When conducting keyword research with the Google keyword tool, do you look at the broad, phrase or exact results as the key indicator before deciding on a keyword?
Are the phrase results in the keyword tool the number of times people have entered that keyword in inverted commas into the Google search box? Because then surely the broad results are what we should be looking at, seeing as the average internet user is just going to type his search without the inverted commas... Or are the phrase results in the keyword tool the result of some Google formula that we should be taking cognizance of?
Some say the exact results, others say broad results. Which do you use, and why?
I have come across a niche with some handy looking figures - for example one keyword has only 7000 competing sites if you do a "keyword" search in Google, and the Google keyword tool says 12,000 people search for that keyword every month (broad results), but the [exact] results say there are only 800 searched per month. "Phrase" results according to the keyword tool are 1600 searches per month.
So now I am wondering, how many people actually go to Google every month and type in that keyword? :confused: (without any inverted commas)