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In the good old days of SEO, you could create separate pieces of content on topics like "best cam for moms," "best cam for moms," and "best cam_s_ for moms" and get all three page space. Today, search engines are much smarter and understand that the search intent of these three keywords is the same. This way, you can create one piece of content focused on "best camera for moms" and use other variations of the keyword in your content if it makes sense. If you were to rank for that topic, you would probably show up for all of those keywords because the end result that the searcher wants to see is the same.
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