26 Dec '11, 4pm

Canonical Form: The Hidden Keywords In Paid Search

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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