As mentioned in a prior article on keyword research for local SEO marketing, there are different types of categories of keyword phrases.
When your web page matches search queries via a broad match comparison, it means the users query contains words that are on your page, but not necessarily in the same order and the query may contain other words as well. These visitors are looking for what your page describes, but not necessarily using the exact terms you use on the web page.
When you determine how many broad match searches are performed for a certain keyword phrase on a daily basis, you will match for more people, but a smaller percent of them will convert.
This article is part of a series about local SEO marketing. For access to all the articles in the series, click on the link in the prior sentence.
When your web page matches queries via a phrase match comparison, it means the users query matched a set of words on your page, in the same order as they appear on your page, but may have been accompanied by other words as well.
Phrase match visitors are less numerous than broad match visitors, but they convert better.
When you web page matches queries via an exact match comparison, it means the users query exactly matched a set of words on your page. Exactly.
On any given day, you will have fewer exact match visitors than broad match or phrase match, but these visitors convert better.
This is my personal favorite and I consider long tail keywords to be so important, they have an article all to themselves.
You will find much more information about local SEO marketing by reading the entire series of articles.