Google Updates Keyword Search Policies, Again
Advertisers and marketers might be interested in the news from Google regarding the prominent search engine’s revisions to its keyword search policies. This is bound to have an impact on the way you do business and manage your PPC marketing and SEO, but hopefully in a good way. Anybody savvy in online marketing these days knows how critical it is to be in Google’s good graces in terms of keyword optimization, so you always want to know the best ways to get onto page 1 of your target audience’s web searches.
In a nutshell, the keyword search algorithm will be modified to allow broad-match search terms to appear with some of the same results as exact-match terms, whereas before it had a stricter preference for exact terms. There will, as usual, be a benefit to the exact matches, but now query strings can match up with broad-match keywords as well.
Here’s an example of this given by Amy Bishop from Search Engine Journal: “the query string buy a dog bowl is eligible to match multiple broad match keywords in your account (like dog bowl, purchase a dog bowl, and buy a dog bowl), Google will give preference to the identical keyword.”
What does this mean for advertisers? This doesn’t mean you would want to allow your keyword targeting to become loose and sloppy, but it does allow for some leeway to exploit the use of broad-match keywords and exact-match keywords simultaneously. All of this underscores the need for creativity and testing of your search engine optimization techniques. Never set your ads and leave them without testing and contrasting them with other approaches. As any good marketer knows, wording matters and this is especially true with keyword matching.
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