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Yandex service by number of requests. Yandex Wordstat: detailed instructions for using the service and operators

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 a 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, mobile phones, computers) from which users searched for the request.

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 point 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 Chrome browser plugin, as it has a more recent version that 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 queries per month ranges from 1,000 to 10,000. To get more detailed information, you need to create and run 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 “Key phrase analysis” tab and copy the list of queries you are interested in into the request form or attach as a separate file. After this, you need to select the required frequency and region, and if necessary, specify additional parameters. Then click on “Start Analysis”.

Result:

The tool is paid, but the prices are reasonable. For example, a list of these 7 queries for all types of frequency cost me 5.3 rubles.


4.2. Ahrefs Online Frequency Collection Tool for Google

The service has a Keyword Analysis tool.

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 in frequency queries!

Hello, dear readers! Today we will talk about a popular service that almost all bloggers, webmasters and many Internet marketers know. In this article you will learn how to effectively use Yandex Wordstat statistics (Selection of Words) for the purpose of successful SEO promotion of your sites. The post will introduce you to the capabilities of this service, show its interface, and reveal the secrets of operators for parsing requests.

Getting to know the Yandex Wordstat service

Purpose of the service

The Yandex search engine is one of two giants on the RuNet, which provides various information to almost any question of its users. Knowledge of these questions (search queries) provides a lot of important and useful information for the successful implementation of the following tasks:

  • query analysis to create the structure of a web resource;
  • search for keywords for ;
  • analysis of the popularity of topics in Internet marketing;
  • search for requests for an advertising company in Yandex Direct.

Thanks to the statistics of Wordstat search phrases, any blogger and webmaster can obtain comprehensive information for solving the above problems. This is why Wordstat is one of the most popular services on the web. Where would we be without him... :)

Features of Wordstat

Registration. Nowadays you can’t go without registration - any normal service or online tool requires entering personal data. “Word Selection” is no exception - to use it you need a real account in the Yandex search engine.

Blocking. There is such an unpleasant thing - if the service is not used correctly, Yandex can block the user’s account. This happens in two cases:

  • in case of violation of the “License to use the search engine”;
  • when your computer is infected with a virus;

The first case is clear - we do something against the rules - we get a ban. The second scenario occurs due to the fact that a virus that appears on our computer creates a huge load on the service.

By the way, the same “virus” could be one of the programs for collecting semantics - or . Each of them, at the user’s request, can parse a huge number of search queries in Yandex Wordstat. Which, if handled incorrectly, can put a huge burden on the service.

Captcha. This is a picture (usually with numbers) that blocks further work with Wordstat. It may appear in the following cases:

  • if cookies (files with data from sites we have visited) are closed in our browser;
  • if alternative cookies (Flash) are disabled in our browser;
  • if JavaScript language support is disabled in our browser;
  • if, by definition of the computer's IP, we are not in the CIS zone.

To solve the last problem, there is an excellent option (it was suggested by a regular reader of my blog, Ruslan Tsvirkun) - extension friGate for the browser.

Word Selection Features

Statistics Wordstat is not just a large warehouse of search queries. Using this service you can find out:

  • approximate forecast of selected phrases for the month;
  • seasonality of search queries throughout the year;
  • popularity of topics for information sites;
  • assessment of the popularity of a phrase in a specific region.

All these possibilities may intersect in one way or another. This especially often arises when forming a strategy for promoting commercial sites. For information projects, it is important to see the popularity of topics in the query statistics. This is also important when we need to create a new website, but have questions about choosing a popular resource theme.

Interface of the “Word Selection” service

The main task of the Wordstat service interface is to give the user a general idea of ​​the search queries that interest him. Of course, to solve various SEO problems you have to work closely with this service. Therefore, the interface is quite simple and understandable.

Unfortunately, when you work with it frequently and for a long time, you realize how inconvenient it is. Therefore, for larger tasks, more powerful tools are used, such as , Topvisor, etc.

Let's look at the service's working screen, as well as the interface of all its tools.

