon makes it possible to see which last search queries were deleted (20 in total) and, if necessary, restore one of them by left-clicking on it:

In addition to the above, this service offers, in addition to displaying groups in blocks, also tabular mode, which, by the way, will become permanent if the number of keywords exceeds 5000 (in this case, displaying blocks will become impossible). Switching between the two methods is done using the first two buttons on the top panel:

In this form, you can perform almost the same actions with tables: delete individual words or phrases, blocks, change group names, add new ones. I would like to emphasize that the table mode is more convenient in terms of the availability of all the main indicators.

This includes different types of frequency and cost per click, and, as in block mode, they can be ordered in either ascending or descending order. In addition, statistics on traffic and positions are provided if you have already checked for this list of keywords.

Clicking follow the link "select visible", you initiate the selection of keywords in view. At the same time, a yellow panel will appear at the very bottom, which will allow you to perform various actions with the selected words: move to a newly created or existing group, assign a target page, or delete.

The number of PPs available in the visibility zone can be adjusted by four buttons, which add the desired number (+10, +50, +100 and +500). And of course, all this data can be easily downloaded by clicking on the corresponding “Export queries” button:

It is possible to specify what data you want to export in a TXT or CSV file. If you download with the CSV extension, then in the future the document can be opened in Excel or uploaded to the Google Sheets interface, which you can also access through your account, if, of course, you already have an account there. This is what, for example, a document I downloaded from Topvisor to Google Sheets looks like:

For clarity, I have edited this table in some way. That's probably all for today. I hope you have gained a complete understanding of how to compose a semantic core online in full. Once again, I refer you to the beginning of the article, where a link is given to a detailed review of Topvisor, where you can familiarize yourself with the prices for certain services in order to have an idea about this aspect. Happy promotion.

This article is intended for beginners in SEO, as well as for website owners who have chosen queries for promotion, but do not know whether these are frequent queries.

So let's begin.

Request frequency- this is the number of queries or phrases typed by a user in a search engine in a certain period of time. The methods for determining the frequency of a query in search engines differ. In this article we will look at the frequency of queries in the most popular search engines - Google and Yandex.

From this article we will learn the following:

1. How to determine the frequency of requests in Yandex

1.1. Word selection service in Yandex

To determine the frequency of queries in Yandex, there is a simple and convenient “Word Selection Service in Yandex” or, as it is also called, Yandex Wordstat.

Entering the request into the selection line, we get the following picture:

It is noteworthy that now we see the overall picture of impressions per month, but you can look at the request frequency separately by type of device (tablets, mobile phones, computers) from which users searched for the request.

So, we see that 269,733 of the total impressions were on phones.

1.2. Types of frequency in Yandex

So, we found out that the query [plastic windows] had 1,006,660 impressions per month - this will be the base frequency of the query.

In total, Yandex Wordstat distinguishes three types of frequencies:

Base frequency- indicates the number of impressions for all queries with the desired key query. In our case, this is the request [plastic windows]. When collecting the base frequency for this request, all possible word forms were taken into account, as well as variants of the requests [buy plastic windows], [prices for plastic windows], etc.
Phrase frequency- to define it, you need to put the query in quotation marks. This will allow us to find out the request frequency for the phrase we are interested in.

As you can see from the screenshot, the phrase frequency is significantly lower than the base one, since the phrase frequency can take into account word forms, cases, and different endings, but additional words are ignored (for example, the request [buy plastic windows] is not taken into account when collecting phrase frequency).

Exact Frequency- to define it, you need to put the query in quotation marks and put an exclamation point before each word in the query.

In this form, we will find out the number of impressions per month specifically for this request.

1.3. Geodependency

In addition to different request frequencies, we can find out the frequency from requests in different regions. To do this, instead of the “By words” item, check the “By region” item.

The screenshot shows the total number of requests, as well as their number specifically by region. For example, in the Moscow region there were 13,847 impressions, regional popularity is 206%.

What is regional popularity? Yandex answer:

“Regional popularity” is the share that a region occupies in impressions for a given word, divided by the share of all search results impressions that fell on that region. The popularity of a word/phrase equal to 100% means that this word is not distinguished by anything in this region. If the popularity is more than 100%, this means that there is increased interest in this word in this region; if it is less than 100%, it means decreased interest. For statistics lovers, we can note that regional popularity is an affinity index.

You can also set the region when collecting frequencies. By default, the fee is set for all regions.

Select a region.

