For instance, I want to rank for both best cat food --1000 searches best cat can food ---500 searches Lets say my title tag is Best Cat Can Food Does the inclusion of the word "Can" means I would be ranking lower for the higher searched "best cat food" ? Or is it good to include the lesser searched term, "best cat can food" as your title tag as it would mean you are aiming for two keywords? I ask this because SEO competition software will always mark the site with "No Keyword In Title" as the arrangement of the title tag is different to the keyword searched. Hence sometimes the results maybe skewed. Of course I can rank for both with proper off page seo, but in terms of on page, does it really matter?