Q. I’m taking your webinar classes and I have a quick question about key words vs key phrases, what’s the difference? Also what would be the difference in using “key” words like Refrigerated + trucking +ltl vs. Refrigerated trucking ltl? What do the + sign do? Anything?
Thank you for your expertise.
In terms of AdWords, what you need to understand are the various match types:
Broad match with modifier
(See the definitive article on this in AdWords, here.)
For example –
cat boarding = Google think for me. Matches cat (dog, animal, pet), boarding (vet, kennel)
+cat +boarding = ONLY those words (no substitutions!) any word order. cat boarding in sf, best boarding for cats, etc.
“cat boarding” = phrase match, those two words plus any other BEFORE or AFTER
[cat boarding] = exact match. Those words ONLY! No others!
-cheap = do NOT show my ad if the negative word appears
Phrases vs. Single Words. Now, within AdWords itself you DO want to pay attention to phrases and keywords (singles vs. phrases). In terms of straight SEO, it’s all about knowing how people search INCLUDING the phrases that they use and ‘weaving’ those phrases onto your pages directly. The closest match wins, so to speak (all things being equal).
Now, if you are using the AdWords Keyword Tool for keyword discovery, I recommend checking the box ‘only show closely related’ keywords AND using ONLY phrase or EXACT MATCH. Broad match is pretty much garbage in the tool and gives you way, way too much information.
Got a question? Click this link to email Jason or call 888-993-1122. Dr. Jason McDonald is founder and Senior SEO / Social Media Director of the JM Internet Group. He teaches the SEO training classes for the group, and therefore provides most of the SEO tips for this blog. His goal with this blog is to provide an easy 'one-stop shop' for the busy marketer looking for tips, tricks, and secrets on how to get to the top of Google and Bing for free using proven SEO tactics. When not dreaming up SEO tips, Dr. McDonald lives in the San Francisco Bay Area with his wife, two dogs, a cat, four iguanas and twelve children (just kidding). Really you read down to the bio on this guy? Enjoy the blog.
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