Types of occurrences of key phrases
When writing any content, such as an article or news, the author relies on a specific topic. In the field of search engine optimization, the topic of the text is determined by key phrases so that users can find this content through search engines when they enter these same keywords into them. In this case, the content is not only news and articles, but also any text part of the document that is displayed to the visitor.
This article provides an option for classifying occurrences of key phrases in text content. Content classification allows you to avoid difficulties with the use of the term and allows you to set for each type of occurrence its role and properties when optimizing content.
Kinds
There are several types of occurrences of key phrases, some of which should be familiar to you and are used when writing texts for the site.
1) Exact inclusion of keywords
The key phrase is presented in the text in its original (unchanged) form. Yes, for the phrase "tourist agency" the exact occurrence is:
2) Direct entry of the key
Almost the same as an exact occurrence, only it is not pure. Direct occurrences may contain punctuation marks. In the following sentence, for example, the key phrase “Sony buy” is not used in its original form, and therefore has a direct, but not exact, occurrence.
Sony equipment, which you can buy in our store, has recently been in high demand.
Often direct occurrences for unnatural queries look much more natural than exact ones.
3) Diluted entry
When diluted, additional words are introduced into the key phrase. But a one-word query cannot be diluted in the content. This type occurrences are demonstrated below using the example of a key phrase "T-shirts wholesale":
In our store you can purchase T-shirts with your logo wholesale and retail.
For single-word words, direct, diluted, exact and pure occurrences are identical.
4) Morphological occurrence
In this case, one or several words in the key phrase have their declension or conjugation changed. The following is an example of a morphological occurrence of a key phrase "medicine delivery":
Proper delivery of medicines should be carried out only in specially equipped transport.
It is necessary to deliver medications to their destination as quickly as possible.
In key phrases that contain many words, the number of different variants of their morphological changes is much greater than in phrases consisting of one or two words.
5) Morphological diluted occurrence
It involves changing the form of words (conjugation or declension) with the introduction of additional words into the key phrase. For the same keyword - "medicine delivery"- it looks like this:
Our transport company delivers food and medicine.
6) Occurrence by synonyms
In this case, one or more words in the key phrase are replaced with synonyms, abbreviations, abbreviations or jargons. For example, a synonymous entry for the key phrase “handheld computer” would be “PDA,” “handheld,” or “pocket PC.” Example for the key phrase “RF domain” for a synonymous entry with an abbreviation:
The Russian Federation domain may be registered in the near future.
A synonymous occurrence, in addition, can be diluted.
7) Reverse key entry
Words in a key phrase can be swapped. For example, for the query “Sony buy,” the reverse entry would be “buy Sony.” The same thing happens with verbose keywords - "travel agencies St. Petersburg", For example.
One of the most beautiful cities in Russia is St. Petersburg.
Travel agencies offer a huge selection of tours to this wonderful city.
Conclusions:
As we can see, search engines have quite successfully learned to recognize text on a website. Thus, it is no longer necessary to stuff the site with exact occurrences of keywords. We recommend writing texts for the site using all types of occurrences. This will be better for both people and search engine robots.
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Ways to include keywords in
Exact (pure) occurrence of the key – this is the use of the main search query in an indeclinable form, without separation by punctuation marks (commas, colons, periods, dashes, etc.).
Direct entry of key phrases - these are constant endings and cases, but punctuation marks between words are allowed. For example: key " women's bags price": order women's bags, the price of which is reduced by up to 50%.
Inaccurate occurrences of keywords (lemmas):
Diluted Entry involves adding words to a key phrase. For example : ordering wooden furniture — ordering luxury wooden furniture(we complicate the key structure)
Morphological type of query occurrence V naturally allows you to change the morphology, that is, the composition of keywords. Various forms of formations, declensions and conjugations are used. For example : " frame houses to order": catalog frame houses to order and so on.
Mixed occurrence of keywords - it is morphological and diluted at the same time. That is, not only declension is used, but also the addition of other words. For example : “order women's shoes”: order fashionable women's shoes
Reverse entry used in multi-word keys, where words can be interchanged, endings and combinations may be inflected. For example : « buy a TV inexpensively”: buy a TV inexpensively.
Occurrence of keys with synonyms – allows you to change words in a query to synonyms that are close in meaning. For example: key "buy cellular telephone": order mobile phone and so on.
