Drawing up a list of selling requests. How to select requests for promotion? About refusal of unnecessary words

Selling additives are called words that allocate among potential buyers, a group of people ready to buy goods or a service. And so why do they still need? As practice shows, from all collected keywords, target applications bring only a small percentage. And what to do in a situation with a limited budget? Selling additives come to the rescue. They show the maximum interest of the buyer in your product or service.

For example, if a person enters the request "Characteristics of the flow water heater", then most likely it is not ready to purchase goods. But if instead of the "characteristic" we will substitute any selling additive, then the meaning of the search query will completely change. The phrase "buy a flow water heater" speaks of the buyer's readiness to make a purchase.

It is important to understand your target audience. It depends on the list of selling additives that you can use. Selling additives, may noticeably increase the click clicability. However, with illiterate use, along with target buyers, lovers of "freebies" will be found to you.

Suppose you are selling elite wines. And when writing the announcement, you use such selling additives as "cheap" and "budget." Of course, they, however, most users will not be interested in buying your product. Most likely, such ads simply solve the budget of the advertising campaign and will not bring applications.

And so why do they still need? Imagine the situation when we have a very limited budget. And on testing a large number of words of words, there is simply no money. What to do in this case? After all, even if you collect a large semantic kernel from it, not all words will work.

List of selling additives

1. Words showing the buyer's readiness to make a purchase. These words have maximum priority. The buyer has already decided on the choice and most likely wants to purchase goods. As statistics show these words will have the biggest conversion rate.

Let's look at the example, as a compiled announcement with the query "Buy Flowers"

Example:

Selling additive "Buy"

It is worth paying attention to the fact that the search query is also present in the displayed link.
Below is a list of words that reports the readiness to make a buyer targeted action.

• Buy
• Buy
• Purchase
• Buying
• Sale
• Sell
• Sell
• To order
• Order
• Acquire
• Pay
• Payment
• Rent
• Rent
• Delivery
• Deliver
• Rental
• On credit
• Booking
• Issue
• Hire

2. By price category. Among selling additives, you can highlight a group of words that indicate people defined with the choice of goods. Most likely they are looking for the most profitable place to buy. And the decisive factor may be not only the price, but also the close location of the store.

Selling additive "buy TV"

An example of announcement by search query "buy TV".

Below are the words you can use:

• Cost
• How much is
• Expensive
• Inexpensive
• Cheap
• Premium
• Sale
• Discount
• Price
• Rate
• Wholesale
• In stock
• Budget

3. By the name of the city or district.

There are niches in which the addition of the name of the city or district is a selling additive. For example, if you compare the requests "Caesar salad" and "Caesar Salad in Dolgoprudny", then in the first version most likely they are interested in the recipe, and in the second delivery. Consider an announcement by the search query "Internet in Degunino". The user is most likely looking for an Internet provider who provides its services on this terretor.

4. You can still highlight a number of selling additives that talk about urgent needs in products or services. When a potential buyer wants to acquire a product or service "here and now." Such selling additives are often used in the subjects associated with delivery.

An example of announcement:

Selling additive "need"

List of words:

• Fast
• In an hour
• Now
• Urgently
• Today

5. The addition of the place of sale or the provision of services can be a selling additive. For example, a potential buyer is interested in buying a handle. Let's consider an example announcement:

Example of selling supplements "Store"

From the request "Store of the handles" it is clear that a person is interested in buying and looking for a place where to purchase goods. The following is a list of words that you can use:

• Salon
• Online store
• Agency
• Score
• Hotel

6. The provision of the first free step can serve as a strong incentive to buy goods. This selling additive can be implemented using a calculator or consultation. The main point is to take the user to take advantage of the service or product you are, and not at competitors.

Let's consider an example Announcement:

Selling additive "first step"

Below are words that can help attract buyers:

• Calculator
• Test
• Consultation
• Froze
• Miscalculation
• Payment
• Evaluation
• Prober
• Trial

7. Depending on the themes there are keywords that are suitable only in a certain direction. For example, you are engaged in the provision of services for the transport of people. In this case, the keyword "taxi" will be a selling additive. Consider ads related to tourist topics.

As you can see, in almost all other themes of the phrase "Tour and Bali" would be "." However, in a concrete case, they will lead to the site of targeted users.

Below is a list of words for which you can show some subjects.

• Ticket
• Taxi
• Contribution
• Thorough

This list of selling additives is complete. It is important to understand that no one knows the nuances of your business better than you. So try to pick up selling supplements that are suitable for you.

