Targeting keywords main words then slow diminishing strength.... ?

denvercardonations

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I remember seeing a video where Matt Cutts said that Google's algo places emphasis on your dominate keywords, and that the more words that are added diminish in strength. I don't remember him elaborating, except to say that they have less strength. Does this mean keywords you target or keywords Google has ranked you for considering all of their ranking factors? :crazy:
 
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