Selection of keywords with Yandex Wordstat

The topic of this article is the statistics of search queries in the largest this moment search engines Google and Yandex.

I think many people realize that in order to successfully promote your site on the World Wide Web, you need to fill it with unique content (content). With this, it seems, everything is clear, sit down at the computer, remember, compose, write down. But not everything is so simple.

Of course, the first and most important thing here is unique content. However, a significant role is played by the correct and competent, from the point of view of optimizing search queries, compiling an article, for which it will be necessary to compose a semantic core. This is where statistics services come to the rescue.

To get a more or less reliable picture of the keyword statistics, it will be enough to use the main statistics selection services:

Statistics keywords from Yandex
Google Keyword Tool
Rambler search statistics

You can get to the service for selecting keyword statistics from Yandex at http://wordstat.yandex.ru/.

Everything is quite simple here.

I just want to draw your attention to the fact that keyword statistics can be requested:
- by region,
-by months and weeks.

It is necessary to request keyword statistics by region if you are going to promote the site on a regional scale, thus attracting target audience from your region. For example, if you are going to promote a beauty salon website, you will need to take into account the statistics of search queries in your region.

A request for keyword statistics by month (week) is necessary if you offer seasonal services, or your product is in demand at certain times of the year. For example, when promoting the website of a travel agency or an online store selling seeds, this should be done without fail. This will allow you to predict the seasonal rise and fall in the number of visitors to your site for certain queries.

After you have entered a key query and clicked the Match button, the service will give you a list of search queries for the keyword, as well as the number of impressions of this query per month. The left column will contain queries containing the keyword. Associative search queries may appear on the right, i.e. requests similar to the one you specified.

I want to remind you that search queries are divided into:
1. HF - High-frequency requests (over 5000 requests per month)
2. MF - Medium frequency requests (from 1000 to 5000 requests per month)
3. LF - Low-frequency requests (up to 1000 requests per month)

Building a semantic core is the topic of one of my next articles. But for now, I'll tell you that it's often better to pick a few low-volume queries and work your way through them than one high-volume one.

Google search statistics

Google's keyword selection tool is very similar to the Yandex keyword statistics service. At least the functions they perform are similar. You can find it at http://adwords.google.com/select/KeywordToolExternal .

Here, by analogy with Yandex, the number of requests per month for a specific keyword is displayed. The number of requests in the world (total) and in the target regions is shown.

In addition, the tool from Google shows, based on the analysis, the level of competition for each keyword.

Since the Google Keyword Tool was originally created to find keywords to buy links, here you will also find approximate price per click.

Rambler search statistics

This service is not highly developed, and does not offer any special features. The Rambler search engine currently receives a minimum number of visitors. Therefore, using it to select keywords is not entirely rational.

Hello, dear readers of the blog site. Today I will try to tell you about such a concept as a semantic core, in any case, I will try, because the topic is quite specific and is unlikely to be of interest to everyone, although ...

And the internal pages of the site, the static weight of which is not very high, can be optimized for low-frequency queries (LF), which, as I have already mentioned more than once, with good luck, can be promoted with little or no external optimization (buying backlinks to these articles).

But since we're on the subject frequency of requests, without taking into account which we are unlikely to be able to compose a semantic core, then I will allow myself to remind you a little about this and how to determine their frequency. So, all the queries that users type in the search bar of Yandex, Google or any other search engine can be fairly roughly divided into three groups:

high frequency (HF)
mid-frequency (MF)
low frequency (LF)

It will be possible to attribute a key phrase to one or another group by the number of such requests made by users during the month. But for different topics, the boundaries can be quite different. The point here is that, in fact, when choosing keywords, we are not interested in the frequency of their input by users, but in how difficult it will be to advance on them (how many optimizers are trying to do the same thing as you).

