Re: ApostropheFrom Jim on 20 January '98
adding to Apostrophe posted by Matthew
The use of an apostrophe denotes "belonging to". This means that you're considering using a real name as a keyword, such as "Matthew's". Is your keyword a household name, such as Microsoft or IBM? I guess not :-) Therefore you sholdn't use that keyword at all because nobody's going to search for it.
If your business name is "Robert's Hot Tubs" then of course you can't avoid it, but the word "Robert's" in that title is not a keyword, so it wouldn't matter whether it had an apostrophe or not.