24 Apr 2013

Google's 1 page first steps cheat sheet

Google came up with a first steps cheat sheet for people first starting investigating Search and how to appear in search results. It’s a short how-to list with basic tips on search engine-friendly design, that can help Google and others better understand the content and increase your site’s visibility.

We hope this content will help those who are just about to start their webmaster adventure or have so far not paid too much attention to search engine-friendly design. 

5 Common Mistakes (and a few good ideas)



The below article is taken from Google's own Blog offering advice http://googlewebmastercentral.blogspot.co.uk


To help you avoid common mistakes webmasters face with regard to search engine optimization (SEO), I filmed a video outlining five common mistakes I’ve noticed in the SEO industry. Almost four years ago, we also gathered information from all of you (our readers) about your SEO recommendations and updated our related Help Center article given your feedback. Much of the same advice from 2008 still holds true today -- here’s to more years ahead building a great site!




If you’re short on time, here’s the gist:

Avoid these common mistakes
1. Having no value proposition: Try not to assume that a site should rank #1 without knowing why it’s helpful to searchers (and better than the competition :)

2. Segmented approach: Be wary of setting SEO-related goals without making sure they’re aligned with your company’s overall objectives and the goals of other departments. For example, in tandem with your work optimizing product pages (and the full user experience once they come to your site), also contribute your expertise to your Marketing team’s upcoming campaign. So if Marketing is launching new videos or a more interactive site, be sure that searchers can find their content, too.

3. Time-consuming workarounds: Avoid implementing a hack rather than researching new features or best practices that could simplify development (e.g., changing the timestamp on an updated URL so it’s crawled more quickly instead of easily submitting the URL through Fetch as Googlebot).

4. Caught in SEO trends: Consider spending less time obsessing about the latest “trick” to boost your rankings and instead focus on the fundamental tasks/efforts that will bring lasting visitors.

5. Slow iteration: Aim to be agile rather than promote an environment where the infrastructure and/or processes make improving your site, or even testing possible improvements, difficult.
Six fundamental SEO tips
1. Do something cool: Make sure your site stands out from the competition -- in a good way!

2. Include relevant words in your copy: Try to put yourself in the shoes of searchers. What would they query to find you? Your name/business name, location, products, etc., are important. It's also helpful to use the same terms in your site that your users might type (e.g., you might be a trained “flower designer” but most searchers might type [florist]), and to answer the questions they might have (e.g., store hours, product specs, reviews). It helps to know your customers.

3. Be smart about your tags and site architecture: Create unique title tags and meta descriptions; include Rich Snippets markup from schema.org where appropriate. Have intuitive navigation and good internal links.

4. Sign up for email forwarding in Webmaster Tools: Help us communicate with you, especially when we notice something awry with your site.

5. Attract buzz: Natural links, +1s, likes, follows... In every business there's something compelling, interesting, entertaining, or surprising that you can offer or share with your users. Provide a helpful service, tell fun stories, paint a vivid picture and users will share and reshare your content.

6. Stay fresh and relevant: Keep content up-to-date and consider options such as building a social media presence (if that’s where a potential audience exists) or creating an ideal mobile experience if your users are often on-the-go.
Good luck to everyone!



Google PageRank Explained

Imagine a website’s Page Rank as a number that defines how many votes you’ve received from other websites. A high PR means more websites have linked back to you.
In theory, a website that has received more votes should be ranked higher.
But with votes, same as in the every-day world, these can be influenced. You can pay to have your link placed on a website or add it yourself instead of waiting for someone to genuinely recommend your site.
To ensure such manipulative strategies won’t work, when it comes to ranking, Google’s algorithms take into consideration over 200 factors! These are not all known and they keep changing as user needs evolve.
Just having a high PR (thus a lot of backlinks) doesn’t necessarily mean your website is also relevant for a search query. Because backlinks can be created artificially, these are not always the best indicator that a website is worthy of a good rank in Google’s result pages.
To ensure the delivery of relevant results, Google also looks at other factors such as:
  • The age of your domain
  • Where your website is hosted
  • Your hosting neighbors
  • URL structure
  • Content
  • Internal links structure
  • Trust
  • Keywords
  • Bounce rate
  • Outbound links
And even if your PR is good, Google also analyzes the quality of the websites linking back to you. A few of these quality indicators include:
  • Total incoming links
  • Backlinks from high-ranking pages
  • PR of the referring page
  • Anchor text of the inbound link
  • Age of link
  • Number of outgoing links on the referrer page
  • Keyword density of the referrer page
  • Type of link (image, JavaScript)
Please note these are just a few of the factors that weigh in Google’s decision to rank your website better than your competitors’.
Happy GoogleBot
There are no exact steps you can follow in order to convince Google that your website deserves to rank first. There are some guidelines though that can help you understand what search engines like and what they don’t like. Google even published a search engine optimization starter guide to help webmasters. Beside all the technical aspects, you’ll notice that the most important decisional factor for Google is the user experience. If you build your website having your visitors in mind, you’ll be covering most of the requirements from the guidelines.
So stop thinking about ways to rank higher and start thinking of ways to make your visitors enjoy their stay on your website.
Best way to do this is by creating interesting and unique content. This will not only make your visitors keep coming back for more but it can also help increase and diversify your backlink profile.
By offering the information they need, your visitors will do all the sharing in your place, be it on social media platforms or on their own websites.
Also pay attention to other issues that might offer a bad user experience such as slow loading pages, complicated menus and duplicate content.
Next time you see a website with a lower PR ranking better than you, just have a look and see what they’re doing for their users and you’re not. Your competitors can be your best friends when it comes to tips and tricks for pleasing visitors (and implicitly search engines).

