Selection of keywords in Yandex Wordstat - analysis of statistics manually and using Slovoeb or Key Collector programs. How to use Wordstat. Operators and tips for working with the tool

There are several services that allow you to predict frequency of search queries, but most specialists use the service from Yandex - Yandex Wordstat.

Retreat

Yandex has a significant market share (large data sample) and a convenient tool for analysis (Yandex Wordstat). In Mail's tool, you can get more extensive data for each keyword, but on a much smaller sample of data. The Yandex Wordstat service was created primarily for Yandex Direct, but is very useful for SEO specialists.

3 types of query frequency in Yandex Wordstat

Every day, SEO specialists use 3 types of frequency in their work. You need to grasp the difference and learn to correctly interpret the information and understand its value.

The total frequency is the predicted number of impressions per month of the entered phrase with any other words in any case/declension/number, etc. That is, if you enter the query [pizza delivery], you will receive the number of impressions per month of such queries as: [pizza delivery], [pizza delivery around the clock], [inexpensive pizza delivery in St. Petersburg at 3 a.m.], [pizza akhtynzan delivery to Yekaterinburg], etc.

Yandex:
The numbers next to each query in the keyword results give you a rough estimate of the number of monthly impressions you'll get if you choose that query as your keyword. Thus, the number next to the word “phone” indicates the number of impressions for all queries with the word “phone”: “buy a phone”, “cell phone”, “buy a cell phone”, “buy a new speckled cell phone”, etc.

That is, Yandex tells us that the word “pizza” and any phrases with the word “pizza” will be dialed 2,242,196 times a month, and the phrase “pizza delivery” and all phrases with the phrase “pizza delivery” will be dialed 240,705 times a month. Using this information, you can find interesting clusters of queries that users are typing and analyze the needs of potential customers. For example, it is clearly visible here that only 10% users who searched for anything related to pizza are looking for pizza delivery.

Some users want to receive pizza around the clock, while for another part of users it is very important that the pizza is delivered quickly. This is very valuable information for your business, so experiment and look for interesting query needs.

2. Accurate request frequency

Exact frequency is the predicted number of impressions per month of the entered phrase without any other words, but in any case/declension/number, etc. That is, if you enter the query “pizza delivery”, you will get the number of impressions per month of such queries as: [pizza delivery], [pizza delivery], [pizza delivery], etc.

To get the exact frequency of a query, the entire query must be placed in quotes:

The exact frequency will help you find the key queries that users actually type. Also note that only 6% of users who search for anything related to pizza delivery limit themselves to the request [pizza delivery], and 94% of users complete (specify) their request.

3. Super accurate search frequency

Super accurate frequency is the predicted number of impressions per month of the entered phrase without any other words and in specified case/declension/number etc. That is, if you enter the query “!pizza delivery,” you will get the number of impressions per month for the query [pizza delivery].

To get the exact frequency of a query, you need to put the entire query in quotes and put an exclamation point before each word:

Super accurate frequency allows you to identify in what case, number and declension people type certain queries.

Prepositions in Yandex

Wordstat does not take into account prepositions when you analyze the overall frequency. If you need to look at a key query with a preposition, then you need to put “+” in front of the preposition.

Feel the difference:

Imagine that you want to find out how many people want to buy air tickets to Moscow. If you type [air tickets to Moscow], you will get 716,174 total frequencies, but this frequency also includes queries [air tickets from Moscow], [air tickets Moscow], [Moscow Sochi air tickets] and others.

But if you search for [flights + to Moscow], you will see 66,841 total frequencies. The numbers differ by 10 times, I hope that you will not forget to indicate “+”

The Yandex Wordstat service allows you to analyze the frequency of requests for the required region. Sometimes this can be very useful.

In some areas of activity, you will be able to find suitable queries that are found only in certain regions. For example, names of geographical objects.

There is also a separate functionality where you can see the popularity of any keyword in different regions.

Seasonality (query history) is a very useful functionality with which you can analyze the frequency of a keyword in different periods of time. Data is stored for 2 years.

For example, this is what the demand for air tickets to Moscow looks like at different times of the year:

Additional Operators

There are some operators that are used by qualified professionals. If you are just starting to master search engine optimization, then you should not focus on them.

Operator "-"

The “-” operator allows you to remove unnecessary words (similar to direct).

Operator "|" (or)

Operator "|" (or) allows you to get results for several conditions at once.

