Keyword variation, as the name suggests, is when variations of a keyword are used in order to extend the reach of a particular keyword. Without using variations of a keyword it is possible to lose out on potential traffic as using only one specific form of the keyword will reduce the exposure it can get.
According to Google close variations include the following
- Words with closely related syntax. For example - plural forms and abbreviations of words.
- Reordered words with the same meaning. Example - “womens jackets” and “jackets womens”
- Adding or removing function words such as “like”, “to”, “for”.
- Implied words.
- Synonyms and paraphrases.
- Words or phrases with the same search intent. For example “how to bake a vanilla cake” and “vanilla cake recipe”
Why Use Keyword Variants?
- It allows you to match for searches that are similar but not exactly the same to your targeted keywords.
- It attracts more people to your website, even if they were not explicitly searching for your targeted keywords.
- It can lead to an increase in ad impressions and CTRs when used for Google AdWords.
- It increases the overall exposure of your content and website.