How Google uses Close Variants to Help Connect People to What They Are Searching For

To make it easier for your business to reach more customers via their search engine, Google is expanding close variant matching to include additional rewording and reordering for exact match keywords.

Last week Google announced that over the next few months they are going to begin ignoring extraneous prepositions, conjunctions, and articles (ex: in, to, for, but, a, the). You know, those functional words that generally don’t change the intent behind a search query. For example, “Vegetarian restaurant in Fort Worth” vs “Vegetarian Restaurant Fort Worth”. According to Google, they will only be ignored when it won’t change the meaning of your keyword. This is good news for AdWords users who are exhausted by building long lists of keyword phrases for every conceivable combination of search phrases.

Additionally, they will begin treat search phrases the same when the order of the words doesn’t change the meaning. For example: “pink party hat” vs. “party hat pink”; since the meaning didn’t change Google’s search algorithm will now see them as a match.

By expanding their definition of close variants, AdWords users will no longer have to build and maintain lists of reworded and reordered exact match keywords to get the coverage you want.