"()" operator (grouping)

The "()" (grouping) operator allows you to combine conditions.

The correct selection of keywords is the basis of search engine promotion and high-quality contextual advertising settings. It is on the formation of the semantic core (compiling a database of queries and creating pages relevant to them) that the further result largely depends: the popularity of the resource and conversion.

Do you want to become a real SEO guru and receive ready-made instructions for working with the best services for the Russian-speaking segment? Then this article was written especially for you!

At the moment, there are two main ways to collect popular queries in Yandex - Yandex.Direct and Yandex WordStat. Let's study them in more detail, consider the advantages and disadvantages.

Yandex.Wordstat

The Yandex search engine regularly collects information about user requests - based on this data, the convenient Yandex WordStat service has been created. It helps website owners and optimizers become familiar with the needs of Runet visitors, track trendy topics, and select the most appropriate keywords.

Screenshot of the Yandex.Wordstat interface

Among the advantages of the service, we should highlight its simplicity and high speed. This free service has excellent functionality. With it you can:

find out the frequency of the request in Yandex in exact, phrase and broad terms;
get statistics on a particular region;
use “Query History” to determine seasonality.

Now about the cons. Advanced SEO specialists agree that the selection of keywords in Yandex.Wordstat allows you to compile a list of keywords of only up to 50% of the full semantic core. To save data to your computer and search for other phrases, you will need to use additional services.

Another drawback is that WordStat only shows 2000 nested phrases (up to 40 pages), missing low-frequency queries that drive additional traffic. Many people are annoyed by the frequent introduction of captchas, and there is a possibility of account blocking.

Advice! To collect more keywords, use the paid Key Collector program or use a little trick from advanced optimizers. They get around the limitation by entering queries in different variants. For example: blouse, blouse, blouse, blouse.

Remember! Are you going to collect a lot of keywords? Create a separate account in Yandex to avoid the consequences of potential blocking.

Yandex.Direct

It is a contextual advertising service on search engine pages and YAN partner sites. Despite its different purpose (the service was created for paid promotion and fine-tuning of advertisements with output for specific requests), Yandex.Direct also allows you to select keywords.

In addition, this service makes it possible to study the search phrases used by competitors in order to apply them next time in your own website development strategy.

The majority of Yandex users. Direct are advertisers and online sellers, so this commercial tool is also designed to calculate the profit received from promoting individual keywords.

The main disadvantage of Direct is that it is not particularly convenient for solving large-scale problems. In such cases, it is better to opt for the powerful Key Collector or the free Slovoeb service.

How to use Yandex.Wordstat to select keywords?

The platform interface is simple and understandable even for beginners. Main elements of the main screen:

query input field - here you need to enter the search phrase about which you want to receive information;

button “by words” - displays the list taking into account the specified operators (special characters to narrow the search range);
“by region” - allows you to go to the section dedicated to geodependence;
“request history” - generates data received over the last two years;

date of last statistics update;

left row - shows statistics of queries in Yandex for the entered word;
right column - used to identify other keys from users who searched for the original phrase;
transition to statistics by device type: requests from mobile phones, phones and tablets.

Advice! To improve your work with Yandex.Wordstat, study its operators - they will save your time by excluding unnecessary words or combining information for several queries at once.

Instructions for working with Yandex.Wordstat

Log in or register a Yandex account.
Go to the page https://wordstat.yandex.ru/.
Enter the phrase you are interested in in the search bar.
Click the "Select" button.

To clarify the required request, use a set of service commands:

Word order in keys

The method of collecting statistics in Yandex WordStat has a serious drawback - there are no differences in the frequency of queries that are essentially the same, but with different word order. Even taking into account the operator "!" the service provides the same number of impressions per month. But in fact, the phrases “radio online” and “online radio” have an unequal number of views.

Attention! You must first activate the “Take into account word order” option in the settings.

Defining keywords based on regions

To analyze the demographic aspect, you will need the “By Region” tool. It will be useful when the optimizer is looking for queries for advertising or creating a semantic core for a site selling goods or services.

Of all the functions, the most interesting is regional popularity - the percentage that a city occupies in impressions for a phrase, divided by the share of all search results. If you see more than 100%, it means that the region’s interest in the keyword is increased, if less, it means it’s decreased.

Analysis of seasonality of requests

Would you like to determine the dynamics of demand for the selected key throughout the year? Then you need to look at the statistics in Yandex.Wordstat (the “Query History” tool).

