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SEO and plurals, apostrophes, etc.

We use AIOSEO and it docks us points if we use any apostrophes, hyphens, or plurals. I understand that Google may view the page differently

For example, here are the estimated searches for keywords:

hormones and women: 720
womens mental health: 320

Now if I wanted to say Hormones and Women's Mental Health would that be the above keywords in Google's mind? Or would it need to be Hormones and Womens Mental Health?

It won't in AIOSEO's mind and will rate us a like a 42. However if I omit apostrophe AIOSEO would rank the page around 80 perhaps.

submitted by /u/WayProfessional1126
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from Search Engine Optimization: The Latest SEO News https://ift.tt/PTnYSVd
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