A website semantic core is a structured list of search queries your audience uses to find services or products, with each cluster assigned to a specific page. Without it, SEO becomes random copy; with it — a map where each URL answers one question and does not fight its neighbour.
NUGU is a full-cycle digital agency in Sochi. We build semantics before development: the site indexes on the right phrases from day one and is ready for SEO promotion and GEO.
Query types in the core
| Type | Example | Target | |------|---------|--------| | Commercial | "order service website Sochi" | Service page | | Transactional | "landing page price turnkey" | Service + pricing block | | Local | "web studio Adler" | Geo page or homepage | | Informational | "landing vs service website" | Blog article | | Brand | "NUGU reviews" | Homepage, About |
For SMB 60–70% is commercial and local; 20–30% informational for content marketing; rest — brand and adjacent topics.
Step-by-step keyword research
**1. Seeds.** 10–20 base phrases: service, "price", "order", "turnkey", city, district.
**2. Wordstat.** Expand each seed, "by words" filter for long tail. Save frequency — prioritize demand, not only high volume.
**3. Minus junk.** "Free", "download", "vacancy", "DIY", "forum" — exclusion list.
**4. Competitors.** Top 5 ranking sites — which pages rank, which headings, which subtopics covered.
**5. Sales interview.** Phrases clients actually use — often differ from Wordstat.
**6. Clustering.** Group by intent: one cluster = one target page.
Page map (service site example)
``` / — brand + "digital agency Sochi" /sites — "website development", "create website" /sites/landing — "landing page turnkey", "landing price" /articles/... — informational clusters /contacts — "NUGU contacts Sochi" ```
Rule: **no two URLs for one intent**. Duplicates hurt CTR and confuse GEO systems.
Prioritization
- Pages closest to revenue — high-check services.
- Local queries if you serve one city.
- Informational articles — after commercial pages.
- Rare long tail — in FAQ and subheadings, not separate URLs.
Link to GEO
Neural systems cite pages with explicit answers. Use keyword phrases naturally plus fact block: price, timeline, geography. Details — website GEO optimization.
FAQ on page hits question queries directly.
Tools (brief)
- **Wordstat** — base for Yandex.
- **Search Console / Webmaster** — real impressions and CTR.
- **Key Collector, Rush Analytics** — clustering and monitoring (paid).
- **Google Sheets / Notion** — map "query → URL → title → status".
Common mistakes
- One "Services" page for 50 keywords.
- Thousands of "service + city" template pages.
- Ignoring zero Wordstat volume — long tail converts better.
- Map built but title/H1 not updated.
- No internal links between clusters.
Ready core checklist
- Each commercial cluster tied to URL.
- No cannibalization between pages.
- Minus word list for ads and content.
- Informational topics in 3-month article plan.
- Draft title/description for top 10 pages.
- Aligned with SEO at launch.
Cost at NUGU
Service site with basic semantics and SEO structure — from 50,000 ₽. Landing — from 30,000 ₽. Separate audit for existing site — after niche and volume review.