Remove unnecessary requests

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Search queries can be classified in different ways. Depending on their frequency, queries can be:

high-frequency (more than 1500 requests per month);

medium frequency (600-1500 requests per month);

low-frequency (100-200 requests per month).

This classification is rather arbitrary. The assignment of a request to one category or another will depend on the subject of a particular site.

In recent years, there has been a trend towards investor leads growth in low-frequency queries. Therefore, to promote a site, the semantic core should include mid- and low-frequency queries.

There is less competition among them, so it will be much easier to raise the site to the first page of search results than when working with high-frequency queries. In addition, many search engines welcome when sites use low-frequency keywords.

Another classification of search queries is by search intent:

Informational – keywords that users enter when searching for specific information. For example: “how to glue tiles in the bathroom yourself”, “how to connect a dishwasher”.

Transactional – keywords entered by users planning to perform some action. For example: “watch a movie online for free”, “download a game”, “buy building materials”.

Vital – queries that users enter when searching for a specific site. For example: “Sberbank online”, “buy a refrigerator on Yandex.Market”, “vacancies on Head hunters”.

Other (general) – all other search queries that can help you understand what the user is looking for. For example, a user might enter the query “car” if they want to sell, buy, or repair a car.

Now it's time to remove from the list of keywords all unnecessary ones that:

do not correspond to the theme of your site;

include the names of competitors' trademarks;

include names of other regions (for example, buy an iPhone in Moscow if your site only works for Western Siberia);

contain typos or errors (if you type "dog" into a search engine instead of "dog", it will consider this as a separate search query).

Step 4. Identify competitive queries
To effectively distribute keywords on the site pages, they need to be filtered by importance. For this, the Keyword Effectiveness Index (KEI) is used. The calculation formula is:

KEI = P2 / C

where P is the frequency of keyword impressions over the last month; C is the number of sites that are optimized for this search query.

The formula shows that the more popular the keyword, the higher the KEI, the more targeted traffic you will attract to your site. High competition for a search query makes it difficult to promote a site for it, which is reflected in the KEI value.

Thus, the higher the KEI, the more popular the search query, and vice versa: the lower the keyword effectiveness index, the higher the competition for it.

There is a simplified variation of this formula:

KEI = P2 / U,

where instead of C the U indicator is used – the number of pages optimized for a given keyword.

Let's look at an example of how to use the KEI keyword effectiveness index. Let's determine the frequency of queries using the Yandex Wordstat service: