Analysis of search queries by frequency. Frequency of queries in Yandex: full analysis

In this article we examine issues related to the frequency of requests in the 2 largest search engines Runet: Yandex and Google. Let's look at what services exist to determine the frequency of queries, what is the difference between exact occurrences and blurry ones, how to analyze the frequency of exact occurrences and analyze which queries will be appropriate within our blog and they are capable of attracting visitors to our site, and which ones are only at first glance , are in demand, but in fact it is better to abandon them when writing an article.

Before filling a website or blog () with content, you need to determine what target audience information from our website will be sent and, accordingly, analyzed frequency of requests, in order to find the most popular and capable of attracting readers interested in this information. Based on what users are looking for on the Internet, we will determine a site development plan, create a semantic core and write optimized articles for these key queries. In order to determine the frequency with which certain information is searched in the Yandex search engine, we will use the services of the wordstat.yandex.ru service (the link is inactive, to go to the site, copy the domain to address bar browser). Initially, the following picture appears before your eyes:

The first thing you need to do is determine the geography search queries. For example, my blog is aimed at visitors from all over the country, while niche ones are only for a specific region or city. Based on this, we narrow the geography of requests by separating unnecessary regions into context menu from the side. It looks something like this:

What needs to be done next? Decide what you want to write an article about. For example, you want to write an article about how to get a loan, and you are looking for the desired search query for which your article will be optimized. For example, you decided to make the phrase “how to get a loan” the main search query in order to attract visitors to your site who will be looking specifically for information on this topic. If you enter this phrase into the Yandex search statistics service, you will see that it would seem that a large number of people are looking for information on this topic.

But in reality, is this really the case? You don’t have to think, but I’ll say right away that no! In reality, this statistic only means that a significant number of people are interested in searching for information related to this topic, but in fact, they may be interested in a completely different topic, such as “how to get a loan with a bad credit history.” And even more so, if you write the meta title tag and the title of the article for only one (main) search query, then you will miss the rest of the potential audience, because they are more interested in specific information, but not general information. What is so good about analyzing nested phrases and the “what else were users looking for” columns? First of all, by using this information, we can:

1. add keywords that accompany this initial phrase. For example, in a text that is optimized for the original request, it is very desirable to also use the expressions: “without certificates,” “without guarantors,” etc. (from the left column of the service) and, for example, “loan secured by an apartment” from the right column. Why is this needed? First of all, in order to cover as much as possible keywords in the article and increase the credibility of the article from search engines (that the article is truly thematic, as it includes words on related topics)
2. build on their basis a strong internal linking system
3. take into account the more specific direction of the article’s material, that is, not just adding keywords, but also more detailed elaboration of the text

In principle, these are the main points that are worth paying attention to. Let's move on. Now we need to make sure that it is advisable to write an article specifically on this topic, that is, count the number of queries in the Yandex search engine for a given phrase without accompanying phrases. This can be done by discarding all accompanying root phrases by quoting the phrase. To be precise, the quoted phrase shows not only the direct occurrence, but also the different inflections of the word or phrase. From here we conclude that the true frequency of a request is determined only by adding quotation marks and an exclamation mark to the search phrase:

Naturally, the results obtained do not always reflect reality, since competitive commercial demands are artificially inflated in order to lead a competitor astray from the right direction, but we do not take these factors into account.

Statistics services from Google

If you decide to place a targeted emphasis on website promotion in the Google search engine, then you will need the service for determining frequency from Google at just the right time. Personally, I don’t yet use this service to its fullest extent, because I don’t put much emphasis on website promotion for Google, making do with the Yandex service described above, but I think that it wouldn’t be superfluous to use information from a second resource. In fact, the foreign competitor of Yandex has two services, but I consider only one to be more informative. And here are the actual addresses of these services:

• Statistics from Google Adwords - https://adwords.google.com/select/KeywordToolExternal
• Google trends - http://www.google.ru/trends/

the links are inactive, just copy them into the address bar of your browser to go to the above sites. Well, with the first one, I think there will be nothing complicated, since this is a service for selecting keywords primarily for contextual ads and its mechanism is similar to the mechanism of action of the first Wordstat.Yandex service. Plus, the service will show the competitiveness of the request based on the presence of contextual ads, evaluate similar requests, and so on. The second service, as I understand it, evaluates the trend dynamics in relative values ​​and I don’t see much point in using it now (after all, it’s better to use absolute indicators in this case).
Request frequency in other services (more precisely, in the services of other search engines), in principle it makes no sense to count. Well, perhaps the Rambler statistics service (address http://adstat.rambler.ru/wrds/) will help you assess the popularity of search queries in a given search engine.

