Senior Media Manager, SEM & Social
Google has announced that it’s “expanding its close variant matching to include additional rewording and reordering for exact match keywords.” Simply put, it’s enhancing its search logic so connecting words (e.g., the, in, as) are ignored unless they change the meaning of the query.
For example, a fan might search for “football tickets in New York” or simply “football tickets New York”. In this case, adding the word “in” (what Google calls a function word), doesn’t change the meaning or intent of the query and is therefore ignored by Google’s close variant matching.
However, if a fan wants to purchase tickets to the game and searches for “flight to New York” versus “flight from New York”, the function words in bold drastically change the meaning of the query because the destination changes. In this instance, the words “to” and “from” would not be ignored.
What does that mean for you?
According to Google, you may experience a slight boost in traffic from exact match clicks. When it comes to click-through and conversion rates, those are expected to remain somewhat the same. Essentially, there might be a small increase in traffic because they’re widening their net, effectively sending more people your way.
From a Blue Digital perspective, we’re continuing to monitor your keywords closely to ensure that they match only the most relevant queries, giving you the highest ROI, every time. So regardless of a query’s word order or added function words, we’ve got you covered!
Interested in learning more marketing tips? Contact your Client Marketing Manager today.