Natural language, or best volume keyword?

[EasyDev]

Let's suppose I would like to rank for a keyword like "Luxury hotels in London".

Just to make an example, let's also imagine that doing a little search with g. keyword tool, using the exact match, we notice that the big search volumes are on the variation "London Hotels Luxury" and not on the (more natural) "Luxury Hotels in London".

Regarding the OnPage Seo: should I force the keyword on the page (Title, h1, content) to gain more “pertinence” or would be better to use anyway the natural version?

I also imagine that the best help comes from the anchor texts used on the link building campaign… where using a link like “London Hotels Luxury” would be more acceptable ...

Thanks for any advice.

[tedster]

I'm not a fan of distorting natural language just to get a phrase match on the page. That said, these are artful decisions more than scientific or formulaic. Sometimes simple word proximity will do the trick - such as one sentence ending with "London hotels" and the next sentence beginning with "Luxury".

Exact phrase matches are not as important as they once were, but they can still be helpful. I'll say this, the reported search volumes can seem to be way off in the real world (remember, those numbers are essentially there to sell Adwords!) In addition, it's worth checking the Google Suggestions to see how and when the variations get triggered.

And then... you just take your best guess based on the information you accumulate. And don't buy into anything 100% - there's a lot of fuzziness in the world of multi-word queries these days.