Semantic core is the foundation of SEO promotion. It is a list of keywords and phrases that most
accurately reflect the website’s topic, its content, and the queries of the target audience. This set includes both
high-frequency and low-frequency queries that users enter into search engines in hopes of finding the right
information, products, or services.
The main goal of forming a semantic core is to ensure that website pages match user queries and rank higher in search
engine results. A well-structured semantic core helps attract targeted traffic, improve website visibility in search
engines, and increase conversions.
Key elements of the semantic core
Keywords are phrases and word combinations that users use to search for information in search
engines.
Morphological forms are different variations of writing keywords: in singular and plural, in
different cases, and using synonyms. For example, "buy smartphone", "smartphones buy", "buy phone".
Logical groups — keywords are grouped into clusters based on shared meaning and topic. For
instance, queries like "smartphones", "Android smartphones", and "smartphones with good camera" can be part of
one logical group for an electronics online store. This helps distribute keywords across relevant pages and
avoid overuse.
Why it is important to build a semantic core
Content relevance — proper selection of keywords helps accurately respond to user queries. This
improves user experience, keeps them on the site longer, and increases the likelihood of a target action
(purchase, registration, etc.).
Relevance for search engines — search engines evaluate pages based on how well they match user
queries. If keywords are properly distributed, the site ranks higher in search results.
Website structure optimization — the semantic core helps determine the necessary sections and
pages of the site, improving navigation for users and making indexing easier for search engines.
Increased conversions — pages created based on keyword queries better meet user expectations,
reducing bounce rates and increasing the chances of conversion.
Cost reduction — focusing on narrow keyword queries helps save promotion budgets by attracting
a more targeted audience.
Thus, accurate collection of the semantic core contributes to increased site visibility and improved interaction with
the target audience.
What types of keywords are there
Keywords in SEO play an important role in how users find a website through search engines. Let’s look at the main
types of keywords.
By frequency:
High-frequency (HF): bring high traffic but have high competition and low conversion. Examples:
"smartphone", "travel".
Mid-frequency (MF): more specific queries with moderate competition. Examples: "smartphone with
good camera".
Low-frequency (LF): niche queries with high conversion but low traffic. Examples: "smartphone
with good camera under 20,000".
By user intent:
Navigational: queries to find specific websites or brands. Examples: "facebook login".
Informational: queries to find information. Examples: "how to choose a laptop".
Transactional: indicate intent to buy or order. Examples: "buy smartphone online".
By structure:
General (short-tail): broad topics, for example, "smartphone".
Long-tail: long queries with high relevance. Examples: "best laptop for work".
Non-branded: do not mention brands. Examples: "best smartphone 2024".
By geographic targeting:
Geo-dependent: include a regional reference. Examples: "buy laptop in Kyiv".
Geo-independent: not tied to geography. Examples: "home fitness exercises".
Each type of keyword has its own characteristics and plays an important role in building an effective semantic core
that will increase traffic and conversions.
Keyword analysis and collection
As already mentioned, accurate semantic core collection plays a key role in increasing page relevance and their
positions in search engines. To achieve maximum effectiveness, it is important to properly structure the keyword
selection process. This process consists of several important stages, each of which helps to cover a variety of user
queries and correctly distribute them across website pages.
Collecting a list of seed query ideas
The first step in keyword collection is creating a list of basic ideas for seed queries. These keywords will be the
starting point for further expanding the semantic core. It is important to consider the main topics, products, or
services the site offers, as well as the needs and interests of the target audience. At this stage, the task is to
cover as many potential directions as possible that users might search for.
How to create a list of ideas for seed keywords:
Product or service analysis: Identify key features and characteristics that interest customers
(e.g., "smartphones with good camera").
Brainstorming: Engage the team in idea generation by asking questions like: "How would you
search for this product?"
Competitor analysis: Explore the keywords used by competitors.
Use of tools: Utilize services like Google Keyword Planner, Serpstat, or Semrush to generate
ideas.
Audience queries: Add keywords that reflect your customers’ questions and interests.
This stage forms the foundation for further expansion of the semantic core.
