2,500 internal documents were leaked from Google Search at the end of May, giving an insight into how websites are assessed and ranked. This sent shockwaves through the SEO community as Google have gone back on statements they previously made. The documents largely relate to the quality and relevance of offsite SEO.

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Google Ads has majorally updated how it’s Search Query matching works. This includes: a new recommendation for brand inclusions in broad match; Brand exclusions cross all match types and Dynamic Search Ads; Misspelled search queries are now shown with the correctly spelled Search Query in reports, and there is now an easier way to block misspelled searches. This all means that Advertisers have more control and can see more clearly what is happening. This should lead to improved ad performances across your accounts (providing you are checking you Search Terms!!)

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Google has made significant changes to search queries. This includes a new recommendation for brand inclusion in broad match; brand exclusions across all match types and Dynamic Search Ads; Improved visibility in search terms reports (includeing misspelled search queries – which means that, on average, 9% of search terms previously under “Other” are now visibile; and Easier blocking of misspelled searches. This increase in visibility should help a better understanding of Search Terms and elp exclude Brand terms easier.

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