With the Google algorithm changes that we have been observing this summer, the giant of the searches in the network has gone a step further in its modifications.
According to different sources, like Search Engine Land, the changes organized in the agreement could mean a new impulse to text much closer to what people use in their daily language when they write.
This means that Google’s exact match keyword orientation, in which not long ago the keyword had to coincide exactly with any query that the search engine used, became a system in which to optimize in SEO it was worth using the near variants enter in the mixture of keywords of the content.
We are going to analyze from SEO Total some of the cases in which the algorithm change will affect the searches especially in what refers to Google Ads, Google’s payment system that implies a market share with respect to SEO work.
Significant Aspects in Concordance
One of the significant changes that occurred in the search engine that monopolizes the market with a quota higher than 95% in Spain was the inclusion of plurals, misspellings and other similar variants.
These changes were launched in 2014 to continue on that path with the changes of 2017, where different keywords were positioned depending on the function and the word order.
It seems that after these two phases we are already getting fully into a third that will revolutionize even more if it fits the world of Google-oriented web positioning.
This month, Google announced another change to what are considered close variants of an exact match keyword to include variations that share the same meaning as the keyword, including implied words and paraphrases.
This is the example that Google gives us:
The exact words, as it is deduced from the analysis of this information, are no longer the only trigger for the ads of Google Ads to be shown in exact match keywords.
The key, says Google himself, is that the meaning and intention of the query match the keyword.
How These Changes Influence Real Cases
Google offers the example of the exact match keyword [camping yosemite]. With this change, [yosemite camping] will coincide with inquiries like “yosemite campground” and “campings in yosemite”.
If the algorithm of Google understands that the intention of the query is different from the keyword, it will not coincide, which is a great advance in what the interpretation of the Google system applies.
In this case and according to the search engine, [camping yosemite] would not coincide with inquiries such as “yosemite hotel” or “motels in yosemite” because the intention of a person seeking similar hotels and accommodations is different from that of someone looking for places to camp
Taken to practical cases, someone looking for psychologists in León can perfectly find ads about Leon psychologist but not lawyers in León or psychologists in Paris.
Reasons for the Change in Google
For publications like SEL these changes would be a continuous evolution and coherent with those developed in recent years.
The basis would be a growing reliance on machine learning from Google’s own system to understand how people’s queries align with the intent of the keywords.
Google would understand in this way that marketers will help train the algorithm to understand what is or is not a query with meaning or coincidental intent when acting on the basis of keyword reports.
In the field of concrete, a personal trainer in Valencia is much closer to a search as a fitness in Valencia than as a coach of Valencia and Google wants to move in that direction.
New Searches on Google
According to Google’s internal data analysis, 15 percent or so of daily searches are new.
Expanding the field of exact match keywords would offer advertisers more opportunities to show their ads for that type of query without having to compile exhaustive lists.
Machine learning could help fill these gaps, so it is clear to us that this would be an improvement considering the advertisers, something we already know that Google or Facebook have in mind and would not have, it was not missing anymore, nothing to do with generate more income for them.
A case that is always highly commented is that of medical negligence or strange diseases, where lawyers tend to place advertisements to capture that market. This way the specialists in this type of subjects will have an added modifier when it comes to planning campaigns in Google Ads
This change to the algorithm would also be largely directed to Google Ads advertisers who are not doing a lot of keyword exploration with broad match or broad match.
An example would be in the case of someone looking for apartments for sale in San Pedro de Alcantara. This would ensure that, even though San Pedro de Alcantara is not Marbella, synergies can be seized to generate more clicks from interested people.
This is the key to all this. The greater number of clicks, the greater the benefit for Google and the greater the payment fee for the customer.
Advantages for Google Ads Users
After the major changes in the layout of Google Ads and even the name change from Google Adwords, it is assumed that advertisers will spend less time creating broad lists of keywords in advance, which should not spend hours and hours with terms reports Search for new and negative keywords when campaigns gain traction.
Or what is the same, a small user who traditionally spends little money but at a high click cost will be able to spend more easily.
Among the technical aspects, it seems that the change to close variants will not apply to the broad match modifier or phrase match keywords.
For example, a search for “Madrid language school” will not show an ad for the keyword “Madrid language schools”. Therefore, according to certain websites, the phrase coincidence could be the new exact match.
How Broad Match Will Fluctuate
Broad match remains after the Google change the most flexible Google Ads match type.
An example would be that the keyword “academies of languages Madrid” can appear in “language school Madrid”. But with this last change, the exact match becomes a much more tool for prospecting queries.
According to Google during the testing period, advertisers using mainly exact match keywords saw a 3 percent increase in clicks and conversions on those keywords.
Most of that impulse came from consultations that did not come at that time.
Times for Change in Google Ads
The change will be implemented for the keywords in English until October 2018. Then it will be extended to other languages in the coming months, so it would not be strange that in Spain in Spanish we are talking about before the end of the year.
As with previous changes to close variants, advertisers, according to reports from people in the industry, should pay close attention to search terms reports as well as SEO for exact match keywords , both before and after the deployment of the algorithm to add negative or new keywords.
Advertisers who use scripts to adjust aspects of an exact match are likely to need updates.
Industry experts indicate that Google indicates that it will continue to prefer the exact real match (the identical keywords) used in the query on any paraphrase or the same keywords of current meaning in the campaigns.
Anyway it is going to suppose a big change in Google Ads, which will directly affect the CTR rates in SEO and therefore to the modification that this rate will effect in the results due to the changes that occur in the click rates of the first page of the results of the SERPS.
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