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This is really for anyone here that is newish to this exciting business.
Using Quotation Marks when conducting Keyword Research - is something that confuses many online
- and I include myself when I began 
In fact - this subject alone is a topic I get asked about a lot...
A question I get asked often usually goes something like this:
'Why should I use quotation marks (") when conducting keyword research - because nobody uses "" when searching online.'
Great question!
Ready for the answer!
The inverted commas are really there for YOU - to help with your research.
That is the ONLY reason!
The quotes allow you to ascertain your competition.
This is the SECRETthat no one explains.
When you conduct a search at Google WITHOUT the quotes you get results that contain your keywords IN ANY COMBINATION.
But...
...when you conduct a search WITH the quotes, you get results that only include pages that contain your EXACT keyword phrase.
Do you see the difference?
A lot of people don't at first.
Say you looked at the keyword lose weight for summer holiday.
Lets imagine the results are 767,000 searches without quotes - and 1,000 with quotes.
You may want to consider using this as a key phrase because using the exact term you are only competing with 1,000 pages - not 767,000.
Does that make sense?
I know at first it takes a few moments to see the difference - it took me months!
When people type in a search in Google WITHOUT quotes, they will get ANY site that uses that keyword in their articles, webpage etc.
Plus, without quotes the keyword won't necessarily be the 'exact' keyword.
It could be broken up.
An example of this is - if your keyword is 'fastest way to build credit', Google will pick up sites that might include 'fastest' and 'build credit', but not necessarily in that order (or even grounded together).
But using the quotation marks for your keyword research - you will bring up an exact search of the keyword you typed in and it will show up in that order.
This gives you an idea of the TRUE competition you are up against.
When you use quotes, it brings up your most prominent competition.
In other words, people who know a bit about what they are doing to rank for those keywords.
Using keywords in quotation marks just tells you more precisely who you are competing against.
It's true most people never use quotes when they are doing a search for something - but if you do - this will give you an idea how many pages you are competing with.
Using "" is just a tool to give you an edge on your competition.
I hope this may help a few here - as this confused me TONS when I began - and it took me MONTHS (literally to finally understand!!! But then again - maybe knowing this will save you all those months trying to understand.
