We understand how the service for search query statistics works: how to select keywords in Wordstat and find out their frequency, how to set up a region and determine seasonality. We find out why Word stat query statistics are needed and look at examples of working with the service.
What is Yandex Word stat
Why do you need keyword statistics?
Interface and functions of Yandex Wordstat
How to use Wordstat
Examples of using Yandex Wordstat
Extensions for work
The main thing: what is the service useful for?
What is Yandex Wordstat
Table of Contents
Yandex Word stat is a service for searching for information about user queries. The service shows what, how often and in what quantity people ask Yandex. From the point of view of an Internet marketer, the ability to view the frequency of queries in Word stat is a unique tool that has no analogues. Through it, a marketer can evaluate the quality of demand, seasonality and other parameters for working with traffic. The service can be called a “mini-combine of query analytics” for a marketer.
Wordstat is needed primarily for creating contextual advertising: it helps to select queries for ads. It can also be used in search engine promotion and when planning website content.
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Why do you need keyword statistics?
Key queries: what are they and what are they like
Key queries are words and phrases that people use to search for goods and services on the Internet. The more queries, the greater the interest in the search subject. If a company’s website or landing page is well-adapted to popular search words and phrases on its subject, this increases its chances of appearing higher in search results for a query. Website optimization helps people find relevant sites more easily and quickly.
According to frequency of issuance, key queries are:
- High-frequency (from 1,000 impressions per month) — popular, but also very competitive. It is difficult to optimize for them, because hundreds and thousands of sites are doing the same thing. For example: the query “buy flowers” will be considered high-frequency.
- Medium-frequency (up to 1,000 impressions per month) – popular, but more specific queries: “buy roses in the center of Moscow” can be considered medium-frequency.
- Low-frequency (up to 100 impressions per month) — these are specific requests from people. For example, before September 1, the request “buy roses in the Jardin store on Lenin Street” is a specific and therefore low-frequency request.
Wordstat: Keyword Statistics
The main feature of Wordstat is to show how many times people searched for goods, services or services over the last month. This way, you can identify statistics and demand assessment by frequency. And by assessing demand, you can make a traffic forecast for the site. For example, if a company sells bicycles and scooters, you can use the Wordstat service to find out which of these people search for more often: “buy a bicycle” or “buy a scooter”. One of the clusters will be more popular than the other, and this will help when assessing and prioritizing products on the site.
And people asked about buying a scooter only 181.1 thousand times per month
Wordstat query statistics are used when working with the semantic core of a site. This is a set of words, their forms and combinations that describes the subject of the site. The semantic core is needed so that algorithms correctly see the site and search engines issue it in response to relevant queries.
Using Wordstat you can:
- collect a core of queries for all sections of the site;
- evaluate each cluster – a group of queries;
- build a graph of cluster seasonality;
- assess how the trend for a product or service has changed;
- learn how geography influences a query.
Wordstat statistics data helps to collect information for launching advertising and promoting goods or services and distributing advertising budgets by season.
Demand analysis tools help you spend your marketing budgets effectively and receive requests for goods and services from search results.
An unobvious way to use Wordstat is product naming. The service can help develop a name that will be understandable and known to as large an audience as possible. For example, a programming school has developed a course on frontend. To understand what to call it and what name to promote it with, you can turn to Wordstat.
Interface and functions of Yandex Wordstat
Results
The Yandex Wordstat interface consists of an input field, region selection, and breakdown by device type.
When a user enters a query, results appear: the column on the left contains queries that include the given phrase, and the column on the right contains queries that may be similar to the original.
Wordstat Yandex shows the most popular queries, and they are “nested” into each other. If you “fall” into the results, the user can collect more detailed queries included in the original.
Monthly impressions is a forecast of the number of impressions per month that can be obtained if you take this query as a keyword. The system takes into account queries only through Yandex search and does not take into account search in the Yandex advertising network.
Without settings, the service is for all types of devices, but you can drill down. Desktops are computers and laptops, mobiles are phones and tablets. For deeper detail, you can look at only phones or only tablets. Analysis and comparison by device types sometimes help you understand that you need to pay attention to the mobile version of the site or even work on a mobile application.
Search by region
By default, Wordstat statistics show search results for the entire country, but you can drill down by region. To do this, select the region of interest in the “All regions” tab, and under the input field, change the selection to “By region”.
