Keyword research for further web marketing
Creating the semantic kernel of the website is the basic stage of web marketing.
We need to do keyword research to find queries which your potential clients may search. When selecting we proceed from the topic of the website, business tasks and the budget of the project.
Using various services of the search engines, as for example, we receive information regarding monthly frequency of queries (how many people searched for it using the search engine). The higher the frequency of a keyword is the more time, efforts and funds will be needed to improve the website positions in the organic search results. For this reason we usually do not advise our clients to promote high frequency queries, and in average such queries form not 
more than 10% of the semantic kernel.
It is more reasonable to stick to the pool of middle frequency and low frequency keyword queries. They have bigger conversion, because they already contain a formed demand, for example, “web design San Diego”, instead of high frequency query – “web design”. Such queries are much easier to promote what helps to save the budget and get first results quicker.
We always do our best to build the most effective semantic kernel to fit in your budget. In order to do this the goal of the project should be clear. If our main task is to increase the search traffic having limited budget the kernel may be build based on the queries located near to the first page in organic search ranking. Such queries are easier and quicker to promote, plus all necessary landing pages already exist – this helps to reduce costs on their development and content writing . If the main goal is not traffic itself, but the conversion boost, it is also possible to substantially reduce the budget by collecting the queries with the highest conversion based on the website statistics in Google Analytics and to focus solely on promotion of these queries. If you are fighting with your competitors for a share in market we recommend building the semantic kernel based on the queries that let your competitors to be on first pages of organic search, and to work only with this kernel.
What else is very important? Here you will find more answers: website analytics for web marketing
When forming the semantic kernel the following moments are considered fundamental:
- The query should fully comply with the topic of the website.
- The general information queries should be excluded.
- The queries should be properly formulated.
- The queries should be up to date (especially for news websites where content quickly becomes outdated).
- All aspects of the topic should be covered.
- When distributing queries the quantity should not exceed 2-3 queries per one landing page.
- Compliance with the website’s structure.
- The frequency and competitiveness of the queries should vary per page.
- Forecast
When drafting preliminary forecast for keyword research we always proceed from its frequency and competitiveness, current positions of the website for these queries, the technical condition of the website, presence of necessary pages and opportunity to create them. The timeframes for conclusion may change depending on how quickly you implement our recommendations and on frequency of the search engines updates.
- Distribution
The distribution of the collected search queries on the website is equally important. Only 100% correspondence of the landing page to the visitors query allows receiving high conversion, for this reason we recommend creating special pages for each group of the queries which in many aspects guarantees success of the promotion.
Regardless of the website’s size and the volume of the semantic kernel we manually distribute all queries based on the website’s structure. Only by doing so we can guarantee that the landing pages will be relevant to the current queries.
- Statistics
The statistics regarding positions for all keyword research queries:
- On the day when submitting the commercial offer.
- On the first day when we start promoting the website – to record initial statistics.
- Further – every day during all stages of promotion.
The search engines update the statistics on monthly basis, and, having collected the queries today we cannot guarantee that in six months it will give the maximum coverage of the topic. For this purpose we recommend our clients to review the list of queries and to expand it if possible at least once in every six months (in some topics more often).
Understanding strong and weak sides of the website, and having the pool of the search queries for promotion, we develop SEO-strategy to improve the positions of the website.
