Keyword research strategies in a close-variant world
Revisiting your keyword research approach is essential to preparing for imminent match type changes. Here are some considerations for a successful keyword research strategy in a close-variant world. Google once again has disrupted the search marketing community by announcing exact match close variants will now include same-meaning variations. As a result, marketers putting all their chips into exact match keywords will have to shift their bidding, structure and keyword strategies to avoid wasted spend. The writing has been on the wall since 2014, and while the motive and benefactors are debated, the…
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