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Are Exact Match Keywords Necessary for On-Page Optimization?

I have seen some conflicting information about this topic online, so I wanted to post here to get some opinions on my exact situation. I am currently building a website for a mobile detailing company in Philadelphia, PA. After conducting some keyword research, I found that the best primary keyword to target on the homepage is "Mobile Detailing Philadelphia".

As I am writing the content for the homepage, I find that it is incredibly difficult to integrate the primary keyword into the H1 heading given that it is a service + location keyword. The only way I see possible that is somewhat natural sounding would be something like "The Best Mobile Detailing Philadelphia Offers", which I really don't like. I would much rather write an H1 heading that is more like "The Best Mobile Detailing in Philadelphia", for example, where it is much more natural sounding with the word "in".

Basically, my question is whether or not the keyword integration in the H1 heading should be an exact match or if it is okay to use a variation, such as with the word "in", to make it more natural sounding. I noticed that every on-page SEO tool that I use, whether it be Rank Math or SEMRush's SEO Writing Assistant, will not recognize that the primary keyword has been used unless it is the exact match. This is what is making me wonder most about the importance of exact match keyword integration. I apologize if this is a stupid question, and I also thank anybody who provides any insight into this topic in advance!

submitted by /u/brandinobowman
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