It’s better to use the longer versions of your keyphrase than the shorter.
So for example instead of using ‘gift hamper’ use ‘gift hampers’, instead of ‘clean carpets’ use ‘cleaning carpets’ etc.
If someone searches for the shorter version (gift hamper or clean carpets) they have a good chance of finding you.
If, on the other hand, you optimised for the shorter version, then people searching for the longer version would have no chance of finding you at all.
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