The main thing that distinguishes SEO articles is that they correctly use the search query. However, not everyone knows in what forms a key phrase can be used in the text. In this article I will talk about the types of occurrences of search queries.
This classification will help to better represent the types of occurrences of key phrases, diversify them and define terminology.
I will divide the types of occurrences into two groups: basic and additional. In the article you need to use one or two of the main types of occurrences (several times), and it is advisable to use several additional ones (one time at a time).
Main types of occurrences
Accurate
The search query must appear in absolutely precise form. No changes are allowed. Example for the query “key phrase”:
Key phrase can be used in ten types of occurrences.
Clean
Pure occurrence is a more refined type of exact occurrence (sorry for the tautology). It involves using a query without punctuation. Example for the query “keyword phrase”:
SEO article contains keyword phrase
Direct
Direct entry differs from pure entry in that it may use punctuation marks. Example for the same “keyword phrase” query:
SEO article contains keyword - phrase which sets the theme of the material.
That is, the dash sign, which is required there according to the rules of the language, makes a direct entry from a pure one.
Direct and exact types of occurrences are more valuable, since they are as close as possible to the original query and are grammatically correct, while pure occurrences lack the necessary characters.
Additional types of occurrences
Diluted
A diluted entry involves inserting other words and necessary punctuation into the original query. An example for the query “Yandex keywords”.
INSEO article used keywords, which Yandex provides in the serviceWordStat.
Morphological
If one or more words change in the query, then these are morphological types of occurrences. Example for the phrase “wordstat statistics”:
In order to select a key phrase, you need to study statistics WordStat .
Morphological-diluted
As is clear, such an occurrence of a search query represents changes in the query words themselves, and the addition of new words to the query. Example for the query “wordstat keywords”:
An important part of preparing to write an article is selecting keywords via Yandex serviceWordStat.
Synonymous
Synonymous types of occurrences allow you to change one or more words of the original query to a word that is similar in meaning - it can be a synonym, an abbreviation, or a slang expression. An example for the phrase “the computer has broken down”:
If PC broke
If computer broke down, then it needs to be taken in for repairs.
Typo
Changing one or more words in the original typo request is also allowed, although this is not correct from a linguistic point of view. Example for the phrase: “seo agency”:
SEO agency You can perform website promotion.
Reverse
These types of occurrences allow you to reverse the order of words in a query. Example for the phrase: “make a website”:
To earn money you need make a website.
Complex
Each of the above types of occurrences of key phrases can be used in combination. This is a complex entry, or mixed.
The most common additional types of occurrences used are diluted, morphological, synonymous or mixed. They show maximum efficiency. But you can experiment with others too.
Key words in the text- this is, perhaps, what very often puts a beginner in copywriting into a real stupor. Some beginners are given tasks to insert pure occurrences into the text, some are required to insert direct occurrences, some are given orders with morphological occurrences... And what does all this mean? Here we will try to sort all the information into pieces.
Keywords in the text and exact occurrence
This is the simplest and easiest way to introduce the desired keyword or phrase into sentences. For example, the customer writes in the technical specification that the exact key phrase “stick photo wallpaper” needs to be entered into the text once. It looks like this: “You can stick photo wallpaper in any room.” “Paste photo wallpaper” is written in the text without changes, that is, this will be the exact entry of the key.
Keywords in the text and pure occurrence
A pure occurrence of a key is not at all different from an exact occurrence. The key phrase is not broken by a comma, and the ending of the words in the key does not change. That is, we write it again in the form in which the customer gave it to us. For example, we need to insert into the text a pure occurrence of the key “going to the zoo”. It will look like this: “Tomorrow our family is planning a trip to the zoo, which we are all really looking forward to.” Everything is easy, simple and clear. It is also worth remembering that exact occurrences of keywords should always be pure, that is, they should not be diluted with prepositions or punctuation marks.
Keywords in the text and direct occurrence
Here's something worth knowing about. The direct occurrence of a key phrase in the text can be broken by a punctuation mark, and most often this punctuation mark is a comma. For example, a customer needs to enter a direct occurrence of the keyword “buy TV” into the sentence. It seems like a stupid phrase at first glance. It's much easier to say buy a TV. And it is precisely for such ridiculous keywords that direct occurrences exist.
But let's try to insert this key into the sentence. “We need a TV that we can buy at an inexpensive price.” That's the whole secret. This is how we got a direct entry of the key phrase. As you noticed, direct entry is no longer pure and every copywriter should remember this.
Keywords in the text and diluted occurrence
If we think logically, it turns out that a diluted key phrase is a key that should be supplemented with other words. Yes, that's how it really is. This rule applies specifically to key phrases, and not to one keyword, because it is simply impossible to dilute one word.
