I generally go by what is "searched" more, but it is always smart to use the type of language your customers would use in conversation. This will not only help with impressions but click through as well. I would encourage using all the variants throughout the website copy.
Best posts made by AaronSchinke
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RE: Variations on keywords
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RE: How cool is this Q&A Forum!
Totally agree. I love it because it helps prepare me for questions that I haven't been asked yet. It's a great way to stay on your toes and continue to learn and grow in the space. SEOmoz is really cementing itself as one of the best SEO resources available and certainly with the best community.
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RE: Are there SEO benefits to Flickr?
I would tend to agree. It could help to gain some traffic but the resources would be better served being used towards optimizing on your own site. It probably wouldn't hurt to have your brand in more places though?
No follows do have some positive correlations with rankings. Rand did a good job explaining this in the last White Board Friday video.
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RE: What's your best hidden SEO secret?
So true. I still think we are secretly being productive in the down town. SEO is much more creative than people give it credit for. A little bit of everything involved!
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RE: Site-wide keyword density
I don't think KD can accomplish that on it's own. There is no doubt proper keyword placement plays a role in determining relevance, but isn't a powerful enough aspect to command rankings by themselves if there is any decent competition. Of course there are many variables...
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RE: How to safely reduce the number of 301 redirects / should we be adding so many?
In general, 301 aren't bad unless you have a whole string of them. For instance if a 301 redirected to another 301, then another, etc... If 301's are shallow they usually do not present a problem.
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RE: What's the real deal with nofollow
If it makes sense to participate in these spaces, do it. Don't worry if they are follow or nofollow.
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RE: I just discovered something about Addthis shares, Twitter, and rel-canonical.
Ha! I understood, that makes 2 people on the planet. Good share!
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RE: Can changing our links page make our rankings drop through the floor?
Salmen is right... I'll add that not only is a link from a spammy site bad, but reciprocal linking can also downgrade the value of a link since it seems forced, which it is.
I hate to sound so cliche, but if you can come up with content people will link to and share without having to trade links with them, then you will get the most SEO benefit.
However, you are definitely headed in the right direction and if linking to your friends is helpful to your audience... do it!
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RE: Should I change my domain?
While 301 redirects do pass the "juice" it is never certain that you will get 100% to go through, however it sounds like long-term the new URL will help increase the overall SEO value of the site. I think it's more descriptive and I would make the switch, but I'm a little separated, obviously.
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RE: Service Keyword in URL - too much?
I agree. Find a way to use no.1 and make it not spammy.
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RE: Do we need a sitemap for our videos?
It can never hurt. I would also recommend including the transcription for each video!
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RE: Avoiding duplicate content on an ecommerce site
Adding it as an image would help, actually. Otherwise you need to either remove the text, alter the text to be unique for each page or product, or add enough unique content to each page so that the page becomes unique enough to not be rated as duplicate content. Best practice would be to write completely unique content and get rid of the block text (or make it an image)... although this is time consuming it would be very beneficial.
Be sure that the page does have enough content on it if you remove the block text. If all that changes between product pages is just a couple words and a picture it may still be considered duplicate...
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RE: Who would you like to ask a SEO question the most?
Definitely Cutts. Many of these questions would pertain to the why more so than the what...

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RE: The perfect work environment?
Man, sounds like I had it better than what I thought!
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RE: Do you want an SEOmoz profile badge?
I'm sure it will be gamed too. Hard to say if that's enough to totally derail the thought though. What if it linked to your profile, a little harder to fake that?
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RE: Aside from creative link bait, what's a solid link building strategy involve?
Don't forget to monitor links you earn "naturally" and request better anchor text. That can do wonders.
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RE: Scammer or Legit?
That is such a huge problem. Too much of my time is spent fending off these guess that over promise results with no basis. They just take blind shots and hope to pick up some $$$. Makes the entire industry look bad.
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RE: Google Maps Service Areas
If it were me, I'd do it by city. If not already, I can see Google eventually diluting the listings for broad service areas. However this area is very grey.
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RE: Press release : single or multiple root domains
Depending on the content and original network it was distributed to it should spread to different domains anyway, the key is finding a quality distributer. Never hurts to supplement with a free service too.