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It's a UK-based Jewellery store BUT I do want to sell most of the goodies to those wonderfully warm and fuzzy Americans. However, I also want to keep the "Made In England" kinda feel to it too.
So which keyword is the best to target?
Would Americans search for the keyword Jewellery?
Do people outside of the states use the word Jewelry too?
I have a person in my database with an oddly spelled version of a fairly common first name. Let's say he goes by the name "Widgyt Jones". But, this person's "given name", which I also list on the page, is "Widget David Jones". Obviously, at some point in this person's life, they decided that they wanted their professional name to have the alternative spelling. I'm ranked #2 for the term "Widget Jones" and #6 for "Widgyt Jones". The technically incorrect "Widget Jones" is also a higher rated term by a small margin (meaning more than 50% of surfers make this spelling mistake when they search). There are also 3x the number of pages on the web with the "Widgyt" spelling for this person, so my slight drop is understandable. I get more traffic from the higher ranked one, but I get a respectable amount from my #6 listing, as well.
The point here: I never "meant" to optimize for anything. It just happened because I used both words in the page. (And the "widget spelling" only appears once on the page). I believe it's possible to optimize for both - and to do it on the same page.
Again, I'm not offering this as a creed. It's just that, from my experience, I'm getting fine results by putting both spellings on a single page.