Using the correct Keyword Format

When using keywords in your website/blog it is important to understand how Google interprets them. Keywords can be used in three basic formats. Let’s take the phrase property in Warwick as an example. The way the phrase – property in Warwick - is set up as a keyword will affect the search results. Please note carefully how each must be presented.

Broad match: property in Warwick. (This keyword will be matched to similar search phrases typed into Google’s search engine, such as – new properties in Warwick. Note the searcher used properties, not property, in their search, plus added the word new, but as a broad match is being used Google recognises the match and also accepts singular and plural spellings.)

Phrase match: “property in Warwick” (This keyword will only match a search with the exact phrase (or single keyword) within the quote marks, such as the following search – where to find the best property in Warwick. If the phrase where to find the best properties in Warwick was used then Google wouldn’t consider this to be a phrase match as the word property has become the plural - properties.)

Exact match: [property in Warwick] (This keyword will only match a search when just these precise words are used by the person carrying out the search. The keyword needs to be set inside square brackets. Google will ignore upper and lower case searches, so Property in Warwick, property in warwick, PROPERTY IN WARWICK will still provide a positive result.

You can use Google's keyword tool to check the popularity of each phrase in all three different formats.