It is very important to make sure that the queries you are planning to promote are actually searched by anyone. If you type “semantic core”, where all the keys will have zero frequency, then your site will be zero. Therefore, let's not bend the ox, but let's get started.

What is Keyword Frequency

Obviously, different queries have different popularity among search engine users. The number of times a specific query is entered into a search engine is taken as one month. Thus, Keyword frequency is the number of queries entered per month.

It is quite possible that even here there are dummy requests

To promote your website, you need to create original content. For example, if you write articles, the uniqueness of your text should generally be above 90%. In theory, unique content brings a high rate of traffic, consisting largely of transitions from Yandex and Google. However, in real ranking conditions, writing a unique article is only half the success.

Search engines pay attention not only to the uniqueness of the text, but also to the content of key queries that correspond to the topic of the article or any other text content. The correct distribution of keywords in an article is called text optimization. A unique, but not optimized article containing vague queries may not attract visitors to the site at all. This situation will mean wasted time and resources on content creation.

For optimizers, frequency is a criterion for choosing a particular query for use in the text. Depending on the frequency, high-frequency (HF), mid-frequency (MF) and low-frequency (LF) requests. When optimizing an article, first of all, pay attention to HF and MF queries. However, every year the promotion of new sites becomes more and more difficult, and optimization becomes more subtle. It is now believed that the use of low-frequency keys can also bring some amount of traffic.

How to check request frequency

The frequency of keywords can be found out using the appropriate search engine services, as well as special programs for compiling a semantic core. Search engines provide their services based on the selection of queries for contextual advertising.

Wordstat (Yandex)

Wordstat is a Yandex service for determining statistics of key queries. Wordstat uses most optimizers not only to create commercial queries for advertising, but also to extract keywords as part of regular text optimization. Wordstat distinguishes three types of frequencies:

1. WS frequency is the base frequency of a query in Wordstat.
2. Frequency "" WS - frequency based on exact query input. For example, statistics for the query ["car"] will match the query [car] without adding any other words.
3. Frequency "!" WS — frequency based on the exact input of each word in the query, excluding declensions, etc. The request [!Chinese] means that statistics will be returned for the word [Chinese] without possible inflections (Chinese, Chinese).

The search for [car] currently has more than ten million impressions. However, the basic metric involves adding all kinds of words to the keyword that the article will rank for.

If you enclose the query in quotation marks, the statistics will be reduced from ten million to 28 thousand. The optimizer may find it useful to have a right column with similar queries that complement the semantic collection.

The “By Words” tab means that statistics are provided based on the total amount of impressions of the entered query. The “by region” tab displays impression statistics in different regions of the country. And on the “Query History” you can graphically track changes in the frequency of queries over the course of a month or week, as well as statistics on queries via PC or mobile devices.

Google

The Google AdWords service itself is more tailored for contextual advertising than Wordstat. In the “Tools” section you can select the necessary keys for the desired request. In the “Targeting” column, set the desired display region and language. You can also specify negative keywords.

Unlike Wordstat, where monthly statistics are indicated, in AdWords you can select a monthly range of impressions in the “Date Range” column. The disadvantage is the average number of results. The statistics themselves are divided into two blocks:

• Keywords are an analogue of Wordstat frequency;
• Keywords (by relevance) are an analogue of the base frequency and similar WS queries.

The advantages are the presence of a level of competition, as well as the ability to download selected words to a CSV file or to Google Drive.

In addition to AdWords, Google has another query analysis tool called Google Trends. This service evaluates the popularity of the entered query for a certain period of time and presents statistics in the form of a graph. You can compare several key queries with each other. Statistics by region are also displayed.

For the graph, not exact numbers are used, but relative ones, based, among other things, on relevant queries.

Mail.ru

Mail.ru also has a search query statistics tool in its service for webmasters. In addition to general impressions, the table shows the distribution of queries by gender and age of users.

It is no secret that Mail cooperates with Yandex, since the search engine places Yandex advertisements.

Rambler

Rambler is losing its popularity every year, but their Wordstat can be very useful. The fact is that query statistics in Yandex and Google cannot always reflect the real state of affairs. Many companies may enter “idle” commercial queries in order to spy on competitors, i.e. for analysis of TOP, titles, etc.