Hello, friends. Any webmaster simply must know how to use Yandex Wordstat. This is one of the main tools that helps you select keywords for writing articles and attracting search traffic. Let's see how to use it correctly.

How to use Wordstat - basic or wide frequency

Everything is extremely simple - enter the phrase you need and in a few seconds you will receive the number of times users search for these words per month. But here we need to make an important note. If you just enter the right words, Yandex.Wordstat will show the number of searches for all queries that include the entered words. Example:
I entered the phrase “create a website.” Is it really searched 270 thousand times? No, because the service showed us the so-called basic or broad frequency. It displayed the total number of searches for all queries that included these words. And these could be queries such as:
“where to create a website”, “why create a website”, “I want to create a website” and even “create a calculator for a website” (both words are included in this query, so Wordstat will even count it). As you can see, the statistics are very inaccurate.

Phrase frequency

To more accurately determine the number of searches for a phrase, you need to enclose it in quotation marks.
As you can see, this gave a much more accurate picture. Now it shows us the number of searches exactly for the phrase + word forms. For example, “create websites.”

Exact Frequency

Most webmasters and optimizers are only interested in the exact request frequency. It shows how many times it was searched in a search engine in its exact spelling. To perform such a search in Yandex.Wordstat, we first need to enclose the entire phrase in quotation marks, and then put an exclamation point before each word.
We received a slightly smaller number of searches than in the case of phrase frequency. This number is the most accurate. So we were able to find out that the phrase “create a website” is searched 17,130 times a month. That is quite often. This request can be classified as high-frequency and very competitive.

Analysis

As you understand, it is not enough just to know how to use the Yandex Wordstat tool. You also need to be able to analyze the information received, select suitable words and phrases, determine the competitiveness of requests, etc. All this is very important for a person who wants to attract a lot of people from search engines. I will definitely write about this in future articles on this blog. And today my task was to convey how to use Wordstat correctly. Use this tool and develop your project correctly.

Frequency of search queries. How to determine the frequency of a request in Yandex

In our article about the types of search queries, it was said that queries are divided into HF, MF, LF and MLF. You can read more about all types in the article - Types of search queries. Today I would like to talk about how to check the frequency of a request and find out exactly what type it belongs to. We will consider the most convenient way checks - using the Yandex Wordstat service or Yandex word selection. This service is designed to display statistics on search queries in this system.

Frequency of requests in Yandex PS

The Yandex search engine, in addition to its main functions for users - searching for sites to answer questions, has an excellent service for site owners, which allows you to find out how popular a particular query is, that is, determine its frequency.

Search query frequency - this is the number of times a user enters a specific query in a search engine over a period of time (in Yandex for 1 month). That is, when checking the request “Apartments in Moscow” for its frequency, we will find out how many times a month users entered this phrase into search bar.

Determining the request frequency

As mentioned above, we have 4 types of search queries: high-frequency, mid-frequency, low-frequency, micro-low-frequency. Now it's time to learn how to identify it. We will need the Wordstat service - wordstat.yandex.ru. It is also worth noting that to use this service you need to register with Yandex itself (just create Mailbox). The service is completely free, which is good news.

As you can see, the page only has an address bar for entering a request and several additional functions. We are currently interested in determining the frequency of the request. To do this, enter the required query into the search bar and get the result. For example, let's take the request "Political News".

As you can see, this search query has 23,473 impressions per month. Accordingly, the request is high frequency. Also in the left column you can look at queries in Yandex that contained this phrase, and in the right column similar queries are shown.

So, let's look again at which queries will be high-frequency and which will be of other types.

High-frequency query - more than 5,000 impressions per month

Medium-frequency request - from 500 to 5,000 impressions per month

Low frequency request - from 50 to 500 impressions per month

Micro low frequency query - Less than 50 impressions per month.