The correctly formed list of search queries is one of the most important points to promote the site. Errors at this stage will lead to the fact that potential customers or visitors to the site simply will not find him by contacting the search engine. Each resource is progressing according to certain words, which in the total mass make up the list of requests, or otherwise - the semantic core of the site. All words that the user can enter in the Search Engine field on this topic should be included in this list.

In general, the selection of key requests is the very first stage of website promotion and to perform this stage you need to relate to the maximum. Generally SEO and search promotion is painstaking work. This does not happen to give a certain amount of money on reference, and get the top for a specific request. To get to the top you need to perform a number of steps, and to each step you need to approach with maximum responsibility and diligence.

The compilation of the semantic kernel is a responsible base stage preceding the internal optimization of the site. It consists of several steps that do not represent anything difficult because the auxiliary services are involved in the process.

First you need to assess the popularity of the requested words. Each major search engine has its statistics by the number of most frequent user requests. To view the demand for all the words of interest or to select the most suitable, it is worth looking at such services: Yandex - WordStat.yandex.ru, Google - Adwords.google.com and others. These services will show the total number of people introduced this or that word in the search string. In reality, this is potential site visitors, future buyers and customers. In addition to these data, services provide data by region and data characterizing "seasonal" requests: in the time of year, months, holidays.

If, if there are doubts or words themselves, search prompts will help. Many users with hunt use tips, as they greatly reflect all possible combinations of words. For those who are professionally engaged in promoting sites, search tips is a very useful tool that allows you to assess interest in various topics or choose new words for the semantic kernel.

The selection of key requests is a good video, I recommend it to view it.

When promoting the site, it is customary to share all requests for high-frequency (HF), mid-frequency (sch) and low-frequency (LB). Regarding the promotion of LF requests - I recommend. With a clear gradation, what kind of request is considered high-frequency or low-frequency, as there is a concept of competitiveness. You can understand what kind of request to one or another group can be in the following examples: "News", "Construction", "Windows" - high-frequency, "registration of documentation", "trips for children", "projects of houses" - mid-frequency, and "Japanese umbrellas "," Selection of an apartment "," Visas "- low-frequency.
In order to better figure out the topic of competitiveness of key queries, I recommend viewing the next video.

Competitiveness depends on the demand for the request of the request, the number and quality of resources in search results and is directly related to the commercial component. For comparison: "Tours to Turkey" - a commercial request with great demand, and the "autumn mood" is a non-commercial request, but the value of the demand is approximately the same.

In most cases, for the promotion of the site, a set of all types of requests is used to be used in the proportions calculated by the seed specialist. The proportions in turn depend on the goal, which is set in promoting this site: an increase in the number of visitors or purchases, an increase in the resource memorization and so on.

Choosing key phrases in all types of requests, taking into account their competitiveness and silent the proportions for all query groups, you can proceed to compiling. An adequately compiled list of frequent for this subject and query goals is the key to the successful promotion and promotion of the site, since even a small word or phrase is key to the results of the search results, and therefore for the commercial success of the project.

Regarding the preparation of the semantic kernel, to the Council to view the next video lesson.

Tell me, dear readers, you say something selling requests? Well, for sure, in this word so much sense that just PPC.

After all, in fact, selling requests is one of the foundations of the future site. And if when creating a site, you will make a mistake when choosing queries that will be sold, then in the future we only wasting the loot, and there will be no exhaust.

In general, it is just the preface. In general, today I do not want to teach anyone. I just want to show my logic, how to identify selling requests. After all, you see what to do it is not so simple. I already, although I work not the first day on the Internet, it's all the same when I started writing this post, I suffered a little, while I built the logical chain of everything you need to do.

By the way, the idea of \u200b\u200bthis post arose after I was simply zadolbali to terrorize some readers, after reading the article about paid archives - how to make money on paid archives. Mega Manual for future adverds. Creating a site for paid archives. That is, you see what salt? In fact, essentially nefig even create a site for paid archives if you don't know the requests that you will move. Rather, if you do not know the requests that will be converted.

Or, for example, if you are going to create a site for a mixmarket, or for any other affiliate (here), then the same FIG, consider, most importantly, are selling requests.

That is, the importance of identifying selling requests is primary. The creation and promotion of the site is secondary. Could you argue?

The first thing you need to know when you want to run high-quality queries, which will later sell are types of requests.

There are three types of them:

1. Navigation. Purpose of the user - find some site

2. Information. Purpose of the user - find the necessary information

3. Transactional. From the word "transaction". Here the word itself implies that users perform any actions

From here we conclude from which we will proceed further when moving on a logical chain. Namely: we need the necessary transaction requests - this is.