Therefore, it will be possible to introduce three more gradations, which will be of great importance for compiling the semantic core:

highly competitive (VC)
mid-competitive (SC)
low competitive (NC)

But it is not always easy to determine the competitiveness of a particular keyword or phrase. Therefore, for simplicity, parallels are often drawn and VC is identified with HF, MF with SC, and LF with NC. In most cases, such a generalization will be justified, but, as you know, there are exceptions to any rule, and in some topics, NPs can turn out to be highly competitive, and you will immediately see this by how difficult it will be to move to the TOP for these keywords.

Such collisions are possible in topics where there is ultra-high competition and there is a struggle for each individual visitor, pulling them out even for very low-frequency requests. Although this may be inherent in not only commercial topics. For example, when compiling the semantic core, information sites on the subject of "WordPress" should take into account that even queries with a frequency below 100 (one hundred impressions per month) can be highly competitive for the simple reason that sites on this topic are dark, because even such "stupid uncles" as I try to write something on this topic.

But we will not go into details so deeply and will assume when compiling the semantic core that competitiveness (how many optimizers try to promote their projects for this key) and frequency (how often users enter them in the search box) are directly related to each other. Well, we can somehow determine the frequency of certain keywords, right?

You can use several for this, but I like the Yandex tool the most. Previously, it was intended only so that advertisers could correctly compose the texts of their contextual ads, given which words are most often asked by this search engine users.

But then access to online keyword research service under the name Yandex Wordstat (Wordstat.Yandex.ru) was open to everyone, and these same people did not fail to take advantage of it. Well, what are we worse?

Yandex Wordstat - what to consider when collecting seed

So, let's go to this wonderful service from Yandex, which is called "keyword statistics" and is located at Wordstat.Yandex.ru. This service was created and is positioned as an indispensable tool for working with Yandex Direct, as well as for SEO promotion of your site under this search engine. But in fact, it has become the most powerful tool for analyzing keywords in Runet.

Therefore, in addition to its direct purpose Yandex Wordstat can also be successfully used:

Working with Google Adwords
To search for popular hashtags in social networks
To obtain data on the demand for a particular product
To build the site structure
To search for similar words
To test the demand for goods or services in another region when looking for new markets
To analyze the success of offline advertising by analyzing the frequency of mentions of brand words

With all this, the Wordstat interface can be said to be Spartan, but this is perhaps only for the better. If you want more, you can use various programs to work remotely with this service, or install a plug-in like Yandex Wordstat Assistant in your browser.

After Yandex introduced the division of search results depending on the region, you have the opportunity to see the frequency of entering certain search queries for each region separately (for this you will need to select region by clicking on the appropriate tab).

If regionality does not bother you, then it makes sense to look at the statistics on the first tab without taking into account geodependence. In principle, this is not so important at the stage of studying the principles of compiling a semantic core for a site. As well as the recently appeared opportunity to view statistics separately only for mobile users (using tablets and smartphones). This may be relevant in light of the avalanche growth of mobile traffic.

In any case, first you will need to select for yourself a number of basic keywords (masks) on the subject of your future project, from which we will already begin to dance further and select all other key keywords using the Yandex wordstat. Where to get them? Well, just think or look at the competitors you know in your niche (there is a Serpstat service that can help with this).

Yes, and simple logic is often very useful. For example, if your future site will be on the subject of "Joomla", then to compile the semantic core, it would be quite logical to enter this keyword into Yandex.Wordstat to begin with. The logic is simple. If the site is based on SEO, then there can be a lot of initial keys (SEO, website promotion, promotion, optimization, etc.).

Well, as an example, we will take another phrase: “wordstat”. Let's see what this online service tells us about itself. Here it is worth making a few remarks.

