How to promote low-frequency inquiries – which type of request is more efficient?
There are various theories about what type of queries is the most profitable to use for website promotion. Most of them prefer extremely high-frequency queries, noting their popularity and, therefore, efficiency. We are ready to dispel this myth and tell you why building SEO based on low-frequency queries can bring so much more value to your Internet project.
What are low-frequency queries?
Low-frequency queries are queries that more accurately characterize the search object. Unlike high and medium-frequency requests, they are rare, and they have a low degree of frequency, hence the name. Compare: tours to France – tours to France weekly – weekly tours to France with departure from London in May.
How are low-frequency queries different from high- and mid-frequency queries?
It is more difficult to separate the low-frequency requests from the mid-frequency ones. The point is that neither the word count nor the specific number of queries is the determining factor. So how do you know if the request is low-frequency? It is necessary to focus on the topic and information in the services for the selection of keywords
L-F and L-T queries
There is such a thing as Long Tail (LT) queries in SEO. These are key phrases consisting of a sufficiently long chain of words defining the search object. For example, “Bosch Rotak 32 electric lawnmower”. We are talking about the maximum specificity and full name of the subject of the search. Like low-frequency keywords, long-tailed keywords shift the struggle for profit from a highly competitive environment to a low-competition market, opening up excellent opportunities for website promotion. In most cases, low-frequency and LT-queries are identical. But they may not coincide. Therefore they are called differently. For example, the title of a literary work or movie, which are LT-queries, still cannot be classified as low-frequency without additional clarifications.
HF vs LF: which type of request is more efficient?
There is a pretty widespread opinion that it is better to advance on high-frequency queries. Users use them more often, which means they provide more impressions. The logic is simple but wrong. Let’s figure it out and choose what to bet on and why. Let’s consider an example. The company sells vacuum cleaners with high suction power and sells 8 models. Analyzing the Yandex Wordstat information, we see: more than three million users in a month tried to find a “vacuum cleaner.” And only 263 users entered “KARCHER WD 4 Premium vacuum cleaner” in the search line. On the one hand, we need as many visitors as possible. On the other hand, moving along the keyword “vacuum cleaner,” we spend a lot of money on users who do not need our products. After all, some of them are looking for a robotic vacuum cleaner, and some are looking for low-weight models for daily cleaning, manual models for cleaning the interior of a car, etc. The same “vacuum cleaner” will be of interest to those who want to find a service to repair their unit for cleaning too. Sure, there is a possibility that some buyers who want to buy a small vacuum cleaner for a summer residence, seeing the powerful, handsome tool we are selling, will suddenly decide that this is their dream. But such a probability is more likely from the realm of fantasy and chance. Is it worth promoting a low-frequency query that only a few people are looking for in our region? We believe that it is worth it, but even necessary because these people are the actual buyers who need our offer. Moving forward on the request “KARCHER WD 4 Premium vacuum cleaner”, the chances of getting an order are higher. At the same time, we spend much less money on the competition.
When choosing a promotion policy of the offer, it is necessary to start from how the target audience is looking for what they need. Research by specialists, analysts’ data, and the own experience of users of search engines prove that there was a tendency to use the most accurate queries in recent years. The need to save time and the development of “search” literacy led to the fact that most of us have long understood: the most precise key phrases allow you to find what you need quickly. Thus, users choose low-frequency queries.
Practice instead of theory
There is one more compelling piece of evidence that low-frequency queries bring significant benefits to site owners. And in this case, we will not talk about some resources from examples but about your website. Analyze the statistics data using Google Analytics or Yandex Metrica, and compare the requests for which users come to the site more often. In the overwhelming majority of cases, the traffic from low-frequency queries exceeds the indicators of more general and shorter keywords. On average, a site receives up to 70% of traffic thanks to low-frequency queries. And this is more than a significant figure.
Additional Benefits of Low-Frequency Requests
Having proven the greater efficiency and benefits of using low-frequency queries, we will tell you about the additional services that you will get when promoting with their help. Let’s start with the factors that increase the ranking of a site in search engines due to:
- fewer bounce rates;
- deeper browsing of pages devoted to the subject of the search;
- a high degree of relevance to user requests.
The percentage of conversion among users who went to the site for low-frequency requests is higher than for high-frequency ones. Another very tangible benefit that arises already at the time of forming the offer and selecting keywords is an inexhaustible source of themes for development and ideas for exciting content to real users.
How to select low-frequency queries for promotion
Methods for choosing low-frequency queries for a site are no different from collecting more popular key phrases.
Ways to create a semantic core of the site:
- come up with some of the requests yourself;
- choose synonyms for the topic and products of the site;
- refer to the help of specialized services: Keyword Planner in Google AdWords, Yandex Wordstat, Keyword Tool; Serpstat; Bukvariks and others;
- use search engine hints;
- peep from competitors.
We wrote earlier about how to collect all requests for website promotion, including low-frequency ones.
How to promote a site for low-frequency queries
The high degree of efficiency of promotion for low-frequency queries does not mean that high-frequency and mid-frequency queries should be abandoned. It is optimal to use all three types. But you need to understand that you need to work with them in different ways. Let’s consider promotion features using exact key phrases that characterize the search object as accurately as possible.
Where to use LF queries
When promoting the most popular keywords, there are usually no questions about their placement. It is enough to write one or two clue words in almost any part of the site. It is a little bit more complicated with longer and more precise phrases, but you can find many places for them. When choosing low-frequency keywords for promotion, note that these are just ideal phrases for:
- alt and title of images;
- subcategories of products, services, or articles;
- optimized filters;
- product cards.
Regardless of the type and focus of the resource, we recommend that you add a blog to the site and create useful texts for users for each group of targeted low-frequency queries that are close in meaning. When compiling a semantic core for website optimization, select queries of all three types. Then divide them into groups, starting not from the frequency or the number of words but the topic, semantic focus, and the goal that users are pursuing by typing a query into the search bar. It remains to create content that most fully meets the interest of site visitors, evenly distributing high-, medium- and low-frequency queries over the text. Thus, each blog page will correspond to a specific goal of users, earning points for the site from the search engines, increasing the loyalty of the target audience, and bringing you maximum profit through high-quality optimization. At the same time, the material published on the site should be easy to read, be useful and interesting, and not just contain only individual key phrases.
Low-frequency queries are an effective tool for website promotion, the secret of which lies in the fact that:
- this is how the bulk of users are looking for the right products or information;
- on average, more than 70% of traffic comes from long keyword phrases;
- LF queries are the source of the most targeted traffic;
- have a high conversion rate;
- help to come up with a lot of topics for content;
- allow you to quickly and easily bypass competitors and bring the site to the TOP.
As you know, SEO is a way to get maximum profit at minimum cost. That is why we recommend actively using low-frequency queries, bringing your sites to the TOP, and getting the maximum profit. You can reach the TOP quickly and with minimal investment by low-frequency requests. But with the most popular generalized queries consisting of 1-2 words, it is pretty challenging to get to the top lines of search results at the start of a project. How to bring a low-frequency query to the TOP? Create separate pages with helpful content for each of them, using precise key phrases not only in the body of the article but also in subheadings, cards and product descriptions, filters, subcategories, etc.
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