Thanks for the comments. Seems like I need to go and make some adjustments to my Keywords.
Why don't FAA have a FAQ on this topic giving the rules for FAA search results?
Singulars plurals
Hyphens
Apostrophes
Use of a, an, of, in, by, the, etc.
Use of UK, U.K. US, U.S.A., NJ, etc.
Capitalization (appears to be completely stripped)
US versus UK spellings color, colour
Could help both contributors and customers?
Apologies if there is already a FAQ, but I couldn't find it.