To make it more clear, let's give an example. Let’s take the key phrase “mom has come.” Let’s make a sentence: “Our mother came home from work early today.” Or another example: “My mother, who came from the store, was very tired.” This is the principle used to dilute all key phrases. Unless, of course, the customer requires this dilution.
Key words in the text and morphological occurrence
There is nothing complicated here. The thing is that when a keyword or key phrase occurs morphologically, you just need to change the endings. This is done using such an understandable and well-known method as declination and conjugation. So, an example. We have a key phrase “washing diapers.” Let's make a proposal. “Should I use laundry soap when washing diapers?” Or “The diaper was washed in a washing machine.” Again, it is worth knowing that if there are several words in the key phrase, then it will not be difficult to create such a morphological entry.
Morphological occurrence of a keyword in a text with dilution
Again, there is nothing complicated here. Let's take our phrase - the key is “washing diapers”. And let’s make a sentence: “Often, you have to wash rompers and diapers several times a day.” That's it. That is, we remade the phrase - key into a morphological entry and added the words key diluents. In our example, these were the words “sliders and”.
Keywords in the text and synonymous occurrence
Perhaps the simplest way to work with keys. You only need to write the keyword or phrase itself as a synonym. For example, let’s take the keyword “food”. What synonymous words are suitable for it? Nutrition, food, meal, food, food, victuals... In general, everything here depends on the imagination of the copywriter.
This also includes words - abbreviations. For example, the keyword “salary” can be written as “salary”, and the word RF as the Russian Federation. And vice versa.
Occurrence of a keyword in the text with a typo
Yes, this is done intentionally. Why? Yes, simply because many Internet users simply do not know how to spell this or that word and write it both correctly and incorrectly. For example: the word “sonce”, yes, yes, it is in this incorrect spelling that 53 thousand users search for it per month. But the “sun,” of course, is also searched for much more times a month – 185 thousand times. However, I don’t want to lose these 52 thousand, who for some reason are looking for “sun”. So you have to write some keywords with an error.
Reverse occurrence of a keyword in the text
Everything is simple here too. For example, we had a key phrase “buy a TV.” Here, without a twinge of conscience, and at the order of the customer, we can write this key in a more convenient form - “buy a TV.” Well, making a sentence with this keyword won’t be that difficult.
Keywords in the text and complex occurrence
In order to correctly insert a keyword according to this customer requirement, it is worth using several types of key occurrences. For example, the phrase “good night” - “Good night to you, gentlemen and ladies.” We applied a permutation and diluted the key phrase with another word. In general, here you need to use all your imagination and then a complex occurrence of a keyword will not represent anything too serious.
In order for everything keywords looked natural in the text and did not cause tension in the reader, they should be used in different types of occurrences. Don’t know what occurrences are and what they are like? This article describes this in detail.
Occurrences– this is the use of phrases in the text in various versions. There are exact, direct, morphological, synonymous and diluted types of occurrences. Let's take a closer look at each of them.
Exact entry– this is the use of keywords in the same form as the user enters it into the search engine. For example, if your site is dedicated to literary topics, and you optimize the article for the search query “Tolstoy Anna Karenina download,” then this particular version of the phrase will be an exact match.
The exact entry will, of course, be most relevant to the query. However, reading such text is not very pleasant. Moreover, search engines are able to recognize keywords well, even if they have slight differences from the query in the search string.
Therefore much more popular direct occurrences. In this case, the phrase is also written in full accordance with the request, but punctuation marks are allowed. For example, you can write like this: “One of the most famous Russian novels was written by L.N. Tolstoy - Anna Karenina. You can download the electronic version of the book on the website.” In this case, the text looks much more natural and without compromising ranking.
Diluted Entry allows you to insert an additional one or two words not from the key between keywords. The search engine will still correctly identify the key phrase. For example, a diluted occurrence of the query “buy a phone inexpensively” may look like this: “buy a good phone inexpensively.”
Morphological occurrence allows you to change the form of the keyword, i.e. use it both in the singular and in the plural, using various cases, declensions, etc. For example, the search phrase “build a bathhouse at the dacha” can be changed to the following for ease of writing the text: “build a bathhouse at the dacha.” At the same time, the search engine will have no doubt whether to show the text with the second key phrase when searching for the first one.
Modern search engines are good at identifying and keyword synonyms. So, instead of the key “car”, it is quite possible to use “auto” or “automobile”, so as not to use the same word too often in the text. This will be the use of synonymous occurrence.
Thus, modern search engine algorithms give scope for SEO optimization of the text without compromising its quality. Use these features, and your texts will be highly appreciated by both users and search engines.
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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 in 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 queries 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 “State Traffic Safety Inspectorate” is the same as “Russian Federation” or “State Road Traffic Safety Inspectorate”. 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 period and not to spread 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.
