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I’m working from briefs that specify exact SEO keywords, sometimes with a target number of uses. When I fit every phrase in, the writing starts to sound stiff; when I write naturally, I worry I’ve missed the brief.
How do you decide which terms need to appear verbatim and which can be handled through related wording? I’d especially like to hear how editors handle awkward phrases in headings without making the page feel written for a checklist.
