A phrase match keyword is a type of keyword enclosed in quotation marks (like “hiking boots for men”).
It allows advertisers to target searches that include that exact phrase or close variations, while still providing some flexibility.
For example, the keyword “best hiking boots” could trigger ads for searches like:
So it captures the core phrase but allows for some variation in the full search query.
Phrase match sits between broad match (which reaches a wide range of loosely related searches) and exact match (which requires searches to match the keyword verbatim). It balances reach and relevance.
When someone searches a phrase that contains the targeted phrase match keyword, even if there are other words before or after it, that’s considered a match.
So in our “healthy recipes for kids” example, phrase matching would display the site for searches like:
The exact phrase is present, signaling high relevance, but the extra words allow for some handy variations.
The intent behind the search still aligns well with the site content.
Search engine algorithms are always evolving, and that’s impacted how phrase match works.
Google in particular has implemented big changes to its keyword matching.
Previously, phrase match required the exact phrase to be present. Now, their algorithm is more flexible.
Today, even if synonyms or variations are used instead of the verbatim phrase match keyword, Google may still consider it a match.
The order of words can also vary slightly.
These algorithm updates mean SEOs may need to adjust their approach. Broad match and phrase match are more interchangeable than before.
Previously, to match for “cheap running shoes”, you’d need the phrase match keyword “affordable running shoes”.
Now, Google understands the intent and may display your page either way.
While this reduces the need for exhaustive keyword lists, it also means SEO is less controllable.
Monitoring and adapting to these matching changes is key.
Phrase match offers some significant advantages when used strategically.
Phrase match empowers marketers to zone in on their exact primary target audience without being overly limiting.
The focus on specific key phrases, while still allowing for some variation, strikes an effective balance.
Searchers who use the targeted phrase are more likely to be interested in the website’s offerings.
That alignment improves ad relevance and click-through rates.
Reaching the right audience with the right messaging at the right time amplifies engagement.
Users searching with phrase match keywords demonstrate clear and specific intent.
Serving them content that precisely matches their needs leads to:
Driving this kind of quality traffic fuels a stronger ROI for the campaign.
To harness the power of phrase match keywords, keep these best practices and common pitfalls in mind:
Understanding and leveraging phrase match keywords is a powerful tool in the digital marketer’s toolbox.
When used effectively, phrase match allows you to:
As search engine algorithms continue to evolve, staying attuned to how phrase match keywords function will be increasingly vital.
Equipped with this knowledge and a commitment to SEO best practices, you’ll be well on your way to phrase match mastery and digital marketing success.