By Words Tool (Home Screen)

The following figure shows the interface of the main screen of the Yandex Wordstat service (also known as the “By Words” tool):

Here is a list of the main elements shown in the figure:

  • Search query input field (1). In this field we display the phrase for which we want to find out data from Yandex (the popularity of the query, a list of phrases with this phrase, possible selection using various operators).
  • By Words tool button (2). Defines a list of phrases in the “By Words” tool depending on the specified Wordstat operators. The tool window opens by default when you first access statistics; it is used most often.
  • “By Regions” tool button (3). When you click this button, we go to the section that will show the regional popularity of the analyzed query.
  • Query History tool button (4). Opens a screen giving information about the popularity of the selected query over the last 2 years.
  • “All regions” button (5). Allows you to select the region for which statistics are collected for the selected request.
  • Date of last statistics update (6). Shows the number when the Yandex search query database was updated.
  • Left column of Wordstat (7). Gives a list of phrases with frequencies that contain the search query specified in the input field (1).
  • Right column of Wordstat (8). Shows a list of other search queries typed by Yandex users who were looking for the initial phrase (1).
  • Switch to statistics on mobile requests (7). Shows Wordstat statistics for the search phrase that was typed on mobile devices.

Now let's look at the interface and operating principle of each tool separately. We’ll find out what their purpose is in the service and see statistics.

Left column of service

By setting your phrase in the input field, in the left column we receive a list of Yandex search queries that include our phrase. That is, we see a list of search phrases that, along with other words, include our initial phrase.

The number next to each request in the left column gives a preliminary forecast of the number of impressions for the month. This is the number of impressions across all queries, which includes each query. For example:

By the way, these numbers opposite each request are taken from the Yandex search database data for the last 30 days before the statistics update date.

That is why the number of impressions on the first and second images for the same request differ (“internal linking” - 1630 and 1647) - the difference was due to different update dates. Each of the images shows its own dates - September 22 and 24.

And another important note - the number of impressions will differ when specifying different regions of promotion. The region is indicated using the link located under the “Select” button. When you first enter the statistics, its anchor will have the text “All regions”. If we select a region, then in the future the anchor text will correspond to the specified location.

Right column of statistics

In the right column, the “Word Selection” service shows search queries that were typed by exactly those Yandex users who were looking for the phrase we needed. That is, during one session of working with Yandex search, each user, along with the phrase we needed (which we look at in Wordstat statistics), typed other phrases.

All these, so to speak, related requests accumulated over the course of a month. And then, when the Yandex user typed the search phrase, all adjacent monthly phrases were reflected in the right column. Moreover, they were reflected according to the degree of “relevance” (closeness) to the original phrase. For example:

In the picture we see in the right column related queries for the search phrase “semantic core”. First comes the request “site core”, as the most relevant combination for the phrase we specified. And it is really very close.

But then there are the options “semantic site” and “Key Collector”. The first request turned out to be a surrogate from the request “semantic core of the site” (this is indicated by the number of exact occurrences - only 1 person made such a request in Yandex last month!). The second is the name of a professional program for collecting SY.

In general, the right column of Wordstat is not always informative, but it is worth looking at it all the time in search of similar words on the topic of our search phrase. This will allow us to expand the collection of the site’s semantic core and find good keywords for an advertising campaign in Yandex Direct.

By Region tool

To determine the regional popularity of any search query, the Yandex Wordstat service has a “By Region” tool. This is what its interface elements look like:

  • Region switch (1). You can select everything, only regions or only cities.
  • Switch for information display option (2). You can view popularity either as a table with data (list), or as an interactive map.
  • Total number of impressions for a given query (3). By the way, in the example there is the same request - “internal linking”. And now again another number - 1663. I think you know why.
  • Number of impressions per month (4). The number of impressions of a given request for each region (city).
  • Regional popularity (5). This is the share occupied by the region (city) in impressions for the search phrase, divided by the share of all impressions of search results that fell on this region.

Based on the interpretation of the last value, the Wordstat service makes the following recommendation:

  • = 100% - the request in this region is not highlighted;
  • < 100% — интерес региона по запросу пониженный;
  • > 100% – the region’s interest in the request is increased.

