What Are Keywords in SEO? Understanding Match Types
In the world of Search Engine Optimization (SEO), keywords are the foundation of every successful strategy. They connect what people are searching for with the content you create. Choosing the right keywords—and understanding how they work—is essential if you want to improve your search rankings and attract the right audience.
One important concept in keyword strategy is match types, which determine how closely a searcher’s query needs to align with your chosen keyword for your content or ad to appear. Let’s dive deeper.
What is a Keyword in SEO?
A keyword is a word or phrase that people type into search engines when looking for information, products, or services. For example:
A short keyword might be: “shoes”
A long-tail keyword might be: “best running shoes for beginners”
In SEO, using the right keywords helps search engines understand what your content is about and match it with relevant search queries.
Types of Keyword Match in SEO & PPC
When using keywords (especially in Google Ads, but the concept also influences SEO strategy), there are different match types that define how search engines interpret them.
1. Broad Match
Definition: Broad match is the default match type. Your ad or page can appear when someone searches for your keyword, variations of it, synonyms, or related concepts.
Example: If your keyword is “women’s hats”, your ad might show up for searches like “buy ladies caps” or “female headwear.”
Pros:
Maximum reach.
Captures diverse search traffic.
Cons:
May attract irrelevant clicks.
Less control over targeting.
2. Phrase Match
Definition: With phrase match, your ad appears when a search includes your exact keyword phrase, in the same order, but it can include extra words before or after.
Example: If your keyword is “digital marketing course”:
✅ Your ad could show for “best digital marketing course online”.
❌ It won’t show for “course in marketing digital” (because the order is different).
Pros:
Balance of reach and control.
More targeted than broad match.
Cons:
May still show for searches that aren’t fully relevant.
3. Exact Match
Definition: Exact match means your ad will only show when someone searches for the exact keyword or close variations with the same intent.
Example: If your keyword is “buy iPhone 14 online”:
✅ Your ad could show for “purchase iPhone 14 online”.
❌ It won’t show for “buy iPhone cases online.”
Pros:
Highest precision and control.
Ensures very relevant traffic.
Cons:
Lower reach.
May miss out on potential customers using different wording.
Why Keyword Match Types Matter
For SEO: While match types are more commonly used in paid search (PPC), the concept helps SEO professionals understand search intent and plan content around broad, phrase, and exact search variations. For example:
Broad ideas → blog content.
Phrase match queries → optimized landing pages.
Exact match keywords → product/service pages.
For PPC: Choosing the right match type controls where your ads appear, helps manage ad spend, and ensures your campaigns reach the right audience.
Keywords are the bridge between search engines and your website. By understanding match types—broad match, phrase match, and exact match—you can create smarter SEO strategies and more efficient PPC campaigns.
The key is balance:
Use broad match for reach,
Phrase match for moderate targeting,
Exact match for precision and high relevance.
Together, they help you attract the right visitors, improve engagement, and boost conversions.