Google’s newest dismantling of exact match should be completely rolled out by now. According to Google, it should be done by the end of October. During SMX East conference in New York last month, this was a regular discussion throughout the event. Now that people are beginning to see the effects of this change, Search Engine Land followed up with a number of speakers to hear what they’ve seen and if they are rethinking their new campaign builds or existing management workflows.
Not everybody is agreeing on the fallout and next steps, but everyone seems to agree that this is a sign of dramatic change and cause for giving campaign structure, set up and management fresh looks.
What has everyone been hearing about Google’s move to include words or terms deemed by machine learning-powered systems to have the same meaning, or intent as close variants of exact match keywords?