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Broad vs Exact Match, can someone help me with this?

by ej2012
5 replies
So I am just going to jump right into a scenario, since that's the only way I feel like I can explain it.

Let's say I am doing keyword research for a local offline client. When I check out a keyword in GAKT, the broad search volume vs the local search volume throws me off.

Let's say I am researching the term plumber san diego(I made this up, the following numbers aren't real)

Local exact gives me 480 while
Broad gives me 5,400

If you needed to use these numbers in a report to give to the client, which set of numbers should you use? I guess it comes down to site optimization.. lets say I grab the domain name plumberinsandiego.com

There would be a good chance that if I optimize for plumber san diego my site will show up for plumber in san diego and plumber san diego, maybe even san diego plumber.

So I guess my question is.. broad means any combination plumber san diego is typed, correct?

So I could use the broad figure in my report as it is possible that I could rank for multiple variations of a search term with plumber san diego it.

Is my understanding correct on how to read broad. Exact match seems obvious as that is how many times the phrase is typed in that exact order.

hope that makes sense.

cheers,

ej
#broad #exact #match
  • Profile picture of the author MaverickUK
    Yes you're right. However if it was me, I'd say to the client there are x amount of people searching for x (based on the exact match). Also tell them it's possible and likely that people will reach the site using closely matched keywords i.e. a broad match.

    I never quote the broad match, but the exact match. Why? If they're getting more visits than the number you quoted you could potentially achieve then they will see this as you overachieving and will be much happier with your services. Companies see under achieving as you'd imagine, in a bad light.
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  • Profile picture of the author TracyZ
    Use exact and the broad will follow.
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  • Profile picture of the author lotsofsnow
    You can not compare broad with local. Local means in the country you searched and that is versus global.

    You have a broad number for local and for global and you have an exact number for local and for global.

    Your customer is not interested in "global" and probably not even in "local" as meaning from the US.

    You plumber in San Diego wants the handful of people that need a plumber now. 5 new customers per week and he would be in heaven.

    If you get his site on #1 he will get 50% of the search traffic. If that would be 480 searches, that would mean 240 extremely targeted visitors. If he offers only a somewhat decent service and actually answers his freakin phone he will convert more than he can easily handle into customers.

    But to get a better feel for it, you should ask him how many phone calls he considers good.
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  • Profile picture of the author ej2012
    thanks all
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  • Profile picture of the author J Bold
    I think hpgoodboy said it better than I could have.

    Honestly, though, for the future you need to focus on exact match, but it's not even something you probably need to worry about with your client unless they know what you're talking about. But if you were going to throw it in there, you have to use exact match if you want to be honest about it. Broad doesn't do you much good.
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