What you need to know and understand to successfully use WordStat

First, in order to start getting a significant influx of visitors for your chosen key, your site must be in the top 10(for the first ten lives, alas, there is practically no) search results (sickle - see). And imagine that there are hundreds, if not thousands, of those who want (competitors). Therefore, the seed is only necessary condition the success of the site, but not at all sufficient.
Secondly, besides this, now almost every user has their own issue, which is somewhat different from what even their neighbor on the floor sees. The preferences and desires of this particular user are taken into account if Yandex was able to identify them earlier (well, and the region, of course, if the request is geo-dependent - for example, “pizza delivery”). The positions in this plan are the “average temperature for the hospital” and will not always lead to the expected influx of visitors. Want to see the true picture? Use .
Thirdly, even if you get into the Top 10 of the issue (shown to most of your target users), the number of clicks to your site will greatly depend on two things: position (the first and tenth can differ in clickability by dozens of times) and the attractiveness of your ( information about the page on your site displayed in the search results for this particular request).
The queries you have chosen to promote and form the semantic core are simply may be empty. Although dummies can be identified and weeded out, beginners quite often fall for this bait. How to see and fix it, read a little lower.
There is such a thing as wrapping search queries. It personally does not occur to me who and why this is needed, but such requests do occur. Starting promotion on them, you will not get the traffic that you could count on based on Yandex Wordstat data. Read more about cheat detection methods below.
Specify your region (if you have a regional business or regional queries) when viewing statistics, otherwise you may get a completely untrue picture.
Be sure to take into account the seasonality of your requests (if any) when analyzing promotion results. In Wordstat, seasonality is clearly visible on the "Query History" tab. Do not take into account seasonal ups and downs as a factor in your failures or success in promotion.
It is convenient to work directly with the service interface with a small number of requests, but then it already becomes "torture". Therefore, the main issue of successful use of Wordstat is the automation of routine operations. How and with what to automate will be described below.
If you learn how to use Wordstat operators correctly, then the return on it can be increased significantly. These are quotes, and a plus sign, and an understanding of what this service gives out when entering not quite ordinary requests. Read about it below and in the section "Secrets of YanVo"

Scared? I even got scared myself, despite the fact that for hundreds of requests (quite frequent) my blog is in the Top (and not least due to the fact that I almost immediately started working based on the semantic core, albeit in a somewhat truncated version - selecting keys for a future article just before writing it). But if I started now (even with current experience), I would not believe that I would “manage to break through”. Truth! I think for the most part I'm lucky.

Wordstat operators in examples

So, let's take a closer look at the last two points - requests with dummy and cheat. Ready? Well, then off we go. Let's start with dummy requests. Remember the example we used just above? Enter the word WORDSTAT in the line of this service and click on the "Select" button.

So, you need to understand that the figure displayed for this word (or any other phrase) does not at all reflect the actual number of requests for this key. Displayed (attention!) total number phrases requested per month in which the word “Wordstat” was found, and not the number of queries that included this single word (or phrase, if you entered a key phrase in the Wordstat form). Actually, this is clear from the screenshot - "What they were looking for with the word ...".

But Yandex Wordstat has the appropriate toolkit that allows you to separate the wheat from the chaff (to identify dummies or get information about the frequency that is adequate to reality) and get the data we need. These are various operators, which you can add to your query and get a refined result.

Quote Operators and Exclamation Mark - Elimination of Blanks in Wordstat

As you can see, there are few basic operators and the main ones, in my opinion, are enclosing the key phrase in quotation marks and putting an exclamation point before a word. Although for highly competitive topics, the new Wordstat operator in the form of square quotes may be relevant. Sometimes it is important to know how most often users place the words in the query you need (for example, “buy an apartment” or still “buy an apartment”). However, I am not using it yet.

So, wordstat operator "quotes" will allow you to count the number of entries in the Yandex search string of this particular phrase during the month, but at the same time, all its possible word forms will be taken into account and calculated - another number, case, etc. (for example, Yandex Wordstat requests will not be taken into account, but only Wordstat in our example). In fact, this is the same thing that we considered in the article about. The frequency figure after such a simple operation will decrease significantly:

Those. such a number of times per month users entered one single word WORDSTAT in all its word forms (if they exist at all) in the Yandex search string. Of course, this request is not a dummy at all, but a full-fledged RF, but there are cases when simply enclosing a phrase in quotes reduces the frequency from several thousand to several tens or even units (for example, punch the phrase “earnings 100” in quotes and without). This was really empty.

The second important statement in Wordstat is Exclamation point before a word, which will oblige this service to count only words in exactly the spelling in which you entered them (without taking into account word forms). As I expected, for the word "Joomla" the installation of the exclamation mark operator did not add any adjustments, but this is only because of the specifics of this particular keyword.