15 Apr 2013

The Periodic Table of SEO Ranking Factors

Search engine optimisation — may seem like alchemy to the uninitiated. But there is a science to it. Search engines reward pages with the right combination of ranking factors, or “signals.” SEO is about ensuring your content generates the right type of signals.

No single factor guarentees top ranking, many must work together.


















Click on the image above to view full size.
If you wish to print go to your browser window and press your Ctrl and p keys.

How to get visitors to your website

In short there are no short cuts or easy ways to achieve High Rankings in Google. What it boils down to is fundamentally, is your site relevant for the search term entered by the searcher in Google. Don't just rely on SEO, Market your website in the convential ways too. Make people aware that you have a new website!

  • Submit your site and get listed on Search Engines 

Easitill will do this for you as part of setting your website live but in case you wanted to know how to do it yourself submit your site to Google, Yahoo and open directories to increase its visibility on major search engines. Google and Bing have tools to allow you to request submission for indexing. Don't forget the DMOZ Open Directory. It's the largest and most important Internet directory currently available. Several search engines including Google obtain indexing information

  • Good Content - Create content pages as well as product pages

Try and drive traffic by creating content pages within your ecommerce site aside from your products which are optimised for specific keyword phrases to make people you want to attract who are searching for these phrases land on your site. Write articles for example "Our Favourite Warm Winter Coats this Season" and write all about "winter coats", and "warm winter coats", do some reviews of products you stock and talk about each one and include links to the product pages. SEO is about serving up information which relates to keywords people are actually searching for (not just what you think) and obviously giving searchers what they want when they get there. 
  • Good Product Descriptions

As much as we hear that content is king for SEO, many ecommerce websites do not use adequate descriptions of their product, such as what it is, how it works and key points consumers need to know. If you create good content for the consumer, it will also benefit search engine optimisation.
Importantly, do not write product descriptions only for search engines. Write them for the sole purpose of helping consumers. Use keywords where necessary but don't overdo it so that the blurb about the product is overpopulated with keywords and doesn't make sense to a consumer.

Remember, in Easitill's Product Manager on the Product Records, this would be the "Internet Text" Tabs where you enter your Product blurb and make it descriptive.

I personally wouldn't buy from a site if had no clear definition of what the product is about, good for etc would you? Unless i have already done my research on the product, and in which case if I've done my research I'll more than likely buy from the site that gives me all the information i need without me having to continue my search.
  • Keyword density

Use multiple key words in a coherent, creative and compelling way on your pages. Be sure your keyword “density” is never more than 5 percent for pages with a lot of text, or 10 percent for pages with little copy, or your rankings could nosedive. SEO Chat.com has a free keyword density tool.
  • Linkworthy Pages

Content and link building are important for SEO. It’s important, therefore, that your product pages have links pointing to them. We call these “deep links.” They not only help that specific page, but the overall SEO of your website.

There are many websites or bloggers that link to other sites. For example, if your website sells NBA jerseys, approach bloggers that write about basketball. They may link to your product since they are writing about it.

To make your product page link worthy, use effective images and content. This includes terrific photos, videos, illustrations, and descriptions.
  • Utilise User Generated Review

Another way of helping your product page rank in search engines is to use content that is created by the users, such as product reviews. The best example of effective reviews is at Amazon.com, which uses them not only to help consumers, but also for SEO purposes.

