Differences in the promotion of commercial and information requests. Search query types. How to classify requests

Many times I heard exclamations that Sapa is dead, that rented links no longer give the same effect as before, but along with this you can always see answers such as - “You just don’t know how to buy links” or “Your hands are growing out of the wrong place”. Where is the truth and how links with Sape actually work.

In fact, both opinions are like two sides of the same coin. But the coin is monolithic, so the truth is somewhere in the middle. Ever since the introduction of the Snezhinsk algorithm, Yandex has ceased to take into account the full weight of rented shit links, not always ... The essence of this issue lies much deeper, namely in the type of the promoted request.

Three types of search queries

There are many methods for classifying search queries, but in this case, we need only one. We will classify requests according to the criterion of commercial-non-commercial, and it will already depend on this what links you need to buy on the site to advance upon request. Based on this classification method, three groups of search queries can be distinguished:

-commercial

-mixed

- non-commercial (informational)

But how to understand what type our request belongs to? And you don’t need to understand anything - your opinion does not play any role, because it is important for us how Yandex imagines this request. Let's look at a small example.

Let's take a request "buy a refrigerator" and enter it into the Yandex search engine:

The first 10 places of search results are commercial in nature, therefore, according to Yandex, the request is completely commercial. Go ahead. Now enter a query "fridge":

In this case, Yandex mixed a site with information about refrigerators into the search results, which means that this request is mixed. At the end, enter the query - "how does a refrigerator work". As expected, in response to our request, Yandex issued only information resources, therefore the request is completely informational. Try typing in the search query - ...

If I were Yandex or the philosophy of link ranking

And now, let's imagine for a few minutes that we are the Yandex search engine. We are a smart enough machine that can easily identify a rented shit link, we can distinguish unique content from non-unique content, and much, much more. What is our main goal? Of course, getting the maximum possible profit! But where does this profit come from? Of course, from our users. Means… the more users we have, the more money we can bring to our creator. Everything is as simple as two and two.

To increase the number of users you need to know how to make the site visited. Various methods are used for this, one of which is site promotion in Yandex and Google search engines, which I wrote about.

That is, now the whole conversation is moving in a different direction - we need to please users so that they recommend us to friends and remain users themselves for a long time. And for this we need to provide the cleanest issuance with the exact provision of the required information. Now we will not talk about AGS and the like. We are only interested in the question - how the type of request (commercial, non-commercial) can affect link ranking.

We take a non-commercial request. By asking it, the user wants to find comprehensive information. But if this request is promoted by rented sublinks, then most likely the optimizer is trying to artificially increase the positions of this request, although it is not worthy of them. To please users, Yandex must definitely provide good sites that use a minimum of linking methods, so you may have noticed more than once, as in the case of information requests, sublinks only worsen the position of the site. For information requests, links should be as natural and high-quality as possible!

We take a commercial request. Let's say two firms sell refrigerators, but how can a search engine determine which firm has better refrigerators? Search technologies will not reach this level soon, so a simple law comes into force here - whoever has a thicker bag is better That is, in this case, shitty links will have the exact opposite effect - the site on them will grow as well as in Google. Of course, this does not mean that it is enough to buy frank shit and go to the TOP. No, here it is also necessary to build up a heterogeneous link mass and carefully, just the effect of shit links will definitely.

Well, the third type is mixed requests. Everything is simple here, these requests have absorbed the features of both commercial and non-commercial requests, although the issuance is to some extent randomized by the Spectrum algorithm.

What to buy links to the site to promote a commercial request

Not so long ago, I already wrote about . But let's answer the question - what links to the site to buy to promote commercial requests.

If you use only links from SAPE, then you will be able to promote only the low-frequency request or, if you're lucky, the mid-range SK, but no more. To promote more complex and competitive queries, you will have to use better and more natural links and articles.

In general, the promotion of competitive queries in Yandex is a topic for a separate article, which will soon appear on this blog (there are already a lot of requests in the mail).

But you don't have to promote complex queries. Many optimizers are increasingly promoting large arrays of LF NK queries(100-500, or even more). This approach allows you to get a lot of visitors for less money and in less time. Therefore, it is this method that I advise you, because. for such requests, only links from SAPE are sufficient.

Well, in the end, I would like to bring you the latest information from the life of this blog. Now it contains a block Top Commentators, where you can place a link to your site completely free of charge. All that is required of you is to actively comment on various entries.

