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Keyword Match Types For SEO And AdWords: What's The Difference?

SEMrush Blog
Keyword Match Types For SEO And AdWords: What's The Difference?

When choosing the keywords for your campaign, you need to pay special attention to the match types you are selecting. Keywords are the heart and soul of an online marketing campaign thus you need to pay special attention to the ones you choose. For SEO keywords and AdWords keywords, there are three different match types. You need to know each type in detail so that you can make the right decision regarding which ones you want to add to your campaign.

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What most people don’t realize is the fact that the keyword match types you select have a bearing on the results you achieve. The ranking you are able to attain through your SEO campaign is influenced to a certain degree by the relevancy of the keywords you have selected. These are the keywords that become a part of your text-based ads and the ones that you have to optimize your website or landing page for. Thus, they are important to your online marketing success.

Using a keyword search tool to discover the best keywords for your campaign for each match type can reduce the effort you are required to put in. In this regard, SEMrush is an ideal option for you. SEMrush is a keyword search tool that helps you find the most relevant keywords you can use in your SEO and PPC campaigns while also providing you a spreadsheet to organize them. In other words, SEMrush gives you the support you need for managing the keywords you are using in your campaigns.

Coming back to the point, you need to have a sound knowledge of the three main keyword match types and what each one can do for you. More significantly, you need to know what sets each keyword match type apart from the other. Here are the three match types for SEO and AdWords keywords and how they are different from each other.

Broad Match

Broad match keywords are the ones that enable you to reach the widest audience possible. Because of their broad nature, they are searched for commonly by a large number of people. More importantly, this is the usual type of keywords used by people when performing a search on Google. Most people aren’t specific when they use search engines to look for information about something. So, they end up typing the broad match keywords which rings them across a wide range of results.

The best thing about these keywords is that the search engines also look for relevant variations of the main term as well as similar phrases. Plus, misspellings are also thrown into the mix as are synonyms and plurals. This enables you to target a large number of searches. Discovering the best long-tail keywords for your campaign becomes easier when you are using broad match keywords. Also, you can drive a larger volume of traffic to your website.

On the other hand, the traffic your website receives isn’t refined. Most visitors would be random individuals who stumbled across your website. Moreover, some of the keywords you are using won’t be relevant to the theme or topic of your website or blog which would harm its Quality Score. Broad match type keywords have the most drawbacks of the three options.

Exact Match

Exact match keywords are the diametric opposite of broad keywords. As the name clearly states, these keywords are based on exact search queries and terms down to the last detail. The search query has to match the keyword exactly for the search engine to direct a user to your website or ad. This makes this the most difficult of the three types of keyword matches to conquer. However, the traffic you generate through exact match keywords is curated and easier to convert for you.

The probability of an exact match is low so the traffic you get to your website will be lower than you drive through broad or phrase match keywords. To increase the volume of traffic, you will have to add more keywords to your campaign. Still, the fact that the chances of conversion are highest means that even the low traffic could boost your sales.

Phrase Match

Phrase match keywords lie somewhere in between the two other types of keyword matches. It is more focused than broad keywords but less so than exact ones. This does provide you greater flexibility in terms of getting visitors to your website. You don’t have to rely on exact matches, the chances of which are already low. Also, you can benefit from the wide audience you can attract by using broader keywords.

Still, the traffic you generate would be lower than what you can get through broad match keywords. The volume of traffic would be greater than that for exact keywords. Simply speaking, phrase match keywords fall in the middle of the two keyword match types. This is what makes this an ideal alternative to either option for you to choose.

Now you will have a better idea of what each keyword match type brings to the table and how you can use each one to your benefit. Also, you will find the differences between the three types. At the end of the day, the goal when using SEO keywords and AdWords keywords is to get more traffic to your website and each of the match types enable you to get that. Take all factors into consideration when deciding which one you want to use.

SEMrush Blog

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Pavel Naydenov

An experienced member who is always happy to help.

Wow, just came across this old piece.

I think you forgot the modified broad match (+keyword) here.

Or may be it didn't exist at the time of this publishing.

Anyway cheers.

Either just recently joined or is too shy to say something.

As far I as know, it's broad match

Either just recently joined or is too shy to say something.

Nice Article I just found Hereafter Long time. but I Would like to Know If I am searching for any query in Google at that time what method will be applied by Google to filter the SERP. Like I am Just Searching "MY SEO COLLECTION" then what method will apply to filter Results such as Exact Match, Broad Match or Phrase Match ?

Either just recently joined or is too shy to say something.

Please let me know the definition of the Broad match, phrase match, exact match keywords with examples

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