Well, for the key phrase “website promotion”, the difference will be obvious and striking:

And add "!" before each word without adding a space:

Where did such a difference in numbers come from? Obviously, there is a request (s) with the same keywords, but in a different word form, which eats off the remaining numbers. For our example, it is easy to guess that this will be the plural:

Thus, by using quotes around the phrase and placing an exclamation point in front of each of the words, you can get completely different frequency values. Thus, you can not only weed out dummies, but also get ideas about the word forms of the phrase, which it would be desirable to use in the text more often, and which less often (although do not forget about synonyms). Although, personally, I don’t see a strong difference when adding exclamation marks, so I’m content with simple quotes.

How to quickly remove garbage and leave only targeted queries

There is another operator that allows you to cut off all unnecessary and see the real frequency of the phrase. it "+" in front of a word. It means that the given word must be present in the phrase. Why might this be necessary? Well, it's all about the features of the Yandex search engine.

By default, the ranking (and hence the Wordstat statistics) does not take into account conjunctions, prepositions, interjections, etc. the words. This is done to simplify, but often we are interested in the prospect of moving exactly under the phrase with a preposition or union. This is where the plus sign comes in handy.

By the way, minus operator will allow you to immediately clean the keywords from those that are non-target for you. For example, such a query to WordStat will immediately give the desired result:

Smartphones (+to|+from|+to) -download -games -internet -mts-a photo

Here, in order not to repeat this request three times, the operator is applied "vertical bar", which allows you to collect phrases with three prepositions at once (to, from, to). Well, words with a minus (stop words) are needed to clear phrases from garbage.

Here is another example of using operators for the same purpose:

Washing machines (cars | machines) (samsung | samsung)

It is very convenient and quickly cut off unnecessary and save time.

Selection of keywords in Yandex Wordstat

Probably, it is already becoming clear to you that those basic key phrases (masks) that you are able to formulate yourself, based on the future topic of your project, will need to be expanded with the help of Wordstat. And here, too, there is, as it were, two directions in obtaining new keywords to compose a full-fledged semantic core.

First, you can take advantage of those advanced options that Wordstat gives out. in the left column your window. There will be queries that contain words from your mask (for example, “construction”, if your project has a corresponding topic). They will be sorted in descending order by the frequency of their use by users in the Yandex search line per month.
What is important here? It is important to immediately highlight those extended key options that will be targeted for your project. Target- these are such requests, according to the content of which it immediately becomes clear that the user entering it is looking for exactly what you can offer him on your site that you plan to promote.
For example, the query “core” is extremely high-frequency, but I don’t need it at all, because this is absolutely not the target keyword for this publication. You never know what users are looking for entering it in the Yandex search bar, well, certainly not “semantic”, which, by the way, will be a prime example target query in relation to this article.
But you need to choose target keys in relation to the entire future site, although it is sometimes useful to move on general queries, but this is rather an exception to the rule.
Target phrases will be lower-frequency and users who come from them from the search results will be able to find at least something similar to what they wanted to find, which means they will not immediately leave your project, thereby worsening the . Yes, and such visitors are very important to you, because they can perform the action you need (make a purchase or order a service).
I think that there is no need to talk further about the selection of just such keywords from Yandex statistics - you already understand everything. The only "but". All the phrases from the right column of Wordstat to you again need to check for bugs, namely, enclose them in quotes (statistics with exclamation marks can be viewed and analyzed later). If the frequency does not tend to zero, then add it to the stash.
You probably noticed that for many phrases the list in the left column is not limited to one page (there is a “next” button at the bottom). The maximum that Wordstat gives is, in my opinion, 2000 requests. And all of them will need to be checked for dummies. Can you handle it? But this is only one of the many "masks" (initial keys) of your semantic core. After all, you can “move horses” there.
But don't worry, there is a way. At the link you will find a detailed article, and if after that something else remains unclear, then throw a stone at me.
The second nuance in the selection of phrases for the semantic core is the possibility of using the so-called associations from Yandex Wordstat statistics. These very associative queries are given in the right column its main window.
Here, it is probably important to understand how these very associative queries in Yandex statistics are formed and where they come from. The fact is that the search engine analyzes the behavior of the user who is looking for something from him.
For example, if the user, after (or before) typing our key phrase “semantic core”, entered some other query into the search string (this is called in one search session), then Yandex can make an assumption that these queries somehow interconnected.
If the same associative relationship is observed among some other users, then this query, set along with the main query, will be shown in the right column of Wordstat. Well, you just have to use this data to expand the semantic core of your site.
All associations will have an indication of the frequency of their request during the month. But, of course, it will be general, i.e. you still have to identify dummies again by checking all these phrases in quotation marks (Slovoeb or Key Collector will help you - read about them at the link above).
Some of the association queries have probably crossed your mind, but there will always be others that you have overlooked. Well, the more target keywords your semantic core includes, the more correct visitors you will be able to attract to your site with proper internal and external optimization.

