If your playground is the digital world and you want to reach more people, be known by more people, increase your site visitors or sales, “keyword” will probably be one of the first few terms that come to your mind.

This is natural, because in all marketing activities involving both SEM (Search Engine Marketing) and SEO (Search Engine Optimization), “this phrase” is the key to reaching the right audience with the right content.

The difficulty of finding the right keywords However, it is an extremely challenging process to determine which keywords millions of consumers from completely different socio-economic classes, each with their own unique characteristics, choose in a search for your product and to manually update the keywords you use. This is both time-consuming and costly.

Today, how data is processed and with which methods and technologies is as important as the data itself. Data shaped by concepts and technologies such as integration, automation, machine learning and artificial intelligence enable predictable, sustainable and goal-oriented processes.

A look at broad matching When it comes to “keywords”, there is a method that meets these conditions in a remarkable way: broad matching.