Expanding the list of base queries (methods and sources)
After compiling the initial list of keywords, it should be expanded to cover all possible search queries, including
low-frequency and more specific phrases. Here are the main methods and resources for this:
Methods for expanding the query list:
Search suggestions analysis: Use the suggestions offered by the search engine when entering a
query to add relevant topics.
Autocomplete: Type a keyword into the search bar and pay attention to autocomplete options.
Semantic competitor analysis: Tools like Ahrefs and Semrush can help you discover what keywords
competitors are targeting.
Related searches: Services like Google Keyword Planner and AnswerThePublic offer variations and
refinements of keywords.
User question analysis: Forums and social media often contain user questions with valuable
keyword phrases.
Similar queries: At the bottom of search engine results pages, you’ll often find additional
phrases that can also be used.
Sources:
Keyword research tools: Google Keyword Planner, Ahrefs, Semrush, and Ubersuggest.
Website traffic analytics: Data from Google Analytics can help identify effective queries.
Search engines: Use Google for suggestions and autocomplete insights.
Social media and forums: Monitoring discussions can generate ideas for new keywords.
Expanding the list of queries is essential for building a comprehensive semantic core that increases website
visibility in search results.
Analyzing base queries based on competitor analysis
After expanding the list of keywords, the next step is competitor query analysis. This helps identify key phrases
that are already bringing success to competitors and allows you to adjust your own strategy. Here are the main steps
of the analysis:
Steps to analyze competitor queries:
Identify competitors: Enter your target queries into search engines and identify the
top-ranking websites.
Use SEO tools: Tools like Ahrefs, Semrush, and Serpstat automatically show which queries are
driving traffic to competitors.
Analyze meta tags and content: Review titles, meta tags, and keyword phrases on competitors’
pages.
Content structure and hierarchy: Analyze how competitors distribute keywords across site
sections.
Evaluate query effectiveness: Ensure that competitor queries align with your business goals and
attract targeted traffic.
Identify niche queries: Look for specific low-frequency phrases that can bring in high-quality
traffic.
Discovery of new opportunities: Uncovers hidden niche queries.
Market adaptation: Allows adjustment of strategy based on market changes.
Competitor query analysis helps build a balanced semantic core that includes both high-frequency and niche queries.
Collecting additional user refinements to search queries
After gathering base and expanded queries, it's important to consider additional refinements users may enter when
searching for information. These refinements help better understand user intent and create more relevant content.
Main types of query refinements:
Geographic: Users add location, such as "buy smartphones in Kyiv", to find products or services
in their area.
Typical: Refinements refer to product features, like "laptops for gaming" or "laptops under 500
dollars".
Comparative: Users look for comparisons, e.g., "best smartphone 2024", which helps create
comparison content.
Problem-oriented: Queries like "how to fix a smartphone" show that users are looking for
solutions to specific problems.
Temporal: Queries with time references such as "new smartphones 2024" help tailor content to
current events.
Format-based: Refinements can refer to content format, such as "laptop repair video tutorials".
Methods for collecting refinements:
Search engine analysis: Use Google Keyword Planner to identify popular refinements.
Forums and social media: Explore user discussions to understand their needs.
Customer feedback: Collect questions and reviews to identify commonly used refinements.
Analysis of current queries: Use Google Analytics to analyze queries that already bring users
to your site.
Benefits of collecting refinements:
Improved content relevance: Considering refinements allows you to create targeted content that
is more likely to be found.
Increased conversion: Directly answering refined queries can lead to higher conversion rates.
Adaptation to change: Accounting for refinements helps stay up-to-date with shifts in consumer
preferences.
Collecting additional refinements is a key stage in building a semantic core that improves content quality and
relevance, enhances search engine rankings, and attracts targeted traffic.
Combining results into an intents and starter queries table
At this stage, it is important to organize the collected data in a structured format to simplify analysis and usage
for forming the semantic core. Creating a table of intents and starter queries is a crucial step for visualizing the
information and facilitating work with it.
Structure of the intents and starter queries table
The table may include the following columns:
Starter query: initial keywords or phrases.
