A broad phrase is a search without quotes, keyword phrase An exact phrase is a search with quotes, "keyword phrase" There is a couple of instances where i have seen this happen, A broad search returns a result of 30,000 but performing a exact search brings a return number of 1million plus. To me i see this as something to be abnormal because out of the hundreds of keywords i manually research without tools about 5 out of 50 of these keyword phrases will return these stats, i have never chased a keyword phrase with this abnormal stats and wondering if anyone has any input about this or have tried to chase a keyword term and if they had problems with ranking in these abnormal keywords. or in other words WTF?! are up with these stats. I have always considered google lumps together exact/broad phrases when performing a broad search. Also each of these terms shows 1 hit a day in certain keyword tools while google claims 20,000 local searches. Example search for keyword Then search for "keyword" On google first results is broad 477M Exact 479M . Pop over to google keyword tool and drop "keyword" into the mix ya get a search volume of 1,830,000 jump over to free keyword tool word tracker and it only shows the keyword "keywords 153". Now compare what the norm is "keyword phrase" 500K vs keyword phrase 3Mil / googlekeywordtool 2,900, wordpot 12, wordtracker 0, Possibilities google just sucks number difference doesn't matter competition is obscuring the index numbers and search information all keyword tools suck all keywords tools are owned by a government and they block what they want i just need to stop hitting the sauce and stop being haunted by keywords at night? google keyword tool is ment to screw up adwords publishers. anyway what's your opinion?