Important! These numbers are not exact, and the frequency of search queries for a particular type may vary depending on the topic. For example, for some topics, high-frequency queries will be those with more than 10,000 impressions per month.

Let's try to enter a micro-low-frequency query into Wordstat. For example "coronary artery bypass grafting studies"

As you can see, in Yandex such a request is entered only 35 times a month, and it should be classified as an MNC. Promotion for such a request is the simplest, but the number of visitors coming to the site will be very low.

Important! The data you see in the “impressions per month” column is not accurate. Yandex provides you with information about all requests that contained this phrase.

For example, the request "Dentist Moscow"- 500 impressions per month. But these impressions will also include requests “Dentist at home in Moscow”, “Paid dentist Moscow” and others. To determine the number of exact occurrences you must use additional features Wordstat. We'll look at exactly how to do this below.

Determining the number of exact and morphological occurrences of a query

The results shown above, as already mentioned, do not provide an accurate picture for a specific query. To determine the exact occurrence of words in Wordstat, we will need to use some additional functions.

Let's take the request "Buy a moped".

As you can see, of this request 105,048 impressions per month. However, these impressions will include the phrases “Buy a used moped”, “Buy Alpha mopeds” and others.

In order to determine the exact occurrence of a search query, we need to place the query in quotes.

As you can see, this request now has only 4,400 impressions. This is exactly the number of times users enter this query in Yandex per month. Moreover, 4,400 impressions include morphological changes to this query. That is, the query results are shown here “Buy mopeds”, “Buying a moped”, “Buying a moped” and others.

To get the exact number of impressions of a query in a certain form, tense and case, you must put an exclamation mark before each word in this query. Semantic core - what is it?

This article is intended for beginners in SEO, as well as for website owners who have chosen queries for promotion, but do not know whether these are frequent queries.

So, let's begin.

Request frequency- this is the number of queries or phrases typed by a user in a search engine in a certain period of time. The methods for determining the frequency of a query in search engines differ. In this article we will look at the frequency of queries in the most popular search engines - Google and Yandex.

From this article we will learn the following:

1. How to determine the frequency of requests in Yandex

1.1. Word selection service in Yandex

To determine the frequency of queries in Yandex, there is a simple and convenient “Word Selection Service in Yandex” or, as it is also called, Yandex Wordstat.

Entering the request into the selection line, we get the following picture:

It is noteworthy that now we see the overall picture of impressions per month, but you can look at the request frequency separately by type of device (tablets, Cell phones, computers) from which users searched for the query.

So, we see that 269,733 of the total impressions were on phones.

1.2. Types of frequency in Yandex

So, we found out that the query [plastic windows] had 1,006,660 impressions per month - this will be the base frequency of the query.

In total, Yandex Wordstat distinguishes three types of frequencies:

1. Base frequency- indicates the number of impressions for all queries with the desired key query. In our case, this is the request [plastic windows]. When collecting the base frequency for this request, all possible word forms were taken into account, as well as variants of the requests [buy plastic windows], [prices for plastic windows], etc.
2. Phrase frequency- to define it you need to put the query in quotation marks. This will allow us to find out the request frequency for the phrase we are interested in.

As you can see from the screenshot, the phrase frequency is significantly lower than the base one, since the phrase frequency can take into account word forms, cases, and different endings, but additional words are ignored (for example, the request [buy plastic windows] is not taken into account when collecting phrase frequency).

1. Exact Frequency- to define it, you need to put the query in quotation marks and put an exclamation mark before each word in the query.

In this form, we will find out the number of impressions per month specifically for this request.

1.3. Geodependency

In addition to different request frequencies, we can find out the frequency from requests in different regions. To do this, instead of the “By words” item, check the “By region” item.

The screenshot shows the total number of requests, as well as their number specifically by region. For example, in the Moscow region there were 13,847 impressions, regional popularity is 206%.

What is regional popularity? Yandex answer:

“Regional popularity” is the share that a region occupies in impressions for a given word, divided by the share of all search results impressions that fell on that region. The popularity of a word/phrase equal to 100% means that this word is not distinguished by anything in this region. If the popularity is more than 100%, this means that there is increased interest in this word in this region; if it is less than 100%, it means decreased interest. For statistics lovers, we can note that regional popularity is an affinity index.

You can also set the region when collecting frequencies. By default, the fee is set for all regions.