Using the service, you can assess the seasonality of any topic with detailed frequency by month and week. In addition, the tool will save money and effort by further eliminating the “dummy” phrases that site owners have created in a short time.

Advice! To get a deep understanding of traffic dynamics, analyze different keywords from the same group. Be sure to consider obvious seasonal queries (such as “shopping for a swimsuit” or “how to decorate a Christmas tree”), as well as unforeseen important events and news that may change SEO trends.

Advice! Low-frequency operators are focused on more effective and less costly promotion; they specify the request as much as possible. We recommend using them in the semantic core.

Low frequency phrases are phrases that users have entered less than 10 times in the last month.

Parsing queries with a fixed number of words

If you need to search for queries of a certain length, type the keyword on the appropriate line the required number of times, enclosing it in quotation marks. For example, a webmaster needs to find popular three-word phrases with the key “flowers” - he should enter “flowers flowers” into the search.

Such experiments with a length of up to seven words can increase the reach of the target audience, because as a result WordStat will replace the same words with analogues that are often entered by Runet users.

Expansion of the semantic core

To increase traffic to an Internet resource, try to cover as many queries as possible that are similar in linguistics and syntax. By finding the maximum number of keys, you will create an effective and powerful semantic core.

When compiling it, pay attention to other interests of the target audience - by deciding to look at such query statistics in Yandex.Wordstat, you will better understand the needs of your potential readers and clients, and expand the list of queries by topic.

Browser plugins for comfortable work

To ensure that using the service leaves only pleasant memories, we recommend installing the Yandex Wordstat Helper or Yandex Wordstat Assistant extension. The mentioned plugins will significantly speed up the selection of keywords and take your website’s Internet marketing to a new level.
The first extension allows you to add your own queries; it copies, deletes and appends data to the buffer.

As for Yandex Wordstat Assistant, it also displays the total frequency of key phrases and supports different types of sorting.

1. Go to https://direct.yandex.ua/ and click “Create a campaign” - Text and image ads.

2. Below, select the region you are interested in.
3. Open the “Group Management” tab and enter the masks collected in Yandex.Wordstat there, that is, the main phrases. Click "Save" and proceed to create an ad group. In the “Settings for the entire group” column, enter the masks collected earlier in Yandex.Wordstat.

4. Start searching for additional phrases by selecting "Find Words"

5. Click “Start collection” and be patient: the operation can take many hours, especially when working with a huge semantic core.

6. Filter the received keys from non-target requests.

Want to learn how to use Yandex.Direct to select keywords for maximum benefit? Calculate duplicates, as well as obvious negative keywords that are not suitable for your site, and then remove all phrases collected by the program that contain them.
Interface features

In 2017, Yandex.Direct developers distributed options into semantic blocks and improved usability - working with the service became even more pleasant. Previously, the platform supported two versions of the interface: light and professional.

Now all that remains is a convenient advanced option, with which you can find out the frequency of the request in Yandex with the addition of negative keywords, independently adjust the keys, manage bids and receive data on financial expenses.

Other services and key selection programs for Yandex

Key Collector - helps automate advanced collection of the semantic core, obtaining effective search phrases as quickly as possible. This paid program always uses the latest statistics, and updates are released frequently.
“Slovoeb” is a convenient free analogue suitable for compiling a large list of queries. It analyzes regionality and seasonality, allows you to determine the timing of promotion, as well as calculate its approximate cost.

Conclusion

Having gained experience in selecting keywords in Yandex.Wordstat, Direct and other programs, you will become a real promotion specialist, because its basis is the correct choice of keywords. After compiling the semantic core, all that remains is to create high-quality pages relevant to the selected queries.

Good traffic and crazy conversion to you!

Search query analysis is used by every competent optimizer. Statistics show what people most often search for on the Internet using search engines.

Its main purpose is to compile. If you don’t have one (most often we are talking about blogs), search query statistics are used when writing articles, “tailoring” them to a specific keyword.

Most webmasters consider the main tool for selecting keywords Yandex query statistics.

Wordstat.yandex.ru (Wordstat) - Yandex query statistics

Yandex Wordstat (wordstat.yandex.ru) combines all kinds of word forms, most often without taking into account prepositions and interrogative forms. If you simply write in Yandex Wordstat what you are interested in, the service will show you the total number of impressions of this word, word forms and phrases in which it was found.
For example, let's write:

request statistics
(Views: 31535. Words included: Yandex query statistics, search query statistics etc.).

