seabreeze - 8:39 pm on Sep 16, 2010 (gmt 0)
My interpretation is a) "google local exact word match" is the exact count for the prior month; b) "google global exact word match" is a rolling 12-month average for the prior 12-months. So "bikini" or "ice cream" would have higher "local exact" matches for June/July/August than December. The "global exact" can be higher or lower (and should be) than the local because of the seasonality issue - if the searched item has seasonality aspects.
The new interface is flawed as the numbers don't represent reality. "Insurance" has 5,000,000 global and exact. "Car Insurance" has 90,500 local exact. There are to many inaccuracies to use this data, the new google interface, with any conviction or certainty.
I appreciate the fact 3rd party search parties are separated from the new interface, but even factoring in this variance, the data simply isn't logical.