Now, negatives are an important factor in keeping your exact matches as closely relevant as possible and cutting out any under-performing misspellings or “close” variants like [gourmet chocolates] matching to [best gourmet chocolatier]. If your keyword is an exact match for [gourmet chocolates] and the close variant “best gourmet chocolatier” shows in the report, make sure to add this as an ad group or campaign level negative, depending on the keyword themes. … [Read more...] about 3 Ways to Combat the New Laws of Close Variants
Close v close
Imagine that the list in the image above is all that appears upon a particular web page. Since every item listed is about Saturn, as shown by the heading of the page, it could be said that semantically each list item is equally relevant to Saturn in terms of closeness, even though the items listed grow in visual distance from the heading of the list when calculated by the number of words between “Saturn” and list items. … [Read more...] about Google Defines Semantic Closeness as a Ranking Signal
Matt McGee is the Editor-In-Chief of Marketing Land and Search Engine Land. His news career includes time spent in TV, radio, and print journalism. After leaving traditional media in the mid-1990s, he began developing and marketing websites and continued to provide consulting services for more than 15 years. His SEO and social media clients ranged from mom-and-pop small businesses to one of the Top 5 online retailers. Matt is a longtime speaker at marketing events around the U.S., including keynote and panelist roles. He can be found on Twitter at @MattMcGee. You can read Matt's disclosures on his personal blog. You can reach Matt via email using our Contact page. … [Read more...] about POLL: Guess Facebook’s Closing Stock Price On Friday
In races that are relatively close, as in our Jones-Smith example, or in a country whose electorate is somewhat evenly split between two candidates, the margin begins to increase. In U.S. politics, the numbers for each side of the major party candidates are often in the 40s almost the entire election cycle, so that a particular poll’s margin of error is often just a function of the number of respondents in the poll. In this example, in the Jones-Smith poll there would have to have been a couple thousand people in the poll to get an m.o.e. of 2% … [Read more...] about Polls And Testing: When Is Close No Cigar?