Due to the low popularity of Rambler, their Wordstat statistics are less spammy and can provide some clarity for optimizers. In general, it is quite suitable as an additional tool.

How to check the frequency of queries en masse

Most optimizers choose programs such as Key Collector or Slovoeb to collect and analyze the semantic core. There are also online services for determining frequencies.

Key Collector

You can obtain the necessary keys for the semantic core and check their frequency en masse using the desktop program Key Collector. Open Wordstat, enter the main keys in the field from a new line for your topic and click “Start collecting”.

In the settings, you can set the required region for collection, as well as stop words. After the keys are collected, we determine the frequencies via Direct.

As a result, you will have a table with keys and frequency of impressions. We immediately delete all keys that have the exact frequency “!” equal to zero. To do this, we do filtering in the “Frequency!” column. Click on the blue icon. A filter window will appear. Select “greater than or equal to” > “1” and click “Apply”.

To get a larger list of keys, you can collect search tips from Yandex. Making a new group (window on the right). Also make sure that the “Collect only the TOP hints without brute force…” checkbox is enabled. Now click on the created group - a new empty tab will open. Click the icon for collecting search tips.
After collecting phrases, we do the same as when parsing Wordstat: we remove frequencies, remove phrases that are inappropriate in meaning and phrases where the frequency is “!” equal to zero.

Similarly, using Key Collector you can collect keys and frequencies from Google.

Rush Analytics

Rush Analytics is an online alternative to Key Collector. The advantage of the key collection tool is that there is no need to use a proxy, anti-captcha, etc.

To collect frequency from Wordstat, you need to go to the “Frequency collection” tab and check the box next to !keyword, that is, the exact frequency. Next we enter the keywords. After the service calculates the costs, click “Create a new project.”

The results can be saved to an Excel file.

You can find out Wordstat frequencies manually, but this is time-consuming and inconvenient. To speed up work, there are parsers: desktop programs, browser extensions, cloud services and scripts. They are all similar - there are only differences in the nuances of work. Our own appeared in the PromoPult system. Let's figure out how it works and why it is better than its analogues.

Main features of the Wordstat Parser in PromoPult:

• mass check of frequencies from the left column of Wordstat for specified phrases;
• loading phrases as a list or using an XLSX file;
• the ability to parse frequency in any Yandex region;
• taking into account the type of match when parsing (operators " phrase«, «! phrase" And [ phrase]);
• saving all reports in the cloud.

Service features:

• unlimited number of search queries when checking at one time;
• collecting frequencies online - no need to install software;
• no need to create fake accounts in Yandex specifically for parsing or risk your own accounts;
• no need to use proxy servers or enter captcha;
• summing up frequencies in the report for specified regions or breaking them down for each region;
• high parsing speed;
• convenient for subsequent processing report in XLSX format.

A little theory: why know keyword frequencies?

The main reason why frequencies are collected is traffic forecasting. Knowing how many times users were interested in a certain phrase, you can roughly calculate how many clicks the site will receive if it occupies the Nth position in the search.

How it works in practice:

• you have created a list of key phrases that you plan to promote;
• For the phrase by which you plan to evaluate traffic, determine the frequency (for example, “ buy an ottoman in Moscow"- 2852);
• you will find out the CTR values ​​depending on the position in the search (approximate data on the distribution of CTR can be found in open sources, but if your site has been running for at least several months, then more accurate data is available in the “Search queries” / “Query history” / indicator report : “CTR on positions, %”);
• make a traffic forecast for the TOP 10 (to do this, multiply the frequency by CTR and divide by 100%; for example, if the CTR of positions 2-3 is 25%, then the forecast traffic upon reaching this position is: 2852 * 25/100 = 713).

The second reason to collect frequencies is weeding out “junk” phrases. These are phrases whose frequency tends to zero, and there is no point in including them on existing pages (let alone creating new pages for them).

Which phrases are considered “trash”?? It all depends on the topic. For example, if the topic is narrow, there is little traffic (for example, for the keys “ purchasing an MRI machine" or " Vertu repair"), and each user is worth his weight in gold, then you can leave phrases with a frequency of 1. For mass-market stores, requests with a frequency below 5 are eliminated. And for information sites, a frequency of 10-20 may well be the lower limit. The main thing is not to overdo it with removing unnecessary phrases, otherwise there is a risk of losing traffic for low-frequency queries, which sometimes amounts to 70-80% of total traffic.

