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Hi Dustin, By adding additional characters to your keywords, this can have the effect of “splitting the vote” with crawlers. If the initial keyword has a strong ranking, then adding additional text to complement it likely will not affect the main keyword ranking. Crawlers are fairly adept at finding keywords within other keywords, but for more precise effect, it may prove beneficial to use both the main keyword and the additional keyword as separate entities (e.g. “Lawn Mowers | Cheap Lawn Mowers”) to cover the most amount of ground. Use this tactic only with proper meta tags, and do not repeat phrases more than once to avoid keyword stuffing.