Revisiting your keyword research approach and tactics is not only a suggested regular optimization task but also an essential step in preparation for match type changes rolling out in October. The process of keyword research is already changing, as it’s no longer necessary to launch with a hefty keyword list full of variations.
Rather, keyword research has become iterative and more valuable post-launch as needed. Following are some pertinent points of consideration when conducting keyword research for more effective spend and results.
Reviewing your PPC structures
For pay-per-click (PPC) practitioners, exact match becoming less important can seem discouraging. It can also bring challenges surrounding intent in B2B spaces. The new reality is that as Google improves its machine learning, marketers must adapt by combining keyword sculpting and research with many other available corresponding intent-centric signals. Think demographics, site engagement or browser history, location or proximity, time of day, income targeting and so on.
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