I saw a Concise Report for a potential client's site last night. The current firm is using "keyword phrase" ("search engine placement")vs keyword phrase (search engine placement) to report positions to the client. How do you usually search (regardless of SE)? How do you think the majority of the world searches? I use both depending upon the phrase and the results obtained from NOT using the " ". But I really wonder how the average surfer searches? I looked at log files for some of my clients and have a feeling based on those logs that most searchers do not use " " in their searches. Optimizing for the keyword phrase should result in the same or better rankings if the searcher uses "keyword phrase". Optimizing for "keyword phrase" will not produce the same or better rankings for a search on keyword phrase. Or am I way off base here?