Typos in. The error in the key query is intentional, since many complex words, terms and abbreviations are entered by the user into the search bar in a simplified, incorrect way, by ear or translated into Russian letters ( Toyota - Toyota, accountant - accountant, iPhone - IPhone etc.).
Use all combinations of keywords in your SEO texts. This will allow you to enter the segment of copywriter-optimizers, and the services of such specialists are valued much higher.
Happy SEO, friends!
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Today we are looking at another basic SEO topic – the occurrence of keywords in the text. Let's figure out what it is, how direct differs from diluted, how you can change the key phrase and all that. To the point.
What are keywords in the text: we explain with examples
First, let's define the concept. These are the phrases that people type into a search engine, for example, “buy furniture.” After the system receives a request, it searches for the most: from all possible ones, it selects those on which this phrase occurs. All other things being equal, a site on which the search phrase occurs a sufficient number of times and in an unchanged form is ranked higher. But this is a general case; in reality there are many more nuances. For example, you shouldn’t use keywords too often and you shouldn’t write texts “for robots.” In both cases, the site will not get to the top because search engines prioritize content that is useful to the user. And it should look as natural as possible.
Let's summarize
The occurrence of a keyword is a search query organically included in the text.
What are the occurrences of keywords in the text?
In general, they are divided into:
- straight;
- diluted.
The first type includes phrases written into the text as is, without changes, and the second type includes all the rest. Let's take a closer look.
Exact and direct occurrences of keywords
As we have already said, in this case the phrase fits in without any changes: with the same word order and in the same word form. For example, we have the key “wedding organization”:
The company "Zhenis-Zhenis" iswedding organizationin Moscow and Moscow region.
The wording is so-so, but not the essence. The main thing is that we entered the keywords in their original form, which means this is an exact entry. The word forms are the same as in the original, there are no punctuation marks between the words, and their order is preserved.
Direct occurrences of keywords are slightly different - they may contain punctuation marks, but the word form, as in the first case, is preserved. Let’s take the “custom cakes” key as an example:
At the confectionery “Sdobnaya bun” you can buy anycakes: to order according to your recipe , classic or branded.
Direct and exact occurrences of keys are excellent material for headings. Let's take the same example with cakes:
Cakes to orderin “Butter Bun”: why you should choose us
Here it also turned out to be accurate. An additional benefit is that keywords in headings are valued more highly than keywords in the rest of the text. The logic is clear - headings are needed to briefly tell what the block of information will be about.
Direct and exact occurrences of keywords are not so common, because it is almost never possible to leave all word forms unchanged. Most often they act as anchor text for links, used in contextual advertising or in meta tags. In the latter case, you get the following snippets:
What are diluted occurrences of keywords and how to work with them
These are occurrences in which phrases change almost any way. For example, you can:
- add additional words;
- change word form;
- change word order;
- combine it all.
Let's look at each type in more detail.
As examples, we use the keys “engine repair” and “buy a TV.” A query entry diluted with additional words looks something like this:
"Uncle Vasya's Garage" is a workshop for repair of gasoline engines .
The store manager will help you choose and buy a modern TV with good technical characteristics.
Now let's look at the change in word morphology:
We specialize in engine repair.
We changed the form of the word “repair” because it’s easier to fit the phrase into the text.
The word order can also be changed:
Choose the right one TV and buy it in two clicks
In addition to the “reversal” of the key phrase, we changed the form of the verb “buy” and added the conjunction “and”. In the eyes of the search robot, almost nothing has changed - it almost does not take into account conjunctions and prepositions, and is as loyal as possible to changing the form of a word. Here's an example:
The site is in the Saratov Yandex top for the request “apartment renovation”. The entry is diluted with a preposition and a modified form of the word “repair”. Another example, already hypothetical:
To buy practical lawn mower "Senokos-2000", leave a request on the website.
There is also dilution and a change in morphology. Page optimization will not be affected in any way. The main thing is not to separate the key with a dot.
Disclaimer
All examples are conditional, I came up with them for visual demonstration. Real sales copy can (and should) be better.
Which is better: diluted entry or direct entry?
