Exact keyword or partial match?

[DiamondJewelryEmpire]

Hello, SEOmoz

What would you chose for your keywords for on page optimization:

1. sterling silver necklaces

2. sterling silver necklaces, silver necklaces

I am thinking that choice #1 would full fill it's duty, because all key words are there already, am I right?

[RDK]

The term "sterling" adds specificity to your somewhat broad search term "silver necklaces".

If you have a lot of domain authority and, thus, can compete for broad terms like "silver necklace", then choose option #3 and optimize for "silver necklaces".  (Yes, I know you didn't provide option 3).

If you don't have the authority, go with option #1 because it is more specific and, therefore, less competitive.

I'd opt out of #2 altogether.

Good luck!

[johnshearer]

Silver necklaces...then create content pages opt'ing for other versions of the keyword set.