This tool is most often useful in two cases - to determine the semantic core of a commercial website and to select advertising campaign keys. For informational sites and blogs, regional popularity is rarely used.

Query History Tool

Wordstat statistics provide another useful information -. Thanks to this data, the user can see the dynamics of the popularity of the phrase throughout the year. You will learn more about this in the next post, “How to use seasonal queries.” For now, let’s see what elements the interface of this tool consists of:

  • Unit switch (1). It allows you to see the dynamics of popularity by month and week.
  • Graph of changes in query popularity (2). Two graphs of changes in absolute and relative values.
  • Measuring scale (3). Depending on the selected unit of measurement, the scale divisions change (appear when you hover over the graphs).
  • Absolute value (4). The number of impressions of a search query during a specified period on a scale.
  • Relative value (5). The indicator provides information on how much the forecast (absolute value) differs from reality.

Operators of the “Word Selection” service

To ensure that work in the Yandex statistics service does not take too long and is more accurate, there are a number of auxiliary operators. All of them are used only in the “By Requests” tool and are entered into the search phrase water field. Let's consider each operator separately.

Minus (-)

The operator is designed to exclude unnecessary words (so-called “negative words”) from the list of queries. It is used in various cases, most often to search for language queries for commercial projects. For example, compare the left columns of Wordstat for the query “internal linking”. In the first case, a regular phrase, in the second, queries with the word “page” are excluded:

I’ll note that we left out the word “page” in the example. As a result, Wordstat excluded all variants of the word with any case.

Plus (+)

Using the “plus” operator, we force the service to check the request with prepositions and conjunctions (without this operator they are excluded). Here is an example of how this operator works:

As we can see from the example, in the first case, the number of queries with the phrase “how to cook an egg omelette” was the largest - 712. This is the same as if we had typed a query in Wordstat - “to cook an egg omelette”. In the second case, the number of requests became smaller, since we wanted to see them taking into account the preposition “from”. In the third there were even fewer of them - the word “how” appeared.

In Wordstat, by default, when you enter a query without pluses, the value with pluses is given in the left column:

The “plus” operator is important when we need to know the popularity of queries with all prepositions and conjunctions. This often happens when selecting keywords, for example, for online stores.

Or and grouping | ()

The “or” operator allows you to collect search queries whose words may have different spellings, but the same meaning. For example, we need all requests for creating an omelette dish. To do this, we will take an assembly of three identical phrases:

As a result, in the left column we will receive all queries for these three phrases.

The same problem can be solved by using the grouping operator. In this case, we will not need to write the word “omelet” three times:

So, the “or” operator allows us to indicate variants of some words in the search phrase. If there are several words with variations, “grouping” is used. The result is the largest possible selection of queries. For example:

Quotation marks (“”), exclamation mark (!)

Using this operator, when counting queries for the left column, Wordstat will count impressions only for this phrase. The calculation will also take into account different word forms of the phrase, as well as different word orders. For example, here is the statistics Wordstat will offer us for the query “spring drops”:

The “exclamation mark” operator takes into account impressions based on the form of the word that we specified, without any changes (different word forms are not taken into account):

A small note - the exclamation mark is placed immediately before the word, a space between the operator "!" and is not put into words.

Exact request frequency

Search engine optimization uses a combination of these operators. The number of times a search phrase is shown with these operators is called the “exact query frequency”:

By constructing the search phrase in this way, using these operators, we can count queries that cannot change both the query itself and its word forms (for example, endings). This will allow us, taking into account the clickability of the snippet, to give the approximate number of impressions of the promoted page for this request in Yandex (depending on the position occupied in the top).

That is why, when compiling a semantic core, we pay attention to the exact frequency of the request.

Thanks to special operators, we can find out in Wordstat the queries we need and the number of their impressions for almost any of our requirements. For example, we need requests for a pancake recipe with the following restrictions:

  • queries must contain the words “recipe” and “cook”;
  • we take different options according to the type of dish (pancakes, pancakes);
  • the queries do not contain the ingredient “milk”;
  • We want requests to include the exact word “kefir”.