The third party eKomi.com is one Review system the easitill website works with. The results appear in google and help ranking as well as proving that your reviews are impartial.
  • Update your site regularly

Don't forget, keeping your site fresh will keep your visitors and customers returning. Not only will new information keep your regular visitors from getting bored, it also will help you get better site ranking. Search engines rank sites with recently updated information higher.

  • Display Social Media Buttons

Social media activity affects search engine algorithms.

Make sure you have share buttons on every product page to allow users to share and distribute the product. Pinterest, for example, allows users to post a picture while linking back to the source of that image. Make sure every product page has social media sharing buttons. -

Again Easitill does this using the share this widget enabled on the website on everypage.


  • General Marketing


Online Advertising
For small businesses, online advertising is one of the most cost-effective ways to market your business. Here are two great ways to tell millions of prospective customers about your site:

Promote with Google AdWords® - Google AdWords® is an easy and effective way to acquire new customers online or offline. You create text ads that appear alongside Google search results and on Google network sites - based on keywords you've chosen. Start driving the right kind of traffic to your site today! Learn More.

Discover Facebook Ads - Facebook Ads allow you to target your marketing message to hundreds of millions of Facebook users. You can even zoom in on key audience based on people's location, age, interests, and more. Learn More.

Postcards.
Send postcards to everyone in your business database and announce your new site. Include your company logo, URL and maybe a screenshot of your home page.

Discounts.
Offer a discount on your products or services just for visiting your new Web home, and a bigger one if visitors bring you new business through a “Tell a Friend” promotional page on your site.

Voicemail.
Re-record your company’s voicemail greeting to include your Web address.

Stationery.
Include your Web address in all printed marketing materials – business cards, letterhead, advertising, invoices, receipts, bags – everyplace it fits.

Links. 
External links to your site can drive more traffic. Ask professional organisations, your local Chamber of Commerce, local business publications and relevant industry journals if they’ll include a link to your site - be sure to explain to them why your site's content would be relevant and valuable to their audience. The more sites that are linked to yours, the higher your search engine rankings.

Newsletter campaigns
Try signing up to MailChimp to create e-newsletter campaigns to send out to your databases including promotions, discounts or simply news. (Promotions and discounts obviously work best to drive traffic). You can send 12,000 emails a month to a list of up to 2,000 subscribers with MailChimp’s Forever Free plan, though a few features are only available to paying users.

Start a Blog like this one
Offer your customers the wealth of your knowledge and experience in your area.
You may wish to write this yourself or pay a copywriter. Hire a professional with Web experience. There are thousands of freelance writers online offering to do the job at wide range of prices.

Create social media pages such as on Facebook, Twitter, Flickr, Pininterest, YouTube
The ability of these technologies to facilitate communication between your small business and employees, your customers and potential customers, is tremendous.


Photo and video sharing
Several online communities exist for the purpose of uploading and sharing photos and videos over the Web, and many small businesses have learned to take advantage of these services to market their products and build brand awareness.

Show how to use your product and increase conversion from browsers to buyers by giving your customers a better 360 degree view of the product in order that they can see exactly what they are buying.

Google Shopping submission - find our more about google shopping
In short a powerful way of driving people who are specifically looking to purchase.

SEO: Google's Penguin & Panda Updates - How they affect your SEO

Google’s recent penchant for naming major algorithmic updates after animals has the world of search engine optimisation sounding more like a zookeeper’s dilemma. But with rumours of an impending Penguin update —  right around the corner, ecommerce marketers need to know their Penguins from their Pandas, and how to avoid the ire of both.

In both cases, Penguin and Panda are algorithmic updates. Each represents updates to the hundreds of signals that Google uses to analyse and rank web pages for its search results pages. Penguin and Panda are primarily associated with negative impact on organic search traffic. Algorithmic updates are different than a manual penalty, in which human members of Google’s Web Spam team manually identify violations to Google’s webmaster guidelines and assess penalties on those pages. Because Penguin and Panda act algorithmically, if a site that has been demoted can identify and remove the issue, the site should be able to rebound algorithmically as well.

Most algorithms are being constantly tweaked and updated within Google’s main index. As a result, the impact of these continual updates isn’t felt strongly or suddenly as the algorithms evolve. Interestingly, Penguin and Panda are processed outside of the main index. Consequently, the updates to the rankings that these two algorithms produce are experienced in sudden bursts of change to rankings and traffic, lending Penguin and Panda their fearsome reputation.

