After using this tool for a couple of years, I can't believe I don't know this but what's the difference in the "exact match" and the "broad match?" Is the "broad match" complete useless?
I'm finding things on the Keyword Tool that the "broad" has 18,00 searches and the "exact" has 320. What's up with that??
Example using hypothetical "red hat".
Broad match would include all of the following in its count:
Red striped hat.
Red hair matches what hat?
Red or green hat for christmas.
Red gnome in a tall hat.
And so on...
Exact match would include all of the following in its count:
Red Hat (people searching for exactly that term.)
As you can see, the broad search pulls results based on the words being used anywhere in the search term, while exact only finds results for people typing those exact keywords in that exact order.
The broad match could be considered longtail keywords. Also, it is giving a more precise look at what people are putting in search engine when looking for something specific.
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