Hello BHW! Currently in a silly dilemma which prohibits me from proceeding with my medium niche site project. The dilemma is as follows: Consider keyword X : it has around 2.4k local searches and a CPC of $0.80. Let's say, to explain my situation, it is the keyword 'Halloween' (the correct way to spell it). Now consider keyword Y : it has around 5.4k local searches and a CPC of $1.60. In the example I just sketched, it would be the keyword "Helloween" (incorrect way of spelling it). So basicly the EMD for keyword X holds the RIGHT spelling and it would be heavily frowned upon if I spell this keyword wrong, as I would be telling lies on my new site (Helloween instead of Halloween). Furthermore, it could endanger my authority as a writer. However, keyword Y is much more popular and the CPC is significantly higher, even though it is spelled wrongly. Suppose I own the EMD for both keyword X and Y. Options: A - Build the website on EMD X featuring the right spelling but risking less traffic/income. Drop EMD Y. B - Build the website on EMD Y stubbornly sticking with the WRONG spelling which could go really good or really bad. Drop EMD X. C - 301 from EMD Y to EMD X D - What does it @#§ç! matter, build your website already! What would you do? I know this dilemma will be easy to solve for some of you, but as an IM starter this seems important to me as I will be putting a LOT of time into this project and a mistake at keyword/domain research stage would be fatal imho. And yes I realise that EMD's have less weight, but in this case it would improve trust with visitors significantly. On a side note: Should I ask these kind of questions in more popular subforums for increased viewers and thus input?