Intent: user intent (informational, navigational, commercial, transactional, etc.).
Additional refinements: user-specified refinements, such as geographic targeting or product
characteristics.
Query frequency: how often the query is entered in search engines, which helps determine
keyword priority.
Competition level: the level of competition for the query, indicating how difficult it is to
rank.
Website page: the page on your website where the content for the query should be placed.
Example Table
Starter Query
Intent
Additional Refinements
Frequency
Competition Level
Website Page
"laptops"
Informational
"laptops for gaming"
High
Medium
/noutbuki
"where to buy a smartphone"
Commercial
"where to buy a smartphone in Kyiv"
Medium
High
/smartfony
"how to choose a laptop"
Informational
"how to choose a laptop for work"
Low
Low
/yak-obraty-noutbuk
"TV discounts"
Transactional
"TV discounts in September"
Medium
Medium
/znyzhky-na-televizory
Benefits of the intents and starter queries table
Information organization: data systematization simplifies working with the semantic core.
Ease of analysis: a clear structure allows quick identification of queries and their matches.
Content optimization: helps identify queries for creating or improving content.
SEO strategy management: tracks query performance for targeted promotion.
Increased efficiency: clear goals for each query help allocate resources optimally and speed up
results analysis.
Collecting keyword statistics
After creating the intents and starter queries table, the next step is to collect keyword statistics. This stage is
crucial for understanding trends, user preferences, and the competitive landscape, as well as evaluating the
potential value of keywords for your business.
Keyword statistics analysis includes reviewing metrics such as search frequency, competition level, and cost per
click (CPC). This data will help identify opportunities for content and promotion optimization.
Google Ads Keyword Planner tool
The Google Ads Keyword Planner is an effective tool for analyzing keywords in SEO and PPC campaigns.
Steps for using the planner:
Create a Google Ads account:
Sign up on the Google Ads website and set up your account by specifying your country, time zone, and currency.
Access the Keyword Planner:
Log in to your Google Ads account.
Go to the “Tools & Settings” section and select “Keyword Planner”.
Keyword research:
Select the option to search for new keywords.
Enter starter keywords and set targeting preferences.
Click “Get results”.
Results analysis:
Review the keyword suggestion table, including search volume, competition level, and average cost per click
(CPC).
Use filters to sort keywords by important metrics.
Saving keywords:
Select the desired keywords and export them in CSV format.
Integrating data into the semantic core:
Integrate the collected keywords into the intents and starter queries table by adding information about
frequency and competition level.
These actions will help effectively use the collected keywords to improve your SEO strategy and optimize content.
Collecting keywords using Serpstat
Serpstat is a multifunctional SEO analysis tool that allows you to research keywords, analyze competitors, and track
rankings. Here’s how to use it for keyword collection.
Steps for using Serpstat:
Registration and login:
Go to the Serpstat website and sign up.
Log into your account.
Accessing keyword research tools:
Select the "Keywords" tab in the top menu.
To analyze competitors’ keywords, use the "Keywords by domain" option. Enter the competitor’s URL and click
"Search".
Keyword research:
Get a list of keywords the site ranks for. The table will include information on search volume, rankings,
competition level, and CPC.
Use filters to sort keywords by metrics.
Finding new keywords:
In the "Keywords" tab, select "Keyword Selection".
Enter a seed keyword and click "Search" to get a list of related keywords.
Keyword analysis and selection:
Review the results and mark relevant keywords based on search volume and competition level.
Select those with high search volume and low competition.
Data export:
Export the selected keywords in CSV or Excel format by clicking the "Export" button.
Data integration:
Integrate the collected keywords into your intents and starter queries table to enhance the semantic core and
create high-quality content.
Cleaning collected semantics from “junk queries”
Collecting the semantic core is the first step toward successful SEO promotion. It is important to clean it of “junk”
queries that negatively impact your content marketing strategy. These queries are irrelevant or untargeted and do
not lead to conversions. Let’s look at how to effectively clean up your semantics.
Steps for cleaning up semantics:
Keyword analysis:
Export the list of keywords in CSV or Excel format for easier processing.
