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Do keywords need to be an exact match to help rank?

I'm helping with some super basic SEO for a friend's business and I'm trying understand keyword specifics better. Specifically, how much does precision matter?

 

For a keyword like "Gutter Cleaning Services Dallas", does it have to include "Dallas" to rank, assuming the searcher is already in that area?

 

Also, does swapping the word order - say, "Dallas Gutter Cleaning Services" - alter the SEO ranking? Is that considered a completely different search?

 

Lastly, does SEO ranking differ when a word's form is changed, such as "Services" to "Service"? Is there any overlap between these?

 

Appreciate any insights on these nuances!

submitted by /u/i-g-n-o-r-a-n-t
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from Search Engine Optimization: The Latest SEO News https://ift.tt/LSyWImO
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