Select a region.

Thus, when searching for the exact frequency of a query in a specific region, you can find out how many people are searching for the query you are interested in in the specified region.

1.4. How to determine the seasonality of a request

Yandex Wordstat has another function that interests us. To use it, you need to check the “Query history” checkbox.

Thus, we see what the request frequency was by month during different periods. Using this information, you can roughly predict drops/rises in traffic on the site.

1.5. Plugins for ease of use of the service

The Wordstat service is useful, but not very convenient, so in order to make my life easier, when working with it I use the Yandex Wordstat Assistant plugin.

This is how it looks in the Wordstat window:

The first thing that catches your eye is the advantages around requests. By clicking on them, we add queries to the column on the left:

This is very convenient, since you usually need to highlight each request and its frequency in order to copy it. Moreover, you can safely switch to other queries, and the list of queries added to the column will be saved.

This plugin also allows you to sort queries directly in a column by frequency or alphabetically, and then copy these queries with frequency into the document you need. I recommend using the plugin for Chrome browser, since there are more latest version, which is constantly updated. There is also a plugin for FireFox, but it has not been updated since April 2015, so not all functions work correctly.

2. How to determine the frequency of queries on Google?

If everything is relatively simple with Yandex, then finding out the frequency of a request on Google will be more difficult. Google does not have a service like Yandex Wordstat, so you have to use the contextual advertising service Google AdWords. You will need to register in it. After registration, a panel will appear in front of you.

Open the “Tools” menu tab and find “Keyword Planner” in the drop-down menu.

This will open the scheduler page. On this page you need to select “Get query statistics and trends”. There, enter the query you are interested in and indicate the region.

Click on the “Find out the number of requests” button. You will get this result:

Due to AdWords limitations, the average number of requests per month ranges from 1,000 to 10,000. To get more detailed information, you need to create and launch a campaign.

When a paid campaign is running, the request frequency will look like this:

3. Software collection of request frequency

Methods for manually collecting request frequency were described above. With a large number of requests, collecting their frequency manually is very inconvenient, so I use special programs.

3.1. Program "Slovoeb"

After setting up the program, you need to launch it and, as in the case of “Slovoeb”, add queries, specify “Region” and click on “Collect Yandex statistics. Direct".

Key Collector, unlike Slovoeb, parses data using Yandex. Direct, which significantly speeds up the parsing process. Click “Get data” and get the result:

The program allows you to collect frequency for Google using Google AdWords. To do this you need to configure it. The settings can be viewed on the official Key Collector website. Then you will need to click on the “Collect Google Statistics” button. Adwords", which is located next to the "Collect Yandex.Direct statistics" button.

4. Online collection of request frequency

Sometimes there are situations when your favorite instrument is not at hand, but you need to collect the frequency. In this case, you can use online services to collect frequencies. I will look at 2 services that I use myself. One will be for Yandex, the other for Google.

4.1. Online frequency collection tool from SeoLib for Yandex

All you need to do is open the “Analysis” tab key phrases"and copy it to the request form or attach a list of requests of interest as a separate file. After this, you need to select the required frequency and region, and, if necessary, specify Extra options. Then click on “Start Analysis”.

In the form you need to add keywords separated by commas and indicate the region near the “Belts” button.

Result:

Go to the “Metrics” tab:

Results

Work with Yandex:

1. If there are several requests, you can view them manually through Yandex Wordstat. In this case, I strongly recommend installing the Yandex Wordstat Assistant plugin - it significantly simplifies the process;
2. If you have a list of queries and need a quick one-time check, use SeoLib's online Keyword Tool;
3. If you constantly work with requests, I recommend purchasing Key Collector. Although Slovoeb is free, it parses too slowly, and the time you save on parsing queries in Key Collector will more than offset the costs. “Slovoeb” can be used if you work with a small list of queries and use it infrequently. I used it myself when I started working in SEO, but when I purchased Key Collector, I regretted not buying it earlier.

Work with Google:

1. If there are several requests, use Google AdWords;
2. If you have a list of queries, it will be more convenient to use the Ahrefs online service or set up Key Collector.

I have listed the services that I myself use to collect request frequency. Perhaps you use other services? Then indicate them in the comments, I will be glad to read them!

That's all for now, I wish you good positions according to frequency requests!

