Keyword Research And Apostrophes

Ok...just when I feel like I've got it all figured out, I recognize just how much I still have to learn.

Help, Please.

When I use the Adwords Keyword Tool, as I've done successfully for the past year, there are times when apostrophes can make all the difference.

Just using a totally random example..............

Holidays are the best, so let's take Valentine's Day...

Adwords will not show the apostrophe. Instead, you will see the following:

valentines for idiots

valentine s for idiots

What the heck do I do with that? The one with the space would be where the apostrophe comes into play, correct? So even if a url can't have an apostrophe, if the one with the space had little competition with intitle, inurl, etc. research, would your wizzley title use the word valentine's for idiots or, which would look crazy, valentine s for idiots.

I guess I'm not sure how relevant the intitle research is...with the space or with an apostrophe.

Can someone please tell me, when I find a great keyword that has a space, then an s, how to do keyword research on it, how to handle it in the url and what to put in a Wizzley title? Or....are these secrets of the gurus?     thanks, pros...Robin

If you make the title "valentine's for idiots"

then the automatic URL would become "valentine-s-for-idiots"

in the URL, spaces show up as "-" and apostrophes show up the same way (unless you customize it)

I would leave out the apostrophe (Valentines). If your article is useful and of great quality---such as all your previous articles, if I may say so---Google will recognize it - apostrophe or not.

Actually, I would probably set my title to "Valentine's for Idiots", and then customize my URL to "valentines-for-idiots". You know we have a button for URL customization, dontcha?

Yes, yes...I do know about that url customization thingy...

Thanks to all of you for the explanation...

And chefkeem, your compliment did indeed make me smile...we are our own harshest critics and it means a lot to hear someone say "good work!" So thank's...thank s...thanks!

Robin

I would say that when searching, most people leave out the apostrophes, but they will come up in results anyway.

I love the esoteric riddles of keywords , here is what I do / did in a similar case:

I use the one that has the best competition / search volume ratio in the url.

Use the other one in the title, as long as it is readable and makes sense for a reader.

Typically that means that the url contains the keyword that has a lower search volume, but also a lower competition and that the title contains the keyword phrase that has the higher search volume, but is also more difficult to rank for. Does that make sense?

But honestly, be careful not to fall into 'Analysis Paralysis', Google is pretty clever and will suggest to the searchers the most likely spelling anyway ...

Yes, I do the same.  Include the other words in the body of the article.