If you have not had time to subscribe to and get a huge database of techniques - hurry up, you still have time.

Do you want to increase website traffic? Then order!

The issue of "commercial" queries when promoting sites and creating a semantic core has recently been discussed more and more actively. Separate reports at conferences and articles have now begun to be devoted to this topic. But it doesn't get any easier than that.

This is one of the most common reasons today why a site doesn't rank for specific queries.

Because:

- or trying to promote the information page for a commercial request and vice versa,
— or group commercial and information requests together on the same page,
- or trying to promote a site or page with those means and that strategy that work more with a different type of request.

This topic was also touched upon at SEO Coaching, on the very first day dedicated to the semantic core.

That's where Artur Latypov advised me to look at Igor Bakalov's report. I already downloaded it from one of the open SEO conferences from Megaindex in January 2015 (you can see other reports at the link), just his article was saved for the draft of this post as one of the sources of information. Therefore, I didn’t even have to look, I just took and carefully studied his materials. Plus, now I am reviewing the reports of the SEMPRO 2015 conference (these reports are not freely available) and there was just a report by Oleg Salamakha (founder of Prodvigator) on how they did parsing and filtering queries in their service, what hypotheses they tried and why came.

There, in essence, the same thing is discussed - how to most reliably identify and evaluate the degree of commerciality of a document and how to automate this process, make it mass-produced. The essence is the same, but there are different nuances in these reports, because of which it is worth listening to or reading both. And different means for automation. Igor Bakalov has a combination of Key Collector + ZennoPoster (in his article at the link below there is also an example of an Excel file that is obtained after such processing of search results). Oleg Salamakha has their own, so far closed service, to which he invited everyone to test in his report.

By the way, while writing this article, I saw that a beta version of the mass check of "commerciality" appeared in the SEMparser service. I don’t know what exactly they are based on, I think I’ll write more about this service separately, they have a lot of semantic core that is convenient for structuring.

The report of Igor Bakalov (Ashmanov and partners) "Filtering semantics for e-commerce" is available for free, I attached the video at the end of the post for viewing.

There is also a text summary for both reports:

1) review report Oleg Salamakha

What I want to say briefly from myself on this topic:

— requests are informational, commercial and mixed. Not necessarily in the search results will be only one type of documents.

– to determine what kind of site it is as a whole is not enough, it is important to determine the nature of a particular page(document) in the issuance.

— it is not so easy to give a clear definition - this is an information page or a commercial. Even if it has, for example, an online consultant service, it can be informational.

- if you have defined the type of a request, then this does not mean that its plural or any phrases with this query will be of the same type. It often happens that in the singular, for example, it is an information request, and in the plural it is a commercial one.

It's amazing, but true. "Laptop" in Yandex is a commercial request. "Smartphone" - informational.

— geo-dependent queries are most often commercial (but not always). Queries with a toponym (city name, for example) are almost always commercial.

— this topic applies to both Google and Yandex. Google, like Yandex, has mixed search results too.

— information requests have a low conversion compared to commercial ones. Although, the conversion quite strongly depends on the subject.

— in determining- is it a commercial or informational document most often a combination of factors is used- names in the URL, page elements, the volume and nature of the text, the presence of the words "buy", "basket", "delivery", "price", etc.

One of the most important conclusions can be illustrated with a slide from the report of Alexei Chekushin:

In general, why do we need a division into commercial and informational requests:

1) To correctly group our semantic core(commercial with commercial, informational with informational). And, accordingly, consciously place on the site, fill with material and promote commercial and information requests in different ways.

2) To determine the promotion strategy. Without analyzing the search results, it is generally difficult to understand what it is and what steps you need to take to get into it. We also look at the degree of commerciality of documents in the TOP10, and what they are like - their texts, site elements. And what page comes out - main or secondary, card or overview, etc. And we're thinking about moving forward. For example, information requests are promoted primarily by quality content. Comm. requests - primarily links, commercial and behavioral factors. Also, these queries have a different link strategy.

3) To understand how best to expand your semantic core.

You can expand it:

- articles, news, reviews
- narrow and unusual groupings of goods (for example, "black dress to the floor")
- separate pages with reviews
— pages with a price list and prices tailored to the request to buy
- by adding a thematic dictionary
- by adding a forum to the site (you can fill it yourself, including topics with information requests).

But other trends are also emerging. One of them is to make a blog on a separate domain.

