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SEO and the apostrophe

4:02 pm on May 25, 2011 (gmt 0)

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A colleague and I were discussing this a couple of days ago, and I thought I'd put it up here to ask for any opinions. When you're writing content for a site working in H1 / keywords, is it better to be grammatically correct or to use more searched for exact terms? i.e. "mens red widgets" or "men's red widgets".

Thanks all,