Thus, it can be seen that 1C programming courses were of greatest interest in the central district, in particular, in Moscow.
Drilling down to devices helps you understand which type of device is most often used to search for a query.
Information on request was viewed slightly less frequently from a phone – about 1,600 times per month
Queries in history
The history of Yandex Wordstat queries shows how interest in an item or service has changed from month to month. This helps plan your advertising budget and determine when to launch advertising.
The absolute value of impressions in history is the “clean” result – the exact number of requests at a certain moment.
Relative value is the popularity of a query compared to others in Yandex.
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How to use Wordstat
The service is free, but only authorized users can work in it. Therefore, to use it, you need to register with Yandex.
By default, Wordstat statistics show all queries containing the key phrase, in all forms of words and without taking into account the word order. And prepositions and other service parts of speech – they are called stop words – are not taken into account. You can adjust the results using operators.
Operators are symbols that help adjust search results in Wordstat. There are six operators in the service.
In addition to operators, Wordstat can use “minus words”. These are words that can bring non-targeted traffic. For example, if a store sells bicycles only offline, when selecting words in Wordstat, you need to add minus words: “buy a bicycle – online, buy a bicycle – order, buy a bicycle – delivery”.
Examples of using Yandex Wordstat
Yandex Wordstat can be used in three areas of work:
- contextual advertising ,
- promotion in search results,
- search for ideas for texts for the website.
Working with contextual advertising
The Yandex Direct service is used to place contextual advertising . For example, you need to create ads for 1C programming courses. To understand which queries to configure ad display for, you can collect high-frequency queries in Wordstat.
Search engine promotion
For SEO optimization, you need to work with the semantic core of the site. Wordstat will help to form a core for small sites. In case of working with a large assortment and structure, for example, the Key Collector service and its analogues are more suitable for these purposes. With the help of Wordstat, you can collect ideas and developments for the semantic core and high-level queries.
For example, if we are talking about promoting courses on 1C programming, we need to collect all similar and close queries in Wordstat.
Using Wordstat to Develop a Content Plan for Website Texts
You can also search for ideas for texts in Wordstat statistics. For example, a programming school that teaches front-end developers, back-end developers, testers, and iOS developers can find topics for texts by sorting through queries.
If texts for obvious and popular queries have already been published, the user can delve into popular queries and find non-obvious topics for content. For example, if a company sells products and maintains a recipe site and everything is written about making pies, you can “fall” into the query and find new topics.
Extensions for work
Wordstat does not have a logical and convenient tool for copying results. Extensions or assistants help to work with the results faster and more conveniently.
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Yandex Wordstat Assistant
The most popular extension is Yandex Wordstat Assistant. It is suitable for Google Chrome, Mozilla Firefox, Yandex Browser and Opera browsers. The extension is free.
Without it, the results of word selection in Yandex Wordstat need to be transferred to tables for further work manually: copy, open the table, paste, return to the Wordstat interface. If we are talking about collecting 2-3 popular queries from Wordstat, this is easy and fast. But if you need to collect several dozen queries, the task turns into monotonous long-term work. The extension helps automate the collection and transfer of these queries to the table.
After installing the extension, Wordstat will show plus signs to the left of each query. If you click on them, the phrase will be added to the extension window.
Then, using the copy button, you can copy the resulting list to the clipboard. It needs to be pasted into a table: Excel, Google Sheets or another table editor. This will give you a ready-made list of key phrases with frequency in Wordstat, which can then be used to create ads in Yandex Direct.
Yandex Wordstat Helper
Another popular extension is Yandex Wordstat Helper . It works only in Google Chrome. The extension is free.
The mechanism of operation is similar to Yandex Wordstat Assistant : it also connects “plus signs” to queries, helps to add them and upload them to the table. In addition, the extension can sort the resulting queries by frequency and alphabet, as well as delete duplicates.
The main thing: what is the service useful for?
- Wordstat is a unique query analytics tool. The service helps to obtain information about user queries: what and how often people ask Yandex.
- First of all, Wordstat is useful in working with contextual advertising: it helps collect queries for ads.
- In addition to contextual advertising, data from Wordstat can be used for promotion in search results and when developing a content plan for a website.
- Browser extensions make working with Wordstat easier and more automated. The most popular extensions are Yandex Wordstat Assistant and Yandex Wordstat Helper.