Examples of transaction requests:

- buy a house in the suburbs
- Order T-shirt
- Car repair
- download Skype
- Subscribe to Murzilka magazine

That is, I really think so. If I create a site under some affiliate, which I plan to merge the traffic in the future, then I need a list of requests for which users want to make some action. If I make a site for paid archives, then, of course, first of all I will be interested in keywords with the word "download". It is clear that if you buy a traffic through the same Google AdWords, then these words will not miss moderators. Here, however, it is not about this, therefore, as for the adwords of the database, it is better to read the article. I explained the whole popular language there.

Second - I need commercial requests.

Third - I need to carefully study the themes in which I plan to move, see what competition is there, and is it possible to press the current market leaders. And best of all - to identify keywords for which competitors are advertised in AdWords. Well, or where are you planning to merge traffic there. In order to challenge competitors in AdWords, you can use Semrush (see) If you plan to cast a traffic from VKontakte, you can use adsdock (see Arbitration VKontakte? Simplify the process using adsdock.com) That is, to high, as competitors are promoted. - This is the correct result.

Four - logic

What is neither say here, and the logic in the selection of selling requests is very important and very responsible. I used to lie down a bolt on logic, and did not really think about all these psychological troubles. That is, she walked like a ram: I was looking for a more or less suitable query, and moved it. At the dawn of your learning SEO, I even once for one of my old blog bought the start with the Anchor "Site Analyzer". I bought them on the page with a description of some service. And all grandmas, I remember, put it in this request. It is good that later by means of my head and wallet also realized that there is practically no meaning in such promotion.

When today I choose requests, then I do not turn with fanatics logical component of requests. But I make a superficial analysis, and pretending that in the end it may turn out.

Example. Take the most popular request - " plastic windows" Promote this query immediately, going, will not be quite right. You need to think about how the buyer thinks when he wants to buy plastic windows. Here I would say that there will be a good selling request. plastic windows reviews" Why? Because here the person has already been enough on sites, and now he wants to cut off the govnocompany, which are offered govnoc. They need good characteristics.

It is necessary to take into account the psychology of this type of people. And here is the most interesting. It seems to be like that this is a transaction request, because the verb in the phrase seems to be not visible. But if you try to understand how these people think, it will turn out that they learned about the plastic windows: they read what it was, they learned the price, modifications. That is, this type of buyers read information about the windows on one site, prices leve out on the other, and the windows themselves buy on the third.

Ultimately, all this I bring to the fact that it is best to rule the low-folds. They make it possible to get the maximum return. For this reason, the request " plastic windows Krauss"Will be more selling than a request" plastic windows».

Conclusion

Personally, I am in my practice very far from climbing the Debresius when defining selling requests. Most often I use three methods:

I track the chain of transitions by site, and subsequent transitions to the affiliate. To do this, in the affiliates (where it is possible) I look at the IP from which buyers come to the site, and then with the help of Li (if there is an opportunity and about knowing where to dig it) I find these IP, and I see buyers for what requests

It often happens that you have to communicate with buyers directly. In this case, I just ask them how they found me and my site.

Today for dessert: Filigree the accuracy of football players

Selection of search queries - the first and one of the most important stages that should be taken into account at the stage of creating the site itself: this list will need to keep in attention when writing each article or material to the site. Why it is so you will understand from the series of subsequent articles on promotion, but for now accept this for a given. Moreover, the creation of this list is an integral part of such a step of promotion, as the preparation of the semantic core of the site, which I will tell the creation of which in the next article.

Why start? And it is necessary to start with the placement of yourself in the user's place, which has some kind of attitude to the topic of your site (blog, online store, information resource, etc.). Each user, as a rule, contacts the Internet in order to solve some kind of problem. To do this, he introduces its questions or formulate problems in the search engine. At the same time, his questions may be like quite specific: "How to choose a projector", "how to reinstall Windows", "buy a video card in Novosibirsk", etc. (i.e. it is quite clear what information the user wants to receive), and for general and incomprehensible for a robot, nor even for a person: "Computer" (what does he want? To know what it is? What are there types? Where to buy? Reviews? ), "Plastic windows" (also it is not clear that specifically a person wants). As a result, the tasks of users can be different, and we need to understand which problems can we help him and what questions will he ask? To do this, lay out ...

Types of search queries

Defining a problem

The user aware of its problem and directly formulates it in the search query: "Why a flash card does not work", "how to make a radio-controlled helicopter", etc., - the common plan requests, but they sound specifically. As a result, you need to take into account possible issues of issues, and if there are answers to these questions on your site, then enable them in the target list.

