As a designer I love the creative feel that an “&” ampersand brings to standard text. My natural inclination is to use it every chance I get. However, using it within key phrases on your website will mostly not bring you the results you desire. If you think about your own search habits, when was the last time you typed an “&” into the search field? Probably never, and most likely your visitors do not type in ampersands either. Remember, if you would like to be found by the search engines your site copy should reflect how a visitor would type in text into a search field.