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This is probably a stupid question, but must the keywords be used exactly the same in the title, description, and in the web copy to comply with SEO rules? I'm a ghost writer new to web copy and the keywords I'm getting from my client requires a high level of creativity!
Say, for example, my keywords are "team clothing USA", can I used "building a team: clothing fit for the USA"? Any suggestions on how to best use something like this?