Note: No need to include in your list everything is in a row on the topic. Include what you really have on the site or will (planned) in terms of answering the question. If you yourself understand that the user will surely find a solution to the problem on the selected query on your site, it is not necessary to include it! This applies not only to this species, but in general to all the requests that you pick up for your site.

Selection of goods or services to solve the problem

Suppose the user put any problem that has a choice of product or service, in the previous step: "How to build your own home." I read about it. Now he moves to the next step: the choice of specific types of building materials: "types of bricks", "What to choose a flooring", "how to choose a machine used", etc ..

This type of requests will be suitable for you if you have any sightseeing materials / articles, comparisons, news on the topic of the issue.

Search reviews, discussions, tests

The user has chosen any kind of or several types of goods / services or even specific models. Now he wants to make sure of its choice or choose the best option from the list selected. For this, he is looking for reviews, opinions, different types of comparisons, tests, discussions. Of course, not all users and not for all goods / services are looking for reviews and read discussions, but still the mass is large enough and not to take into account this category of user needs cannot be.

This type of requests should be taken into account and include in the list if you yourself carry out such reviews, collect feedback or suggest discussions, or if you at least describe these models / types of services and refer to places where you can see the reviews / discussions of this product / services.

Search for a specific model

The choice of the user can be complicated by a set of types of goods you need by various sets of characteristics and prices. This includes phrases like: "Quality Site Creating Services", "Free Hosting", etc. Next, the user has chosen the type of product or service, read reviews and now wants to read more information about a particular model. That is, writes in the search engine something like: "Camera Canon 600D", "Photopriberer Epson T50", etc.

These requests you should include in your list, if you either sell or provide specific types of services and describe them well, or if you make reviews of specific models of goods or services.

Search for a commercial offer

The last step is to search for a specific store or organization that can sell it the selected product or service. This includes natural questions like: "Model haircut in Novosibirsk", "Canon 1D to buy", etc. They will suit you if you have a shop, hairdresser, a hundred or something like that, then these requests are your option. If not, you do not need to include them.

Here, in fact, all types of search queries. At the same time, consider: promotion for non-target requests no benefit will bring! This is in the modern time of the axiom. Another 4 years ago it was not the case, but in modern time: Believe me, search engines are already quite developed to determine whether there is or not on your site the answer to the user's question. I will write about the algorithms of work of search engines.

Selling requests

After drawing up the list, it is necessary to profit it a little and unnecessary. In particular, it is necessary to evaluate the selling ability of requests, i.e. Ability to attract to your site exactly those visitors you need. If you provide site creation services, you do not need visitors who are looking for sites for creating sites or ask questions like: "How to create a site." You are interested in those who write something in a search engine: "Creating websites inexpensive" or "Quality Creating Sites Novosibirsk". It is these key philatebones that will lead to you target visitors who are more likely to buy something you will order, or bring another benefit. A similar situation for blogs of various subjects: you need those who want to not buy goods from this topic, and those who want to read about him, learn to do something on their own and so on. Based on this quality and profile the resulting list of requests.

The second important factor in choosing selling requests is the choice of them most frequency. Professionals never take requests just like that, "from the head". To assess their degree of efficiency, it is convenient to use various statistical services for Yandex.WordStat: http://wordstat.yandex.ru/ A very convenient statistics tool for our task. An example of his work is shown in the figure below.

Using it, you can see how many users for the month they entered the request entered by you, after which you can select such wording that are introduced most often, and also see something that you would not have come to mind. This will significantly improve the quality of your final list. I wrote more about the possibilities of the service of Statistics Yandex, I wrote in the next article called "How to make a semantic kernel of the site."

So, dear readers, now you understand that the compilation of the list of search queries is a very difficult and requires a fair attention to work details. It is responsible for him responsibly, because it is the basis of all your further work, on which it often depends more than from the rest.

With respect, A.S.

Otherwise it is called - semantic core

This is what one actually needs to start optimizing the site. The correctly composed semantic kernel will allow you to save a bunch of money and speed up the promotion of the site, and the wrong thing - can completely ruin the owner of the site and do not lead to visible successes.

What is a semantic kernel

This is the actual list of search queries for which we will promote our site. Ideally, we must take the first places for them, but in practice it never happens, even the leader of the Top - Pedivicia is sometimes backed by other resources.

How to make a semantic kernel

To do this, in RuNet, in the general case, the statistics of Yandex search queries (Wordstat) are used, because the goose does not care anyway (there are advords statistics - but it's a bit not that). But it's not as scary, because there is a lie, there is a big lie, but there are statistics of Yandex, which, of course, is lying as writes. Manuals for the preparation of the semantic kernel in the network of the sea, and we just briefly outline the methods. Take, for simplicity, a certain site that trades brooms.

