Many starter SEOs and new webmasters make this mistake when selecting keywords for their websites. They start their keyword selection campaign by just typing their desired keyword into a search query and then analysing the results. Lets consider a little example by searching for the word puppy food in Google.
This keyword query returned over 5 milion results. Many webmasters will consider this number their exact competition for the keyword they typed in but this is partially true. The search results dislay all the pages that google has indexed in their database which have the keyword puppy food on their page in any order. It can be food for my puppy or I gave my puppy some food etc. For finding the exact competition for more specific keyword, we just have to enclose our keyword within ” ” and in our case it would be “puppy food”.