If you’re looking for the latest strategies in PPC keyword research, there’s something you should know: Google was never designed to be about keywords.
Google co-founder Sergey Brin said:
“My vision when we started Google… was that eventually you wouldn’t have to have a search query at all – the information would just come to you as you needed it.”
Google’s getting closer to that mission, and in 2018 it rebranded AdWords as Google Ads, dropping the “words” entirely. Many older keyword building methods are now outdated or defunct.
Today, there’s a new and easier way to handle PPC keywords, and it starts with a focus on users. To understand this new strategy and why it works better, it will help to know what’s different about the current search landscape.
Google’s Giving Less Weight to Keywords
Once upon a time, many algorithm updates ago, Google’s best chance of serving up relevant results was to match a user’s search terms with keywords on a page (or, in the case of paid ads, keywords in a list). A lot has changed.
Natural Language Processing Advancements
Last week, I did a Google search for a podcast episode. I couldn’t recall the episode number or name. But I remembered the gist of it, and Google knew what I meant. – Read more
