Fremantle or Freemantle? Typographic errors due to rushing or fat fingers on a keyboard, difficult or hard to spell words, or foreigners of different nationalities attempting words that they may have only heard spoken provides an avenue for picking up stray search attempts.
When preparing your list of keywords consider the variations and attempts that people may make. Particularly review your search stats for the website/page after a few months to determine the attempts that have been made and cater for these if you sense a fair proportion of searchers may continue to err.
This is particularly useful in a tightly competed SEO field – where millions of dollars may be spent on obtaining top position for a particular phrase or keyword, you can skirt the outside of the pack and pick up many stragglers attempting to access that phrase but who just didn’t quite get it right.
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