It’s all about context. Ideally, you should have both forms on the Home page, and there is no reason why you can’t. For example, if the brand name is SoftSneakers, then include this in the Home page text as, for example, “SoftSneakers is your one stop shop for …..”

Then include the two keywords in various combinations in the rest of the text. For example, “It is important to wear soft sneakers because it will improve your ….”

Get the gist. As claybutler suggests, also put both forms in the Title. And put both forms in the Description and Keywords metatags, hyperlink Title attributes and image ALT attributes.

Les Allan
Business Performance Pty Ltd
www.businessperform.com