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It’s a given to talk about keyword match types in PPC (especially Adwords), but very few people seem to talk about the meaning of keyword match types in SEO. I want to do exactly that, because it’s just as important. In PPC, manipulating the match types is an important strategy that can save your budget, perfect the CTR and quality score, and even increase the conversions (by focusing on more targeted keywords).

But what does keyword match type have to do with SEO? A random introduction to search engine optimization tells us to look up the traffic numbers in a keyword tool regardless of the match type (it’s broad by default) and use it as a guide. More attention is drawn to the competition, however, even though in SEO we don’t pay per click, we spend long hours optimizing our pages and building links. That’s an investment to be regarded as such!