Thus, when searching for the exact frequency of a query in a specific region, you can find out how many people are searching for the query you are interested in in the specified region.

1.4. How to determine the seasonality of a request

Yandex Wordstat has another function that interests us. To use it, you need to check the “Query history” checkbox.

Thus, we see what the request frequency was by month during different periods. Using this information, you can roughly predict drops/rises in traffic on the site.

1.5. Plugins for ease of use of the service

The Wordstat service is useful, but not very convenient, so in order to make my life easier, when working with it I use the Yandex Wordstat Assistant plugin.

This is how it looks in the Wordstat window:

The first thing that catches your eye is the advantages around requests. By clicking on them, we add queries to the column on the left:

This is very convenient, since you usually need to highlight each request and its frequency in order to copy it. Moreover, you can safely switch to other queries, and the list of queries added to the column will be saved.

This plugin also allows you to sort queries directly in a column by frequency or alphabetically, and then copy these queries with frequency into the document you need. I recommend using the Chrome browser plugin, as it has a more recent version that is constantly updated. There is also a plugin for FireFox, but it has not been updated since April 2015, so not all functions work correctly.

2. How to determine the frequency of queries on Google?

If everything is relatively simple with Yandex, then finding out the frequency of a request on Google will be more difficult. Google does not have a service like Yandex Wordstat, so you have to use the contextual advertising service Google AdWords. You will need to register in it. After registration, a panel will appear in front of you.

Open the “Tools” menu tab and find “Keyword Planner” in the drop-down menu.

This will open the scheduler page. On this page you need to select “Get query statistics and trends”. There, enter the query you are interested in and indicate the region.

Click on the “Find out the number of requests” button. You will get this result:

Due to AdWords limitations, the average number of queries per month ranges from 1,000 to 10,000. To get more detailed information, you need to create and run a campaign.

When a paid campaign is running, the request frequency will look like this:

3. Software collection of request frequency

Methods for manually collecting request frequency were described above. With a large number of requests, collecting their frequency manually is very inconvenient, so I use special programs.

3.1. Program "Slovoeb"

After setting up the program, you need to launch it and, just as in the case of “Slovoeb”, add queries, specify “Region” and click on “Collect Yandex statistics. Direct".

Key Collector, unlike Slovoeb, parses data using Yandex. Direct, which significantly speeds up the parsing process. Click “Get data” and get the result:

The program allows you to collect frequency for Google using Google AdWords. To do this you need to configure it. The settings can be viewed on the official Key Collector website. Then you will need to click on the “Collect Google Statistics” button. Adwords", which is located next to the "Collect Yandex.Direct statistics" button.

4. Online collection of request frequency

Sometimes there are situations when your favorite instrument is not at hand, but you need to collect the frequency. In this case, you can use online services to collect frequencies. I will look at 2 services that I use myself. One will be for Yandex, the other for Google.

4.1. Online frequency collection tool from SeoLib for Yandex

All you need to do is open the “Key phrase analysis” tab and copy the list of queries you are interested in into the request form or attach as a separate file. After this, you need to select the required frequency and region, and if necessary, specify additional parameters. Then click on “Start Analysis”.

Result:

The tool is paid, but the prices are reasonable. For example, a list of these 7 queries for all types of frequency cost me 5.3 rubles.

4.2. Ahrefs Online Frequency Collection Tool for Google

The service has a Keyword Analysis tool.

In the form you need to add keywords separated by commas and indicate the region near the “Belts” button.

Result:

Go to the “Metrics” tab:

Results

Working with Yandex:

If there are several requests, you can view them manually through Yandex Wordstat. In this case, I strongly recommend installing the Yandex Wordstat Assistant plugin - it significantly simplifies the process;
If you have a list of queries and need a quick one-time check, use SeoLib's online Keyword Tool;
If you constantly work with requests, I recommend purchasing Key Collector. Although Slovoeb is free, it parses too slowly, and the time you save on parsing queries in Key Collector will more than offset the costs. “Slovoeb” can be used if you work with a small list of queries and use it infrequently. I used it myself when I started working in SEO, but when I purchased Key Collector, I regretted not buying it earlier.

Working with Google:

If there are several requests, use Google AdWords;
If you have a list of queries, then it will be more convenient to use the Ahrefs online service or set up Key Collector.

I have listed the services that I myself use to collect request frequency. Perhaps you use other services? Then indicate them in the comments, I will be glad to read them!

That's all for now, I wish you good positions in frequency queries!