to open the Keyword Keyword Tool (Opens in a new window.)
Google’s keyword research tool is one of the most effective and powerful free keyword research tools on the market, especially when used right. Before we get in-depth with keyword research there are a few terms you should know.

Google Keyword Tool Terminology: []

BROAD MATCH: When used in the context of paid search, broad match describes a keyword or key phrase with very little limitation on matching queries. Broad match keywords generally reach a wide audience, and match any queries where the keyword, or similar terms are used. Broad match doesn’t require that query terms match the sequence of the words in your key phrase, and can match plurals and synonyms to your keywords, as well as key phrases with interstitial words.In the Google Adwords program, broad match keywords are the default behavior and don’t require any specific markings to designate them as broad match.

[ EXACT MATCH ] When used in the context of paid search, exact match describes a keyword or key phrase that must be matched exactly, before an ad is shown. Exact match does not allow for leading or trailing words, and requires that the words in the key phrase be in order, and without interstitial words. Exact match is usually the most restrictive keyword method available, but can result is highly relevant pay-per-click traffic.

In the Google Adwords program, a keyword is exact matched when it is enclosed in square brackets: [example].

” PHRASE MATCH” When used in the context of paid search, phrase match describes a keyword or key phrase that shows ads for queries that include the key phrase, in the exact order specified, but allows for leading or trailing terms.

The term “Plumber Denver” with Broad Match selected brings in 5400 searches per month. That is because Google’s Broad Match calculation includes keywords like Best Plumber Denver, Denver Plumbers, Plumbers around Denver etc… By selecting “Exact” you’ll get the search volume for only that particular keyword rather than a broad range of keywords related to one keyword – make sense?

If you’re a plumber, roofer, architect, lawyer or any other service or product related company you’ll without a doubt want to include all of the keywords you can imagine that your consumers might search for. For best results be as specific as possible. If your company offers football coaching clinics don’t simply put “Coaching Clinics” into your keyword research as it can mean a wide range of coaching services from professional development, cooking coaching, baseball coaching etc.