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Promotion: Semantic core

Formation of a website semantic core

Before you start to promote a website, you need to define the keywords by which you will promote it. What is a keyword or a keyphrase? E.g.: "make website" or "make own website" or "make a free website" – these are sample requests of users who search for information about website building.


If people search information about apartment sale, then the following keywords will be used: "sell apartment" or "flat selling". I think you understand....

The requests can be high-frequency, midfrequency, and low-frequency. I.e. high-frequency requests are requests that are searched by more than 10 000 people per month. Low-frequency requests are searched rarely (300 people per month and less), and mid-frequency requests are somewhere in the middle :)

High-frequency requests have plenty of competition, therefore it will be difficult to become one of the leaders, and low-frequency requests won’t bring enough visitors. That’s why we need the golden mean.

An ideal key request = max frequency (popularity) with min competition.

As a rule, each web page is optimized for its own key phrase (or several phrases). And a set of such phrases is called a website semantic core.

Task №1– to find key requests for the home page as it has the biggest chance to get into search engines’ top. Then you should do the same for other pages that you want to promote. As a result the semantic core of your website will increase/broaden as you will add new key requests.

Usually each page is optimized for 1-3 key requests. So if you want to embrace 30 key requests, then you need to create 10 pages – one page per 3 requests.

Methodology of website semantic core formation:

1. Formation of the initial list of requests.

Examine information on a web page and think by which requests you would search it. Ask your friends, relatives, acquaintances about the same. In short, you need to form an initial list of requests that will be modified in future.

2. Expansion and correction of the list with the help of statistic services.

Now when we have approximate requests, use Google statistic services - https://adwords.google.com/select/KeywordToolExternal and http://www.google.com/insights/search/ - to correct them. These services are easy to use: enter a key phrase you want to check, and click on ‘get keyword ideas’ or ‘search’. The results will show you real requests that people use when searching. You can also analyze keywords by regions, i.e. check popularity of this or that phrase in this or that region.

Some more keyword services:

3. Deletion of unnecessary requests.

After you have written out all suitable requests from statistic services, get rid of the requests that have high competition (it will be extremely difficult to promote a website by such keywords), or on the contrary have a very low popularity (there is no sense in optimizing for such requests).

The factors that will help you evaluate approximate competition of a search request:


1. The more main pages are delivered by a request, the higher is competition.

2. The more websites with a keyword in a page title (tag TITLE) are displayed, the higher is competition.

3. The more external links competitor sites have by this request, the more difficult it will be to compete with them. (Indirectly you can see the same from Page Rank of competitors, but the data will be very approximate)

4. The more indexed pages a competitor has, the more quality it is and therefore the more difficult it will be to compete with it. (It is an indirect indicator as well.)

5. And finally, you should pay attention to the listing of a website in DMOZ, as only quality websites are listed there.

Now when you have defined the keywords, you need to do internal and external optimization of the pages according to these phrases.

Good luck!


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