EMP E-Marketing Performance » : » Making Sense of Keyword Matching

Diana at E-Marketing Performance has written a great article on how the major search engines categorize keyword matching.  Some day there may be a standard that they all follow like the new XML site maps, but at this point you have to keep up with the difference between standard, advanced, broad, excluded, negative, phrase and exact. The kind of stuff that keeps people up at night. They are all the same, yet different. The cool part is that in Google phrase and exact will get you one type of search results while on MSN you will get something else. This is in regards to ranking and quality score. Good times for all.

She also mentioned the Paid Search Marketing - Best Practice Guide which can be found at eConsultancy.  It is a good read.