Write pages in the words, spellings and script the audience searches with, and never add synonym or variant lists

Google expands almost every query with synonyms, treats spellings with and without diacritics as the same behind the scenes, and recognises an English term and its local-language equivalent as one thing, so a page needs neither every synonym nor both spellings. Blocks of keyword variants read as keyword stuffing, which Google's spam policies prohibit. Said at Search Central Live: users expect text written the way they search, which differs by language and script; Hindi users, for example, search both in Devanagari and in Latin letters.

Keep editors' wording as written in the CMS: do not strip diacritics from titles, headings or body text, and do not auto-append synonym, misspelling or transliteration blocks, hidden keyword fields or tag clouds. Where an audience searches in two scripts or spellings, choose the form per market from real query data instead of duplicating the page. Use another name for a term only where readers might not understand otherwise.

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