Semantic core

Collection draws on several sources and none of them is sufficient alone. Yandex Wordstat gives demand and suggests phrasing, but it reports broad-match volume, and the unqualified number is heavily inflated, so it has to be checked with the quotation mark and exclamation mark operators. Yandex Webmaster and Google Search Console show what the site already appears for, and that is often the most underrated part of the core. Tools such as Keys.so, Topvisor or Rush Analytics pull competitor queries. Search suggestions and related-question blocks add the long tail.

Clustering is the step that separates a core from a word list. The purpose is to learn which queries the engine treats as one topic and which as different ones. It is done not by eyeballing meaning but by results overlap: if two queries share several identical URLs in the top ten, one page can rank for both; if they share none, they need separate pages. That protects against the main structural mistake, which is trying to cover "buy an air conditioner" and "air conditioner repair" with one page that ends up ranking for neither.

The output is not a ten-thousand-row spreadsheet but a relevance map: page, the query cluster it serves, the intent, the priority and what has to be on the page to close that intent. A core without a relevance map is dead weight, assembled, shown to the client as a volume figure and archived. The second common failure is ignoring intent. "CRM for a beauty salon" and "what is CRM" differ not in volume but in destination, the first belonging on a service page and the second in an article; trying to sell on the second produces bounces and damages behavioural signals.

Related terms

• SEOSEO is the work on a site and its surroundings that earns organic positions in Yandex and Google: technical foundation, keyword coverage, content, commercial and behavioural signals and links, with the first durable results arriving after three to six months.
• Commercial ranking factorsCommercial ranking factors are the group of signals Yandex applies to commercial queries: visible prices, assortment breadth, contact and company details, delivery and payment terms, reviews and live chat, in other words evidence that buying here is actually possible.
• Behavioural signalsBehavioural signals describe how users act in the results page and on the site: whether they click the snippet, whether they bounce back to search afterwards, how long they stay; Yandex uses them in ranking and penalises manipulation aggressively.
• AEOAEO is optimising for direct answers: a page is built so a search engine or voice assistant can extract a ready response to a specific question, whether that is a short paragraph under a heading, a list of steps, a table or a marked-up FAQ block.
• End-to-end analyticsEnd-to-end analytics is the system that links an ad click to booked revenue: data from ad accounts, call tracking, the website and the CRM is stitched together by visitor identifier so payback can be calculated per channel, campaign and keyword.

Related services

• SEO and GEO website promotionSearch traffic is the one acquisition channel that keeps working after the ad budget stops. We run two tracks in parallel: classic SEO for Yandex and Google, and GEO, the work of getting your pages quoted inside AI Overviews, Yandex Neuro, ChatGPT and Perplexity, where a growing share of queries now ends. It starts with an audit, never with buying links.
• GEO: getting your brand cited by AI searchMore and more queries end in an AI answer rather than a click. GEO is the work of getting named in that answer, with a measured mention share rather than a promise.
• IT consulting and product auditThe most expensive mistakes in software happen before the first line of code: a misread problem, a stack chosen out of a contractor’s habit, and a specification that does not exist. Consulting exists to settle all of that before the development meter starts running: what to build, out of what, at what cost and in which order. The result is a document, not an opinion on a call.

Read more

• SEO in Yandex in 2026: what changed and what no longer worksLink buying is dead weight, templated copy pushes pages into the low-value bucket, and behaviour manipulation is no longer a grey tactic but a way to lose the site. Here is what actually drives Yandex rankings in 2026.
• Yandex and Google: how promotion differs and how to work with bothOne site, two search engines, two different ranking logics. Where the differences actually change the work, why regional settings matter so much in Yandex, and how to build a strategy without writing everything twice.
• B2B Content Marketing: Making Articles Produce Leads Instead of PageviewsMost corporate blogs optimise for reach and report pageviews. Here is how to pick topics by funnel stage, why comparisons and pricing breakdowns produce enquiries, why author pages matter and which metrics belong in a monthly report.