I believe I have found a pretty nice EMD keyword and have been researching using Google Keyword Tool. However, I need to know something before purchasing My question is about keywords with appostrophe's. Let's say the the EMD domain I found is: letsgotothekitchen.org I get different results in Google Keywords depending on how I spell "Let's" Here are the results (LMS = local monthly US search): lets go to the kitchen Competion: Med LMS: 880 CPC: $2.93 let s go to the kitchen Competion: Med LMS: 3600 CPC: $3.40 let's go to the kitchen Competion: Med LMS: <10 CPC: $3.88 My question is: What is the difference between these terms? And how would I go about ranking it? Also, what is the deal with the space? Who writes "let s" when they search? Why would "let s" get more local searches than "lets" or "let's"? Ideally, I want to target the one with 3600 local US search, but I don't want to set all my titles and keywords to be spelled ass backwards like "let s". Anyways, any input is greatly appreciated. I love to to pick this up ASAP, I just want to know what I'm getting myself into.