At MoreVisibility, a keyword research report is usually one of the first things we deliver in a client’s SEO program. Before we begin working on this type of project, we customarily ask the client to provide us with a keyword seed list – a set of keyword ideas to use a baseline for research. Using these “seeds” as the starting guide, we “grow” a report packed with optimal keyword recommendations customized to your website.
Alternate spellings of words sometimes yield different results in search engine results pages. So, when keyword targeting your pages, how should you handle plurals and misspellings? What should you target? Do a search on “plural vs. singular keywords” and you will find conflicting advice. Some say: “Target the plural because it contains the singular”. Others say: “Target the singular because it’s less competitive”. In fact, deciding which strategy to choose is a complex issue and depends on both the keyword and who is searching for it.
First, which form should be keyword targeted can depend on the word. In most cases, a plural keyword has a different meaning than a singular keyword (although the difference is often slight). In general, the singular refers to the abstract while the plural is used for the more concrete meaning – “The dog is man’s best friend” as opposed to “Dogs are nice”.