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What are keywords?

Any internet business starts with defining a target audience. On the Internet, the audience is determined by the search queries on the web.

We all set phrases in the search bar in order to find a page with the most useful information for us. In exactly the same way, you can convey the information that is most valuable to your customers (or readers), you just need to be able to collect keywords that will help take into account the most popular search phrases of your audience.

What are keywords?

A keyword is a single word (or phrase) that relevantly (accurately) characterizes a specific page on your site.

Important characteristics of a keyword are its frequency and word form: the more popular a keyword is, the more valuable it is to us, and the more accurate the phrase and its declension we choose, the more important the frequency of such a phrase.

There is even such a thing as surrogate requests - these are unnatural combinations of words that will be harmful to us.

Therefore, when choosing keywords, we advise you to pay attention to the following factors: the phrase and its word form, frequency, frequency in phrase and exact match.

Why collect keywords?

Three main tasks of collecting keywords:

  1. Contextual advertising: keys are needed for Google Adwords or Yandex.Direct.

  2. Semantic core: first of all, the selection of keywords is built for semantics. It is she who is the primary task.

  3. Content: for articles, texts on pages, blog.

The main task of collecting keywords is to find the most frequent definitions for written content (or material to be written).

Competitor Keyword Analysis

Analyzing your competitors' keywords is quite simple - use the search engine and you will immediately see your competitors in the search results.

Check out their web resources, pay attention to site types, structure, content and USP, as well as the points that we will talk about in the following paragraphs.

Site types

All sites that catch your eye can be conditionally divided into the following categories:

  • Corporate web resources and service sites. They are characterized by the presence of functionality hidden for the registered user, promotion by means of a blog (forum, FAQ-section) and have a small number of pages with services. They can be promoted through traffic links and brand queries.

  • Landing pages for ordering. Often, they are one-page with a small number of auxiliary non-promoted pages (maybe without them). Examples: narrowly focused landing pages or resources for downloading software for smartphones.

  • Shop sites. They can have a very voluminous structure, the assessment of which will take from several hours to several weeks. Promoted by selling requests. Usually focused on the sale of goods and their subsequent delivery to the buyer.

  • Business card sites. The most common site type. Usually, they have a small number of pages with services, and also contain service pages with information about the company's activities.

  • Portals / Boards / Catalogs. Similar in principle to shopping sites, except that they attract both sellers of goods and services, and their buyers.

Site structure

There are two ways to see the structure of a site:

  • Manual: just study the menus and site pages.

  • Screaming Frog SEO Spider: crawl the visible part for search engines and parse the site's link structure.

An analysis of the structure of competitors' sites will immediately highlight important points:

  • Service pages of competitors: promotions, deliveries and buyer's guides.

  • Method of dividing pages of categories of goods and services.

  • Blog pages and blog categories.

  • The principle of URL construction: usually sites in the TOP use CNC (human-readable urls are links, by the name of which you can easily understand what they are about)

Competitors keywords

There are a huge number of services (most often paid), with which you can see the keys of your competitors.

Among the famous: Serpstat, Ahrefs.

But you can also look up keywords for free by simply examining the Title and Description on the site.

Content on the site

In order to preliminarily study the content presented on the pages of the site, you need to be able to highlight the commercial part - it is first of all striking and most important for conversion.

To study the content, you can use the text.ru service - it will easily highlight your keywords in the materials.

USP sites

USP is the next thing we see after the content. Here it is important for us to understand why the competitor's page is more attractive than others.

What can attract customers? - price, working conditions, terms, guarantees, promotional offers or payment forms. It is worth noting that it is in the USP and in the content that the same “selling” tails, which are useful for advancing in low frequency queries. With their help, you can quickly raise traffic.

Keyword synonyms

Any query has synonyms. To find them, we recommend using SERPSTAT (we recommend Ahrefs for English keys). Our goal is to find those keywords that we did not take into account in the original search.

Those synonyms that you can already work with can be seen in the RELATED PHRASES section. Then we analyze the competitive pages by high-frequency (HF) synonyms. We look at the pages in the TOP on them and collect a few more variants of phrases.


Describe the entire structure of your business: services (goods) and synonyms of their names. In the first case, you need to paint what you can do and what you will do. In the second, designate a list of products sold. For this, it is very convenient to use various mind-meps (for example, XMIND 7 for offline work, or Mindmeister for online work).

In 90% of cases, the potential hierarchy of site pages looks like this:

  • Home page (often a generic synonym for any type of business).

  • Service pages (can also have logical sublevels).

  • Product category pages: If your business is based on sales, then the site usually looks like an online store (its structure will be focused on the sale of certain groups of products).

  • Blog / News Pages: All info traffic should be here, and info requests usually lead here. Such pages contain both company news and reviews, advice on goods and services).

  • Partner pages (usually containing information that is sent by mail in response to offers of cooperation; there may be a form for sending contact information or a place for vacancies).

  • The page of contacts, information about the company, the team (there is usually no clear promotion by keywords, and sometimes these pages are designed quite simply; but you cannot close them from indexing).
    Customer pages (most often, these are guides to buyers, answers to questions (FAQ pages), sections with promotions, reviews, portfolios and confidentiality agreements).

  • Pages of the Personal Account, registration and “forgot password” (such pages can be closed from indexing altogether, they are usually not promoted).


Collecting keywords is necessary both for creating a website, contextual advertising, and for writing new content. And, as you already understood, you have to do this constantly.

Here are our simple keyword research tips:

  1. Always question the semantics you've collected - don't think they're perfect. Check the current issue and frequency each time.

  2. Evaluate your competitors' keywords.

  3. Pay attention to low-frequency queries - they are the easiest way to promote your site and get sales.

  4. Remember, keywords determine your headline, which in turn drives traffic. In addition to the attractiveness of the snippet, don't forget about the request rate.

  5. Automate the process: collect ideas and clues, and use utilities to search for keywords.

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