Here, for example, Sergey Devaka, in one of his recent reports on SEO tricks, also at SEMPRO 2015, said:

“Two domains are better than one. It is worth dividing the site into commercial and informational domains and supporting the commercial domain from the informational one. By buying more context, in this way you can take 4 positions in the search results.

There are pluses and minuses in both options. In the first case (on one domain), the host factor, the query index (the volume of all queries by which the site is visible) and the trust of one domain are being pumped, which affects the improvement of all its positions. On the other hand, there is a chance that a purely informational site (on a separate domain) will be better placed in its niche.

About that, I did a separate article.

Watch the video recording of the report by Igor Bakalov, SEO specialist at Ashmanov & Partners on the topic "Semantic filtering for e-commerce" (at the SEO 2015 conference from Megaindex).

This is just on the topic of how to identify and separate informational and commercial keywords:

Also see the presentation by Alexey Chekushin on the topic "Professional work with semantics", made in September 2015.

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A sales request is a request for the purchase of a product or service. They are typical. Each user is looking for a product mainly in his region or city. Unlike informational, commercial requests have a higher level of competition.

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What are commercial requests: explained with a simple example

Let's imagine that the Internet is a huge market, and there are millions of sellers offering various goods in it. Often the only sure way to find what you need is to ask someone who knows the market, in our case, a search engine. And it will depend on the question posed, how quickly you will find a seller. After all, the question can be asked in completely different ways.

For example, asking “I need a chandelier”, in response you can get a lot of information about the rules for choosing them, features, installation secrets and the history of their appearance.

But if you ask a knowledgeable person “where in the market can I buy a chandelier”, then he will indicate the location of the sellers in as much detail as possible. Or even conducts directly to the seller, especially if they have agreed in advance.

This is their main difference: commercial queries should lead the user to the seller, that is, to the product purchase page, and not to the page with the secrets of its purchase and use.

Main differences of commercial requests

Commercial requests are divided into several groups. The two main groups are high and low margin requests. Let's analyze them in more detail:

1. High margin requests. They make good money, especially if you manage to choose the right key phrase that matches the central audience. Keywords may appear in the keywords denoting goods and services that are not included in your offer. Be careful when compiling the semantic core, exclude unnecessary words so as not to mislead a potential client.
2. Low margin queries. They are usually used to sell related products and services of the company (from the category “We also have ...”). Therefore, focusing entirely on them does not make sense.

A characteristic feature that makes it easy to identify a commercial request is its selling component. These are words such as "buy", "price", "wholesale", "cheap", "with delivery", etc. It is their use that gives the key phrase a commercial focus.

There are also mixed types of requests. If you enter the word "sofa" in the search box, the results will show you both furniture manufacturing sites and online stores.

Why you need to know the needs of your target audience

It is necessary to identify commercial queries in Yandex and Google for the following reasons:

1. This will help to correctly compose the semantic core of the online store.
2. To develop an effective strategy for promoting goods and services.
3. This will allow you to study the demand, which in consequence can help your business to choose the right direction for further work.
4. The use of commercial queries in product cards allows you to further develop the semantics of the site by filling it with articles with informational or mixed queries.

But you should not achieve an exact match of words when choosing. Clumsy and unreadable phrases will not bring the page to the top.

Promotion on commercial requests: what is the difficulty

Your goal is to sell and make a profit. Therefore, you need to promote your site for commercial requests. They will bring to the pages of your resource potential buyers who are really interested in purchasing the product. But in the process, you may encounter some difficulties, namely:

• High competition in the field of commercial inquiries.
• Risk of being filtered due to spam in texts, in internal links, in Title, Alt, H1 tags.
• Pessimization of the site in the issue due to useless information on the pages.

What to do if you want to successfully promote the site for commercial requests and not lose positions in the search results:

• Rate your site against commercial ranking factors.
• Do not use keywords in direct entry too often, do not spam keywords in texts and tags. In a word, clearly follow the content and remember about.
• Properly distribute external links: 30% - links with commercial anchors, 70% - natural links.
• Form the right image of the company so that you are referred to yourself - from social networks, review sites, forums and other sites.

And most importantly - always think about your visitors and what they want.

“Chief editor of the GetGoodRank blog, web analyst, blogger.
Commercial words and links are not enough to enter the TOP, it is important to improve commercial factors. This is a necessary stage of optimization, the least painful for the site. After all, we are only talking about the correct presentation of commercial information to the user.