In order to achieve specification for a specific word form in Yandex Wordstat, you need to use special operators.

The most common is to enclose the desired search query in quotation marks (“”). In this case, a specific keyword in any word form will be taken into account.
Example:

"query statistics"
(Already 4764 impressions. Included: request statistics, request statistics etc.).

Operator exclamation point ! allows you to take into account only the exact meanings of keywords.
Example:

"!statistics!of requests"
(There are already 4,707 impressions. Now we have found out the exact number of impressions of the query we are interested in. Please note that the operator ! appears in front of each word).

Using the - (minus) operator, it becomes possible to exclude specific words from display.

Using the plus operator + you can force Yandex statistics to take into account conjunctions and prepositions. You will receive data on word forms with these parts of speech.

The bracket () operators are grouping and | - or. These operators are used to compose a group of keys under one request.

It is worth noting that operators can be combined with each other in various ways to significantly reduce the time for collecting statistical analysis data.

Yandex search query statistics lists not only derivatives of entered words, but also associative queries that users used together with your queries. This opportunity contributes to a significant expansion of the semantic core (tab on the right - “What else were people looking for who were looking for...”).

The first tab wordstat.yandex.ru “By words” contains the total number of impressions of specific search queries. Using the region tab, you can determine the frequency of the same keyword in a particular search region.

The “On the Map” tab displays the frequency of queries used on the world map. To track the frequency of a given request over a certain period, you can use the “by month” and “by week” tabs. This is especially true for seasonal requests.

Firstly, Yandex statistics do not provide data on the number of people who searched for specific queries; they only show the number of impressions of search results containing this query.
Secondly, Yandex Wordstat by default shows data for the last month. It should be taken into account that some requests may be seasonal in nature, and there are also requests that are so-called “surges of interest.”
Thirdly, the number that appears on top of the query includes all keywords containing the query itself and its word forms. Special operators should be used.

Taking into account all the possibilities that wordstat.yandex.ru provides and the proper use of all tools, this service becomes the most important component that most webmasters use when promoting modern resources.

Google search statistics

Google has two services that can be used as statistics on key queries. Google statistics for selecting keywords are often used as an additional tool for expanding the semantic core. This service usually independently determines the language and region for search; the optimizer’s task is to compile a starting set of words. As a result, the system will offer you similar queries, indicating the frequency of their displays and competitiveness.

Google search statistics are more about comparing the popularity of multiple search queries. In addition, a visual representation of changes in the dynamics of query popularity in the form of graphs is offered.

Rambler request statistics

Rambler query statistics are not so popular, since the Rambler search engine is not so actively “used” by Internet users. The main difference from Yandex statistics is that there is no combination of results for different word forms. In other words, you can get accurate statistics on the frequency of a query in the desired number and case without using additional operators.

Rambler search query statistics would be a convenient addition to Yandex if this search engine were more authoritative on the RuNet. It is worth noting that Rambler statistics allow you to determine the number of views of both the first and any other pages regarding a specific set of words.

Search queries - frequency and competition

What else should a novice optimizer know about targeted queries? It is usually customary to divide all search queries into high-frequency (HF), mid-frequency (MF) and low-frequency (LF). And also into highly competitive (HC), moderately competitive (SC) and low competitive (LC).

Of course, the best option would be a high-frequency and at the same time low- or medium-competitive request. But these are rare. It happens that a low-frequency request is highly competitive. Typically, high-frequency queries are highly competitive, mid-frequency queries are moderately competitive, etc.

It must be borne in mind that these terms do not carry any specific quantitative meanings, since these figures will vary for each topic. It is worth understanding that the promotion of a particular site will be determined not only by its topic, but also by the specific situation on the market.

It is necessary to take into account that the competent use of search engine query statistics is one of the components of the optimization process. Visitors who come for certain search queries should receive the information they expected, only in this case they will want to return to your resource.

Hello, dear readers of the blog site. Today I will try to tell you about such a concept as the semantic core, at least 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 a successful combination of circumstances can be promoted practically without the involvement of external optimization (purchasing backlinks to these articles).