As a result, we end up with a query with the following operators and the corresponding list of found phrases:

Scheme of work in Wordstat

The entire structure of the service clearly performs one function - searching for phrases. Here is a scheme for receiving and processing search queries in Yandex Wordstat:

As you can see, various service tools and special operators are used to search for phrases. There is also an additional option for obtaining search phrases - this is the right column. It does not exist for all phrases and, as a rule, it includes those queries that were typed when searching for the main phrase.

For different website topics, the “Query History” and “By Region” tools may fall out of this scheme. There are also some differences in using the Wordstat service for information and commercial resources.

This concludes our short guide to using Yandex Wordstat. In the following posts I will tell you how to work with seasonal queries and how to work in statistics as simply and conveniently as possible using special plugins.

Sincerely, Your Maxim Dovzhenko

Have you ever asked yourself the question: what are people looking for on the Internet? What are they interested in? I think if you are a webmaster, or you are simply interested in the topic of the Internet, then you have asked yourself this question. Let's find out which search queries are the most popular in 2017 in Yandex and Google.

The most popular queries in Yandex 2017

The most popular phrase in Yandex is download for free, and other phrases are also very popular: either with the word “free” or with the word “download”! Well, what can you do, people love free things: download for free, watch for free, play games for free. But besides them, there are other common requests: March 8, New Year, February 23. Yes, holidays are another very popular topic. True, these are so-called situational requests, the traffic for which increases immediately before the event itself. Usually this happens 2-3 days before the holiday and after its completion, requests drop to almost zero. I also want to mention seasonal requests. These are the requests that arise during a certain period of time of the year. There are a lot of such queries, for example “answers on the Unified State Exam”, “where to relax in the summer”, etc.

Here is a list of the most popular queries in Yandex in 2017.

The most popular queries on Google in 2017.

In Google, the list of the most popular queries is similar to the Yandex list. But there are also some differences. For example, the most popular word here is download. Download for free (also a leader), download MP3, download a movie, download a game. By and large, the lists of the most popular queries for both search engines are almost the same. This is if we take, of course, the Russia region in Google.

Well, now, look at the list of the most popular queries on Google in 2017.


What topic for an article should a webmaster choose to get maximum traffic to the site? First you need to check how many times a particular question has been asked. Some requests are very popular (download for free), others are extremely rare. It is clear that according to popular phrases, there is maximum traffic. But the competition for them is very strong. As a result, it is very difficult to get into the TOP10 of search results using such queries. For rare requests, and even more so for zero ones, getting to the top is usually not a problem. The problem is different, according to them, the traffic is either very small or there is none at all.

To determine the popularity of queries, there are two popular tools - Yandex Wordstat and Google keyword planner.

How to view keyword statistics in WordstatYandex

Yandex Wordstat is the most popular tool in RuNet for obtaining search query statistics. It is free, it allows you to collect data on all search phrases entered by users of the Yandex PS. It's no secret that Yandex is the most popular search engine in Russia.


What I like about the WordstatYandex service is its simplicity. To use it, just create an email account in Yandex and go to wordstat.yandex.ru. Next, enter a query and get its statistics. And it's all!


This way you can get the dynamics of statistics for any search query. Moreover, you can get data by region and month.


Yandex Wordstat shows statistics not only for the selected phrase, but also for other search queries related to the search phrase.

Unfortunately, this tool has some disadvantages.

The display of statistics is not entirely clear. For example, if you need statistics on the phrase “summer dresses,” then Yandex will show that this search query was requested 73,000 times. But that's not true. In fact, 73,000 times is the total number of searches that included the words “Summer Dresses.” That is, they also searched for “summer dresses photos”, “buy summer dresses” and so on. If you look at the statistics directly for the phrase “summer dresses”, it turns out that there were significantly fewer such search queries.

To determine exact statistics for a phrase, you need to use the “quote” operator. And then the answer will be completely different.

But you can find out the exact data for each search phrase using the exclamation point operator, see the screenshot.

Thanks to Yandex Wordstat, you can quickly find out statistics on the selected phrase and only then decide whether to use this phrase for promotion.

