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A variation is a term that is critically important to your keyword. A variation will often be the plural form of your keyword, an extremely close synonym, or smaller/individual parts of a keyword phrase. If you are familiar with AdWords, variations are often terms that would be considered "phrase match."
A few things to note:
1.) You do not want to rank for variations. Variations are there to help you rank for your exact keyword and are often the way you get away from keyword stuffing
2.) Variations are not other keywords or related keywords
3.) POP does not make up the variations. POP gets the variations directly from Google. We do not recommend adding or subtracting from the variations list except in very specific situations. For example, remove any symbols that may have snuck in. You should add any extremely close variations that POP may have missed. For example, if you have the term “lawyer” you should add “attorney,” if it isn’t present.
4.) It is a best practice to remove any competitor brand names that appear