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It's important to recognize that there is no such thing as broad match. Let me say that again: There is no such thing as broad match! Broad match is actually expanded match. (skip to "Purple Flowers Are Not Pink Despite What Google Might Think" by Richard Ball)
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Jennifer Laycock is the Editor of Search Engine Guide, an educational web site aimed at translating the search marketing world into something that small business owners can understand. Jennifer specializes in common sense search engine marketing, viral marketing and customer outreach via social media and blogs. A former search marketing consultant and in-house trainer, Jennifer’s clients have included companies like Verizon, American Greetings and Highlights for Children. Her primary clients now are a little girl named Elnora and a little boy named Emmitt.