How to view statistics in Google Planner.

In addition to the Yandex Wordstat service, there is another service. This is a Google service and it is called Google Planner (Keyword Planner). In RuNet, the description of this service is much less common than the description of Yandex Wordstat. And in vain. Since the capabilities of the Google planner significantly exceed the capabilities of Yandex Wordstat.

As with Yandex, you also need to have your own account here. Simply put, you need to have an email account in Google. Next, go to adwords.google.com, after which you need to go to the Tools menu,

and select the item – Keyword Planner.


Now you need to select the item – Search for new keywords by phrase, site or category


Enter the desired search term. Here you can also set additional settings: landing page, category, and so on. However, it is not necessary to specify these settings; you can simply enter the desired phrase and click on the button - Show options.

A window will open with a lot of numbers. It displays how many options there are with the selected keys (as in Yandex), and separately, how many options there are for the selected query. There is also a button here - Download.



The report shows how many impressions a particular search query had. The statistics displayed are approximate. The values, from and to, differ tenfold: a hundred to a thousand requests, a thousand to ten thousand, and so on. For example: the search query, “Summer dresses,” has a total number of one hundred to one thousand (region – Russia). And this error applies to all search queries.

For a general assessment, such statistics will be sufficient. After all, in any case, this is only a rough assessment of whether it is necessary to work with this request. But there is one trick in AdWords. Thanks to this feature, you can get accurate statistics on all queries. True, for this you need to transfer money to an advertising company. Each country has its own minimum requirement for creating an advertising company.

Since I have such an account, here is a screenshot with the exact readings.


As you can see, the exact numbers are already displayed here. More precisely, exact average figures for the year. Although, when creating a report, you can check the box, and then it will indicate the values ​​​​for each month for the past year.

Finding out the statistics of search queries in Yandex is not a problem. It's even easier to do this in Yandex. But Google immediately displays all related queries into an Excel file, thanks to which you can immediately select the necessary keys. You can sort the keys alphabetically, by frequency, by level of competition, by approximate cost.

What is the cost of advertising for a search phrase? First of all, AdWords is designed for advertisers. And of course, it is simply vital for potential advertisers to know how much advertising costs for a particular request. But for webmasters who are not going to provide paid advertising, knowing the meaning of this parameter will not be superfluous.

In Yandex you can also find out how much advertising costs for a specific request. But for this, you need to open another service. And this is not at all so convenient.

One more thing. The fact is that Google can show phrases that may not contain the keywords you requested. However, these search queries may also be related to the search phrase.

For example, for the phrase “summer dresses,” Google will also suggest the word “sundress.” Essentially, this is a tip for webmasters. Which will allow you to use even more search queries for search engine promotion.

How to combine Yandex and Google tools.

Although Yandex is ahead of Google in terms of the number of search queries, Google also has a very large share. And therefore, for me these search engines are equal. When I receive statistics in Yandex, I understand that the statistics in Google will be similar. And vice versa. Therefore, both tools are relevant to me. And here the scheme of my work is simple.

For example, for Yandex requests
“buy an apartment in Moscow” and
“Buy an apartment from Moscow” will be the same

To avoid this, you must use the + operator before the preposition
“buy an apartment + in Moscow” and
“Buy an apartment + from Moscow”

This is especially important when creating semantics for Direct!

Answer

    Good addition on operators, they really need to be used. By the way, I myself also often use “+”

    Answer

    • Well, I think that any user who is going to work with Wordstat should memorize these operators and understand what each of them represents.
      Moreover, there are not so many of them.

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      Today, once again, we dive into the abyss of Yandex Wordstat and figure out how to find out the number of requests for keywords that match the topic of the site. This is necessary if you want to estimate how many people are looking for your products and services, optimize site pages for search engines, or launch mind-blowing context that users will click on like crazy. Let's see what functions of word selection services are useful for assessing and collecting the semantic core, and find out how to work with. Go.

      Why is it important to know the number of keyword requests in Yandex?

      First, let's decide why we need this at all.

      • To collect a semantic core for website optimization;
      • To collect keywords to launch an advertising campaign in Yandex.Direct or Google Adwords.