So, we will assume that based on the basic masks (keywords that clearly define the subject of your future project) and the capabilities of Yandex Wordstat, you were able to type a sufficient number of phrases for the semantic core. Now you will need to clearly separate them by frequency of use.

Secret techniques for working with WordStat

Of course, this title is somewhat bright, but still, it is the “secrets” described below that can help you use this tool at 200%. Simply, if this is not taken into account, then you can spend time, money and effort in vain.

How to see search query boost in Wordstat

However, it is obvious that for some keywords Wordstat gives incorrect information. Is this related to any cheating options and how to determine such pacifiers I will try to explain. Of course, checking all the phrases in this way can be tedious and probably just needs experience (feel), but it works quite well.

Personally, I proceed from the premise that they cheat, as a rule, not for years on end, which means that the deviation from the average frequency value can be tracked on the graph "Request History"(the switch is hidden under the input line of the Yandex Wordstat service request). For example, I recently made requests related to the “affiliate program” and just ran into cheating (almost all keys related to the topic).

It’s just that I’ve been working with these requests for a long time and I roughly know the “layout”. There, the HF one or two miscalculated, and then what is not the key, then the HF. But just look at the history of the frequency of this query in Wordstat (don't forget to remove the quotes beforehand) and everything becomes clear (they started spinning since the beginning of summer):

Moreover, the frequency of the request has grown almost by two orders of magnitude in a few months, and a couple of years before that it was stable and did not even undergo special seasonal fluctuations. Explicit cheating - I don’t know why, but they twist all the accompanying keys.

How to automate the collection of keywords in the Yandex service

In principle, you can work through the web interface, but it's very dreary. There are programs (paid and free) suitable for this purpose. There are even browser extensions that allow you to beat the routine a bit. Let's just list them:

Why is there such a high frequency of queries with repeated words?

If you have already more or less immersed yourself in the questions of compiling a seed and parsing a lot of queries in Wordestat, then you probably met strange queries with repeated words, which for some reason have a high frequency even when they are enclosed in quotation marks and exclamation marks are placed before words.

Even if you add “watch” a few more times, the frequency will still remain almost the same high. So what, believe Yandex and optimize articles for such nonsense? Not on your nelly. This is another kind of "dummy". In fact, Wordstat perceives only one of the repeated words, but the rest "mentally" replaces others possible words with the same number of characters. In general, despite the large numbers, you should not pay attention to requests with repeated words. This is a phantom.

Completing the compilation of the semantic core

As I said a little higher, we will consider the default HF and VC, which means that in order to move through them, you need to choose those pages of your site that will have the highest static weight. This one is recruited by incoming links to this page.

It is important to understand that when it is calculated, the content of the link anchor is not taken into account and it does not matter whether it is external or internal. Read more about the given link.

That. for advancement on the highest frequencies queries (from the compiled semantic core) are most suitable for the main page, because, as a rule, links will lead to it from all other pages of your resource (with the usual structure), as well as most external links, especially those obtained in a natural way. So the static weight of the main resource for most resources will be the highest (previously it could be understood by the indication of the Google PageRank toolbar value, which for it will always be higher than for internal ones, but now Google has decided to stop sharing this information with us).

