In the digital age, keywords are the backbone of effective online visibility. Whether you’re optimizing a website for Google or refining your LinkedIn profile, understanding how keywords function can be the difference between standing out or getting lost in the crowd. But not all keywords are created equal – their match types and usage play a pivotal role in determining your success in search rankings and professional networking.
First, what are keywords?
Keywords form the foundation of any successful SEO strategy. These are the words or phrases that users type into search engines when looking for products, services, or information. For example, if you’re looking for a specific shoe model, you may type in Google: “Nike Air Force 1” and so on. It’s important to understand that for search engines (like Google), keywords act as signals, helping to determine the relevance of a webpage to a user’s query. Selecting the right keywords and understanding how to use them effectively can directly impact a website’s visibility in search engine results pages (SERPs).
However, not all keywords perform the same way.
The type of keyword match you choose is critical for shaping the results of your campaign.
Types of Keyword Match in SEO
When setting up an SEO or paid search campaign, choosing the correct keyword match type is essential. Each type offers unique benefits and challenges:
Source: HubSpot
Broad Match Keyword
Broad match is the default and most inclusive match type. It allows your content or ads to appear for searches related to the keyword, even if the exact terms are not used. For example, a broad match for “running shoes” might show your ad for searches like “sports footwear” or “best jogging sneakers.”
Advantages: Wide reach and potential to attract a larger audience.
Disadvantages: Higher chance of irrelevant clicks, which could increase costs.
Phrase Match
With phrase match, your ad or content will *only* appear if the search includes the exact phrase in the correct order, although there can be words before or after it. For instance, the phrase match “running shoes” could trigger your ad for searches like “affordable running shoes” or “running shoes for beginners.”
Advantages: Greater precision than broad match while maintaining some flexibility.
Disadvantages: Reduced reach compared to broad match.
Exact Match
Exact match is the most specific option. Ads or content will only appear when the search matches the keyword exactly or is a close variation. For example, “running shoes” as an exact match would only trigger results for “running shoes” or “running shoe.”
Advantages: High precision and relevance, ensuring that you reach the right audience.
Disadvantages: Limited reach, which might miss out on related but valuable searches.
Now you understand better why keywords are at the core of what SEO and marketing agencies prioritize today.
How Keyword Match Types Impact Search Engines
The match type you select not only influences how your content appears in search engines but also affects campaign performance. Broad match can help capture top-of-funnel users (awareness), while phrase and exact matches are more effective at targeting high-intent customers.
You may ask yourself – well, what kind of keywords should I use then? A well-balanced strategy often combines all three types, tailored to specific campaign goals.
But Keywords are Just as Crucial for LinkedIn as They are for Google.
LinkedIn operates differently from traditional search engines, but keywords are just as important. They influence how profiles, posts, and company pages are discovered.
For example:
Broad Match: Using general industry terms in your profile, such as “marketing expert,” helps increase visibility across a wider audience.
Phrase Match: Including specific phrases like “SEO strategist for e-commerce” attracts professionals searching for targeted expertise.
Exact Match: For niche roles, such as “B2B content marketing specialist,” exact keywords ensure your profile appears in highly relevant searches.
Understanding and strategically applying keywords on LinkedIn can significantly enhance your discoverability and connect you with the right audience for business opportunities. Now let’s go through another example. Here’s how keywords work on LinkedIn if you’re a recruiter searching for candidates:
Let’s say you’re hiring a Software Developer specializing in Java:
Broad Match: Using general terms like “developer” or “software engineer” in your search or job post will yield a wide range of candidates, including those with experience in unrelated programming languages or industries.
Phrase Match: Searching for “Java developer” will narrow down results to profiles where this exact skill appears, while still allowing for additional qualifications, such as “senior Java developer” or “Java developer with Spring experience.”
Exact Match: Inputting “Java Developer for FinTech applications” targets a very specific niche of professionals, ensuring the candidates are a precise match for your needs.
Using a mix of these keyword types in LinkedIn’s search tools, job descriptions, and InMail messages helps tailor your outreach, improving both efficiency and accuracy in connecting with the right talent.
TL;DR
Keywords are more than just words – they’re powerful tools that connect businesses with their ideal audience. Whether you’re optimizing a website for Google or fine-tuning a LinkedIn profile, understanding keyword match types is critical for maximizing your visibility and achieving your goals. On LinkedIn, keywords shape how you’re discovered in searches, connect you with opportunities, and position you as an expert in your field. By strategically combining broad, phrase, and exact matches, you can craft a profile that attracts the right audience and sets you apart in the professional landscape.