To predict traffic from Yandex search, you need to know the frequency of queries. You can check the frequency manually in Wordstat, but this will take a long time if you have large arrays of keys. Parsers are designed to speed up work: these are desktop programs, browser extensions, and cloud services, and scripts. They are all similar - there are only differences in the nuances of work. Click.ru also has its own service. Let's figure out what its advantages are over its analogues.

Main features of the Wordstat Parser in Click.ru

Service capabilities:

• collecting frequencies from the left column of Wordstat for specified phrases;
• loading phrases as a list or using an XLSX file;
• the ability to parse frequency in any Yandex region;
• taking into account the type of match when parsing (operators " phrase«, «! phrase" And [ phrase]);
• saving all reports in the cloud.

Service features:

• unlimited number of search queries when checking at one time;
• no need to create fake accounts in Yandex specifically for parsing or risk your own accounts;
• no need to use proxy servers or enter captcha;
• summing up frequencies in the report for specified regions or breaking them down for each region;
• high parsing speed;
• convenient for subsequent processing report in XLSX format.

Why know keyword frequencies?

The main reason why frequencies are collected is traffic forecasting. Knowing how many times users were interested in a certain phrase, you can roughly calculate how many hits the site will receive if it takes the Nth position in the search.

How it works in practice:

• you have created a list of key phrases that you plan to promote;
• For the phrase by which you plan to evaluate traffic, determine the frequency (for example, “ buy an ottoman in Moscow"- 2852);
• you will find out the CTR values ​​depending on the position in the search (approximate data on the distribution of CTR can be found in open sources, but if your site has been running for at least several months, then more accurate data is available in the Yandex.Webmaster report “Search queries” / “Query history” " / indicator: "CTR on positions, %");
• make a traffic forecast for the TOP 10 (to do this, multiply the frequency by CTR and divide by 100%; for example, if the CTR of positions 2-3 is 25%, then the forecast traffic upon reaching this position is: 2852 * 25/100 = 713).

Another reason for frequency analysis is weeding out “junk” phrases. These are phrases whose frequency approaches zero, and there is no point in including them on existing pages (let alone creating new pages for them).

Which phrases are considered “trash”?? It all depends on the topic. For example, if the topic is narrow, there is little traffic (for example, for the keys “ purchasing an MRI machine" or " Vertu repair"), and each user is worth his weight in gold, then you can leave phrases with a frequency of 1. For mass market stores, you can filter out requests with a frequency below 5. And for information sites, a frequency of 30-50 may well be the lower limit. The main thing is not to overdo it with removing unnecessary phrases, otherwise there is a risk of losing traffic for low-frequency queries, which sometimes amounts to 70-80% of total traffic.

How to collect frequencies in Click.ru

Stage No. 1. Loading keywords

Stage No. 2. Region selection

All regions supported by Yandex are available in the system. The choice of regions for parsing depends on the tasks. Let's consider several situations:

1. You plan to promote in one region. This situation is typical for information sites, small regional online stores and local service companies. Just specify the desired region (DO NOT activate the “Split by regions in the report” option).

2. You plan to promote in the main and several nearby regions. The situation is typical for regional companies and online stores (without subdomains), which, due to territorial proximity, will promote in their own and adjacent regions. In this case, select the regions (DO NOT activate the “Split by regions in the report” option). In this case, frequencies for all selected regions will be summarized in one report.

3. You plan to create regional subdomains and promote them in different regions. The situation is typical for large online stores or online services (for example, taxis, food delivery services, etc.). In this case, select the desired regions and activate the “Split by region in report” option. The report will contain reports for each specified region on separate sheets. That is, in fact, you receive not just one report, but as many as the number of regions you specify.

Stage No. 3. Specifying frequency collection parameters

If you simply enter a phrase in Wordstat and start collecting frequencies, you will receive statistics on all variants of word forms (including phrases that include the given one). This is called broad match. For example, 12902 impressions for the phrase “ buy a hoverboard inexpensively" does not mean that users entered this phrase 12902 times in this spelling. This figure also includes requests for the phrase “ hoverboard buy in Moscow inexpensively", And " I’ll buy a hoverboard in rubles inexpensively", And " hoverboard buy in Perm inexpensively"and many more. etc.

