Keep in your semantics only those phrases that are relevant to your site

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Both cases are not very good, especially for a young online store. First of all, you should filter out all the keys with zero indicators. If no one is searching for a key phrase, then there is no point in promoting it.

The second situation is similar. If the key is super-frequent, and you have a new site that does not yet have the necessary trust for promotion in a highly competitive environment, then you should not take them on. These keywords can be left, but only for the distant future, when the site gets stronger, acquires links and can participate in the competitive struggle.

How to estimate volume
First of all, you can collect frequency using Yandex.Wordstat. Remember that the service checks it only for the last 30 days.

Example of a query in Wordstat
Example of a query in Wordstat
You can do this manually, use various services such as Bukvarix, SemRush, etc., or use offline programs such as KeyCollector or KeyFinder.

If you have already collected a list of keys, check their frequency, delete zero queries immediately, put the super-frequent ones in one list. We will work on the remaining key phrases further.

Search intent
After you have assessed the search volume, it is time to understand how well the remaining keys suit you in terms of meaning and search intent.

For example, you have some high-frequency phrases that can generate a lot of traffic. But are these commercial keywords? Will they generate conversions? You need to find answers to these questions.

If all the semantics you've collected are purely informational, then this is probably not the path you should take.

But even if all the phrases are super-commercial, you should still be careful. For example, you sell milk online and see in the semantics that users often ask for a certain brand that you do not sell. Should you include this phrase in the semantics if you are not going to sell this brand? Definitely not. Perhaps you will even reach the top for this keyword for a while if you create a landing page, but the search will quickly understand that users do not find what they expect to see on it and pessimize it. And perhaps not only it.


Assess the competition in advertising
Services such as KeyCollector allow you to gambling data japan phone number the cost of a click in contextual advertising for a separate key. This is very interesting and useful statistics that you should know before deciding to promote it.

The thing is that when setting up contextual advertising, marketers always try to choose the most convertible and useful keys, respectively, the auction for them is overheated and the click price is higher than average. If your semantics only contain keys with an inflated click price, then most likely it will be extremely difficult for you to advance on it. You should consider both highly convertible and the least significant key phrases for trade. Estimate the cost of launching an advertising campaign for your semantic core, and if it is overpriced, then think about diluting the semantics with simpler queries.

KEI
KEI is an indicator of the difficulty of promotion for a particular query in search results. For example, if you take a keyword and evaluate organic results for it, you can understand how difficult it will be to bring a page to the TOP for it.

KEI Formula

(Frequency / 2) * (Frequency / 2) / Competition

As a rule, the types of sites in the search results, the presence of main pages, new sites, nesting level, etc. are taken into account to evaluate the indicator.

A simple example: if there are 8 main pages on the first page for a query, and you plan to promote a secondary page for it, then most likely it will not work, since the main pages always have more weight than the secondary ones.