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  • Mathew Collins

Importance of Keyword Research and Keyword Matching

It is undeniable how important keyword research plays in the success of a SEO campaign. It should be a number one priority in any digital marketing campaign. Given the fact that what consumers want and how they search for is constantly changing, thus it is important for every marketer to better understand how keywords research works.


Keyword Research is simply the process of finding the keywords for your business and understanding how you are ranking or could rank for these keywords on Google. Keyword research can tell you vital information. It can tell you what people are searching for rather than what you think they are searching for.



Here are some reasons why you should be investing time and effort on your keyword research;


  1. It helps you better understand your brand and business. You should be able to answer the questions: What are you offering?What are your services?. By doing keyword research, it will help you better position your brand and business.

  2. Keyword research tells vital information such as keyword difficulty and the position it is ranking for. It will be able to tell you whether it is worthy to pursue a particular keyword or not.

  3. Keywords can help drive traffic into your website. By conducting keyword research, it will help you identify and prioritize keywords that you can use in your content that will drive website traffic.


After establishing the importance of keyword research, equally important a digital marketer should know is how keyword match types work in Google, especially in doing bidding for a keyword in a PPC campaign.


Currently, Google Adwords has the following types for keyword match; broad match, phrase match, or exact match. Each type has its own set of advantages and disadvantages.


Broad Match. This is the keyword match that allows you to reach the widest audience possible which allows you to drive a large volume of website traffic. It is the default type that Google Ads uses. It makes your ad eligible to appear whenever a user’s search query includes any word in your key phrase, in any order.


Though Broad Match can help you drive a lot of traffic to your website, it has several drawbacks such as the traffic your website will receive won’t be refined. Most visitors will be random individuals who stumbled across your ad. Moreover, some of the keywords your ads will be shown for can be totally irrelevant to the theme or topic of your website or blog.


Phrase Match. This is the keyword match that offers some of the versatility of a broad match, but with a higher level of control. It lies somewhere in between: they are more focused than broad match keywords but less so than exact ones. Google will display your ad when a user queries your key phrase using your keywords in the exact order you enter them, but there might be other words either before or after that phrase.


Exact Match. This is the keyword match that is diametric opposite of broad keywords. It is the most specific and restrictive of the keyword match types. As the name suggests, these keywords are based on exact search queries and terms, down (or almost) to the last detail.

This keyword match is the most difficult of all types of keyword matches to conquer but the biggest advantage is that the traffic you generate through exact match keywords is curated and easier to convert for you.


Now that you have a better understanding of the different keyword match type, this will help you in coming up with a better strategy in doing your Ad campaigns. Match types can have a major impact on your campaign’s performance. You will be able to set the parameters and control to use in determining exactly which search queries you’re bidding on.


Maximising the use of Google Ads match types is crucial because it allows you to reach your target audience while avoiding unnecessary spend on irrelevant clicks. Learn more about

matching the most relevant keyword to every search in this Google article


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