Hi y'all, its a long shot, but if anyone knows, surely its the black hat viewers. Its a fundamental question, but one that Google seems to give imprecise info on. Basically I am looking at the real world meaning of the differences in volumes for broad, phrase and exact matches using google's external keyword tool. Yes I know there are plenty of paid tools on the market, and ones that seem to give more regular updates, but please humour me ... I get the technical meaning of the differences, but here is a real world example. the example is for gluten variations in the US, all languages. gluten free food: broad = 27,100, phrase = 12,100, exact = 2,900 gluten free: broad = 1.22 mil, phrase = 1.22 mil, exact = 27,100 gluten: broad = 1.5 mil, phrase = 1.5 mil, exact = 49,500 ++ now exact means the search words in the same order ONLY in the search box and phrase means that this phrase in this order is used somewhere in the search string. broad means that any of the words in the string can be in any order anywhere in the search string. So my question is how to use these keyword tool volume lists to understand the total unique searchers for a whole word associated list of terms such as (gluten free) AND how many visitors (or at lease searches) the different match types really mean. adding the volumes for the top 800 BROAD search terms together (for Gluten Free) gets about 9 million searches. Gluten free [exact] associated words list gets about 750 terms and a total volume of about 600,000 searches per month. is the reason that the broad total volume is so large is that it double and triple counts one search term? for instance, in broad terms (gluten) = 1.5 mil visits and gluten free = 1.2 mil that makes sense if gluten is counted for any search for GLUTEN and GLUTEN FREE HOWEVER, since almost every gluten free associated term in the broad list has the word GLUTEN in it, why isnt this term about 8 million searches (out of the total list sum of 9 million). I get the feeling that the exact volumes are more likely to represent the exact number of total searches for a market such as gluten free, however feel that the PHRASE match may be of value in calculating totals. any advice on how to count real searches for a market such as above?