Let's say I target this keyword: Assassin's Creed Download Does the ' in the keyword matter? I mean, can I use GSA SER to create backlinks for "assassins creed pirates" without the ' in assassins? Does it affect my SEO or anything? I looked up both keywords in Google and one has 20M results and other one has 8M results, but first page results were very similar. So, I'm kinda confused and need some help. Thanks in advance!