New, Improved Dynamic Search Ads on Google

Dynamic search ads (DSAs) are being hailed as one of the most important changes to search engine optimisation (SEO) - and could revolutionise the way small to medium sized businesses advertise and promote their brand. Previously, SEO was very heavily associated with keywords, and with keyword-optimised content. However, with new and improved DSAs, keywords are becoming less and less essential for good SEO. On the whole, SEO is becoming much more varied and flexible.

So what’s the problem with keywords? A main issue is that around 15 percent of Google searches each and every day have never been searched for before. If potential customers are using unfamiliar search terms that have not been incorporated into a business’ SEO strategy, they could be losing out simply because they're not using the right keywords. A secondary issue is that many small businesses find the notion of keywords to be quite complex. 39 percent of businesses claim that optimising content with relevant keywords is the most challenging aspect of SEO, and 20 percent say the most difficult part of SEO is identifying the best keywords - and staying on top of popular searches.

This is where dynamic search ads come in. Google has started to categorise not only by keywords, but by the content itself. Google scans your content, and categorises your web pages based upon this content. What this means for businesses is that if they’re categorised as ‘interior design’, for example, but a user has searched for an uncommon keyword or phrase that hasn’t been targeted within the onsite content, Google will create an advertisement to display within the search results.

The clear advantage of DSAs for small to medium sized businesses is that it enables them to promote and advertise their brand without having to focus as heavily on keywords. While keyword-optimised content can be very beneficial, an increasing issue we’re seeing is that keywords have become so important that businesses are creating content purely for the sake of optimisation - and sometimes it’s not engaging, it’s not interesting, it’s not relevant, and it’s not even readable! It is hoped that DSAs will address this issue by capping the influence of keyword-optimised content. 

Yazoomer.com is a leading online directory offering global promotion for small to medium sized businesses looking to strengthen their online presence. Sign up to Yazoomer today and take advantage of our introductory offer - get 3 months advertising for just £1. Our worldwide customers will be charged the same amount in their local currency, with no extra fees.

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