Another reason to clarify frequencies is building a hierarchy of queries on a page. More frequent queries are added to Title and H1, and for less frequent queries, sections and subsections are formed.

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Novice SEOs often ask questions regarding query frequency. What do midrange, bass and treble mean? Is it possible that the theme of the site influences the assignment of requests to any of the intervals? Etc. In this article I will try to give comprehensive answers to these questions.

What is request frequency

Different queries enjoy different popularity among Internet users. Some queries are asked to search engines only a few times a month, while others are asked several thousand or even tens of thousands. The more often this request is used, the higher its frequency.

How to find out the frequency of a request

In order to find out the frequency of a particular request, you can use several special services.

The frequency of queries in Yandex can be found at wordstat.yandex.ru. To do this, enter the keyword we are interested in in the search bar and click the “Select” button. Yandex will show you how many times users have asked queries that contain the words you specified.

As you can see, for the request search engine that's 365,398 impressions per month. Quite an impressive figure. However, as mentioned above, this is the sum of all queries containing these words. In order to find out how many times a query was asked in a particular form, you need to enclose it in quotation marks and put an exclamation point before each word. Thus, you need to enter in the search bar "!search system".

As you can see, there are only 3705 impressions per month.

To find out how many times this question has been asked by Google, go to https://adwords.google.com. Here everything is exactly the same: enter the keyword and click “Search”.

The only difference is that in order to find the frequency of a keyword in a certain form, you need to check the box in the “Match Types” section opposite “phrase.

Classification of search queries by frequency

Among optimizers, it is customary to divide all queries into three categories depending on their frequency. These are “low-frequency”, “mid-frequency” and “high-frequency”, abbreviated LF, MF and HF.

• High-frequency queries - HF, these are the words or phrases that are most often requested in a given topic, the most popular, so to speak. All requests with a frequency of 10,000 and above are considered to be high-frequency. As a rule, these are one-word queries like “TV” or “car”, etc.
• Mid-frequency request - MF, these are requests with a frequency from 1000 to 10,000. Usually these are verbose requests, more specific than HF, for example, “buy a TV”
• Low-frequency queries - LF, these are queries with a frequency of up to 1000. This is the most specific type of queries like: “buy an LG TV in Moscow.”

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Query frequency is the number of queries for specific key phrases over a certain period of time.

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Methods for determining search volume may vary depending on the search engine used. The most popular services are Google and Yandex.

Key phrases have varying degrees of popularity among users searching for information on the Internet. Some queries can be asked by search engines several times every 30 days, while others can be asked from 2-3 thousand times to several tens of thousands. Search robot algorithms are designed in such a way that the more often a particular phrase is used, the higher its frequency. Having such statistics and knowing how to use these numbers correctly, an SEO specialist can find out exactly what kind of traffic he will receive if he brings the site to the first pages of search results for queries that interest him.

In addition, frequency statistics make it possible to most effectively select the semantic core for a site or an individual web page, as well as exclude non-target key phrases in the first stages of resource promotion.

Determining the frequency of requests by type

High frequency (HF)

They have a broad focus and, as a rule, contain one or several words that are most popular among users when searching for certain information. High-frequency queries are used as advertising to form a positive opinion of the target audience about the company in general and the products/services offered in particular.

1. HF are not suitable for promoting web resources that have been in operation for less than one year. In this case, you need to start with the bass and midrange.
2. The maximum frequency of RF requests can reach several tens of thousands (according to Request Statistics).
3. They are asked by users who are just starting to study the subject area and, being the most competitive option, are much more expensive in promotion than other types.

Midrange (MF)

These are more specific queries consisting of several words. Their frequency can reach from one to several tens of thousands of requests per month. They are suitable for promoting any web resources, regardless of the duration of work. Like high frequency, requests are the basis of promotion, endowed with not the broadest, but not too narrow focus. They are great for online stores and other sites that promote specific products or services, where users know what to look for and what keywords to enter into the search engine.

Low frequency (LF)

They have a narrow focus, describe a specific need of the target audience and, as a rule, consist of three or more words. In other words, LF is asked by people who know exactly what product they need in what configuration (for example, buy a Philips toothbrush in Moscow). The average frequency of requests here can be from 1 thousand views. the most converting and suitable for promoting any Internet sites at all stages. The main advantage of LF is that, not having much demand, they are not competitive and are much cheaper for search engine promotion.

