Canonical Form: The Hidden Keywords In Paid Search

In this post, let’s look at the Canonical Form that Search Engines use behind the scenes when matching our paid keywords to actual user queries. What is it? Why do they do it? So what? Or, more importantly, how can we use it to our advantage? We will answer each of those in turn. First up: What is it? Canonical Form The canonical form of a keyword refers to the form of the keyword that Paid Search Engines use behind the scenes to match keywords to actual search queries. It is sometimes referred to as Normal Form (Normalized Form) or Equivalent Form. For this article, let’s call this Canonical Form, or Canonicalization. Wikipedia has a good canonicalization reference , in case you are curious about the origin or use of the word. Every Search Engine does this a bit differently, but the basic principles are similar. So let’s cover this a bit theoretically, without dwelling on...

Full article: http://searchengineland.com/canonical-form-the-hidden-key...

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@charliesakay » 20 Jan '12, 4pm
RT @nilanp: Canonical Form: The Hidden Keywords In Paid Search Search Engine Land [link]
@TrevorSchain » 03 Jan '12, 6pm
This is interesting, tough to read in some spots: Canonical Form: The Hidden Keywords In #Paid #Search - [link] @sengineland
@tal84s » 03 Jan '12, 1pm
An interesting article from Search Engine Land about Duplicate Keywords In Paid Search [link] @sengineland
@amandafclark » 03 Jan '12, 9am
RT @CalumCovell: Canonical Form: The Hidden Keywords In Paid Search [link] via @sengineland
@C_Bergstrom » 02 Jan '12, 7pm
RT @CK_org: Brilliant Read > Canonical Form: The Hidden Keywords In Paid Search [link]
@dair_media » 02 Jan '12, 5pm
RT @bloomarty: Richtig guter Artikel zur Keyword-Kanonisierung: The Hidden Keywords In Paid Search [link]
@CK_org » 02 Jan '12, 4pm
Brilliant Read > Canonical Form: The Hidden Keywords In Paid Search [link]
@bloomarty » 02 Jan '12, 10am
Richtig guter Artikel zur Keyword-Kanonisierung: The Hidden Keywords In Paid Search [link]
@sengineland » 31 Dec '11, 7pm
Weekend Review: Canonical Form: The Hidden Keywords In Paid Search [link]
@PPC_Jenni_SEM » 30 Dec '11, 5pm
RT @RGWE: Canonical Form: The Hidden Keywords In Paid Search Search Engine Land [link]
@FangDigital » 30 Dec '11, 5am
A little nerdcore, but a good read - Canonical Form: The Hidden Keywords In Paid Search (via .@sengineland) [link] #PPC
@_ryancampbell » 29 Dec '11, 8pm
Canonical Form: The Hidden Keywords In Paid Search [link] [intense geekery ahead]
@UrbanSeattle » 29 Dec '11, 4pm
Great article on Canonicalization in Paid Search. Interesting tips at end. [link]
@JimWatson9 » 29 Dec '11, 9am
Excellent Post -> Canonical Form: The Hidden Keywords In Paid Search by @stonetemple -> [link] #ppc #adwords
@ThinkActionNet » 28 Dec '11, 9pm
Using paid search? Great read here! #ThinkActionTips [link]
@naomiki_s » 28 Dec '11, 4pm
The Hidden Keywords In Paid Search - Not for beginners! [link] via @sengineland
@Suttida » 28 Dec '11, 2pm
Check out the hidden keywords in #Adwords [link]
@nudodered » 28 Dec '11, 1pm
Canonical Form: The Hidden Keywords In Paid Search [link] (via @summify from @nicocastro, and @mjcachon)
@Intadvantage » 28 Dec '11, 9am
Canonical Form: The Hidden Keywords In Paid Search [link] #ppc via @ruudkok
@FunkyOzzi » 28 Dec '11, 8am
Canonical Form: The Hidden Keywords In Paid Search [link] #SEM #PaidSearch
@sengineland » 28 Dec '11, 6am
RT @jefffig: Canonical Form article is a great read: [link] BTW, capitalization mod resets q score? nice @sengineland #feelingnerdy #sem
@jefffig » 27 Dec '11, 9pm
