Semantic Core: Collection and Grouping
Semantic core is a set of queries for which the site should be found, distributed across pages. It is not just a list of words, but a mapping of "query → page that answers it".
What it is made of
- Your current queries from Search Console — the most reliable start: demand is already confirmed.
- Search suggestions and related queries — the keyword research tool collects them automatically.
- Competitor queries that bring them traffic.
- Customer language: how tasks are formulated in emails, chats, and calls.
Grouping is more important than collection
Collecting a thousand phrases is easy, but a list alone is of little use. The work begins with grouping: queries for which the same pages appear in the search results are served by one of your pages. Spreading similar queries across different pages is a direct path to cannibalization, where pages compete with each other.
| Type of query | Which page answers |
|---|---|
| Informational: "how to choose..." | Article, guide |
| Commercial: "buy...", "price" | Product card, service, category |
| Navigational: brand, name | Main or brand page |
| Comparison: "X or Y" | Separate comparison material |
How many queries are needed per page
One page can rank for dozens and hundreds of formulations of the same meaning — there is no need to create separate pages for each. A sign that queries should be divided is simple: if different types of pages or different sites appear in the results for them, it means that user intent is different, and one page cannot cover it.
Connection to promotion
Links strengthen a page for a specific query. If the query and page are mismatched, there is nothing to strengthen. Therefore, choosing the page is a separate step: see "Which page to choose" and the section "Missed traffic", which suggests where demand already exists.