Commercial queries are most interesting for business owners, because they bring to the site customers who are ready to buy. At the same time, they are the most competitive. In this newsletter, we will tell you how to advance in the commercial niche in the TOP and increase the reach of the target audience.

In this release:

• Commercial "non-commercial" requests
• Marketing promotion strategy

Problems of promotion on commercial requests

High competition

This problem needs no explanation. She just is. For commercial queries, search engines show users tens of thousands of sites:

Google:

Yandex:

Promotion in any commercial niche is difficult, expensive and dangerous. The problem would be less critical if it were not for the habit of users to view only the first 2-3 pages of search results. Getting even into the TOP-30 (and even more so into the top ten) is almost impossible. Compete with niche leaders (large stores, brands) - even more so.

GetGoodRank checks the PF and CF, determines the commercial and informational relevance, gives recommendations for improving the site.

Any work on the quality of the site is positively perceived by search engines and becomes an advantage for higher rankings.

Users turn to search engines, as a rule, for two reasons: when they want to find useful content (tips, instructions, entertainment, etc.) or to purchase a product or service. In the first case, they will enter information requests, in the second - commercial ones. What is the difference between them and how to learn to distinguish them?

Why divide requests into informational and commercial?

Even at the stage of formation and grouping of the semantic core, it is important to correctly classify queries. If this is not done, errors will be made that make it difficult for pages to reach the TOP:

• promotion of commercial pages for information requests, and vice versa;
• mixing requests, as a result of which search engines will not understand which keys to display the page for;
• use of information requests promotion strategy for commercial pages, and vice versa.

Distinguishing features of requests

Information requests

Information requests usually begin with the words “how”, “why”, “how much”, “when”, “where”, “why”, “what is”, etc. The presence of nouns is also characteristic (“characteristic”, “reviews ”, “instruction”, “properties”, “description”) and references to the process (“do it yourself”, “independently”, “by yourself”).

Such requests are used for articles on info sites, blogs of commercial web resources. The peculiarity of the promotion lies in the fact that even from the 20-30th positions there can be traffic for such queries. For SEO, the relevance of the page and the value of the content are more important than external links.

Commercial inquiries

People enter commercial requests when they plan or are ready to buy a product or order a service. Here are their features:

• “selling” semantics: the words “buy”, “order”, “price”, “delivery”, “discount”, etc. are used. But this rule does not always work. For example, the request "buy tea" is commercial, but where to buy tea in sri lanka- information;
• geo-dependence: for example, you need plumbing services in Tver. You enter in the search "plumber services" and get a list of craftsmen working in Tver. But if you enter a query "how to upgrade a plumber", you will probably get approximately the same results regardless of the region, since this is an information request;
• names of cities or districts in queries: it is obvious that if you enter “translation of texts in Moscow” in the search, you want to find a translator. Although there are exceptions. For example, a request "Where to walk with a girl in Moscow" will be informative.

Related article: What will change if SEO texts are removed from the site

Commercial queries lead the target audience to landing pages. There is very high competition for them, therefore, when promoting commercial pages, not only content comes to the fore, but also high-quality external links, usability and commercial factors.

How to classify requests

There are several ways to classify queries. First of all, you can do this manually by sorting them according to the criteria described above. If you are in doubt about which group a key phrase belongs to, enter it in the search.

Consider, for example, the phrase "shoe prices".

In the search results, we see contextual advertising, online stores, aggregators and directories. This is clearly a commercial request.

Now let's enter the phrase How are shoe prices determined?:

In this case, pages with educational materials are presented in the issue. Contextual advertising is missing. Accordingly, this phrase is informational.

And now let's set the phrase "yellow shoes":

Everything is not so clear here. The issue contains contextual advertising, informational materials, photos and online stores. Such phrases are called mixed. The search engine does not understand what exactly the user needs: to buy yellow shoes, to see their photos, or to find out what to wear them with. Therefore, such a variety of pages is offered.

You can classify requests manually if there are few of them. But when the semantic core consists of hundreds or thousands of phrases, automation is indispensable. This is where the SeoPult system comes to the rescue. If you don't already have an SEO project added, you can create one - it's free. At the first step “Words”, the System will generate a list of keywords according to the specified parameters: close to the TOP, competitor phrases, based on the content of your site, from the statistics counter, and many others. For the found list of keys, two filters are provided: "Commercial" and "Informational". By clicking on the filter, you will receive the queries you are interested in: