Google’s exact match close variants expand again: Now include same meaning variations
Exclusive: The latest machine learning-powered update to close variants means exact match will match to the intent of the query. Google’s exact match keyword targeting used to mean one thing: the keyword had to match exactly whatever query the searcher used. Then close variants came into the mix, and that definition has steadily morphed over the past few years. First including plurals, misspellings and other similar variants came in 2014 and then different word order and function words took hold in 2017. Now phase three is here. On Thursday, Google…
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