But since we're on the subject request frequency, without 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 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 assign a key phrase to a particular group based on the number of such requests made by users during the month. But for different topics, the boundaries can differ quite significantly. The point here is that, in essence, when selecting keywords, we are not interested in the frequency of their input by users, but in how difficult will it be to advance according to 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)
average competitive (SC)
low competitive (NC)

But determining the competitiveness of a particular keyword or phrase is not always easy. Therefore, to simplify things, 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 is known, there are exceptions to any rule, and in some topics, NPs may 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 extremely 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 not only to commercial topics. For example, when compiling a semantic core, information sites on the topic “WordPress” must 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 there are a ton of sites on this topic, because even such “stupid guys” like me are trying to write something on this topic.

But we will not go into details so deeply and when compiling the semantic core, we will assume that competition (how many optimizers are trying to promote their projects for this key) and frequency (how often users enter them into the search bar) are directly dependent on each other. Well, we’ll somehow be able to 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 to allow advertisers to correctly compose the texts of their contextual ads, taking into account which words users most often ask this search engine for.

But then access to online keyword selection service called Yandex Wordstat (Wordstat.Yandex.ru) was open to everyone, which these same people did not fail to take advantage of. Well, why are we any worse?

Yandex Wordstat - what to consider when collecting seeds

So, let's go to this miracle 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 website 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:

When working with Google Adwords
To search for popular hashtags on social networks
To obtain data on demand for a particular product
To build the site structure
To search for similar words
To test demand for goods or services in another region when searching 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 plugin 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 select region by going to 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 separately statistics only for mobile users (using tablets and smartphones). This may be relevant in light of the exponential growth of mobile traffic.

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

And simple logic is often very useful. For example, if your future site will be on the topic of “Joomla”, then to compile a semantic core it would be quite logical to enter this keyword into Yandex.Wordstat first. 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, we’ll take another phrase as an example: “wordstat”. Let's see what this online service tells us about itself. Here it is worth making a few comments right away.

What you need to know and understand to successfully use WordStat

Firstly, in order to start receiving a significant influx of visitors for the key you have chosen, your site should be in the Top 10(after the first ten years of life, alas, there is practically no) search results (sickle - see). Imagine that there are hundreds, or even thousands, of people willing (competitors). Therefore, the seed core is only a necessary condition for the success of the site, but not at all sufficient.
Secondly, in addition to this, now almost every user gets his own results, somewhat different from what even his 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”). Positions in this regard are the “average temperature in the hospital” and will not always lead to the expected influx of visitors. Want to see the true picture? Use it.
Thirdly, even if you get into the Top 10 results (shown to the majority of your target users), the number of transitions to your site will greatly depend on two things: position (the first and tenth may differ in click-through rate tens of times) and the attractiveness of your ( information about the page of your site displayed in the results for this specific request).
The queries you have chosen for promotion and formation of the semantic core are simply may turn out to be dummies. Although dummies can be identified and weeded out, beginners quite often fall for this bait. Read below on how to see and correct this.
There is such a thing as cheating search queries. I personally can’t think of anyone who needs this and why, but such requests do occur. If you start promoting using them, you will not get the traffic that you could count on based on Yandex Wordstat data. Again, read below about ways to identify cheating.
Specify your region (if you have a regional business or regional requests) when viewing statistics, otherwise you may get a picture that is completely inconsistent with reality.
Be sure to take into account the seasonality of your requests (if any) when analyzing your promotion results. In Wordstat, seasonality is clearly visible on the “Query History” tab. You should not take into account seasonal ups and downs as a factor in your failures or successes in promotion.
Working directly with the service interface is convenient for a small number of requests, but then it becomes “torture”. Therefore, the main issue for the 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, the return on it can be increased significantly. These are quotes, a plus sign, and an understanding of what this service produces when entering unusual queries. Read about this below and in the section “Secrets of YanVo”

Scared? Even I was scared, despite the fact that my blog is in the Top for hundreds of requests (quite frequent) (and not least due to the fact that I almost immediately began working based on the semantic core, albeit in a somewhat stripped-down version - selecting clues for a future article immediately before writing it). But if I started now (even with current experience), I would not believe that I would “be able to break through.” Is it true! I think I was mostly lucky.

Wordstat operators in examples

So, let's take a closer look at the last two points - dummies and fake requests. Are you ready? Well, then off we go. Let's start with dummy requests. Remember the example we used just above? Enter the word VORDSTAT in the line of this service and click on the “Select” button.

So, you need to understand that the number displayed for this word (or any other phrase) does not at all reflect the real 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 included this single word (or phrase, if you entered a key phrase in the Wordstat form). Actually, this is clear from the screenshot - “What were you looking for with the word...”.