Penguin: Over-optimisation

Google’s Penguin algorithm update — first launched on April 24, 2012 and updated on May 26 — targets sites that have been over-optimised to an extent that they violate Google’s webmaster guidelines. For example, sites with large quantities of low-quality links and unusually high numbers of highly optimised anchor text, as well as sites that employ more typical keyword stuffing tactics or duplicate content. Google has found that these poor quality signals indicate sites that focus too heavily on the wrong kind of search engine optimisation practises intended to manipulate rankings. Rather than actively penalising the sites that the Penguin algorithm identifies, the update simply removes any positive ranking benefit that the tactics had been supplying the offending site. As a result, the site essentially loses the power of those tactics and drops in the rankings suddenly, which in turn decreases the site’s organic search traffic.

For example, say a site has 100 naturally earned links and works very hard over the next year to boost that number to 500 links. The 400 links come from easier-to-acquire methods like reciprocal requests, SEO directories, article sites, comments on blogs that may not be that topically relevant, and so on And since everyone knows that anchor text is powerful, it only makes sense to use strong keywords as the anchor text for those 400 new links they built, right?

Unfortunately, Penguin can detect this sort of activity as manipulation rather than naturally earned links. So the site that worked so hard to build 400 links suddenly loses the power of those 400 links overnight with the next Penguin update. It’s not a penalty, the algorithm finally caught up with them. But the impact is the same. That site is now back to relying on the original 100 naturally earned links to pass it authority and popularity, and its rankings and traffic drop.

Panda: Poor Content

Long before Penguin, however, Google released Panda — here's the Wired interview — on February 23, 2011. Focused on dampening the rankings for sites that contain shallow content as well as content found on other sites, Panda was actually named for the engineer that created it. Panda has since undergone more than a dozen updates, and the impact of each has become a mere ripple in the fabric of the SEO world.

Panda was created because the web spam team at Google felt confident in their ability to detect the familiar forms of spam like keyword stuffing and random gibberish pages laced with keywords. Panda’s purpose was to spot content that wasn’t adding any real value to the Internet and remove its power to rank. Google is tight-lipped about what the criteria are for judging a poor quality. It claims, however, that it's been able to algorithmically determine with high accuracy the sorts of sites that searchers tend to block manually from their own search results using the Chrome Site Blocker.

The most important step to appeasing Penguin and Panda is to focus on higher value link building and content creation techniques. Focus on long-term content marketing strategies rather than easy link building and content generation tactics designed only to boost your SEO. Yes, it’s harder. Yes, it takes longer. And yes, it looks an awful lot like creating great content and a great experience for real customers. Increasingly it’s also the only way to truly succeed long term.


Conclusion

In short there are no short cuts or easy ways to achieve High Rankings in Google. What it boils down to is fundamentally, is your site relevant for the search term entered by the searcher in Google.

The following factors are the key factors that will influence whether your website ranks and is successful:

  • Submit your site and get listed on Search Engines 

Easitill will do this for you as part of setting your website live but in case you wanted to know how to do it yourself submit your site to Google, Yahoo and open directories to increase its visibility on major search engines. Google and Bing have tools to allow you to request submission for indexing. Don't forget the DMOZ Open Directory. It's the largest and most important Internet directory currently available. Several search engines including Google obtain indexing information

  • Good Content - Create content pages as well as product pages

Try and drive traffic by creating content pages within your ecommerce site aside from your products which are optimised for specific keyword phrases to make people you want to attract who are searching for these phrases land on your site. Write articles for example "Our Favourite Warm Winter Coats this Season" and write all about "winter coats", and "warm winter coats", do some reviews of products you stock and talk about each one and include links to the product pages. SEO is about serving up information which relates to keywords people are actually searching for (not just what you think) and obviously giving searchers what they want when they get there. 

  • Good Product Descriptions

As much as we hear that content is king for SEO, many ecommerce websites do not use adequate descriptions of their product, such as what it is, how it works and key points consumers need to know. If you create good content for the consumer, it will also benefit search engine optimisation.
Importantly, do not write product descriptions only for search engines. Write them for the sole purpose of helping consumers. Use keywords where necessary but don't overdo it so that the blurb about the product is overpopulated with keywords and doesn't make sense to a consumer.
Remember, in Easitill's Product Manager on the Product Records, this would be the "Internet Text" Tabs where you enter your Product blurb and make it descriptive.
I personally wouldn't buy from a site if had no clear definition of what the product is about, good for etc would you? Unless i have already done my research on the product, and in which case if I've done my research I'll more than likely buy from the site that gives me all the information i need without me having to continue my search.

