Exact Match Keyword

Definition

An exact match keyword is a search query that matches a target keyword word-for-word, with no additional words or variations. In paid search, exact match targeting shows ads only when the user's query matches the keyword precisely (with some close variant allowance).

Why It Matters for SEO

Understanding the difference between exact match and broad match is critical for both paid and organic keyword strategy. Exact match data shows the true volume for a specific phrase, while broad or grouped data can be misleading.