phrases vs words

When you search in Keyword Planner and everything else it gives you phrases, for ex. "best broadband service providers" (without the ""s). Now, my question is, are these results what people type into google with or without ""s.

And if it is without the ""s (meaning people aren't searching for the phrase, they just typed in best broadband service providers into Google) and I'm trying to optimize my page for that search, does it even matter that those keywords appear in a phrase?

Is it good enough to have best, broadband, service and providers all appear somewhere on the page? Because that's what Google is searching for if you type that phrase into Google without the ""s.

There's nothing wrong (in my opinion ) using both, just don't overdo it.

So something like this;

Title of article ; best broadband service providers

Near the start; " We're going to give you a run down of 5 companies who are among the best broadband service providers here in the UK


Within the article towards the end, you'd use' best broadband service provider

So something along the lines towards the end; " So after reviewing the top 5 services, in our opinion there's not one that stands out significantly enough to be named as best broadband service provider. Each one has plus points and slight negatives.

MisterF said:

There's nothing wrong (in my opinion ) using both, just don't overdo it.

So something like this;

Title of article ; best broadband service providers

Near the start; " We're going to give you a run down of 5 companies who are among the best broadband service providers here in the UK


Within the article towards the end, you'd use' best broadband service provider

So something along the lines towards the end; " So after reviewing the top 5 services, in our opinion there's not one that stands out significantly enough to be named as best broadband service provider. Each one has plus points and slight negatives.

Click to expand...

We misunderstood eachother

When I say without the ""s I mean without the quotation marks.

So what I'm wondering about is whether when Keyword Planner gives you this:

best broadband service providers

as a keyword, does that mean the keyword is the exact phrase, or whether if I type best service providers broadband it counts as an instance of that same keyword.

Because "" is searching for the EXACT phrase, searching without the "" is searching for each individual keyword and the order doesn't matter.

Here you go;

But that's not what I'm asking. Those are two different keywords "provider" and "providers."

What I'm asking is this:

Keyword Planner gives me the following keyword:

Best broadband service providers

Am I optimizing for that keyword if I have "X is among the best new broadband providers and their service is tremendous." -> because I have all the individual keywords in there, but not as a phrase. Or do I have to have it appear as a phrase "X is among the best broadband service providers."

It varies but I suggest you put with "s