Checking the frequency of requests in Yandex

High-frequency, mid-frequency and low-frequency queries are calculated based on the number of impressions per month. They cannot reflect accurate statistics, but in the process of promoting web resources they are used as a rather rough rounding. Without exact indicators, they can be divided as follows: a request of 100 impressions is low-frequency, over 1-2 thousand is high-frequency. At the same time, it is impossible to determine exactly the average frequency query - each SEO specialist determines it for himself independently.

Different search engines use different query frequency checking services. In the Yandex search engine, you can assess user interest in specific topics for selecting keywords using the WordStat service. To do this you need to enter a request. In response, statistics will be shown on the request itself and on its analogues (or word forms). In order to clarify the phrase, you can use additional operators. For example, if you enclose a query in French quotes (or “herringbone quotes”), you can get data on the frequency of a query consisting only of the specified words, but written in any form and sequence.

Types of request frequencies in the Yandex service

There are several types of frequency in the Yandex search system - basic, precise and refined (they are indicated by different signs and symbols).

1. The base frequency is of purely research interest to the webmaster, as it is considered the most inaccurate. To calculate it, you need to enter a query without special characters, but the result will be non-specific, since it will contain data both on the query itself and on all others, which include all the words specified in the keyword. The only application of such frequency can be found in the analysis of general interest in a topic. So, if you enter “buy flour” and indicate the region of interest, you can understand how many people want to buy flour on the Internet (without specifics - what kind and in what volume). However, do not forget that there may be more such people, they can use queries like “flour price”, “cost of flour”, etc.
2. The exact frequency (“herringbone quotes”) reflects the number of times users enter a query in different declensions. For example, a webmaster needs to calculate the frequency of the request “iron doors”. To obtain this information, you should put the query in quotation marks before selecting. This will allow the service, which shows statistics of keywords and queries in the search engine, to display the total number of specific queries for iron doors and all forms of declension (iron doors, iron doors, etc.).
3. The updated frequency (!) contains only relevant and relevant information. It reflects the amount of user input of a specific form (declension, conjugation, number...) of a particular phrase that the webmaster is looking for. It is recommended to calculate the specified frequency, because it reflects the essence of the request and determines its popularity among the target audience. This way you can find out how many people enter a query exactly in the form in which you wrote it - very useful, if necessary, to find out which of two or more keys will be more useful to use in direct entries in texts. For example, “how to make candy with your own hands” or “how to make candy with your own hands.”

To obtain the frequency of queries in other search engines, other services are used. To obtain static data from Google, for example, you must have an account in the AdWords contextual advertising service. After logging into your personal account for an advertising campaign, you need to go to the “Tools” section and use keyword suggestions. By entering the desired phrase, the service will provide a ready-made analysis result not only for the specified words, but also for similar ones. This allows the webmaster to select the most optimal variant of queries for search engine promotion.

At the same time, Google does not have the ability to check the frequency of queries, however, the user can add web resources with content for persons of legal age to the results, as well as use additional filters. In particular, you can check a specific request by geographic location: in a specific region, country or throughout the world.

Services for determining the frequency of search queries

In addition to AdWords, Google has a web service that shows how many times users search for a specific phrase (over a certain period of time) to the total volume of search queries, divided by geographic location (region, country). This service is called GoogleTrends. By entering queries of interest, the webmaster receives statistics in the form of a graph with the ability to compare several phrases. At the same time, not exact indicators are displayed here, but conditional ones.
Statistics of search queries for the Search Mail.Ru service are also popular. Here you can see information on general impressions, divided by age and gender categories.

Mass checking of query frequency, as well as collection and analysis of the semantic core can be carried out using the Key Collector program and the Rush Analytics web interface. The first program is paid (the fee is only for purchasing the program - a one-time fee), the second is provided in various pricing solutions - from 0 to 6,000 rubles per month. At the same time, their functions and capabilities are largely similar.

The need to use these services is determined by the fact that, in addition to checking the frequency of queries, WordStat cannot be used to effectively compile a semantic core. Of course, you can rely on the information received, but with some nuances. In particular, keywords with a minimum frequency can have competition in the search engine and bring a certain amount of traffic to a web resource.

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 the 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”.

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!

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