With other things being equal (the same quality of internal and external optimization), search engines will rank higher the page whose static weight is higher. Therefore, if you choose to promote on the HF internal page (with a obviously lower stat weight), then competitors will have an advantage over you if they promote them on the same keywords, but already home page your site. Although, the best way there will be an analysis of the Top 10 for the keyword you need in terms of the number of main ones that are involved in the ranking (this, by the way, indirectly indicates the competitiveness of the request).

If the structure of the internal linking of your future project also provides for other pages with a large static weight (sections, categories, etc.), then in the semantic core you will need to mark them as potential candidates to optimize for more or less high- and mid-frequency requests from those selected by you.

In this way, you will be able to use the features of the distribution of static weight on your site to good use and, in accordance with this, select the most suitable queries in terms of frequency for each of the pages, i.e. compose a fully semantic core: match pairs query - page.

However, when optimizing a page for promotion by a high-frequency or mid-range keyword, you can add a lower-frequency keyword, which will be obtained by diluting the main key. But again, not all keys can be made neighbors on the same landing page. To understand which ones can and cannot be used together, you can analyze your direct competitors in the Top 10 for the main keyword. If they are in the Top, it means that the search for their version of the seed is to their liking.

However, easy to say and hard to do. Try to search the output for hundreds (thousands) of requests from your preliminary semantic core regarding their compatibility or incompatibility. Here, for sure, "horses can be moved." However, I will come to your aid here too by giving a link to a detailed publication about. In reality, everything is simplified by a small program.

With external optimization (purchasing and placing links with the necessary anchors), you must again take into account the created semantic core and put backlinks taking into account those keywords for which it was optimized this page your site. Do not forget that in the era of Minusinsk and Penguin, it is better to put a backlink with a direct entry, but from a very bold and thematic site, and “dilution” with anchors, article titles, etc. worth doing more.

In practice, your semantic core will probably represent a fairly branched scheme of pages with keywords selected for them, for which they will be optimized and promoted. In the same place, an internal linking scheme will be drawn for pumping the necessary pages with static weight.

In general, everything that is possible will be included and considered, all that remains is to start building (or redesigning) a site for this project (semantic core). Personally I am in recent times I always follow the rule about pre-compiling it, because working blindly may not be a profitable occupation - I’ll spend my energy, and those who find the material interesting and useful will not find it either in Yandex or Google ...

If we talk about this blog, then before writing an article, I will definitely go to Wordstat and see how users formulate their questions on the topic I plan to write about. Thus, I am more likely to find my reader, who, with successful publication, can become permanent. This is not bad for anyone, except that you just have to spend a little time.

Well, in the case of a project on a new topic for you, and especially if you are a novice optimizer, compiling such a core and selecting suitable keywords can help you a lot and help you avoid unnecessary mistakes. However, not everyone has the time and energy to carry out such work, but do it anyway a must. However, if there is demand, then there will be supply. There will always be people who will be ready to do it for you, another thing is that they may not always be honest and efficient.

Good luck to you! See you soon on the blog pages site

You can watch more videos by going to

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1. Getting started with the Yandex statistics service - wordstat.yandex.ru

In order to start working with it, you must have an account in Yandex. To do this, you just need to start mailbox on Yandex () and you will have access to all Yandex services. And, of course, to the Keyword Statistics service.

Keywords in the aspect we are considering are words and phrases that clearly reflect the essence of what is being offered or what is being said on the web page. With their help, users of Yandex or other search engines find what they need. Their competent selection to the content of the page allows you to make the page highly visited.

It is necessary to decide what words and types of queries are entered by readers, buyers or users of interest. To do this, you need to log in account and open Wordstat. It shows Yandex Direct statistics and forecasting the number of requests. This is very handy tool to analyze user searches, here you can view and select the necessary queries, see their statistics. Similar features can be used when working in Google AdWords, but for the Google search network.