Writing SEO texts is not easy retelling them in your own words with the addition of keywords. A good SEO copywriter should know that in addition to the main types of entries (direct, diluted and morphological), there are seven more options that you should always remember and be able to use the tricks of text promotion of articles.
I will not pour praises and talk about the origin of this or that species. I will simply provide you with a cheat sheet of sorts that will help you in the future.
Let's start with the very first - direct entry
The simplest and most popular option for promotion. On the one hand, entering such keys is quite simple, but there is another side, but more on that later. The customer provides you with words, and you insert them into the text unchanged. For example, in this article I need to enter the following words “writing SEO texts.” You can play different options. The simplest example is that for a competent copywriter, writing SEO texts is not a problem. Simple and clear.
The second case is a diluted entry
Let's go in order and first talk about the “battered” options in the good sense of the word. As many people know, in this case the customer allows the key phrase to be diluted with a preposition or word in the singular. That is, you can insert only one of the options. Example key “choosing an SEO copywriter”. There is nothing complicated, I will break it down with words. The result is the following: to choose a competent SEO copywriter, you need to make sure of his professionalism and look at the work in his portfolio. This is not the most successful way to dilute the key. Prepositions are often inserted between two words rather than before them. A diluted entry is necessary so that search engines do not consider the article spammy. Due to the increasing importance of article promotion, an SEO copywriter must know these rules by heart.
The third option is morphological entry
For those who are not very familiar with the Russian language, I will conduct a brief educational program in a language understandable to everyone. Morphology is a branch of the scientific study of language, word forms, its categories and meanings. Sorry, it's too complicated. To put it simply, such occurrences allow you to change the initial word by declensting or conjugating it.
It will be easier with an example. Let's take a professional key: a novice copywriter. Examples of morphological dilution could be the following: novice copywriters, the work of novice copywriters, etc. In general, when using this option, the key phrase is inserted with a change in the ending, but without losing its meaning.
Well, now let’s go over 4 more ways to enter keys. I won’t say anything new for experienced SEO copywriters, but novice authors will gain quite a bit of useful information.
Direct entry with punctuation marks
It happens that a client asks to enter a “clumsy” key into an article. I wrote about how to enter inconvenient keys in another post. Therefore, I will not focus on this, if you are unfamiliar with this option, then , you can learn about the vicissitudes of such work. We can only add that this method is not in demand in modern copywriting. At the initial stage of developing keyword promotion, this approach was used. But soon search engines began to filter out articles with such occurrences of keys. They were simply not taken into account and an article written according to these rules was found far away in the search.
Optimizers have come up with a way out of this. By means of the link mass, the TC was increased, as a result of which an article written with keys diluted with punctuation marks rose high in the search results. But this is effective only for commercial projects and there is no point in diluting occurrences with punctuation marks for text promotion. Specifically speaking, this approach to SEO copywriting is slowly dying.
Keys with errors
I had a couple of clients who demanded that I use keys with errors. When I first encountered such a technical specification, I didn’t know what to do, but writing SEO texts is, first of all, communication with the client and only then conveying the meaning of the article to readers. Therefore, no one will bite you if you once again ask your employer a question - “Or maybe you made a mistake with the keyword?”
This happened to me, but, alas, the customer said that it was necessary to enter in exactly this form. For what? Unfortunately, not all people surfing the Internet are familiar with spelling, or they simply don’t bother with it and type misspelled words into the search bar. For example, “plastic windows” or “how to catch crucian carp with a spinning rod?” A banal omission of letters in a hurry or your own name with a small letter are natural formulas for entering keywords with errors. Therefore, an SEO copywriter must be prepared for such developments.
Entry on English keyboard
Writing SEO text with errors is nothing compared to the fact that Yandex has now learned to correctly identify search queries, even those entered on a different layout. As our grandfathers said, “what is good for a Russian is death for a German.” So, if you are in a hurry, did not switch the keyboard layout and entered “yfgbcfybt cjt ntrcnf” in the search, then Yandex does not need to translate the words. The first in the search results will be sites with requests for “writing soya texts.” This is the algorithm, so be prepared. I have already written a couple of works with such occurrences.
Reverse driving
And finally, I’ll tell you about this view. For an SEO copywriter, this is not a bone in the throat and such keys fit in quite simply. Let’s take the phrase “beginner copywriters” as an example. Having imagined a little, we’ll write it like this: all copywriters who begin to comprehend the basics of SEO optimization must go through the thorny path of learning. Nothing complicated, the main thing is creativity and the manifestation of imagination - the main trump cards of the authors.
That's all friends. I didn’t say anything new for experienced copywriters, but novice authors, I hope, will gain a lot of useful information for themselves. I would like to recommend . The authors of the newsletters, in several lessons, will tell you a lot of tricks in the SEO direction, which many authors are silent about.
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