Using a stop word when optimizing pages

[MarketingAgencyFlorida]

I have a page (for a spa) I am trying to fully optimize and, using AdWords have run every conceivable configuration (using Exact Match) to ascertain the optimal phrase to use.  Unfortunately, the term which has come up as the 'best' phrase is "spas in XXX" [xxx represents a location].

When reviewing the data, phrases such as "spas XXX" or "spa XXX" doesn't give me an appropriate search volume to warrant optimizing.

So, with that said, do I optimize the page without the word "in", and 'hope' we get the search volume for searches using the word "in", or optimize using the stop word?

Any thoughts?

Thank you!

[RobertFisher]

The assumption it appears some are making is that a search for Spas in Key West only returns pages with Spas in Key West as the "optimized term" which is not true. If your traffic for the query is such that Spas "in" (each specific location) is higher, use in. Typically, that is not the query. Typically the way searches search in the broader sense is to alleviate that connector. If your research shows more for utilizing "in" , I would use it.

Hope that clarifies.

Good luck.

[MarketingAgencyFlorida]

My dilemma, however, is when using your example of 'Spas [location]' or '[location] Spas', the search volume figures I'm receiving are extremely low.  Search volume figures I'm receiving for 'Spas in [location]' are significantly higher.

So, would the recommendation be to use 'Spas [location]' then?  Not trying sound stupid here, but would really like to fully optimize the site to attract the most traffic as possible...

Thank you!

[MarketingAgencyFlorida]

Thank you for your reply HeaHea!  I appeciate it.

[RobertFisher]

AA in Florida,

I would not use the connector "in" for optimization. The reason being is the query utilizing "in" is rarely made. So, when optimizing for Spas Florida, you say Florida Spas ( don't worry about someone searching for Spas Florida; they will see you). 
If the product is a Spa, and you are using a geo location term with it, no matter what the traffic is, you need to optimize for it: that is the business you or your client is in.

Hope that helps,

Robert

[HeaHea]

I would optimize using the stop word as it has the volume, plus use of the phrase "spas in $location" is more natural sounding vs "keyword optimizationish".    We actually use "$product in $city" in our title tags and rank really well for "$product $city" searches.