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Three things to check:
- Have your articles got excerpts? The excerpt is weighted above the body, and it is what people see in the results.
- Do the titles say what the article answers? Titles carry the most weight by far. "Refunds" is a worse title than "How refunds are processed".
- Is the wording the words your customers use? If they say "money back" and you wrote "reimbursement", nothing will match. Put both in.
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