To obtain more accurate query statistics, match operators are used. We talked about them in detail in. Here we will focus on those that are supported by the Wordstat parsing tool from Click.ru.

1. Broad match(information is searched using specified phrases without additional operators). In this case, you get very broad statistics, which are not always relevant and reflect the real picture of demand. There are several reasons for this:

• false statistics (there are a lot of parsers on the Internet that create false requests to Yandex, which is why the resulting numbers are too inflated);
• irrelevant semantics (for example, for the query “ buy diapers» people are not necessarily looking for baby hygiene products - « diaper"are called ink absorbers for printers, and such requests are quite popular).

Parsing frequencies in broad terms is useful only from the point of view of the overall picture, for understanding trends, but for making decisions final decisions To include certain queries into the kernel, it is better to use the matching operators presented below.

2. Fixing the number of words(operator " quotes"). In this case, statistics are reflected only for a given phrase, but taking into account various cases and permutations of words. For example, the key frequency " buy a hoverboard inexpensively" includes the frequency of the phrase " buy hoverboards inexpensively" but does not include " buy a hoverboard inexpensively in Moscow" or " buy a hoverboard". This is a much more accurate statistic than broad match because it reflects information specific to a specific query.

3. Fixing the number of words + morphology(operator "! quotation marks with!exclamation!mark"). If you want to get information on a specific query with a given word form, use this operator. If you set "! buy! hoverboard! inexpensive", then you will receive information only for this word form (for example, statistics for the request " buy hoverboards inexpensively" will not be included). It is important to understand that if the semantics are narrow, then the numbers will be too low (or even zero). Therefore, this operator is more suitable for popular topics where you need to find the most popular options for writing key queries.

4. Fixing the word order(operator [ square brackets ]). This operator is used when word order is important for proper page optimization. A classic example is with the purchase of tickets. According to the phrase " tickets Moscow St. Petersburg"Broad Match will include statistics for phrases like " tickets St. Petersburg Moscow”, which are suitable for optimizing the search page for tickets from Moscow to St. Petersburg. To avoid this, the search phrase is placed in square brackets, and then the statistics will only be for phrases with a given word order (taking into account different morphologies).

It is best to collect frequencies taking into account all matching operators. This way you will have the most complete picture. If you have a limited budget, activate at least two match types - for example, wide and “quotes”.

Stage No. 4. Getting the result

Frequency collection time depends on the number of requests, regions and match types. If there are not very many requests (up to 1000), the process will take no more than 1-2 minutes. The result is available in the “Task List”:

To download the report, click on the appropriate link. In the report you will see a list of specified phrases and the frequency opposite each of them. If you specified division by region, then the report will have several sheets corresponding to each region. Each report also contains a sheet with initial settings.

If you do not have time to wait for the task to complete, you can close the browser - the parsing will proceed without your participation.

After parsing is completed, the system will notify you at email specified when registering with Click.ru. Reports are available in the system at any time, so it is not necessary to download them immediately after parsing is completed.

If you mistakenly set up repeated parsing with similar source data, the system will notify you about this. This allows you to avoid wasting money.

How much does the tool cost?

For billing, the base unit is used - TZ (obtaining data for one type of frequency for one phrase for one set of regions).

A nuance: if you specify several regions, but do not activate the “Split by regions in the report” option, then the number of regions does not affect the final cost of the check. If you want to receive separate reports for the specified regions, the cost will increase in proportion to the number of regions.

Here is the tariff table:

Here are some examples of calculating the frequency parsing budget:

Compared to competitors, the cost of parsing in Click.ru is 3-5 times lower, especially when it comes to checking a large array of keys.

Working with Wordstat Parser for seasonal demand

Wordstat displays statistics for the last 30 days. Therefore, if there is seasonal demand for a request, the data obtained may be overestimated or underestimated. If you see zeros in the parser report and suspect that there is something wrong with the statistics, go to Wordstat and look at “Query History”. A pronounced seasonality will be visible on the graph:

Do you want to quickly check frequency using a given list of phrases? Register in and collect frequency by keywords using the Wordstat Parser. The tool works “in the cloud” and does not require creating special accounts in Yandex, entering captcha, working through a proxy or other manipulations. Parsing costs 3-5 times cheaper than competitors. The first 50 checks are free.