      Everything is simple here. To attract traffic from search and context, you need to:

      • Make the landing page of the site relevant in the eyes of the search engine and the user.
      • Make sure that the request is sufficiently frequent and not too competitive, otherwise there will simply be no transitions in both cases.

      Let's get to the heart of the matter.

      How to find out the number of requests in Yandex?

      To do this, you can use the service. It helps you select keywords, look at the number of impressions for queries, including dynamics and depending on the selected region. Let's go through each point.

      Checking keywords in Yandex Wordstat

      Let's say we entered the request “Flower delivery”. Wordstat immediately gave us 267,090 impressions per month, with this phrase, and in broad terms. This means that the results take into account all requests that mentioned “flower delivery” and there were a little over 267 thousand of them.

      Impressions and requests should not be confused; they are counted differently. The user enters the query once, and each transition to the search results page is considered an impression. If I'm looking for flower delivery, then I entered one request. In this case, every time I move to the next page in the search results, a new impression is counted.

      Just below, the service displays a list of queries in which the given one was found, and all of them are included in the main result. That is, Wordstat goes from the general to the specific: first it shows how many impressions there were for such keywords in a month, and then it details these statistics. For example, there were 18,892 impressions for the query “low-cost flower delivery” and all of them are included in the total 267,090.

      Now let's figure out how to find out the number of requests in Yandex for specific keywords. Let's say we want to find out how many times people requested the combination “flower delivery” without any additional clarification. Search operators will help us with this. First, let's list them all:

      • “” – quotes. Helps to search only for specified keywords, but in any word form (that’s what we need).
      • ! - Exclamation point. Does the same thing, only without taking into account different word forms. That is, if you request “!flower delivery”, then the results will be shown specifically for this request, without taking into account all sorts of “flower delivery”, “flower delivery” and so on.
      • + – plus. Makes Wordstat take into account conjunctions and prepositions.
      • - - minus sign. In this case, the specified words will not be taken into account when compiling the report. Example: “flower delivery is free.”
      • (|) – brackets and forward slash. Needed to combine statistics on several queries into a report.

      Let's return to our example. Let’s do a check and find out the number of requests in Yandex for the keywords “flower delivery” in any word form.

      Already less - 16,409 impressions. Now let's exclude the remaining word forms:

      The number of impressions dropped even further. Let's try using other operators:

      The last operator is a great help when checking the number of keywords in Yandex for several queries. We received a sample from the following requests:

      • Flower delivery;
      • bouquet delivery;
      • order flowers;
      • ordering bouquets.

      Now let's look at the remaining tabs. First, let's look at what mobile device users are looking for.

      Now we’ll find out how to see the number of requests in Yandex in a specific region. Let it be the city of Kazan. To do this, go to the “by region” tab. For a more accurate result, we will search for “”!delivery!flowers”” in exact correspondence. We get:

      The first number is the number of impressions, and the second is regional popularity. If it is more than 100%, then interest in the request in the region is increased, and if it is less, then there is decreased interest.

      The last tab left is “query history”. We go there and see a graph of changes in the frequency of requests. It looks like this:

      As you can see, at the end of January every year, people suddenly get upset and start looking for bouquets for delivery. I wonder why?

      Let's look at the rest of Wordstat's functions. In the “By Regions” tab there is a map mode. There you can see the popularity of the request in different countries of the world and regions of Russia.

      On the main search page there is a right column with queries that appear along with the given one. Sometimes it is useful and helps expand the semantic core.

      Checking keywords in Google

      Now let's figure out how to do the same thing in Google. Here you can use the search engine’s own service – Google Keyword Planner Tool. You can get to it from the Google AdWords main page - the necessary link is in the “Tools” tab.

      To use the service, register with AdWords. Keyword Planner differs from its Yandex counterpart mainly in its interface and convenience: it does not require a captcha, and negative words can be specified directly in the search settings. The Google tool displays keywords immediately in exact matches. It is worth considering that the competition tab here is “advertising” and not “search”.

