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Google’s Exact Match Close Variants Expanded

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Google’s Exact Match Close Variants Expanded

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  1. oogle’s Exact Match Close Variants Expanded

  2. Google Ads’ exact match has been updated! Google announced on 6 September 2018 the expansion of exact match close variants. A few years ago, exact match in AdWords only meant exactly that. Ads will only show for a specific exact query listed. It has expanded over the years and has included numerous close variations of your keywords. The update this September will now include close variations that share the same meaning of the keyword.

  3. First things first, what is Exact Match Keywords? According to Google, Exact Match is a “keyword setting that allows your ad to show only when someone searches for your keyword or close variants of your keyword”. Close variants of exact match keywords connect people to your business even if there may be slight variations in their query. It reduces the need to create exhaustive keyword lists to reach people.

  4. Close variants include keywords with the same meaning as the exact keywords. Here’s a list of close variants: Abbreviations Accents Addition or removal of function words Implied words Misspellings Reordered words with the same meaning Singular or plural forms Stemmings Synonyms and paraphrases And now, exact match, which is powered by Google’s machine learning, will “match the intent of a search, instead of just the specific words”.  Exact match keywords will show ads on searches with implied words, paraphrases, and terms with the same meaning.

  5. According to Search Engine Land, Google said that the key “is that the meaning and intent of the query match the keyword”. This means that if Google thinks the intent of the query is different from the keyword, Google won’t match the query to the keyword. How will the expansion of AdWords exact match close variants affect your SEO strategy? Search Engine Land suggests that advertisers need to add negatives or new keywords, so they need to pay attention to the search term reports of their exact match keywords before and after the rollout. The expansion will roll out for keywords in English until October. Other languages will follow in the next months. SEO professionals should know that Google will still prefer actual exact match in queries over close variants.

  6. Source: https://anythingseo.wordpress. com/2018/09/07/googles-exact- match-close-variants- expanded/

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