But Yandex Wordstat has the appropriate tools that allow you to separate the wheat from the chaff (identify dummies or obtain frequency information adequate to reality) and obtain the data we need. These are different operators, which you can add to your request and get a refined result.

Quote and exclamation mark operators - filtering out dummies in Wordstat

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

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

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

The second important operator in Wordstat is exclamation mark before the word, which will force this service to count only words in the exact spelling in which you entered them (without taking into account word forms). As I expected, for the word “Joomla”, installing the exclamation point operator did not add any adjustments, but this is only due to the specifics of this particular keyword.

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

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

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

Thus, by enclosing a phrase in quotation marks and placing an exclamation mark in front of each word, you can obtain completely different frequency values. In this way, 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 ones less often (although do not forget about synonyms). Although, personally, I don’t see much 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 things and see the real frequency of the phrase. This "+" before a word. It means that this word must be present in the phrase. Why might this be necessary? Well, it’s all about the peculiarities of the Yandex search engine.

By default, the ranking (and therefore the Wordstat statistics) does not take into account conjunctions, prepositions, interjections, etc. words. This is done for simplification, but often we are interested in the prospect of promotion specifically under a phrase with a pretext or conjunction. This is where the plus sign operator comes in handy.

By the way, minus operator will allow you to immediately clear keywords from those that are not targeted for you. For example, such a query to WordStat will immediately give the required result:

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

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

Here's another example of using operators for the same purpose:

Washing machines (machines) (samsung) -repair -errors -review -codes -video -spare parts -faults

It is very convenient and quick to cut off unnecessary things and save time.

Selection of keywords in Yandex Wordstat

It is probably 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 seems to be two directions in obtaining new keywords to compile a complete semantic core.

Firstly, you can use the advanced options that Wordstat provides in the left column your window. There will be queries containing words from your mask (for example, “construction”, if your project has a relevant topic). They will be sorted in descending order of frequency of their use by users in the Yandex search bar per month.
What's important here? It is important to immediately highlight those extended key options that will be targeted for your project. Target- these are queries whose content immediately makes it clear that the user entering it is looking for exactly what you can offer him on your website that you plan to promote.
For example, the query “core” is very high-frequency, but I don’t need it at all, because it is absolutely not the target keyword for this publication. You never know what users are looking for when they enter it in the Yandex search bar, well, certainly not “semantic”, which, by the way, will be a prime 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 sometimes it can be useful to promote general queries, but this is rather the exception to the rule.
Target phrases will be of lower frequency and users who come from search results for them 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 your results. And such visitors are very important to you, because they can perform the action you require (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 - everything is already clear to you. The only "but". All the phrases from the right column of Wordstat are for you again need to check for pacifiers, namely, enclose them in quotation marks (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 produces is, in my opinion, 2000 queries. And all of them will need to be checked for dummies. Can you handle it? But this is only one of many “masks” (initial keys) of your semantic core. After all, you can “move your horses” there.
But don't be discouraged, because there is a way. Following the link you will find a detailed article, and if after this something is still not clear, then throw a stone at me.
The second nuance when selecting phrases for the semantic core is the possibility of using the so-called associations from Yandex Wordstat statistics. These same 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 searching for something.
For example, if the user, after (or before) typing our key phrase “semantic core,” entered another query into the search line (this is called one search session), then Yandex can make the assumption that these queries somehow connected to each other.
If the same associative connection is observed among some other users, then this query, specified together with the main one, will be shown in the right column of Wordstat. Well, all you have to do is 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, naturally, it will be general, i.e. you will also have to identify dummies, again by checking all these phrases in quotation marks (Slovoeb or Key Collector can help you - read about them at the link given just above).
Some of the associative queries have probably come to 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 can attract to your website with proper internal and external optimization.

So, we will assume that based on basic masks (keywords that clearly define the topic 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 200%. It’s just that if you don’t take this into account, then you can waste time, money and effort.

How to see search query boost in Wordstat

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

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

It’s just that I’ve been working with these requests for a long time and I roughly know the “alignment”. There the HF was miscalculated once or twice, but here it’s not the key, it’s the HF. But just look at the history of the frequency of this request in Wordstat (just don’t forget to remove the quotes first) and everything becomes clear (they started spinning at the beginning of summer):

Moreover, the frequency of the request increased by almost two orders of magnitude in a few months, and a couple of years before that it was stable and did not even undergo any special seasonal fluctuations. Obvious cheating - I don’t know why, but they twist all the related 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 tedious. There are programs (paid and free) suitable for this purpose. There are even browser extensions that allow you to beat the routine a little. Let me just list them:

Why is the frequency of queries with repeated words so high?

