Keyword research for clients - broad, phrase, or exact?

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When you're showing [potential] clients your keyword research, are you using broad, phrase, or exact numbers?

I've been using exact, and I'm wondering if I should start using phrase instead. Not only are the numbers more "impressive" but I think it may be more accurate as well, since it will account for long-tail derivatives of the keywords. Broad just feels dishonest to me, but I could have it all wrong

Anyone here have any experience or thoughts on the matter?
#broad #clients #exact #keyword #phrase #research
  • Profile picture of the author TSDMike
    Originally Posted by ScottByers View Post

    When you're showing [potential] clients your keyword research, are you using broad, phrase, or exact numbers?

    I've been using exact, and I'm wondering if I should start using phrase instead. Not only are the numbers more "impressive" but I think it may be more accurate as well, since it will account for long-tail derivatives of the keywords. Broad just feels dishonest to me, but I could have it all wrong

    Anyone here have any experience or thoughts on the matter?
    Hi Scott,

    I use the broad keyword data for a couple of reasons.

    The main reason is the fact that the broad numbers incorporate all phrases containing that keyword. Example: The term 'Hockey' that gets xxx,000,000 million queries monthly also includes the the terms like 'hockey cards' and hockey pucks' and 'Red Wings Hockey', etc. It paints a broader picture and illustrates the fact that is usually more than one way to say the same thing. The point of the presentation is to illustrate the need to drill down deeper with more research.

    The other reason is simplicity. When I am in a presentation, I am giving them a wide range of data to consume. Confusing them with minutia is counter-productive. I prefer to give them general data and let them ask the specific questions, rather than trying to anticipate and give them the most information preemptively. Too much info can lead to confusion and mistrust.

    The point is, I am not intentionally vague or misleading them... I just prefer to not bombard them with specifics. The point of the presentation is to get them to understand the need and the benefit of what you have to offer.
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