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Hi there

Hoping someone can shed some light...

The same keywords give different Search Volume results in Moz and Google Keyword Planner. Why is this and which one should I "trust"/use?

Thank you!

Thank you for your answers! Much appreciated.

After doing keyword research and coming up with a list of keywords/phrases that I'd like to optimise a specific page for (an additional page to an existing website), I get confused about WHERE to use which keywords.

For example, choosing between two keywords like home insurance and specialist home insurance.

Let's say home insurance is more searched than the other, and but is more difficult to rank for,  and specialist home insurance is less searched but easier to rank for. Firstly, which one should I use as my "main keyword" and secondly, what benefit does the other keyword(s) then have on the rest of the page, and were do I use them?

I hope this makes sense. Any help will be greatly appreciated!

After doing keyword research and coming up with a list of keywords/phrases that I'd like to optimise a specific page for (an additional page to an existing website), I get confused about WHERE to use which keywords.

For example, choosing between two keywords like home insurance and specialist home insurance.

Let's say home insurance is more searched than the other, and but is more difficult to rank for,  and specialist home insurance is less searched but easier to rank for. Firstly, which one should I use as my "main keyword" and secondly, what benefit does the other keyword(s) then have on the rest of the page, and were do I use them?

I hope this makes sense. Any help will be greatly appreciated!