      Other tools to check search volume and keywords

      If you are too lazy to collect information manually, you can use special parser services. The problem is that almost all of them are paid. There are exceptions, for example the Slovoeb service. This is the same paid KeyCollector with reduced functions. It helps you search for keywords using Wordstat, check the frequency and competitiveness of queries, determines the relevance of pages and uploads data to Excel. It differs from its older brother - KeyCollector - in that it does not provide statistics on Google AdWords. But it will do.

      Frequency and competitiveness of requests in Yandex

      In addition to the number of impressions, you need to know the competitiveness and frequency of requests: they are high-frequency (HF), mid-frequency (MF), low-frequency and, accordingly, high-medium- and low-competitive (VK, SK, NK). The dependence is usually direct - the more frequent the request, the higher the competition for it, but there are exceptions (and they are your goal). High-volume and competitive queries look the most promising, but are actually the most likely to be ineffective. It is very difficult to get to the top using them, so betting on them is a bet on a budget that has been lost to nothing. Mid- and low-frequency queries are much tastier. If done correctly, they will help drive traffic to your site and find new customers. Any parser will help you calculate the competitiveness and frequency of queries in Yandex. You can also do this by hand, but this is a topic for a separate article.

      In order to competently build an advertising campaign or promotion strategy, you must find out the number of queries for keywords in Yandex, their frequency and competitiveness. This can be done either using native search engine services or using parser programs. In any case, you still have to seriously analyze the collected semantic core, because simply collecting keywords is not enough - you need to weed out the unnecessary ones and draw up a page optimization plan or an advertising campaign strategy.

      All you need is a Yandex email account. Registration only takes a couple of minutes.

      Selection of key phrases

      By default, Wordstat searches by words. Enter a keyword into the search and click “Select.” You will see different queries with this word and its word forms.


      To the right of each is frequency. Its value is based on data for the last 30 days and takes into account searches in Yandex.

      Important points regarding frequency:

      • It shows not how many times a query is entered into the search bar, but how many times a Yandex.Direct ad appears for this query;
      • It is an error to sum impressions across all variants, since they are included in the total in the first row;
      • Indicators are sometimes inflated and do not always reflect adequate demand. The reason is that the owners regularly monitor their sites. This is also the work of services for checking positions, boosting behavioral factors, and grouping search queries.

      Wordstat offers filters by device:

      The service automatically takes into account all cases and numbers and breaks phrases into words. So, for the query “bow tie”, both “how to tie a bow tie” and “buy a bow tie + in Moscow” come up.

      Wordstat also picks up words that users entered along with the current query:


      If you have a single product that differs in size and color, as in the example above, the right column displays different variations. If the request is more broad, usually related to the service industry, you will see options that are not directly related. For example, search results for the phrase “Apartment renovation”:


      This is your chance to find out:

      • How potential customers seek to solve a problem or satisfy a need, and how they turn to a search engine to do so. It is useful to take this into account when the main keyword does not provide wide coverage;
      • Additional interests of the audience (what products they still buy, what they are interested in) to create custom characters;
      • What phrases should you use to search for near-target traffic in order to advertise in YAN.

      If you click on any phrase, it appears in the search bar - and the service displays the predicted number of impressions per month for it.

      Under the results - transition to the next search pages. Unfortunately, you can't get to the end with one click. You need to turn each page using the “Next” button.

      For super popular queries, the service does not show data beyond the 40th page. For example, there are over 32 million searches for the phrase “download torrent.”

      The solution is third-party solutions for parsing. The most popular: Key Collector, YandexKeyParser, Yandex Wordstat Helper and Yandex Wordstat Assistant extensions (about them at the end of the article).

      How to clarify your request

      Operators help you search for phrases using different match types. Compare the number of impressions:

      • Shirokoe - bicycle repair - 10,519 impressions per month;
      • Phrasal - “bicycle repair” - 631 impressions per month;
      • Accurate (fixation of completion) - “!repair!bicycles” - 456 impressions per month.

