12 Sep '18, 5pm

How keyword match types work after the new close match variants change

How keyword match types work after the new close match variants change

As reported here on Search Engine Land last week , Google is in the process of further broadening the meaning of ‘exact match’ keywords. Based on a 2014 change , these keywords could already be expanded to include singular, plural and misspellings of the exact match keyword. Last year, Google allowed function words to be added in the query and the word order to be changed. Now Google will further expand ‘close variants’ exact match keywords so ads can be shown for searches with the same intent. Through improvements in its machine learning algorithms, Google claims it can now better classify the intent of a query. When it finds the intent is basically the same as that of an exact match keyword, the ad may be shown even though the usual conditions of when this match type is allowed to trigger an ad are not met. We’ve now gotten pretty far away from the old days when we could...

Full article: https://searchengineland.com/how-keyword-match-types-work...

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