Open the file in Excel or Google Sheets.
Defining query categories:
Classify the keywords into:
Commercial queries: indicate readiness to buy (e.g., "buy laptop").
Navigational queries: indicate searching for a specific website (e.g., "XYZ website").
Informational queries: related to searching for information (e.g., "what is SEO").
Mark the target queries that match your business.
Removing non-targeted queries:
Exclude informational and irrelevant queries.
Set a frequency threshold by excluding queries with low volume (less than 10–20 searches per month).
Using specialized tools:
Google Search Console: review queries your site already ranks for and remove those that don’t
bring traffic.
Serpstat: analyze keyword frequency and competition level.
Ahrefs: analyze keywords that bring traffic to similar websites.
Final review:
Discuss the collected keywords with your team to gain additional perspective.
Review the remaining keywords to ensure they align with your goals and can lead to conversions.
Grouping keywords and assigning groups to target pages
After collecting keywords, the next step is to group them properly and assign them to target pages. This helps build
a site structure that meets user search intent and search engine requirements, while also improving content
relevance for different audience segments.
Methods of keyword grouping
1. Grouping by word form (lexical grouping)
This method is based on combining keywords that have similar forms and the same meaning but differ in phrasing. For
example, "buy laptop", "laptops buy", "buy cheap laptop" express the same user intent but in different formulations.
Steps for lexical grouping:
Collect all spelling variations and synonyms of the keyword.
Ensure that the keywords have similar meanings and relate to the same product or service.
Combine these keywords into one group for later assignment to a target page.
2. Grouping by intent (user intent)
This method is based on identifying user intent behind the queries and categorizing keywords accordingly. There are
four main types of intent:
Informational intent: the user is looking for information. Examples: "how to choose a laptop",
"laptop specifications".
Navigational intent: the user wants to go to a specific site. Example: "Apple official
website".
Commercial intent: the user is considering purchase options. Examples: "best laptops 2024",
"laptop model comparison".
Transactional intent: the user is ready to make a purchase. Examples: "buy laptop in Kyiv",
"cheap laptop with delivery".
How to determine intent:
Analyze query phrasing: informational queries often start with "how", "what is", while transactional ones
include action verbs like "buy", "order".
Use search results: enter the keyword into a search engine and observe the type of content that appears at the
top.
Use specialized tools: services like Serpstat or Ahrefs can automatically detect query intent.
Methods of search query clustering
Search query clustering is the process of grouping keywords based on their meaning and intent. It helps structure the
semantic core and assign queries to appropriate target pages. There are two main clustering methods: SOFT and HARD.
SOFT clustering method
SOFT clustering is based on semantic similarity and keyword context.
Features:
Flexibility: Keywords may belong to multiple clusters. For example, "buy a laptop for a
student" can belong to both the "laptops" and "for students" categories.
Context awareness: This method analyzes not only lexical matches but also semantic context.
Examples of SOFT clustering tools:
Keyword Cupid: Uses machine learning algorithms to analyze semantic proximity.
SEMrush: Offers functionality for keyword analysis and clustering.
HARD clustering method
HARD clustering involves strict assignment of keywords to groups, where each keyword belongs to only one category.
Features:
Strictness: Each keyword appears in only one cluster. For example, "buy gaming laptop" and
"laptop for studying" would be placed in different groups.
Clear criteria: Requires well-defined categories.
Examples of HARD clustering tools:
Serpstat: Allows analysis of keywords by frequency and competition level.
Ahrefs: Provides functionality for grouping keywords by different criteria.
Examples of clustering use
SOFT clustering in an online store:
Group "laptops": "buy laptop", "laptop for student", "laptop with good graphics".
HARD clustering in the same store:
Group "laptops": "buy laptop".
Group "gaming laptops": "gaming laptop under 30,000".
The choice of clustering method depends on the goals and characteristics of the semantic core. SOFT clustering offers
flexibility and context awareness, while HARD provides a strict structure. Using specialized tools simplifies the
process and increases the efficiency of SEO promotion.
