Key words - search queries Yandex users.
For the Yandex.Direct test, it is better to use only hot keywords with a clear purchasing need. You need to prepare for the gathering - make a list of masks.
1. Keyword masks
Masks are general queries that include keywords. An example of a mask and its occurrences in the word selection service - wordstat.yandex.ru:
To collect masks, you need to make a list of thematic words. I do this in the program xmind, but it can also be done in Excel. Basic functions enough and they are free.
Example of brainstorming in xmind:
Filling a map in xmind:
Materials for the video:
- selling supplements - .
Let's continue. When the map is ready, you need to multiply its components. The meaning is:
- we need primary masks that characterize the product and can be selling ones - “buy wallpaper”, “sale wallpaper”
- and secondary, any word from the card categories, for example - “liquid”, “children’s”, “kitchen”
- by multiplying the 1st and 2nd we obtain the main masks; we will use them to collect the semantic core.
Here is a video on multiplying masks:
Multiplication services:
The masks are ready, now we need to get the keywords - collect the semantics. More on this below.
2. Collecting keywords
The long way— enter each mask into wordstat.yandex.ru and copy queries from statistics. Please note that there will be up to 40 pages of statistics for each mask. Wordstat instructions:
Fast way— buy Key Collector on the official website, it itself collects keywords from Wordstat. Collector instructions:
3. Removing duplicates
The keywords have been collected, now they need to be checked for duplicates. I’ll tell you how to do this in the key-collector program...
Video:
4. Sorting keywords
I already wrote that Yandex.Direct needs to be tested on hot keywords.
If a person does not leave a request for “apartment renovation,” then the request “tools for apartment renovation” is unlikely to change anything. Keywords need to be sorted into hot, warm and cold.
Sorting video:
5. Cross track
To prevent keywords from intersecting and creating competition for each other, you need to minus them.
Video about the backing track:
Backing track service:
Results
You should have a list of keywords on hand - save it, we will need it later. If something seems unclear, write in the comments.
When choosing keywords, Yandex Direct and Google AdWords start with the widest possible list of possible phrases that your potential clients enter.
All people enter different key queries in Yandex and Google
Let's say you sell Mercedes cars.
Different people will write in the search “business class cars”, “mercedes s class 2014” or “buy Mercedes Gelik”, but they are all your potential clients. And it would be good for us to have each of these queries in our list of keywords.
That's why, how more requests we can collect, the better(but without fanaticism: for the first launch you).
How to choose the right keywords for Yandex Direct?
We have a 25-point checklist for this. At each point you need to write down all the key options in a separate text document. Or a mind map, whichever is more convenient for you.
1. Your own head
A business owner knows his audience like no one else. The first thing to do is sit down and think about how they might be looking for you. Set aside at least 15 minutes for this. This is where queries may pop up that the rest of the checklist won’t help you find.
2. Interview 10 people (brainstorming)
As we already said, everyone thinks differently. So ask 5-10 people how they would search for your products or services? You will see query options that never occurred to you. If possible, gather people in a group and collect the list through active discussion.
Only after this, go through the following list. Each of the points has a chance of prompting you with a huge variety of new key queries.
3. name of the product/service(Mercedes S Class 2015)
4. name of the product/service group(German cars)
5. your website(mercedes-benz.ru)
6. competitor’s website or related queries(BMW business class)
7. parts of speech(order – order)
8. places of production or purchases(Mercedes dealer)
9. specialists(mercedes seller)
10. product brands(mercedes sls amg)
11. company brands(mercedes-benz)
12. nomenclature lists
13. mistakes(mersedes)
14. translit(Mercedes-Benz)
15. translation(Mercedes)
16. regions(Mercedes in Ufa)
17. cognates
18. synonyms
19. Abbreviations, slang and professionalisms(gelding Tseshka Brabus)
20. guests
21. abbreviations(AMG)
22. word mergers(mercedes benz)
23. problem(need a good car urgently)
24. cause of the problem(rollsroyce is falling apart what to do)
25. your own head again. Now you think more broadly and can come up with something else
Example of keyword selection for Yandex Direct
We have a file with a large list of different possible requests, which is the base. With its help, selecting Yandex Direct or Google Adwords keywords becomes much easier.
An example of what can happen: a mind map for scenting offices. I deliberately posted a fairly small map.
