Member Avatar for mike3608

Google Keyword tool has 3 Options:
Broad
Exact
Phrase

If Exact search shows 720, Broad shows 9000 Monthly Searches, which one is real?

Regards
<snip>

Edited by canadafred because: fake signature removed
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Both numbers are "real" — they measure different things. and are right that both figures come from the tool, but the 720 and 9,000 reflect different match-type definitions and scope, not a mistake.

Broad match aggregates many query variations (synonyms, modifiers, related phrases), so its total will be much larger. Exact match is narrow and (since Google added close variants) counts only the exact phrase plus close variants such as plurals or obvious misspellings. Google documents how match types and close variants work here: and how Keyword Planner reports estimates here: .

Practical guidance:

  • Use Exact when you want a conservative baseline for that specific phrase and to model likely conversion rates for tightly targeted ads or rankings.
  • Use Broad to estimate potential reach and discover related terms you might want to add or exclude.
  • Validate planner estimates with real query data: the account Search Terms report and Google Search Console / Analytics show what people actually searched and clicked on for your site or ads.

Cautions: planner numbers are estimates and depend on settings (location, date range, device). Match-type behavior has changed over time (close variants affect Exact), so check current Google docs before making decisions. Convert volume into business value by combining volume with click-through and conversion rates rather than using raw counts alone.

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Member Avatar for canadafred

They are all very real sir.

Edited by canadafred because: n/a
Member Avatar for Clarkjackson

Google Keyword tool has 3 Options:
Broad
Exact
Phrase

If Exact search shows 720, Broad shows 9000 Monthly Searches, which one is real?

Regards
<snip>

Both are real but you should go with broad shows

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