Types of Content: How It Can Impact Your SEO
We all would like to be the best in our industry. We want to produce the most engaging and shared content, rank well in search and generate more leads with less effort. Unfortunately, we can’t all be the best, but by varying your content style or taking a new route to place your content, you may help in your quest to bring your organization’s information to new (search ranking) heights.
Before you can really jump into creation of content, you need to first evaluate what its purpose is. Search Engine Optimization (SEO) can only bring you so far if your content is not deemed helpful or engaging by your audience.
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Google’s Exceptions to Search Query Matching Rules
, we discussed how Google’s system chooses which ads to serve when a search query matches multiple keywords within a single ad group. To piggy back on that discussion, this week we will discuss more of their exceptions to the rules.
In some instances a user may enter a search query that matches multiple keywords; however those multiple keywords exist within different ad groups. In situations such as these, the Google system is forced to make a bigger decision. Ad groups contain a myriad of information, and these differ one by one. For example the things like the physical ads, landing pages and custom settings will vary by ad group depending upon the ways they were set up. Naturally these differences affect the quality scores, and the ads’ ultimate rankings.
When a search query triggers multiple keywords across a number of ad groups, Google uses the following guidelines to decide which ad group and correlating ad is displayed. (The guidelines are fairly similar to the ones in place for when multiple keywords are triggered within the same ad group):
- Regardless of the ad group, Google chooses to use the keyword that matches the search query exactly, over one that does not. Google will opt to use the keyword that is identical to the search query, rather than one that isn’t, ad group aside. An example of this would be if someone searched for “Running Shoes” and this was identical to the broad-match keyword rather than if there was a phrase-match in place for “Shoes”. Google assumes that the identical match will prove more fruitful overall.
- When keywords within different ad groups have the same keywords, but different match types, Google opts to use the keyword with the strictest match type. Because match types specify a specific setting, Google will want to select the keyword that has the most restrictive match type attached, regardless of which ad group it is applied within. For example, if “Nike Athletic Shoes” is set under a broad-match setting while the word “Athletic Shoes” is set to phrase match, Google will go with the keyword that has the phrase match setting
- If a search query triggers multiple keywords across a slew of campaigns, it will choose the keyword from the campaign that is geographically targeted. Here is one that differs from multiple keywords within a single ad group. If a user enters the search query “Running Shoes” within Chicago, IL, rather than pull up a store somewhere in Nebraska, Google will opt to select the campaign that has location targeted settings to ensure that a relevant ad for a nearby Chicago store is displayed. This helps limit the possibility that useless ads are served to people who are less likely to make a purchase because of their geographic location. Ads can be targeted by entire country, by region within a country or radius around a location. This means, the more specific, then the more likely it is to be served in this situation.
- Google will choose the keyword that has the highest ad rank, regardless of the ad group with which it is associated. Similarly again to what we discussed last week, Google will choose the ad with the highest combined QS and Max bid (ad rank) when choosing the same keyword across a number of ad groups. Every once in a while, a less relevant ad may possess a higher ad rank, and thus be selected by Google. Though rare, if you experience this, try adding a negative keyword to ensure that your ads are being presented to the potential customer who is most likely to follow through with a purchase.
Content Creation: Why You Should Stop Thinking Customer First
Thinking customer first creates a barrier when conceptualizing ideas for content creation. By zeroing in on the word “customer”, you face the danger of typecasting people into a singular role that only exists in your own personal narrative. This is a limiting approach that overlooks an important fact: your customer is more dynamic than someone in need of a particular product or service. By adopting an outward looking approach to how you understand and ultimately reach your audience, you will start creating the content that fits into the story that matters: your customers’.
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What Is a Social Press Release and How Can I Use It as a Promotional Tool For My Business? [VIDEO]
Angela Miller answers: “What Is a Social Press Release and How Can I Use It as a Promotional Tool For My Business?”
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How Google Matches Search Queries to Keywords
Within AdWords, only one keyword can be prompted per search query. However, it is possible that in certain situations, more than one keyword may match one given search query. Have you ever wondered what Google does when a search query matches more than one of your keywords? Would you say your keyword strategy is helping or hurting you?
AdWords has a detailed system that ensures your most relevant ads are making an appearance, however first and foremost, it is your job to be sure you are not using duplicate keywords. AdWords Editor provides a feature called the “Find Duplicate Keywords” tool. This will allow you to filter out any identical keywords you may have that are competing with each other. This is a very basic clean-up, but can help keep your account performing successfully.
Even if you’re not working with identical keywords, similar keywords may still be triggered by the same search query. For example, broad-matched keywords such as “running shoes” and “athletic running shoes” could potentially match the search query, “shoes for running”. Google then uses an internal preference system to decide which ad will appear to that user.
The following are a set of guidelines that helps Google determine which ads to serve:
- If a keyword matches the query exactly, it trumps ones that are not identical. The system will automatically select the identical keyword to trigger an ad. Let’s say a user enters the query “mens running shoes.” You have set both the broad-match keyword as “mens running shoes” and phrase match keyword as, “running shoes”, the system will choose your broad-match keyword because it matches the query exactly.
- If keywords are the same, the system will use the keyword that has the most restrictions. The system will opt to go with an exact phrase match over a broad-phrase match. So in this instance, if the query is “tennis shoes” and you have that selected for broad and exact phrase matches, preference is given to the keywords with the exact restriction.
- Higher ranked ads are given more preference. When one query matches several keywords, the system will default to the keyword that exhibits the highest ad rank. This is calculated by combining the Quality Score and CPC bid.
There are some exceptions to the higher ranked ad rule –
- A keyword may be selected if it contains the exact phrasing of another keyword. For example, if a user searches “athletic shoes for running”, this could trigger both “running shoes” and “shoes for running”. “Shoes for running” will gain preference because it contains all of the words within the query.
- Sometimes, a cheaper ad will be selected. This is a rarity, but in some instances if an ad is cheaper and has a higher QS and rank; it will trump a keyword that matches the query more closely.
Use the AdWords Editor to filter out multiple keywords, and check back often to make sure you aren’t submitting too many duplicates. Keeping your account clean ensures that you are remaining competitive and aren’t bidding against yourself. Even if your account does get a little messy, Google will do some of the grunt work to make sure that your most effective keywords are getting preference on the Google Search Network.