Check the box for "According to".
In the "All regions" drop-down list, select the subjects, regions, districts, etc. you need for selection.
In the search bar, you need to indicate the topic of interest in one word or phrase: bears, cosmetics, transportation, holidays, etc.
The service will reflect the selection of general queries on the specified topic. On the left, a list will be presented consisting of phrases like “keyword topic + qualifying”: brown bears, bears on a bicycle, bears: weight, height and further matches. These phrases deserve further attention.
For convenience, these phrases should be copied into a table and the selection of those that have nothing to do with the chosen topic should be filtered out: the Merry Bears children's club, the Three Bears brewery, and similar matches.
Of the remaining phrases, you can safely remove those for which the number of requests was less than a thousand.
Next, pay attention to phrases with large quantity views, for example, polar bears. Already in the new search bar, enter this phrase for selection and ask Yandex to find queries with these words and additional ones: polar bears in the zoo, polar bears - what they eat and other matches. Phrases with a large number of impressions - in the "collection".
Then switch to the right column - what else were looking for people who were looking for "bears". This includes requests for words of this kind: the user entered "bears", and then, not finding the right one, clarified - "bears in Russia". These phrases should also be analyzed according to the previous paragraphs.

It is quite difficult to do large-scale work in this way. Manual searches in Wordstate are for niche evaluation purposes only. For an automated process, you can use programs like Key Collector or Yandex Key Predictor.

Keyword operators in Yandex.Direct and Google AdWord s

To specify the keyword as needed, the following Yandex Direct operators are used:

The “+” sign forces the search engine to take into account conjunctions and prepositions (“stop words”, as Yandex and Google AdWords call them), which are ignored by the search engine. This helps present the page to those who need it. For comparison: “+How to start earning” and “+Where to start earning”.
Minus sign" - useful feature, which helps to exclude unnecessary phrases (negative keywords) from queries: “-How to make money in Moscow”, “- How to make money on the Internet”, “- How to make money at home” and other correspondences.
"Quotes" - remove requests with unnecessary additions, incl. and stop words. So, the phrase “I will sell the enterprise” enclosed in quotation marks will be shown only to those who want to buy this object, excluding users looking for “I will sell products from the enterprise without intermediaries”, “I will sell non-residential premises for the enterprise” and other unnecessary matches.
Sign "!" fixes the case, gender and number of the word. You need to put it without a space to the word, preferably using quotation marks: “looking for! web designers”, “seeking! web designer”, “work for! web designer” and similar matches.
(Round brackets) – value or|or – (buy a kitten|puppy)
[Square brackets] are needed so that the words in the phrase are in a certain order: [flight Paris-Moscow], and not “flight from Moscow to Paris”.

Match types in Google AdWords and Yandex

Using operators of keywords and phrases, you can select the types of match of the latter:

Wide. The largest coverage various forms words, misspelled queries, all sorts of order. This type is used to attract the maximum audience, to "pull" readers to a page with a narrow topic, etc. This variety can also be selected in the Google AdWords modifier and by adding a "+" to each word.
Phrasal. For it, the "quotation marks" operator is used - only key phrases in various forms will be displayed. Words inside quotes must be included in the query.
Exact. Yandex Direct and Google AdWords operators [square brackets] and the “!” sign help to achieve it. This alignment will narrow the reach, but will be presented to the right audience.

Yandex Keyword Search Software

For a convenient process of selecting keywords and phrases, you can use one of two plugins similar in functionality - Yandex Wordstat Assistant and Yandex Wordstat Helper. With the help of the first one, you can:

Adding, deleting, copying to the clipboard;
Copying with frequencies;
different types sorting;
Adding your own requests;
Displaying the general particular phrases.

The second program can only perform the first two functions.

These plugins can be downloaded from the add-on environment for Chrome and Firefox. After installation, you should also enter Yandex.Wordstat (the check will immediately show the added functionality) and follow these instructions:

Lead the topic, then add the queries you need by clicking on the “+”, you can remove unnecessary or randomly selected phrases using the “minus”. If you accidentally close the browser or refresh the page, the selected phrases will not be lost.
At the end of the procedure - "Add all". The selected phrases can then be sorted in any order you like.
For requests, you can immediately see the privacy of impressions. To copy them in the presented order, as well as mentioning the frequency, just click on the copy button.

