Seriously, Google, can you just make exact match exact?

In case you haven’t heard, Google has decided to ignore function words and word order for precise match key phrases.

For individuals who merely must know tips about learn how to restore this travesty, then scroll to the stopgap reply half the place I’m sharing a script from Brainlabs (my employer) which may routinely add so-called “close variants” as unfavorable key phrases. Yippee! For individuals who moreover want to listen to me rant about Google’s astonishingly stoopid habits, then be taught on…


Quite a lot of years prior to now (2014), Google eliminated advertisers’ ability to exclude close variants as part of “exact match,” they normally obtained away with it. People had been indignant. The enterprise suffered a blow. Nonetheless of us step-by-step moved on.

Now they’re messing with precise match as soon as extra, nonetheless this time they’ve gone too far.

Throughout the new precise match universe, an “exact match” can embody shut variants of the important thing phrases and might even embody the equivalent phrases, nonetheless in a totally completely completely different order. Google is denying the importance of syntax, on the expense of the enterprise and, lastly, itself.

To clarify, not all syntactic variations of the equivalent set of phrases will match. Google’s machine finding out algorithm will, to some extent, stay away from matches the place the phrase order changes the which suggests. An obvious occasion is for flights: [LHR to JFK] is clearly very completely completely different from [JFK to LHR], so there’ll be no match there.

[Read the full article on Search Engine Land.]

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