It seems Google likes to compare its search algorithms to a fishing net which capture a lot of different fish then throws what it does not want back into the ocean.
Google announced recently that it will tweaked its search protocols a little more to allow more search variants in the “exact match” guidelines embedded in the search algorithms, according to Search Engine Land.Now, it will view beyond function words and word order to look for close variants, such as plurals, abbreviations, and even typos.
These changes can lead to unintended consequences for marketers who have to give more thought into their keywords, and about situations wherein word order can mean the difference in gaining or missing viewers.
Variations can change a keyword’s meaning, depending upon the context. Some words may become all but meaningless like conjunctions (and, but), quantifiers (some, all), or prepositions (too many to list). The different variations in a query are almost endless putting the greater burden on SEO experts – and on the 10,000+ monitors around the globe hired by Google to improve search results.
There are a few things that marketers can do to minimize and bad results. First, review queries to see if word variations or word ordering in any way changes the meanings. Then review close variants to see what is triggered as a result of changes. Also, increase Search Query Report mining to watch over the variants. Finally, scripts will inevitably have to be updated.