Selecting the most prioritized region for promoting products or services in search engines through semantic scoring using statistical methods
Abstract. The article proposes a scoring model for ranking search queries. To conduct the scoring, coefficients for query popularity, commercial intent, and competitiveness are introduced. Popularity is assessed based on basic and phrase frequency over the past 24 months. Commercial intent or commercialization of the query is evaluated based on the projected budget in "Yandex.Direct" and the cost per click. Competitiveness is assessed based on the number of documents for the query, the number of main pages involved in ranking for the query, the number of Title tags containing the query`s keyword, and the number of words in the query. Through this scoring method, SEO optimizers and entrepreneurs can identify business areas and/or regions that can ensure maximum economic results.
Keywords: semantic core, SEO, Internet marketing, search engine marketing, statistical methods in marketing.
Hightlightts:
- the primary objective of this study is to identify queries that have the highest economic potential from the perspective of search engine marketing: those that exhibit high popularity and commercial intent while maintaining relatively low competitiveness;
- as a result, the article presents an analytical scoring model of the semantic core, employing statistical methods to normalize heterogeneous data sets.
Alexander A. Lyubakov - Samara State University of Economics, Samara, Russia