      For greater semantic detail of the results, there is an auxiliary syntax:

      • The minus excludes phrases that contain this word. For example, for the query “children’s bow tie,” Wordstat will not show phrases like “buy a children’s bow tie,” “children’s bow tie sizes.”
      • Plus means that it is required for issuance. This is especially true for short prepositions and conjunctions, which Yandex sometimes ignores. When you enter “famous scientists from Russia”, in the list we see both “the most famous scientists of Russia”, and “famous scientists of modern Russia”, and “famous women scientists of Russia”. And for “famous scientists + from Russia” we get only what we are looking for.
      • The exclamation mark ensures exact entry (preserving number and case, as in the query).


      • The (|) operator adds synonyms. “Buy (blanket|plaid)” are two requests in one: “Buy a blanket” and “Buy a blanket.”


      • The operator fixes the order of words in the query. Compare the statistics and understand which option is used more often:


      • Fixed number of words. This is useful for popular topics, when collecting the first 40 pages does not allow you to get all the search phrases. There are two options:


      When the main query is two-word and 4-word options are needed, we write like this:


      Popularity of the request by region

      Wordstat sorts results by geography. Click “All regions” and mark the ones you need:


      There is a Quick Select option for four frequently used options.

      The “by region” checkbox helps assess the popularity of a query in a specific region or city. More than 100% is increased interest:


      If necessary, you can see the frequency of use of words on the world map:


      Determining the seasonality of a request

      The Query History function shows dynamics based on data for the last two years.

      Issues for most topics depend on the season. If Wordstat does not have the required semantics, it may appear in the search results when the corresponding season arrives.

      When you search for “news” or “where to go,” you constantly receive different lists.


      By default, the graph and table appear for months, but you can switch to weeks. They contain absolute (the number of impressions on request) and relative values ​​(its ratio to the total number of impressions in Yandex).


      One more trick. By sharp jumps in a short period, you can identify the increase in impressions by webmasters. A characteristic sign is that in a single short period the phrase gains thousands, in the rest - 0.

      So, now you know how to get semantics from Wordstat, refined by meaning, geography and seasonality. Next, we’ll look at what to do with them and how, using an example. Namely, we will select syntax from real service data.

      Selection of semantic core

      According to experts, manual parsing in Wordstat yields 30-40% of all phrases. But considering that the service is free, this is very good. Additionally, you can generate keywords using search suggestions and other tools.

      Example: demand for wooden windows.

      Algorithm

      1) Determine how users formulate a request. Open wordstat.yandex.ru and enter the phrase:


      There are too many results. Working through them manually will take a lot of time. Moreover, among them there are irrelevant ones - “windows in a wooden house”, “wooden frames”, “do-it-yourself wooden windows” and the like.

      The wording needs to be clarified. First of all, let’s get rid of the “garbage” using negative keywords: house, trim, do-it-yourself, old, blinds, how to insulate, sweat.

      2) We configure the region - the city of Perm - and the type of devices from which potential clients log in. Let's say we are interested in all users, since we are going to launch campaigns on mobile and desktop:


      3) Determine target demand. To do this, we select relevant options from the search results and enter them into an Excel table for different segments.

      Ideally, you need to work through all the pages to take into account all the nuances and get a more complete picture of the needs of the target audience. For simplicity, let's look at the first example:


      In the screenshot, the phrases that we are excluding because they are not suitable are indicated in gray.

      4) We look through similar phrases. Some of them fall into the target demand, for example:

      You can also look at the second column for the suitable words that you identified in paragraph 3 and complete the table.

      As a result, we get a certain number of keywords. Parsing in Wordstat is not enough. The semantic core can be expanded using more complex paid and free tools. In addition, they automate further work with the Wordstat service.

      Examples:

      • KeyCollector allows you to collect keywords, determine the competitiveness, cost and effectiveness of keywords;
      • Keyword parser “Magadan” (1,500 rubles, also offers a free version). The advantage is convenient automatic collection, analysis and processing of statistics;
      • AllSubmitter (module “keyword selection”).

      Extensions for working with Yandex Wordstat

      Entering separate queries for each phrase is a huge waste of time. But there is no escape from this. But there are solutions that will significantly simplify and speed up working with the service.