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Ranking well for 'Shop' but not 'Buy' ... why?

My website ranks top for "Shop Rugby Balls" but not "Buy Rugby Balls" even though keywords exist in both forms on the landing page. Also, both terms are interchangeable for google so if you type one, they will still show the other keyword in Bold.

Any ideas why this is the case and how could I improve ranking for 'buy'? I have tested for both 'Shop' and 'Buy' but never get as good results as 'Shop'.

submitted by /u/dovy22
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from Search Engine Optimization: The Latest SEO News https://ift.tt/oq7fp0a
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