Google has a massive built-in dictionary and thesaurus. Without realizing it, every time you search their site they are analyzing every word you type to find the best answer for you.
Google uses synonym matching, search history, and word association to generate the search engine results page. All those calculations happen within fractions of seconds and most of the time they return reasonable results.
Let's take a look some reasonable examples Google would associate together.
A search for the word "engagement" would certainly return matches with the words "wedding", "bridal", and "promise".
If you search for the phrase "custom made jewelry" you would also have results that include "handmade jewelry."
On the other hand, if you are in Canada your search for "custom made jewelry" would return pages for "handmade jewelry" and also "custom jewellery."
Of course, if we search Google for "custom jewelry" whiles in the UK, our search results would include not only "handmade jewelry" and "custom jewellery" but also "bespoke jewellery."
You should consider word variations like this when writing content for your pages. Typically, Google will not automatically return synonym results if other appropriate non-synonym results exist.
To insure the greatest reach, you should become aware of the variations of words between Canada, USA, UK and Australia and take those into account if you are in fact selling into those markets.
The bottom line of today's Daily Nugget is to think about the real purpose of the information you have on your website, but don't get trapped using the same words over and over again in your page copy. Instead, you should spice it up and use various synonyms. It is especially important to use synonyms if you find yourself using the same phrases more than twice on the same page.