Semantic Keyword Research
Semantic keyword research is an organised list of search queries that a website should target to attract its target audience from search engines. It is compiled before a website or advertising campaigns are launched. The list is used to build the page structure, choose content topics, and select keywords for ads.
A semantic keyword list helps structure a website, define topics for articles and other publications, optimise H1 headings and meta tags, and prepare ads for Yandex Direct. It can also be used when planning content email campaigns, provided the email topics match the audience's interests.
A unified database of search queries helps align SEO and paid advertising by attracting users at different stages of the decision-making process, taking their search intent into account, and allocating the marketing budget more effectively.
How to Build a Semantic Keyword List
- Identify the main topics. Study the product, target audience, and its needs, then compile a list of seed keywords.
- Expand the list. Use search suggestions, keyword research tools, Yandex Direct statistics, and data on competitors' search queries.
- Clean up the keyword list. Remove irrelevant phrases, duplicates, and queries that do not match the business objectives.
- Group the queries. Cluster phrases by meaning and search intent, assigning them to the most appropriate website pages.
- Set priorities. Analyse search volume, competition, and the commercial value of queries to determine which areas to focus on first.
Which Queries Are Included in a Semantic Keyword List
Based on search intent, queries are divided into four groups: informational queries, used to find answers and explanations; navigational queries, used to reach a specific website or page; commercial queries, used to research and compare offers; and transactional queries, used to complete a desired action, such as making a purchase or ordering a service.
By search volume, queries are classified as high-, medium-, and low-volume. By length, they are divided into short, general phrases and longer, more specific ones. Companies operating in multiple cities also consider geo-dependent queries associated with a particular location.