When we talk about search engine traffic (SEO/ASO/PPC), things like semantic core and keywords are often mentioned. In 1win Partners articles, we also talked about them in one form or another many times, and now it’s time to talk more about: what are keywords and semantic core, how to work with them, what traffic sources they are required and which keywords should be used when working with 1win Partners.
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What are keywords and semantic core?
Semantic core – a set of words and phrases to describe the topic of the site. It is fundamental to promotion and is the starting point for any successful project. After all, without it, you will not be able to run contextual advertising and create an SEO strategy. Additionally, the semantic core-based structure helps search engines better classify information and show users relevant results.
The words and phrases included in the semantic core are called “keywords”. In simple terms, these are the words users use when searching for information on Google or Bing, for example.
How do keywords work?
It’s easier to show how this all works with a concrete example. For example, we want to play at an online casino, but we don’t know which one. So let’s enter that exact query into the search box and we’ll see the following.
Why did Google choose these sites? After all, thousands of websites on similar topics operate and are advertised in Brazil every day. It’s very simple: the owners of these sites stuffed them with keywords or paid the search engine to advertise the correct query so that the service would display them first.
Adding keywords to the page is called SEO optimization, and paid display of this page for a specific query is contextual advertising (in fact, based on this principle and a traffic source like PPC).
But to get into the search engine, it’s not enough to mindlessly scatter keywords around the site. They need to be combined competently, organically incorporated into the website content and always maintain a list of relevant keys. All this meaningful and meticulous work, which brings results after a few weeks or even months. But the game is worth it, as the quality of this traffic is many times higher than that of Facebook.
Types of keywords
Traditionally, in SEO, keywords are categorized according to how often users use them when searching for information.
- Low-frequency queries: As a rule, these are narrowly focused queries that are entered into the search engine no more than 200-300 times per month. These consultations offer a good conversion rate, due to the specificity and closure of specific needs. In addition, due to low competition, serving advertising on such queries is cheap.
- Medium Frequency Queries: These queries are searched between 200 to 300 to 1,000 to 1,500 times per month. Typically, these queries include additional details such as “how to play poker online”. In the context of a casino, these are usually details about specific slots or bonuses.
- High-frequency queries: These are entered by tens and hundreds of thousands of users. In general, they are simple and general queries, made up of 2 to 4 words, for example: online casino, best betting sites, best online casino, etc. Advertising for these queries is the most expensive, and search engine optimization is the most difficult, because a large number of companies want to display their pages for these queries.
Inclusion – the type in which keywords occur in the text, they can also be divided into several types:
- Direct occurrence: The keyword or phrase is added to the text in the same form as the user types.
- Exact occurrence: Words are added to the text without changes, as in the case of direct occurrence, but they can be separated by punctuation marks and prepositions.
- Diluted occurrence: Key words and phrases are separated by other non-key words.
- Morphological occurrence: Keywords are used in various declensions and conjugations in an unchanged or diluted form.
- Synonymous occurrence: Some words in keyword combinations are replaced by synonyms or slang expressions.
How to select keywords?
You can select keywords manually or with the help of artificial intelligence. If you want to do this manually, you’ll need to think about what people are looking for and write down everything that comes to mind in a separate document. This can also help the search box, or rather the tips it automatically offers when you enter a query.
But if there are many pages for advertising, manual keyword collection can take a lot of time. Therefore, it is worth using apps to simplify this task. There are free and paid ones, but they all help with similar things:
- Help select keys with certain words
- Filter high-frequency, medium-frequency, and low-frequency queries
- Show competitor keywords
- Remove irrelevant keys
- Divide words into different groups and subgroups
- Save all of this in a separate file if necessary.
When choosing a service, you need to consider which search engines it works with and what functionality it offers.
Where and how to insert keywords
Keywords can be inserted into any section of the website, from the description to contact information to the “about company” block, if there is one. Working keys can also be entered into:
- Page title and description
- Website or page URL
- Alt-tags in images
The words in the text must be distributed evenly and do not allow two similar words to be next to each other. This makes the text less natural. Also try to make sentences syntactically correct and logical, so that the keywords do not stand out in relation to the rest of the text.
Also don’t overload the text with keywords. This will harm both communication with the public and SEO optimization. Search engine algorithms have long been able to identify text with unnaturally spammy keywords, and these sites are demoted in search results.
There is no specific standard for the number of keywords in the text. But on average, the number of keywords should not exceed 4-5% of the total text volume. With this ratio, the site page does not suffer from spam and has every chance of reaching high places in search results.
Conclusion
Summarizing what was said above, we can say: keywords are necessary for the search engine to classify the site for certain queries, which, in turn, are divided into high, medium and low frequency. Keywords can be included in the text without changes and with the addition of punctuation marks or other words. And inserting keywords can be done in any section of the website, the main thing is that it looks organic.
If, after reading this article, you want to work with search engine traffic (SEO/ASO/PPC) or already work with it, write to the 1win Partners manager to discuss the terms of cooperation and start turning your traffic into money.