Formal, direct, and even better, precise. According to the logic of search engines, they correspond 100% to the user request, which means the entire page is more relevant. But in practice everything is different. If you work only with them, you will end up with unreadable and unnatural text. Keys can and should be changed and diluted, because the “naturalness” and “humanity” of the text is as important as SEO optimization. And sometimes it’s more important.
Naturalness creates user confidence in the page, and this is better than a couple of extra points for direct occurrences of keywords. What’s the point of calculating the exact number of characters between key repetitions and trying to enter them as accurately as possible if no one will read the page and you’ll get a ton of “rejected” traffic? This will undermine the behavioral factors of the site and all the work may be in vain.
Don't be dramatic
It is worth noting that search robots are not so strict: the difference between direct and diluted occurrence of a keyword is not too great for them. Yes, it exists, but it is not critical.
What other occurrences of keywords are there?
With typos
Everyone makes mistakes. Therefore, misspelled words are often typed into the search bar. And these requests sometimes end up in Yandex and Google statistics. You don’t need to do anything special with them - most often search engines correct errors themselves. But in any case, you need to check the results: sometimes search engines believe that what they see is not a misspelled word, but something new and unknown. The output is appropriate.
This also includes various borrowings of foreign words. Example - the word “blogger” in English is written with two “g”s, and in the Russian version with one “g”. But in practice, most users write “blogger” and this is where the pandemonium begins. Google generates the same results for both queries. But Yandex does not behave so wisely: most of the results are the same, but some sites are lost. It's the same with ""/"Twitter".
With abbreviations
For search engines “RF” or “GIBDD” is the same as “ Russian Federation" or "State Safety Inspectorate Road Traffic" Therefore, abbreviations can be used to optimize a website - they will help diversify the text and avoid overspam.
With synonyms
It's the same here. Words in key phrases can be painlessly replaced with synonyms - search engines will also take into account their occurrences. This way you can fight spam or improve the readability of text - everyone likes a variety of vocabulary. An additional plus: you can inadvertently expand the semantic core of the page, but this won’t hurt.
What's the result?
Occurrences of keywords in the text can be direct or diluted. In the first case, the key does not change in any way: if you found the phrase “dinner with delivery” in Wordstat, then you need to enter exactly that into the text. If you enter the key with dilution, then you can take liberties: conjugate verbs, add new words and change their order. The main thing is not to separate the keywords with a dot and not to smear them too much throughout the sentence. You also need to watch out for spam - keywords should not be repeated in the text too often, search engines don’t like this.
Sunday is a wonderful day when you can find time for self-education, go through blogs, and find something useful for yourself. This is what I will do, but first I will write the post promised to subscribers of the copywriting training mailing list about what types of occurrences of key queries in terms of their features of introduction into SEO-text.
The most common pair in technical specifications is direct introduction of key queries and diluted. Let's consider word forms, and not single words, which most often relate to high-frequency queries and are increasingly rare in tasks. And not because customers don’t want to see them on their websites, but because they appear in word forms. For example, the word "toy". With the word “children’s” we get the word form “children’s toy”, with the word “buy” we get the word form “buy a toy”. In the first word form the word “toy” is present in a direct occurrence, in the second - “toy” - in a modified form. They are, in accounting terms, offset.
So, “children's toy” - in this form the entered phrase will be direct, just like “buy a toy”, if so indicated in the task.
But the assignment may recommend the use of other occurrence options. Let's start with diluted. In this case, it is allowed to insert one or two words between the words of the key query, but not to put the first word at the beginning of the sentence and the second at the end. Or even in different sentences and even paragraphs. These are not considered key queries according to the assignment, although the presence of such words in the text in large quantities can cause high nausea in the text. Only nearby! I have already written about what service will help you do this.
Another option for entering key queries is exact occurrence. Example: “buy a children’s toy.” Let's assume that a link will be established on this phrase in the future, that is, it is an anchor. Then we cannot change it in any way. This is what will happen exact occurrence. Adding a comma will help make the text readable, but the occurrence will be direct but not precise: "This children's toy, buy which you can find in the online store will be a wonderful gift for your baby.”
That's basically it. Much of the fulfillment of technical specifications when writing texts depends on whether you are writing for an exchange or directly for a customer. Requirements submitted through the exchange, as a rule, are not discussed, but, in any case, you should try to enter key queries so that no clumsiness is detected when reading. The Russian language allows you to create miracles, thanks to its wealth.