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Hi, my site is a directory for restaurants seen on TV.  The two most popular shows, Diners, Drive-Ins and Dives and Man v. Food often are searched for by a number of different variations.  Diners DriveIns Dives, Diners, Drive Ins Dives, Man v Food, man versus food, etc.

Should my site consistently use a single variation (the official one) or intentionally use multiple variations to cover various keywords?  I'm pretty sure the answer is a single variation but figured it was worth asking.

I can't speak for the future but late last year I changed the url structure of my site and saw a pretty significant improvement in my rankings.