Distributing groups across
target pages
Distributing keyword groups across target pages is a key step in SEO optimization. Proper distribution increases
content relevance and improves user experience, contributing to higher conversions.
1. Identifying query intent
Analyze keyword groups and determine their intent: informational, navigational, commercial, or transactional. For
example, informational queries are better placed in the blog, while transactional ones belong on product pages.
2. Creating specialized target pages
Based on the intent, create dedicated pages for each group of queries:
Informational pages: For example, articles with tips on choosing products.
Commercial and transactional pages: Separate pages with products and services, including detailed descriptions
and the ability to place an order.
3. Content optimization
Each page should contain unique content that aligns with the intent and keywords:
Headings and meta descriptions: Include keywords to improve click-through rate.
Text content: Use natural keyword placement.
Multimedia: Optimize images and videos using alt attributes.
4. Internal linking
Use internal links to improve navigation between pages and distribute traffic. Links should lead to relevant pages.
5. Analyzing and adjusting strategy
Track the performance of distributed queries using analytics tools. Analyze traffic and user behavior, adjusting
content and page structure to improve relevance.
Distributing query groups is a critical process that requires analysis and a strategic approach. By taking user
intent into account, you’ll build an optimized website that meets audience needs and supports successful SEO
promotion.
Conclusion
Semantic core collection is a key stage in SEO promotion that helps you understand your target audience’s queries.
Analyzing and structuring keywords allows you to create relevant content that aligns with user intent.
The process includes generating keyword ideas, analyzing competitors, and cleaning irrelevant queries. Careful
execution of each step impacts your content’s visibility in search engines.
Grouping queries and assigning them to target pages should be based on user intent, which improves user experience
and helps create effective landing pages. Content optimization, internal linking, and ongoing performance analysis
allow you to adapt your SEO strategy to algorithm changes and audience needs.
Remember that semantic core building is an ongoing process. It’s important to monitor user behavior and regularly
update the core to remain competitive. Proper understanding and application of methods will help you effectively
promote your website and achieve business goals.
Professional SEO Services | Boost Your Traffic and Sales
Why SEO promotion from Star Up Group - guarantee of success for your business?Essence, advantages and possibilities
Completed projects20
SEO (Search Engine Optimization) is a key warehouse of marketing promotion aimed at increasing the position of the site in search terms. The more customers visit the site and switch to a new one, the more opportunities they have to sell necessary goods and provide services.
seo
An effective SEO promotion strategy from Star UP is based on an individual analysis of the project, preliminary study of the specifics of the work and desired goals.
Why should businesses order SEO promotion?SEO promotion is the key to your success
getting organic traffic from search engines
informing the target audience about the business activities and the products offered
winning positions among other competitors in this direction;
high site conversion and an increase in the number of targeted actions taken by users
stages SEO promotion for businessSEO promotion for business is not as simple as it seems at first glance.
Completed projects50
The overall process of SEO promotion for a business looks simple. But in fact, it consists of several complex stages, and our team is engaged in the sequential adjustment of these stages to bring the work to a logical result.
Market and competitor analysis
Market and competitor analysis
Understanding the target audience and competitors will help to effectively optimize the site for search engines and convey the advantages of the business to the audience. Special professional tools Serpstat and Similarweb are used, as well as a wide range of market analysis methods.
Building a semantic core
Building a semantic core
Analysis of relevant queries for your business is the basis of high-quality optimization. Based on the semantic core, a content plan, site structure, and landing page extensions are formed that can be useful to the audience. In addition, it allows you to assess the potential of traffic from search engines.
Site structure development
Site structure development
Clustering keywords that will be placed on certain pages, sections, and subsections of the site.
Content filling
Content filling
An Internet resource is not created for robots. Therefore, pages should not simply consist of random key phrases, but should be filled with interesting specialized content.
Internal linking
Internal linking
Creating internal site linking, which allows users and search engines to conveniently navigate between the most important pages and sections of the site, is an integral part of internal optimization.
External optimization
External optimization
Accumulation of a mass of links on donor sites, from which the target audience will go to the promoted site. However, the links must be authoritative, relevant, with an indication of the original source.
