I'm still learning the ins and outs of good SEO. Can someone explain to me why when doing good keyword research, we are advised (most of the time, depending on the guide) to use "exact match" Here is an example: I'm starting to use MS and MNF together to find good keywords that I'm sure I can conquer. When using MNF I use exact match, when using MS I use exact match. Now, when using MS the SEO competition tool seems to be showing results for "phrase match" I guess my real question is: Why are we optimizing for "exact match" and trying to beat the "exact match" competition, when people do NOT use quotes when searching for a term. Thanks!