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Just weeks ago, Google announced that it would be releasing improvements to its Dynamic Search Ads, making its targeting even more precise and relevant than before. But one example from the announcement caught my attention: “Ads that point to a landing page about iced coffee makers will be less likely to show for less relevant searches like ‘iced coffee’.
Search engines continue to adjust algorithms to better match how consumers actually conduct their searches. How should this affect our optimization efforts? Consumers aren’t born in a vacuum, nor do they live in one. They’re inundated with a brand’s messages, ideas, discussions, and controversy across all of their digital and offline encounters.
Over the years, the usefulness of certain types of keywords has been debated, analyzed, celebrated, and even disparaged. Long-tail keywords – those specific phrases of low-volume but perhaps higher-quality queries from searchers who are closer to taking action on procuring the product or service they seek – have certainly received a heck of a lot of recognition for their value to marketers.