What is the basis for promoting electronic commercial platforms today? The names of the main product categories (for example, skirts and dresses) are selected from the assortment of the online store and queries are collected in Yandex Wordstat based on them. Categories are divided into subcategories (summer skirts, cocktail dresses) and queries are also collected based on them. Next, a Title, a heading in H1 and small texts of 1000-1500 characters are written for the query using a content aggregator. However, after 3-5 months the result is zero: there are no positions in the TOP, no traffic. Of course, the customer of the promotion has unpleasant questions.
Let's figure out where the SEO specialists' mistakes lay. Firstly, the semantic core was most likely incomplete and irrelevant to the range of the promoted online store, since using just one source is completely insufficient, especially when all competitors also use it. Therefore, the expected return on the entire further set of works, i.e. placing links, SEO texts, interlinking, etc. did not work out.
When compiling a semantic core for e-commerce, you should remember that such sites do not need traffic from just visitors - they need people who are determined to buy. And they, in turn, are looking for very specific things: not just "dress", but "fashionable evening dress 2014 inexpensive". Yandex tips will help you make a list of really working and relevant key phrases this season.
Another good source of semantics is counters. And not only on the promoted site, but also on others. In LiveInternet, you can find an open counter of a competitor's site and parse the necessary words. Then the semantics are distributed across the pages. This can be done manually, with 15 percent (on average) lost due to errors, and the process will take a very long time. Therefore, we recommend using templates, which speeds up the work by 25-40%.
Another effective way to collect semantics is to collect from competitors who occupy high lines in the SERP. Clustering of queries based on the issuance is also used - a complex and labor-intensive algorithm of work, but the most effective. After all, only it provides high accuracy and completeness of the SEO core, because it has automatic binding of reformulations and synonyms.