Benefits of expert SEO promotionOnly for professionals and experienced specialists
01
Adaptation of work depending on the specifics of the site
individual solutions are developed for custom-written websites, resources made in constructors or based on popular CMS systems (Opencart, Horoshop, Wordpress)
02
Taking into account the specifics of the B2B market
Site optimization taking into account the specifics of behavior and ways to attract an audience in the B2B market.
03
Experience working with complex products
developing a chain that will help sell even professional technological solutions to the client
04
Launch of new lines
from scratch the decision, which is unknown to the target audience, will require a detailed understanding of the features of the robot
05
Legality
official cooperation, preparation of all necessary papers in accordance with Ukrainian legislation
06
Reporting
The customer can request a work report at any time and receive detailed information and statistical data.
07
Advance planning
analysis of the site and competitors to identify problem areas and points that need improvement
08
Intelligibility
using clear performance indicators (KPIs) that will clearly demonstrate the results of the work to the client
09
Versatility
Our team works not only with search engines, but also with social networks (SMM), contextual advertising, and other promotion channels.
steps
We provide turnkey services. We undertake to analyze the site, prepare a plan, and implement the plan. The customer receives a ready-made effective solution that does not require additional financial or time investments.
Indicators for evaluating resultsWe analyze the effectiveness of SEO promotion based on the following indicators:
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The customer may request other statistical indicators that he needs to assess the quality of the work performed, but the main ones are listed below.
organic traffic received
conversion and sales from users who switched from the delivery
number of refusals from the target action
average time spent on the site
keyword position in search results
Directions in which we workOur evidence helps to provide effective SEO services in the latest areas
Completed projects50
We help launch new products – startups, new product lines that require detailed explanation of functionality and necessity for the target audience
B2B
B2B
sector of electrical equipment, household materials, rolled metal
e-com project
e-com project
Optimization of both mono-brand branded online stores and large multi-brand platforms with a wide range.
complex technical goods
complex technical goods
Specific products and services that have a long purchase decision cycle require detailed market and audience analysis, and also have low market awareness.
Blogs/Internet Media
Blogs/Internet Media
SEO optimization of blogs and information portals, creation and implementation of content strategies.
Price
The price of our services is pre-calculated for each client. The complexity of the project and the list of necessary works are taken into account.
01
What is a marketing agency and what does it do?
A marketing agency is a team of professionals that helps businesses grow by attracting clients through various strategies such as advertising, SEO, SMM, content marketing and others.
02
What are the benefits of SEO website promotion?
SEO promotion helps improve the visibility of a website in search engines, increases the amount of organic traffic and, as a result, increases conversion and company income.
03
Why is social media marketing important for modern business?
Social media allows businesses to directly interact with their target audience, build their brand and attract new customers, which contributes to growth and strengthening their market position.
04
Why is a quality website important for business growth?
A quality website is the face of a company on the Internet. It helps attract and retain customers, increases brand trust and helps increase sales.
05
How to evaluate the effectiveness of a marketing agency?
Effectiveness can be assessed by achieving key performance indicators such as increased traffic, increased conversion, increased sales and improved search engine rankings.
06
What types of businesses do you work with?
We work with both B2B and B2C sectors, offering customized marketing strategies for each type of business. Whether you sell products or services to businesses or end consumers, we tailor solutions to your unique needs.
07
Why choose StarUP?
StarUP is a team of experts with extensive experience, offering comprehensive solutions for the development of your business, focusing on results and maximum return on investment.
SEO
Dmitry Chorny
Head of Marketing Department2023
A team that is a pleasure to work with - competence at the highest level, and also the results were better than predicted
SEO
Ekaterina Berlinskaya
Head of Marketing Department2024
I worked with a lot of marketing agents, but never tried to get the hang of SEO work, just like at once. I’m really satisfied with the job, and everything is completed neatly and on time
SEO
Sergey Donev
Team leader2021
I wholeheartedly recommend the StarUp group company. We launched two SEO promotion projects with them. It was a pleasure to work with Sergey and the team. Extremely fast response, honesty and openness in dialogue. Focus on results.
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