Keyword Match Types - Exact, Phrase, Broad

Keyword Match Types - It's so surprise that so many people don't have any idea what is keyword match types about. In fact, it's important to understand them clearly, so you don't fall in trap by optimizing wrong keyword. I admit I was confuse at first, but after did some research, now I got the point.

Ok let's start this, shall we?

Let say we are digging a keyword term "trout fishing" in Google Keyword Tool External. Type 'trout fishing' (without quotes) in the first large box named "Word or phrase" like below picture and hit "Search" button.

Exact Match Type

Scroll down a bit, on the left side bar, check exact type and uncheck broad type

Exact match type means, how many people are searching the exact term "trout fishing" (with double quotes) in Google.

If you look at the pic above, that shows 33,100 people are searching that term per month. If you can get #1 ranking in Google for that keyword in exact match, you will get about 16,000 people visit your website (assume about 50% people will click on #1 result).

Phrase Match Type

Now lets consider what happens when we set the match type to Phrase Match

Phrase match is how many people searching for a phrase containing the words trout and fishing this specific word order. Some keyword phrases example which fall in this type are:

trout fishing
trout fishing tips
trout fishing rods
place for trout fishing
New Zealand trout fishing vacations

Like shown by picture above, there are about 360,000 people globaly that searching in Google for "trout fishing" in that order along with some other keywords. If you can get #1 ranking for keyword trout fishing in phrase match, you could get about 130,000 visitors a month (assume 50% people click on #1 result).

Broad Match

And lastly, let’s take a look at the broad match type.

Broad match type is how many people searching for a phrase contain "trout" and "fishing" in any word order. Some phrases that fall to this type are :

trout fishing
trout fishing tips
trout for fishing
fishing for a trout from a boat
lure for fishing trout
catch big trout by fishing

In the picture it's about 450,000 people searching for a phrase which containing words "trout" and "fishing" along with other keywords, but this time those 2 words don't have to be in the right order. If you can get your website to Google #1 result, you could get about 225,000 visitors per month for that keyword in Broad match.

Most search engines rank the website page for a particular keyword firstly in exact match type. Next, as you get more related content that link to your site, then you will be put into phrase match rank. Then as you get more and more related content link to your site and also have content rich containing the particular keyword and their semantic ones, you will begin to be ranked for broad match type phrase.

I call this Search Engine Ranking Evolution

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