‘Loah Qwality Add Werds Clix Four U’ – ‘SEO Book’ Blog
Aaron Wall says, “Google recently announced they were doing away with exact match AdWords ad targeting this September. They will force all match types to have close variant keyword matching enabled. This means you get misspelled searches, plural versus singular overlap, and an undoing of your tight organization.
In some cases the user intent is different between singular and plural versions of a keyword. A singular version search might be looking to buy a single widget, whereas a plural search might be a user wanting to compare different options in the marketplace”.
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