  • Keyword density

Use multiple key words in a coherent, creative and compelling way on your pages. Be sure your keyword “density” is never more than 5 percent for pages with a lot of text, or 10 percent for pages with little copy, or your rankings could nosedive. SEO Chat.com has a free keyword density tool.

  • Linkworthy Pages

Content and link building are important for SEO. It’s important, therefore, that your product pages have links pointing to them. We call these “deep links.” They not only help that specific page, but the overall SEO of your website.
There are many websites or bloggers that link to other sites. For example, if your website sells NBA jerseys, approach bloggers that write about basketball. They may link to your product since they are writing about it.
To make your product page link worthy, use effective images and content. This includes terrific photos, videos, illustrations, and descriptions.

  • Utilise User Generated Review

Another way of helping your product page rank in search engines is to use content that is created by the users, such as product reviews. The best example of effective reviews is at Amazon.com, which uses them not only to help consumers, but also for SEO purposes.
The third party eKomi.com is one Review system the easitill website works with. The results appear in google and help ranking as well as proving that your reviews are impartial.

  • Update your site regularly

Don't forget, keeping your site fresh will keep your visitors and customers returning. Not only will new information keep your regular visitors from getting bored, it also will help you get better site ranking. Search engines rank sites with recently updated information higher.

  • Display Social Media Buttons

Social media activity affects search engine algorithms.

Make sure you have share buttons on every product page to allow users to share and distribute the product. Pinterest, for example, allows users to post a picture while linking back to the source of that image. Make sure every product page has social media sharing buttons. -

Again Easitill does this using the share this widget enabled on the website on everypage.


  • General Marketing


Online Advertising
For small businesses, online advertising is one of the most cost-effective ways to market your business. Here are two great ways to tell millions of prospective customers about your site:

Promote with Google AdWords® - Google AdWords® is an easy and effective way to acquire new customers online or offline. You create text ads that appear alongside Google search results and on Google network sites - based on keywords you've chosen. Start driving the right kind of traffic to your site today! Learn More.

Discover Facebook Ads - Facebook Ads allow you to target your marketing message to hundreds of millions of Facebook users. You can even zoom in on key audience based on people's location, age, interests, and more. Learn More.



Postcards.
Send postcards to everyone in your business database and announce your new site. Include your company logo, URL and maybe a screenshot of your home page.

Discounts.
Offer a discount on your products or services just for visiting your new Web home, and a bigger one if visitors bring you new business through a “Tell a Friend” promotional page on your site.

Voicemail.
Re-record your company’s voicemail greeting to include your Web address.

Stationery.
Include your Web address in all printed marketing materials – business cards, letterhead, advertising, invoices, receipts, bags – everyplace it fits.

Links. 
External links to your site can drive more traffic. Ask professional organisations, your local Chamber of Commerce, local business publications and relevant industry journals if they’ll include a link to your site - be sure to explain to them why your site's content would be relevant and valuable to their audience. The more sites that are linked to yours, the higher your search engine rankings.

Newsletter campaigns
Try signing up to MailChimp to create e-newsletter campaigns to send out to your databases including promotions, discounts or simply news. (Promotions and discounts obviously work best to drive traffic). You can send 12,000 emails a month to a list of up to 2,000 subscribers with MailChimp’s Forever Free plan, though a few features are only available to paying users.

Start a Blog like this one
Offer your customers the wealth of your knowledge and experience in your area.
You may wish to write this yourself or pay a copywriter. Hire a professional with Web experience. There are thousands of freelance writers online offering to do the job at wide range of prices.

Create social media pages such as a Facebook page



Google Shopping submission - find our more about google shopping





5 Apr 2013

PPC Advertising: 5 Daily Activities to Grow Profits


Pay-per-click advertising, especially for smaller online merchants, offers the most controllable and scalable source of traffic and revenue available. Taking full advantage of it, even if your ad budget is small, requires constant attention and improvement.
Here are five daily activities to grow your profits from PPC.