These tools, despite their simplicity and organic nature, help save time due to the fact that they themselves work flawlessly.

The selection of popular keywords in Yandex.Wordstat and Google AdWords, as well as their “editing” with the help of appropriate operators, helps to attract a sufficient number of interested audiences to sites of any subject.

We will analyze the Yandex Wordstat selection of keywords to start your first advertising campaign in the Yandex Direct system. It's no secret that contextual advertising is one of the most effective ways advertising on the Internet.

This is especially important for all online stores. Now we will pick up just a few words so that with their help you can start advertising in Yandex Direct.

So, now you need to go to the Yandex Keyword Tool (wordstat.yandex.ru). With the help of this service, we will learn how to choose the right words. So, you will be able to understand and how to get the first customers for your online stores.

We specify the region in Yandex Wordstat

The first thing we do is specify the region in Yandex Wordstat (1) .

For example, if an online store works for the whole of Russia, then we specify the region and check the box “ Only Russia«.

If the store is directed to some narrower market (for example, only Moscow and the Moscow region), then you can easily select the desired region for which you will work. Next, click " Choose«.

We select a high-frequency query in Yandex Wordstat

Now we select a high-frequency query in Yandex Wordstat. Let's say we have an online store that sells children's products. (particularly baby strollers).

Enter the phrase " baby carriage". Since our online store operates throughout Russia, our region is Russia. Press the button " Pick up and what do we see?

We see the keywords and statistics in this system for every query. So, let's look.

Baby carriages - a huge number of impressions (more than 192,000 impressions per month). This is a high frequency request. Now I need to copy this query and write it into a separate file to search for keywords in Yandex. By the way, this is . So I made my first request.

Now I want to explain to you one mistake that most beginners in contextual advertising make. They just leave this request.

In fact, the request Baby strollers” shows the frequency of impressions per month, taking into account all lower Yandex keyword suggestions that include the word “ children's" and " strollers". In order to see how many people searched for the phrase only " Baby strollers", then this query must be enclosed in quotation marks ("").

The end result will look like the picture below.

Now only this phrase will be displayed, which had 10,042 impressions per month. It is this high-frequency phrase in quotation marks that we will need to add to the list of keywords for a contextual advertising campaign. We add it in quotation marks.

What are transactional requests in Yandex?

There is such a thing as . These are those phrases in which there is some kind of verb that calls to action. For example, " Buy a baby stroller' is a transactional search query.

In general, words such as buy, show, order, and so on are requests that imply that the user already wants to take a specific action. Such requests are very effective.

In order to start working with contextual advertising If you have any results, then be sure to add such words to your separate list. So we copy Buy a baby stroller and add to your list.

I also found the query " baby stroller shop", which will also be effective. For this query, users are already looking for a specific store. But among the many baby stroller stores, these people will choose and compare prices, conditions, and so on accordingly.

Therefore, it is very important that your store has a unitary trade offer. This is an offer that the visitor will be very difficult to refuse.

"baby strollers"
buy a baby stroller
baby stroller shop
baby strollers online store

Basically, that's all for now. We have these 4 requests left. First, they have a high frequency. Such queries are often searched and accordingly, you can find a large number of visitors and potential buyers to your online store.

Secondly, the selected requests are the most targeted. That is, a person already knows what he wants. And he wants to buy a certain product. You simply give him information in your ad that you are selling this product. Therefore, the effectiveness of such advertising will be very high.

Yandex Wordstat keyword selection with an example

Yandex Wordstat selects keywords for us in the simplest form. Let's try again to pick up keywords. This time we will search online for the query " Child car seats«.

We see the top request " child car seat with 45,135 impressions per month. We take this phrase and insert it into the list with quotation marks.

My next one will be " Buy a child car seat". Also a great request. We copy it, but without quotes.