If you have already more or less immersed yourself in the issues of compiling a seed and parsed a lot of queries in Wordestat, then you have probably come across 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 the words.

Even if you add “watch” a few more times, the frequency will still remain almost as high. So, should we trust Yandex and optimize articles for such nonsense? Not on your nelly. This is another type of "pacifier". In fact, Wordstat only perceives 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.

We are completing the compilation of the semantic core

As I said just above, we will consider HF and VK by default, which means to promote them you need to choose those pages of your site that will have the greatest static weight. This one is generated through incoming links to this page.

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

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

Under other equal conditions (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 (with a obviously lower status weight) for promotion on the HF, then competitors will have an advantage over you if they promote using the same keywords, but on the main page of their site. Although, the best way would be to analyze the Top 10 for the keyword you need to determine the number of main ones that participate in the ranking (this, by the way, indirectly indicates the competitiveness of the request).

If the internal linking structure 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 mid-frequency queries from those you selected.

This way, you can take advantage of the features of static weight distribution on your site and, in accordance with this, select the most suitable queries in terms of frequency for each page, i.e. compose a completely semantic core: match pairs request - page.

However, when optimizing a page for promotion by a high-frequency or mid-frequency keyword, you can also 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. An analysis of your direct competitors in the Top 10 for your main keyword phrase will help you understand which ones can be used together and which ones cannot. If they are in the Top, it means the search likes their version of the seed.

However, it is easy to say, but difficult to do. Try to search the results for hundreds (thousands) of queries from your preliminary semantic core to see if they are compatible or incompatible. Here, for sure, “the horses can be moved.” However, I will come to your aid here too, by providing a link to a detailed publication about. A small program really simplifies everything.

When performing external optimization (purchasing and placing links with the necessary anchors), you must again take into account the created semantic core and place backlinks taking into account the 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 one backlink with a direct entry, but from a very bold and thematic site, and “dilution” with non-anchors, article titles, etc. It's worth doing more.

In practice, your semantic core will probably represent a rather branched scheme of pages with keywords selected for them, for which they will be optimized and promoted. There will also be a diagram of internal linking for pumping up the necessary pages with static weight.

In general, everything possible will be included and considered; all that remains is to start building (or remodeling) a website based on this project (semantic core). Personally, lately I have always followed the rule of compiling it in advance, because working blindly may not be a profitable activity - I will waste my energy, and those who will be interested and useful in the material will not find it either in Yandex or Google...

If we talk about this blog, then before writing an article I always go to Wordstat and look at 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 a regular one. This is not bad for anyone, except that you 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 significantly help you and allow you to avoid unnecessary mistakes. However, not everyone has the time and energy to carry out such work, but do it anyway absolutely necessary. However, if there is demand, there will be supply. There will always be people who are ready to do this for you; another thing is that they may not always be honest and diligent.

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

You can watch more videos by going to

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How to analyze Yandex search queries?

Optimization begins with analysis of search queries. The most accessible tool for carrying it out is the Yandex Wordstat service (wordstat.yandex.ru). At first glance, the service works simply and does not require much time to master. It is enough to enter a search query, select the desired region if necessary, and get results about the popularity of a word or phrase among users. However, with this approach you will not take into account the features of the system, and they play a key role in the analysis process.

How to use the Yandex Wordstat service?

To use the tool for searching and analyzing keywords, you must have a Yandex email. By registering a mailbox on yandex.ru, you will not only gain access to Wordstat, but will also be able to use other useful services from Yandex.Metrica, Webmaster, Catalog, Yandex Direct, and add your company to the Directory of Organizations.

As for the search word analysis service, it was created primarily for users of the Yandex.Direct contextual advertising system. However, it is no less in demand in SEO when creating a semantic core for a website. Wordstat has a number of limitations that must be taken into account when assessing the popularity of queries. Let's talk about them in more detail.

Selection of words on wordstat.yandex

If you enter a search query into the appropriate field on the Wordstat service page, you will see the results displayed in two columns. For example, you use the request “hotel St. Petersburg”. The left column contains queries containing a key expression, and the right column contains all queries that were used together with the main key expression.

