Let your creativity develop grammar and synonym variants of these keywords. The same would apply to descriptions; however while keywords have to match closely with search strings, descriptions should be drafted to allure the visitor after he has seen your listing. It should tell the visitor that your site is indeed offering him best information or outcome for what he is looking.
Select phrases (at least two words), rather than single words, as there would be too many contenders for single word searches. You are much better off focusing on specific search keywords and using longer phrases.
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