Canonical Form article is a great read: [link] BTW, capitalization mod resets q score? nice @sengineland #feelingnerdy #sem
@igopik » 27 Dec '11, 8pm
Canonical Form: The Hidden Keywords In Paid Search [link] #SEM #PPC #AdWords #AdCenter
@intelilinks » 27 Dec '11, 6pm
[link] - Have a read - Canonical Form: The Hidden Keywords In Paid Search
@m_j_taylor » 27 Dec '11, 5pm
RT @Realicity: Good PPC Post: "Canonical Form: The Hidden Keywords In Paid Search" - [link] #ppcchat
@TheKatLewis » 27 Dec '11, 5pm
[link] Hidden Keywords in paid serach engines
@jameszol » 27 Dec '11, 4pm
the rest a MUST read! RT @bgtheory: Fantastic Read >Canonical Form: The Hidden Keywords In Paid Search via @sengineland [link]
@jameszol » 27 Dec '11, 4pm
ignore the QS part imo RT @bgtheory: Fantastic Read>Canonical Form: The Hidden Keywords In Paid Search via @sengineland [link]
@chriskos » 27 Dec '11, 4pm
Good stuff! RT @michellemsem: Canonical Form: The Hidden Keywords in Paid Search: [link] @sengineland #ppc #ppcchat
@ePrussakov » 27 Dec '11, 4pm
RT @bgtheory: Fantastic Read > Canonical Form: The Hidden Keywords In Paid Search via @sengineland [link]
@joemescher » 27 Dec '11, 4pm
You can reset AdWords Quality Score on a keyword by adding it w/ different capitalization. Try it out in your account. [link]
@bgtheory » 27 Dec '11, 4pm
Fantastic Read > Canonical Form: The Hidden Keywords In Paid Search via @sengineland [link]
@eric_kavanagh » 27 Dec '11, 3pm
RT @Ron_Jones: Canonical Form: The Hidden Keywords In Paid Search [link]
@Beatever » 27 Dec '11, 3pm
ahja? "You can reset AdWords Quality Score on a keyword by adding it with different capitalization." [link]
@iamseojohn » 27 Dec '11, 3pm
RT @PageRankSEO: Canonical Form: The Hidden Keywords In Paid Search /by Crosby Grant via @sengineland [link] #canonical
@Pamela_Lund » 27 Dec '11, 3pm
RT @Matt_Umbro: +1 RT @michellemsem: Canonical Form: The Hidden Keywords in Paid Search: [link] @sengineland #ppc #ppcchat
@Matt_Umbro » 27 Dec '11, 3pm
+1 RT @michellemsem: Canonical Form: The Hidden Keywords in Paid Search: [link] @sengineland #ppc #ppcchat
@jccornwell » 27 Dec '11, 2pm
Canonical form - hidden keywords in paid search. #searchmarketing [link]
@Realicity » 27 Dec '11, 2pm
Good PPC Post: "Canonical Form: The Hidden Keywords In Paid Search" - [link] #ppcchat
@Xamine_com » 27 Dec '11, 12pm
Lesenswert: Die verborgen Keywords in der bezahlten Suche [link]
@rochdaniel » 27 Dec '11, 12pm
RT @renaudjoly: La forme canonique des... mots clés. Nul doute qu'on en reparlera avec la recherche vocale. [link] #seo EN
@serpsco » 27 Dec '11, 12pm
#my Awesome Canonical Form: The Hidden Keywords In Paid Search - [link]
@SocialStratMatt » 27 Dec '11, 11am
@sengineland: Canonical Form: The Hidden Keywords In Paid Search [link] #li
@renaudjoly » 27 Dec '11, 11am
La forme canonique des... mots clés. Nul doute qu'on en reparlera avec la recherche vocale. [link] #seo EN
@AUziely » 27 Dec '11, 11am
Interesting read: Canonical Form: The Hidden Keywords In Paid Search [link] via @sengineland
@SEMantiks » 27 Dec '11, 10am
Cracking post wasted by posting on Boxing Day RT @sengineland Canonical Form: The Hidden Keywords In Paid Search [link]
@mjcachon » 27 Dec '11, 10am
Canonical Form: The Hidden Keywords In Paid Search [link] via @sengineland //cc @akostic_madrid
@nicocastro » 27 Dec '11, 10am
#leo RT @sengineland: Canonical Form: The Hidden Keywords In Paid Search [link]
@simonpenson » 27 Dec '11, 7am
COOL>>"You can reset AdWords Quality Score on a keyword by adding it with different capitalization" .. [link] via @JimWatson9
@JimWatson9 » 27 Dec '11, 5am
"You can reset AdWords Quality Score on a keyword by adding it with different capitalization" .. [link] via @Crosby-Grant