My question seems basic in nature but some recent keyword research has caused me to re-think broad vs. exact match. I was taught to focus on exact match for the short term and broad match for the long term prospects of a keyword. Today I was researching a niche of keyword phrases where the local search volume (broad) was, for example 33,000. The local search volume (exact) was only 500. What I know about broad vs. exact doesn't help me to determine if this keyword is worth going after. The keyword difficulty score by the way was 35% Yes, I do know that I will probably go after this keyword anyway but to refine my question, how do I get an idea of how "big" this keyword is? Is it more on the broad or more on the exact match of things? How do I determine the various derivatives of the phrase that occur under the broad match?