Keywords – the most important thing to you in search – is going the way of the Old Yeller.
Anyone who has been in search for more than 10 years recalls the days of when your Yahoo Overture/Panama keywords in standard or advanced match types, were the lifeblood of your SEM efforts.
You had to make sure your keyword list was as robust as possible, looking at both long tail and short tail, because without that extensive keyword list, your coverage (this is pre-close match variants) could be limited.
For a fun time, go find your nearest search OG (anyone that has been doing this since 2007 or earlier), and ask them what “bid jamming” is.
