December 4, 2008 by James Oliver
According to Google as many as 20% of searches are considered rare, i.e., haven’t been duplicated at all within at least the last three months. When you think about the mind boggling number of searches performed daily, that’s a really crazy stat. With people’s search terms this unpredictable, even the most seasoned SEOs can start to doubt their keyword lists. So how do you know you’ve covered all the bases?
The truth is, it’s very hard to be completely sure unless you absolutely obsess over your keyword selection. However, Google would appear to have devised something which may help make the process less stressful and give us and our clients a little more piece of mind.
It’s called broad match. It works by taking a chosen keyword and expanding it to all relevant variations. For example, if you chose the keyword, Horse, broad match would also give you similar words like equine as well as the plural form of the word. You’d also get numerous phrases containing that word, basically turning one keyword into many with the click of a mouse.
Google are very pleased with broad match. In fact, they reckon that it’s responsible for a third of all clicks/conversions currently. If that’s true then it’s definitely a tool worth looking into, from a profitability stand point as well as a labour saving one.ar
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