To start with, Google uses three types of keyword matching. They are Broad, Phrase and Exact match. Broad match search volumes include queries in which your keywords appear even though it is “broad.” So, for example, 1,220,000 searches for “mug” appear in the US version of Google.com using “broad” as a match type. This includes search queries like: “coffee mug,” “antique mug” and so forth. In other words, the “broad” match type matches all queries that contain your keyword.

Illustrating the point arithmetically, say that your targeted key phrase is XYZ (search figures are for illustration purposes only):

XYZ = 500 monthly searches in Google using broad match.

Breakdown:

Cheap XYZ = 150 persons typed in this phrase.

Affordable XYZ = 150 persons typed in this phrase.

Free XYZ = 200 persons typed in this phrase.

This equals a total of 500 searches containing the phrase “XYZ.”

A “phrase match” follows the same principle as a broad match. For example, if you are targeting the key phrase “Cool XYZ,” which, for example, yields around 600 searches using “phrase match” type:

Cool XYZ = 600 monthly searches in Google using phrase match (search figures are for illustration purposes only):

Breakdown:

Free Cool XYZ = 50 persons type in this exact phrase.

Affordable and Cool XYZ = 150 persons type in this exact phrase.

Cheap Cool XYZ = 100 persons type in this exact phrase.

Cool XYZ downloads = 300 persons type in this exact phrase.

If you select “exact match,” then the search volume figures relate to the actual number of search queries using “exactly” that term.

Say for example that you are targeting an exact match of “customized mug” in Google.com USA. According to the Google keyword tool, there are around 210 average monthly search queries for that match.

If those queries are coming from unique searchers, “customized mug” (the exact term) is being entered into the Google.com search box, on average, about 210 times a month.

It is recommended that you use the exact match option in your keyword research so that you can ensure that you are targeting the correct customers. It matters a lot, for example, if you decided to target “customized CD logo.” If you use broad match, then these are the keywords that could possibly used by visitors to find your site:

“Free customized CD logo”

“Buy online customized CD logo”

“Cheap customized CD logo”

“High Quality customized CD logo”

What if you are selling customized CD logos on your site? If someone chose to visit you in the hope of finding a “free customized CD logo,” then you lost the opportunity to get some sales. Always aim for the most relevant exact match term that describes your services.

Search volumes are analogous to the amount of persons visiting a store or a section in the mall. It makes sense that quick eating establishments collect in a mall’s food court, to take advantage of the large volume of people attracted there for the same purpose: grabbing a quick bite before, during, or after browsing and buying at the mall.