Search statistics are one of the few pillars that power today's internet marketing. Without it, it would be impossible to competently plan online advertising campaigns, calculate budgets and predict the result of advertising campaigns. Google and Yandex are the two main sources of such statistics.
Google is the largest search engine in the world. Yandex is one of the leaders in the post-Soviet space. Every day, these search engines process a huge number of requests, while accumulating statistics on the number of calls to a particular request. These statistics are stored on servers and provided to webmasters, marketers, analysts and advertising professionals who study trends, demand and competition, using this data in advertising campaigns and website promotion.
The main differences between statistics services from Google (Google Keyword Planner) and Yandex (Yandex. Wordstat) are that the Yandex tool is simple, but easy to use, while Google has a number of settings and parameters that can be understood the first time under strength is not for everyone. In general, both services serve the same purpose - to provide the user with information on the frequency of a particular search query (or a group of queries), including over time.
Statistics from Google
Keyword Planner is a powerful tool that allows you not only to find out statistics for specific keywords, but also to get information from the search engine about related search queries, as well as groups of queries. This information is very useful when setting up advertising campaigns in the Google AdWords advertising network.
For example, a car dealership decided to place an advertisement for the query “buy a car”. Google will not only tell you how many people are looking for this query every month, but will also offer a whole series of similar searches: "buy a car", "sell cars", "buy a car" and so on. At the same time, the system will not only select synonyms for the specified request, but also offer to generalize it ("cars in Moscow") or to detail it ("sale of VAZ 2114 cars").
Google allows you to view statistics of three types - broad match, exact match, or phrase match. Broad match includes all derivatives of the query (the query "buy a car" will include both "buy a used car" and "buy a car on credit" and "buy a car in Moscow"); exact match will show statistics only for the query "buy a car"; phrasal matching will connect singular / plural cases to statistics, but exclude qualifying words ("buy a car", "sell cars").
Previously, the Yahoo! service was also used to analyze the statistics of search queries in the English-speaking segment of the Internet, but several years ago it was closed.
Statistics from Yandex
Yandex. Wordstat is simple and convenient. In addition to statistics on search queries, it shows what else people were looking for, looking for a specific query. For example, those looking for "buy a car" are also interested in such queries as "car on credit", "car dealership", "free classifieds newspaper".
Yandex statistics supports two additional operators - exclamation mark and quotation marks, which can be combined. The exclamation mark prohibits modifying the word, and the quotation marks indicate the accuracy of the entire phrase. The absence of operators will include in the statistics all search queries containing at least one of the given words in singular and plural and in all cases.
For example, the query "buy a car" will include both "buy a used car" and "buy a used car" and "which car to buy". The query "! Buy a car" will include "buy a used car" but exclude all others, and the query "buy a car" will include both "buy a car" and "buy a car". And only the query "! Buy! A car " will show the exact statistics only for this specific query.
Requests are common and seasonal. For example, most of the requests "Santa Claus at home" are in December, and "tickets to Sochi" - in the spring and summer.
When planning complex advertising campaigns, both services are usually used in tandem.
