Keywords and Semantic Grouping
As the capacity of search engines broadens, simple keyword research has developed into keyword themes and semantic grouping. How consumers search is more complex and educated, with long tail keywords leading the way.
By understanding how and what people are searching for and overall search behaviours, PPC and SEO strategies are now based on real activities rather than assumptions.
The Importance of Keywords
It is still as important as ever to bid for the keywords your customers are actually searching for. Whether it be paid or natural search, people are using verbal, written and visual searches which are all tied into keywords.
Keywords, key phrases or search terms all help consumers find what they’re looking for. Negative keywords, match types, search queries, misspells lead the way to cost effective PPC (and SEO) strategies.