How to increase attendance due to low frequency keys

Today we will talk about one of the elements of SEO: how to implement the maximum coverage of building keywords on the example of the case of the site “Audrey”, which specializes in the product categories “underwear” and “swimwear”.

First we need to understand that there are 3 types of keywords:

1. HF (high-frequency keyword) This is the keyword that the maximum number of visitors are searching for in their topic. Example: buy a bra, buy a bra.
2. MF (mid-frequency keyword) This is the keyword that the average number of visitors are searching for in their topic. Example: Buy a seamless bra.
3. LF (low frequency keyword) This is the keyword that is searched by the least number of visitors in its subject. Example: Buy a seamless balconette bra.

And now let’s move on to how to apply the technique of the greatest coverage of low-frequency keys for an online store.

If we look at the projects in this niche, we will see the standard site modeling structure. These are the categories that have maximum optimization for search HF and MF keys. But as a rule, they do not cover low-frequency directions. For more convenient use, filters are created in online stores, but they can be used not only as convenient filtering tools for the user, but also as landing pages for low-frequency words.

How to put it into practice? And what do the filters look like?

To begin with, a list of keywords is formed.

The most effective will be:

• interviewing staff directly working at retail outlets, as well as those who process online inquiries directly from consumers;
• keyword analysis of the internal issuance of your site;
• analysis of the issuance of Google (and other important search engines for you).

All data collected in this way first form logical filter blocks. For example, the composition of the material from which the thing of interest to him is made is important for the client – a block of filters “materials” is created. Or the client is looking for the right color, etc.

Implementing filters that consist of more than two categories/types), for example: “Large size bra + (material) Satin + (color) red” does not make much sense: it is a very time-consuming process that does not guarantee the expected result. Therefore, we recommend limiting yourself to simple filters of two values.

For most online stores, they will look about the same.

As you can see, these filters group low-frequency queries in a very interesting way. How can we use this to generate LF keys?

We recommend connecting the CNC (SEO-Friendly URL). This is an understandable url formation for a person, and not “abracadabra”.

site/store/bjustgaltery-na-bolshuju-grud.php?sect=9&kind=34&manuf (without cnc)

site/store/bjustgaltery-na-bolshuju-grud/krasnyy (cnc)

Yes, this is “beautiful” and understandable for a person, but how does this form a low-frequency key for us, you ask? To formulate the key, we need meta tags. These are tags that provide search engines with additional information about the site page – meta title, meta descriptions, H1. Without them, it is actually impossible to get at least key positions in the realities of 2020. The programmer solved this problem by generating html blocks of landing pages that give us a filter. For example: site/store/bjustgaltery-na-bolshuju-grud/krasnyy

In this URL, we fill in the title and descriptions and get the filter page with full metadata.

After the page actually lands, we make changes to rel=”canonical”. If you had the correct implementation of canonical, then your filter initially indicated that the canonical page is the section where it is located. Example: <link rel=”canonical” href=” site/store/bjustgaltery-na-bolshuju-grud/”> If you made a landing page for your filter, then the canonical should change to itself. <link rel=”canonical” href=” site/store/bjustgaltery-na-bolshuju-grud/krasnyy/”> .

When all these stages of work are completed, based on the budget of your project, you need to decide whether it is possible to strengthen the filter with a short text that will strengthen the publication. If possible, it is good to write texts for these landing pages so that they can compete better in the SERPs: otherwise, such pages cannot break through the top 20.

Next, you need to add a filter url to sitemap.xml so that search engines can crawl through your site and accept it for processing.

It’s all in the pin. We look at the result and success of your keyword in the search results.

With this method, you can get a lot of keywords in almost any subject. But, as always, there are many “buts”.

Ideally, you need to collect the keywords in a file and run them for issuance. It is important to double-check, perhaps already a number of keys are already issued in the search results without a filter..

For example, “bra with foam rubber” – such a key is already listed in the subcategory “Bras with foam rubber”, and in fact, there are two competing landing pages for one key in the top. And this is fraught with the fact that only one page will go into the issue. The one that will have more weight or a better measure of the behavioral factor. And for the most part, search engines choose a subcategory for ranking, not a filter url. So try not to create filters that compete directly with the category.

You need to carefully study the issuance of your product and pick up those keys that are not fixed in the top 10. And after that, selectively work out the desired directions of the filters.

Another pitfall is the love of search engines for aggregators. Unfortunately, it is they who take away huge amounts of traffic by keys from ordinary sites. Even the tops of narrow topics cannot fully compete with aggregators. Not to mention young sites that are less than 2-3 years old.

But this method of website promotion using LF, if implemented correctly, will give you from + 20 to + 40% growth of keywords in any subject. The main thing is to adequately collect keywords depending on your subject. This will allow you to prioritize writing supporting articles, since there can be from 300 to 2 thousand combinations, and it makes no sense to spend the budget on everything at once. Good luck.

Authors:

• SEO Specialist Andrey Pereginsky
• Iinternet marketer: Julia Solovieva