First, we need to determine the selling requests. Of course, you can ask for competitors, for what requests the greatest conversion occur, but they are afraid, they will send you to the site of the symbolic direction.

Therefore, we will leave this idea, although there is an option to smooth open statistics of competitors, which sometimes has in access. You can simply explore the meta tags from successful competitors, it is clear that in the headlines they will write convertible keys, some still naively list them into the keyward.

But, Schurik, this is not our method! And we will work spherically in vacuum. Without library for competitors. Moreover, it often happens that they are idiots and promote sites by incorrectly selected semantic kernel.

To begin with, we introduce our basic word "broom" to Wastet. And we get a bunch of options, with which and how much people I was looking for him a month. Now we'll turn on the brain, and lay out those who most likely introduce our potential buyer. It is unlikely that our buyer will enter into the search string "download a broom" "broom without SMS" "broom video" "Naked girls shine themselves in a bath of a broom"

So, we are most likely the requests from + buy, + price + Moscow (or + Uryupinsk, if we trade in Uryupinsk) with them we will work.

Types of search queries

It deserves a separate article, so I will briefly say - search queries are divided into:

1. HF - high frequency


2. SC - mid-frequency


3. NC - low-frequency

Conditional division - for in one topics of HF can be with a frequency and 1000, and in the other - 100,000,000.

To simplify, we can assume that the RF is mainly - a single-tier, the sch is a two-three-chart request, and the LF from three words and more (usually up to five) exists and such a term - super low-speed - they are gaining them in the search once a week and consist of them, Usually out of five or more words.

In the counting of words, stop words are not taken into account, usually - prepositions, that is, "where to buy a broom" is a two-chain, and "buy a mop inexpensive" - \u200b\u200ba three-chamber.

Main errors in the compilation of the kernel

Selection of non-selling requests

The main error is the choice and promotion of non-target and non-selling requests.

The owner of the site and the AfricanOptimizer, as a rule, as a result of formal logic, it is believed that since the site trades the brooms, it is optimally withdrawing it precisely on this request to the top.

Of course, buyers are also there. But their little. This is often convinced by optimizers, which by incredible efforts to bring "broom" to the top, and there is an epikfeyl - transitions to the site on this request - once or two and did it. (And not only at the above reasons.)

At the dawn of optimization, when search engines were still stupid, the whole top in high-frequency requests, nevertheless, was scored by commercial sites (it is still clogged by separate monsters of the type "air conditioners").

This is insanely grieving the user. He is looking for, maybe an article about brooms to roll over it essay for school, and it is offered to this "broom" to buy.

Therefore, search engines, concerned about the sale of advertising by the charged issuance of such requests, began to issue information sites in the search, which even more complicated the task of the optimizer.

Total we have - to bring the high-frequency request to the top high-frequency request, every pedivicia and dictionaries are confused under your feet, and there are few clients from it. Therefore, it is just unprofitable, and do not have effort and money to engage in such masochism.

Incorrect use of statistics

When we ask the Vordstat, our broom request and see that this asked it 99999 people, it does not mean that the words "broom" was looking for such a number of people.

This figure shows how many phrases using our brooms were introduced by users, and in any case, lining, time and number. Therefore, the clarifying search operators should be used. For example, the operator

Exclude all other words (how to sweep, buy ..), and such a design

Specify the word form, that is, it is the broom, and not broom or broom.

Thus, it is necessary to use clarifications for the entire semantic kernel, in order to avoid withdrawn into the top requests that seem to ask many people - and in fact they are negligible, or not at all.

Select intersecting search queries

Everything is simple here. It is not even a mistake, but greatly makes it difficult to promote. It is no secret that many words in Russian have several values: for example, a crane is also a water tap in the kitchen, and a lifting crane, a washing is a sink in the kitchen, and the car wash, and the process of laundering from dirt itself. There are many examples, it makes no sense to list. Complete the task and names of literary works, films, as well as all sorts of brands.

If you called our Evert - be prepared for the fact that in the top, in addition to the information about the mountain, there will also be other Everest LLC and it will be difficult for you to advance by the name of your company. And it sometimes is very important. Your entire advertising company on TV (for considerable money) "ARTUPIRM ARARAT - Best Tours!" It will break in extradition, as the Ark of the old man's novel about Mount Ararat, and if it does not break about the mountain, then drowshes in the port of the same name.

What to do with it? - Avoid or accept. I know real cases when firms on the Internet were forced to change their name because of these "Ararats"