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Hey Siggi, thanks for the question. The crawler that Moz uses for the On-Page scores is very rudimentary, so it can only match the characters directly and any difference between the characters on your page and the keyword term will be reflected as no match in the optimization report. I can't speak to the SEO aspect of the question, but I can say that Google's bot is much more sophisticated than ours, so it is likely that they can understand the similarity of the two terms much better than our On-Page crawler can. Another thing to keep in mind is that these reports is that we only show these as suggestions based on SEO best practices, but you may certainly find that not every suggestion is exactly what your site needs. It is important to consider what the right things is specifically for your site and to use your discretion when taking these suggestions into consideration. I hope this helps!

Hi Siggi, There are certainly a lot of instances of "agent" being used on the page which you may be best to cut down on, e.g. using the product name in the roll-over - there are 345 instances of "agent" on that page alone. Don't worry about the Moz grader tool and the apostrophe - Google can understand this, even if Moz has trouble with it. So for example, on the text over the image for the "Vyztužený saénový korzet Penelope", perhaps use that text only, rather than including "L'Agent by Agent Provocateur" as well, etc.