Lecture 8 · Edited Version
How to use keywords in the ad on Avito without spam
Introduction
Many salespeople have heard that keywords matter to Avito, and then there's usually one of two extremes: one is not to think about search terms at all, and the other is to start stuffing text with repetitive phrases like "land," "river land," "glamping," "land for recreation," and so on.
Both extremes are harmful. In the first case, the ad doesn't match the language of real demand; in the second, the text becomes heavy and spam-like; in the Avito-themed analysis, it is explicitly noted that listing keywords by comma and excessive search phrases looks like a junk feed. (xn-----8sbgeysub7a0j.xn--p1ai)
What are the keywords in the ad on Avito in practice
Without theory, keywords are the wording that a buyer uses to search for an object, not the words that a seller likes, but the words that a person actually writes in search.
For land plots, it is usually bundles like: a plot by the river, a plot in the Altai, a land plot under glamping, a plot for a recreation center, a plot with a view of the mountains, a forest plot, a plot for a house.
So keywords are just the language of demand, and the job of the seller is to build that language into the ad naturally and accurately.
Why Keywords Are Really Important
Keywords are important because they help match the buyer's intent, so if a person is looking for a plot by the water and the ad doesn't say anywhere that the site is by the water, you've weakened your feed.
But relevance is important. Avito’s analysis separately indicates that irrelevant keywords and excessive use of them can be perceived as spam and harm the ad.
The Biggest Mistake: Write Keywords for Keywords
This is the most common mistake. The vendor hears that "you need the keys," and then they add them mechanically, and sometimes they even make a tail at the end of the ad: "a riverside, a mountainous plot, a glamping plot, a hotel plot."
This approach doesn't amplify the ad; it makes it noisy, cheap, and unnatural. The available parsing explicitly states that blocks of keywords written like sheets and excessive search phrases can only make things worse.
What keywords are needed for the site
For the land, keywords are usually built around five semantic groups.
Type of object: land, plot, land, forest, panoramic plot, large array.
Scenario of use: under the house, under the dacha, under glamping, under the recreation center, under the tourist project, under the long-term investment.
Natural image: by the river, by the lake, in the forest, with a view of the mountains, in a quiet place, in a natural location.
Geography: Altai Republic, Altai Mountainss, Chemal district and so on.
Investment sense, if it is really present: a plot in the growth area, land for long retention, territory for design study.
You don't have to use everything at once. You just have to choose what's appropriate for the particular object.
Where the Keywords Should Stand
There are four main points.
Headline.
First line.
Main text.
Settings and ad card, if the site allows.
In practice, the most important places are the title, the first paragraph, and one or two natural intrusions in the main text, which is usually enough if the ad is assembled correctly.
How to Choose the Right Keywords
The selection does not begin with the imagination of the seller, but with the real wording of demand. For this, it is useful to look at the search tips on Avito and check the live wording through Yandex Wordstat.
But after the selection, you have to do an even more important job: cut off the excess. If the site is not near the water, you can't pull water into it. If the object is not glamping, you don't force this scenario into the ground, if it's agricultural land, you can't mask it as a finished site for construction.
How to Include Keywords Naturally
There is a simple rule: the keyword phrase should be part of the normal sentence.
Not like this: "a plot by the river, a plot in Altai, a plot under glamping."
This is a plot in the Altai Republic, which due to the water, silence and natural environment is especially interesting for personal recreation or a chamber tourist format.
In the second case, search semantics are present, but the text remains human.
How many keywords are enough
For most ads on the ground, it is enough that the main key meaning is heard in the title, once in the first part of the text and once or twice in the body of the ad in natural places.
If the text is short, repeating the same phrase several times is almost always harmful. If the text is longer, it is better to use synonymous wording and neighboring semantic words, rather than to punch the same key.
How not to turn an ad into spam
There are four rules to follow.
Do not write keywords in a comma list. (xn---8sbgeysub7a0j.xn--p1ai)
Do not use irrelevant requests. (avsecrets.com)
Do not repeat the same phrase too many times. (wowblogger.com)
Don’t sacrifice normal speech for the sake of searching.
How keywords change depending on the type of site
The water area requires one semantics, the panoramic area requires another, the agriculture area requires a third and more careful, the large array requires a fourth, the glamping area requires a fifth.
That's why keywords can't be taken from one universal list, they have to be derived from the object.
How to know if you overreacted
There are a few signs.
Text is hard to read aloud.
The same phrases are beginning to catch your eye.
After editing, you realize that half the words can be deleted without losing meaning.
The text contains wording that you wouldn’t tell a live buyer.
Once you see that, there are too many keys.
Practical conclusion
Keywords in an ad on Avito are needed, but only as part of a strong text. They help to match the search for a buyer, if built in naturally, match the object and work for meaning. They are harmful if they turn into a list, repetitive spam or try to pull the ad on someone else's request. (xn----8sbgeysub7a0j.xn--p1ai)
The main conclusion of the eighth lecture is that on Avito, ads with a large number of keywords do not win, but ads that exactly match the buyer’s request and at the same time remain alive, clear and professional.
Questions and answers
Do I need to write keywords at the end of the ad in a separate block?
No. It's a weak practice and often looks like spam. (xn---8sbgeysub7a0j.xn--p1ai)
How many times do I repeat the master key?
As much as it takes for natural text, and as soon as it catches your eye, you overdo it.
Can you use in one ad "a plot by the river", and "a plot under glamping", and "investment site"?
Yes, but only if it really fits the object.
Which is more important: keywords or good text?
Good text. Keywords only work inside it.
Do I need to pick up the keys through Yandex Wordstat?
Yes, it is a useful tool for understanding living wording of demand. (tenchat.ru)