Google recently announced its plan to implement yet another change to its algorithm in May 2012. The update would alter how the search engine handles exact and phrase match keywords, creating new opportunities for content marketing online.
When clients search for products or services, they often misspell words. Google recognizes this problem and its May upgrade will improve the exact and phrase matching options, so even when a user enters close keyword variants, the appropriate paid advertisements and organic online rankings will appear in the results. The alteration will include misspellings like singular and plural forms of keywords, acronyms, stemming, abbreviations and accent marks.
Companies that rely on search engine optimization (SEO) for their B2B marketing efforts will have more opportunities to target their ads, improve their click-through-rates and increase impressions. However, with better conversion rates come higher bid costs. These changes have the potential to impact the cost per click (CPC) market, forcing professionals to fine tune their efforts and spend more on their online marketing solutions.
Google once again plans to improve the quality of content aggregation online, and professionals who want to take advantage of the advertising space need to increase their understanding of SEO if they want to succeed.