Thus, in addition to information about the popularity of the main query, you will receive data on what queries were made by people searching for “hotel St. Petersburg”, and what word forms they entered when searching for the necessary data. Key expressions from the right column can be used to expand the semantic core in order to increase the flow of targeted traffic. With their help, you will attract even more interested users.

Yandex Wordstat operators

Many novice specialists believe that the number next to the keyword is the real number of user queries. In fact, the system reflects information about all requests in which the expression “hotel St. Petersburg” was used: vacancies of the hotel St. Petersburg, hotel for dogs St. Petersburg, hotel Oktyabrskaya St. Petersburg, etc. Most key phrases are simply not suitable for you to promote your website. There is no point in taking into account the number of such requests when choosing. What should I do? You need to use special tools - operators.

In order to find out how many actual requests were made for a certain word, you need to place this word in quotation marks (“”). At the same time, you will exclude from the search those options that contain additional phrases.
If you want to get results based on an exact occurrence, you will need to prefix the keyword with an exclamation point (“!”). This way, you will exclude from the results those options that use declinations.
If the search query contains several words, then an exclamation point should be placed in front of each (“!hotel!spb”). This way you can weed out unnecessary options and conduct an almost accurate analysis of the request in Yandex. However, this result will not be one hundred percent. Why? It's simple. The Yandex Wordstat service is focused on contextual advertising, so it displays information not on the number of requests per month, but on the number of impressions. The difference is that the analysis takes into account views not only of the first (top) page, but also of the second, third, and others. Of course, most users don’t go beyond the first page of search results. But still, there is a possibility of taking other pages into account and we should not forget about it.
The "+" operator is used to account for conjunctions and prepositions used in the keyword expression. The search engine ignores these speech particles. In order for them to be taken into account when analyzing queries, it is necessary to put a “+” sign before each conjunction and preposition. Then you will receive the exact number of impressions for the key expression.

Search queries by region

Under the Yandex Wordstat search bar there is a panel with three tabs:

according to
by region
request history

If the switch is set to “By words”, then Yandex shows the total number of requests over the last 30 days. When you need to analyze the popularity of keywords in a particular region or city, use the “By region” tab or the “All regions” button. Such analysis is necessary to select geo-dependent queries for which your website will be promoted.

If you sell your goods and services in St. Petersburg and the region, you need to evaluate the popularity of queries in this particular region. Click on the “All Regions” tab and select the appropriate city in the list that appears.

You will receive information about the popularity of the request relative to the region for which the site is being promoted. This data is more valuable for optimization and creation of an advertising campaign than general information (by country).

Assessing the geo-dependence of search queries helps to understand how popular a particular key phrase is among residents of a particular region. This is necessary to optimize the promotion budget. You can select location-based queries that will attract the most customers to your site.

Open the “By Region” tab to find out which cities and regions are experiencing increased interest in your services. Here you can see the total number of impressions per month, as well as regional popularity.

By assessing regional popularity indicators, you can find out the level of demand in a particular region. If the indicator exceeds 100%, this means that there is increased interest in the region; if the value is below 100%, there is reduced interest. Data can be viewed in list format or on an interactive map. Choose the option that is convenient for you to analyze information in detail by queries and regions.

Query history

The “Request History” tab is needed to assess the seasonality of demand and view its dynamics by month and week. If you are promoting seasonal goods or services, you simply cannot do without analyzing monthly statistics. Assessing the seasonality of queries will help you select keywords for which you need to optimize your site first.

SEO website promotion takes several months. Search robots need to index new content to add your site to the search results and make it visible to your target audience. If you sell summer tires, then you need to start promoting this request long before the onset of seasonal demand. Already in winter, relevant content with keywords should be placed on the site in order to get a maximum of customers and high sales at the peak of demand (March-July).

Through the request history you can trace the formation of popularity. For example, the request “thor steinar” has been used by people since 2013, but its equivalent in the Cyrillic expression “thor steiner” began to be used only in 2014.

Website optimization: analyze and choose

Start selecting queries for website promotion with analysis. Now you are familiar with the features of keyword evaluation in the Yandex service and will be able to work more effectively with Wordstat. Use Yandex query analysis when compiling a semantic core to select those words and phrases that will bring the target audience to your website. By avoiding mistakes at the first stage of optimization, you will achieve better results in your work.