A simple way to assess the importance of search queries for a site

Introduction


Today, dozens of articles have been written on how to assemble a complete and qualitatively semantic core, but almost nothing has been said about how to use this information for analytics.

One of the most common problems for my clients is the limited budget. In this case, it is important to precisely prioritize each request. In the article I will show you one of the easiest and fastest, but effective ways to determine the importance of queries for your site. Moreover, this is not just “important, not important, very important”, but rather specific figures that can be compared and analyzed. For an example I will use real, but simplified data.

I will also give an example of using this data to analyze an advertising company in Yandex.Direct.

The god of Internet marketing sent us a ready-made semantic core, and now we have a list of requests with the number of impressions per month. At the beginning it was a much larger list, but we dropped out of it uninteresting to us (for various reasons). I will show all tables with screenshots, I tried HTML, but it looks worse and unreadable.



What can we say by looking at this table? It is clear that “logistics courses” with almost 2000 impressions per month definitely deserve a larger percentage of the budget and attention than “warehouse logistics courses” with 21 impressions. But what about for example these two requests? Which of them is more important to you?



Moreover, we have neither the time nor the funds to conduct test companies to obtain statistics, and we need analytics now (and more often yesterday).

To obtain the measure of these requests, we add to our calculations two indicators, “Relevance of the request” and “Benefit for business”.

Relevance of the request - measured from 0 to 1, shows how much our service is able to solve the visitor’s problem.

Benefit for business - measured from 0 to 1, shows what benefit will be given to us by solving a client’s problem. In this case, the benefit is money. In rare cases, it happens, something else.


Set Relevance


“Education logistics” - most likely, people here are almost always looking for higher and secondary educational institutions. We set relevance at 0.2.

“Logistics higher education” is definitely a very distant service from us, at the same time, we consider ourselves to be education, because we have state accreditation. Set 0.1.

We determine the benefits for business


We do not become professionals in all sectors of modern society, and if we can try to set the previous parameter ourselves, having studied the content of the site, here I recommend that you only do this together with the client. In an ideal world, it’s better to set both parameters in the mode of direct communication between you and the client, since you do not understand the intricacies of his business, it is better than him. Together discussing, asking each other questions, you will quickly find the truth, and the process of work will become more transparent for the client. Two heads are always better, provided that both are adequate.

Together with the client we put down such coefficients.

"Education logistics" - 0.8
"logistics higher education" - 0.7

Yes, indeed, indicators are approximately determined, and are counted by intuition and intuition, but nevertheless, to one degree or another, they characterize and connect virtual queries with the real world.

All these three parameters are directly proportional to the significance of the request for our project. Simply put, the larger each one is, the better. Direct proportionality is represented by multiplication. Multiplying all the parameters, we obtain a coefficient reflecting the synergy of the three indicators.



This ratio helps us determine the importance and quality of each request for us at the moment. And it’s great to show that you can influence it in two ways - either add and change services in order to most effectively solve the client’s problem, or learn to squeeze more benefits out of the client. But this is not for me, but for the guys from Price Waterhouse.

Add data from Yandex.Direct to our table - the approximate number of clicks to the site and the average click price for this number of clicks.

Approximate conversions are calculated using the number of impressions / 100 x CTR formula .

The approximate number of transitions is still directly proportional (the more, the better), but the average price is not, here the ratio is inversely proportional.

Final formula



(Impressions x Conversions x Relevance x Profit) / Average CPC


Well, now we were able to determine this coefficient for using queries in Yandex.Direct. This in itself is an interesting factor by which it is convenient to rank queries.

The sum of all the coefficients is the total weight of this company, according to it you can perfectly rank the lists of companies. But now, we need to calculate the value of 1%.

1% = (sum of all query coefficients) / 100


Case Study 1%



Let’s take the weight of the query of the semantic core “logistics courses” 18565.68 and divide by the value of one percent, it will turn out to be about 65%. That is how much time needs to be devoted to work on this request, the means and attention of the possible, and the success of the company depends on this request exactly.

But, the importance of this query was visible even without this magic with OpenOffice Calc, what does this value show us about the other two queries?

education logistics 1.27%
logistics higher education 0.48%

In a specific example, there was a rather modest budget and the absolute values ​​of course differed little. But on a larger scale, this approach allows you to more accurately focus the budget and get greater benefits.

PS


I would like to note that I told you about the simplest way. To determine the significance even more precisely, it is worth adding other important parameters, such as competitiveness, promotion price and the price of one click from SEO promotion.

It would be interesting to hear questions and your opinion.

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