Digital Marketing

Google Updates: Phrase and Broad Match Keywords Are Preferred Now

Google Ads has updated the way queries are matched to keywords. The search engine will now be preferring phrases and broad match keywords that are identical to queries. Google has updated the keyword matching process for queries with no identical keyword match.

Moreover, the company has unveiled that it will now use the capabilities of BERT’s language to understand the intent of a query and match them to keywords. BERT is a neural network-based technique used for natural language processing pre-training that the search engine giant uses to better discern the context of words in search queries. BERT technology is very useful when it comes to broad match keywords.

BERT for Keyword Matching

Earlier this year, Google had made an announcement that an exact match keyword (identical to the query string) would be given priority whenever that keyword is eligible to match with a query. The purpose of this update was to reduce account complexity. Now, the search engine has announced the same for phrase and broad match.

Since 2019, our research team has made significant improvements in how we interpret language, queries, and search intentㅡand your keywords now use this same technology to connect you with more people that are searching for what you have to offer,”

Google Said

For instance, a highly specific query such as ‘Tremec T-5 5 speed transmission seal input shaft’ can now match with the broad match keyword auto parts because we can say they’re related, even in case no words in the query and in the keyword actually match.

If searches exactly match your keywords…

As per the recent update, an exact match keyword that is identical to a search query will be prioritized by Google as long as the keyword will be eligible to match. This will apply to broad match and phrase match keywords. 

To take an example, if the query is ‘buy a cat bowl’ that matches various different broad match keywords in your account such as ‘purchase a cat bowl, ‘cat bowl,’ then Google will prefer the identical keyword

In another example: let us say the search query is ‘sushi delivery near me’ and you have the broad match keywords ‘sushi delivery and sushi delivery near me.’ both of these keywords would be eligible to serve before this update. 

Now, Google will prefer the keyword ‘sushi delivery me’ because it is identical to the search term. 

If no keywords are identical to the query…

Earlier, if you had mixed relevant keywords that were eligible to match, the search engine would use ‘Ad Rank’ to ascertain which keyword to deliver. Now, Google has decided to take relevance signals based on the meaning of all the keywords and the landing page in the ad group in addition to Ad Rank. 

Below is the table shared by Google. The table outlines how keywords will be matched-

What Should Advertisers Do?

The main aim of this update is to let marketers feel more relaxed using broad match keywords, without risks of losing control of existing keywords. Google has also informed that there is no gain if you use the same keywords in multiple match types when using Smart Bidding. This is because broad match already includes the same queries.

However, it is recommended to run small tests in your own account before reaching any conclusion.

Precisely speaking, the value of having multiple match types still exists but the exact match should still match more tightly. So, they may draw more significance than a broad match keyword. 

If you know how Google matches keywords, it will help you save time and better configure your campaigns.


SEO Automation: Understand Its Key Stages

SEO Automation does not mean putting SEO on autopilot. It means creating an organic lead generation system in your company – a kind of system which is an amalgamation of software (marketing analytics platform & CRM) and human efforts (strategy planning & writing). 

If you have expertise in digital marketing, building an in-house system could be easy or outsourcing to a reputed digital marketing agency in Canada is the best bet. 

Let’s explore popular stages of SEO Automation. Before this, have a quick look at what SEO automation is.

What is SEO Automation?

SEO automation is the process that involves systemizing SEO tasks through software or online tools. The objective is to streamline marketing campaigns. When SEO automation is used, the amount of manual work that you need to do for your campaign is reduced. This speeds up tedious tasks. Though not all SEO processes can be automated, you can automate some tasks that will help improve efficiency.

The demand for SEO Automation is increasing because the SEO industry is facing a large problem: a baffling lack of resources and available talent. This becomes more challenging when it comes to enterprise-level SEO where data sets are vast, dense and complex.  Automating SEO allows digital marketers to reduce the time from data to insights to action. So, they can implement strategies faster and see satisfactory results.

Jivaso can Help You Boost Efficiency with SEO Automation

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SEO Automation: Understand Their Key Stages

Stage #1: Data Collection

Most important step in maturity in SEO is data aggregation and collection. This is the process of collecting data from websites using automated web crawler tools. This process may involve converting unstructured data into structured data and storing it for further analysis.

For instance, in the case of an eCommerce website, you may extract data from a competitor’s website and use it to identify their weakness and strength. This helps gain insights on opportunities and lets you compete against the competitor. 

An automated web scraping tool can help you avoid junk data and collect specific data as per the needs of your business. This is an easy way. If you are still manually downloading and aggregating data to draw insights, you can follow easier ways to do this. 

Hundreds of SEO tools available online offer this for a fraction of the cost. They will help you collect data which may include things like Backlinks, Rank tracking, Reporting and dashboards and Site crawl data. When working with automation tools, enterprises should be mindful of security, stability, reliability, and scale. 

Also, read how Virtual SEO Experts Save Your Business Costs During Coronavirus Pandemic

Stage #2: Automated Insights 

As automation advances, SEO experts give priority to their time where it counts and let the technology be site-specific, and draw actionable insights for them. This begins with AI-based alerts. The automation in SEO will let you get notifications if AI detects a massive rank change or a crucial page element is modified or removed.

If this occurs, automation will start working as your team member. It will continue to monitor thousands of pages and so you won’t need to manually monitor website pages.

After you set automatic alerts, your SEO team can turn their attention to custom and advanced insights that are delivered from AI. These insights grab opportunities and find issues so your team will be able to focus more on strategy, and execution. 

Some examples of this include actions and recommendations related to Technical Audits, Log-file Analysis, Content Analysis, Page And Rank Change Alerts, Backlink Analysis (it may include identifying link partners, toxic links, quality backlinks), Keyword Research (it includes analyzing competitors, identifying keyword patterns and topics).

As digital marketing experts, you should know that the sophistication of automation varies greatly in what SEO software can provide. Advanced machine learning and AI need to customize those insights based on the site’s ranking, link data and crawl. 

Actionable insights from an online tool analyze data in real-time to reveal site-specific opportunities, custom and issues for page speed, content, indexability, internal links and more. Since these insights are based on your site’s crawl, ranking and link data, the SEO automation technology will analyze your site as if it were working as your in-house SEO team.

Stage #3: Scaling Execution

Execution, implementation and testing are the next steps when it comes to SEO automation.

Speed of execution and implementation, without any doubt, is the biggest challenge in enterprise SEO. 

Whether it comes to implementing simple updates or working on a forecast to get a project prioritized, it reduces what we know and should be implemented all while Google speeds ahead.

The most important part is you will not meet expected results unless Google can see the changes on your site. 

The most recent development in automation lets SEO professionals address the roadblock that stands in their way and deploys changes to a site in real-time without the help of any UX team, developers and other stakeholders.

Many companies in Canada and their SEO team have not yet implemented this level of automation in SEO. This may be because it is not available or it is too complicated for them.

Despite the fact that it is the top compliant and roadblock SEO team’s complaint, enterprises still struggle to scale execution.

For any assistance regarding SEO automation, talk to our SEO experts and be the first to leverage SEO automation with a machine that continuously updates your site in real-time.

Jivaso can Help You Boost Efficiency with SEO Automation

Join hands with top digital marketers and grow your business like never before

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