1. Use the AdWords Search Query Report

This incredibly useful report shows you the actual phrases used by searchers that click on your ads, along with corresponding data like conversion rates.
These reports are important because many advertisers use match settings that allow their ads to be shown for unspecified keywords.
For example, you might associate the phrase “puppy toys” with a particular ad. But if you are using the “broad match” setting, your ad might trigger a search for “puppy food.”
The search query report gives you that insight, which you can use by making changes to your ad groups and campaigns.
In the scenario above, where you’re accumulating clicks on searches for “puppy food,” you might change your match settings to “modified broad” or “exact.” Or you might establish “puppy food” as a negative keyword, so your ad will stop displaying on those searches.
While you review your search query reports, you may also find examples of particular search queries you never thought of that are turning into sales at unusually high rates.
In that scenario, you might build new ads or campaigns specifically for these unforeseen search queries, to take full advantage of them.
Search query reports provide a wealth of actionable insight, and by reviewing them daily, you’re likely to find immediate quick hits you can use to improve your campaign.

2. Add 'Offers' Using Offer Sitelinks Extensions

Now that sitelinks are available at the ad group level, you can update them frequently to promote, say, new products on your site, or to correspond with upcoming holidays.
Ad-group-level sitelinks make frequent ad updates easier.
Ad-group-level sitelinks make frequent ad updates easier.

For example, if Father’s Day is an important holiday for your business, you might add a new sitelink promoting your Father’s Day promotional page.
Timely sales and special offers can drive sales. Take advantage of this by updating your sitelinks.

3. Shift Budget to Surging Ad Groups

Online retail nirvana is having ample supply of a hot products that your competitors don’t have in stock. This can occur any time of the year, but is quite often triggered by events like holidays, storms, or favourable product reviews in popular media.
The sooner you know you’ve struck retail nirvana, the more money you can make. That starts by making sure your ad groups promoting these hot products have the budget they’ll need to capture as many clicks as possible. If it takes you a week or two to shift your budgets accordingly, you might miss out.
If you manage your campaigns daily, you’ll also be more likely to identify surges in ad group performance that don’t necessarily correlate with my concept of “retail nirvana.” For example, you may find “trailheads” like ad groups or keywords with unusually high conversion rates that require a higher budget, for you to fully explore their potential.
While shifting budget to surging campaigns is important, make sure you know the difference between surging campaigns and statistical anomalies. Here’s a good rule of thumb: Once a mistake, twice a coincidence, three time's a trend.
In other words, don’t be too quick to starve potentially profitable campaigns of funds because they generated a small number of clicks without converting a sale. Conversely, don’t be too quick to increase the budget on an ad group simply because it turned a handful of clicks into a handful of sales. Increase budgets in increments, observe results, and continue incrementing.

4. Test New Ad Copy to Increase Click-through Rates

The best PPC managers create multiple versions of their ads, which they test against each other to maximize click through rates. Your ad’s click-through rate is calculated by dividing ad clicks into impressions. For example, an ad that is clicked 5 times after receiving 100 impressions has a click through rate of 5 percent.
Increasing the click through rate is important because it correlates directly with your AdWords quality score, which can push your ads higher without a commensurate increase in per-click costs.
Each day you can create new variations of your ads, or delete poor-performing versions of ads you tested previously. There’s no end to the kinds of ad copy tests you can run, which can range from simple variations of your copy, to the following.
  • Including pricing information in the ad.
  • Emphasizing unique benefits of buying from your store.
  • Promising sought-after content like reviews or buying guides.

5. Tighten Match Types

Google explains the different match types, which includes the summary of match types, in the table below.
AdWords match type table.
AdWords match type table.

Google's match type table explains how different match types relate to types of searches. Broad matches include misspellings, synonyms, related searches, and other relevant variations. Broad match modifiers contain close variations of the original term, in any order. Phrase matches include phrases or close phrase variations. Exact matches are an exact term and close variations of an exact keyword term. Negative matches specify searches that do not include a certain term.
I still find many merchants using “broad match,” because that has been Google’s default. Broad match opens you up to the widest pool of traffic, but often that traffic is highly unqualified which leads to unprofitable campaigns.
Spend time each day tightening your match types by identifying poorly performing ad groups and experimenting with different match types, preferably like “broad match modifier” or “exact match.” Broad match modifier is a good default match type for your campaign, but exact match can be useful when you’re targeting high-value but particularly expensive keywords.

Conclusion

Many online retailers learn the hard way that Google makes drastic changes to its organic search algorithm regardless of how those changes impact small businesses. In addition, Google has consistently de-emphasised its organic search listings in favour of its paid listings.
As a result, many retailers have to establish or grow their PPC campaigns to compensate for fluctuations in organic search traffic.