Question: If the plural of a keyword (e.g. balls) is used, will the search for the singular (ball) show up or do both words need to be in keywords
Answer: All things being equal, I prefer to write my SEO-friendly copy in the plural. I would use a term like ‘medical malpractice attorneys’ or ‘lawyers’ over ‘lawyer.” Google is pretty smart, and definitely does include the singular with plural searches and vice-versa. It’s slightly better to write in the plural as that generally will pick up the singular.
All things not being equal, however, is where the fun begins. If two pages are competing against each other for a top rank on Google and one is optimized for ‘Medical Malpractice Attorneys‘ and the other just for the singular, ‘Medical Malpractice Attorney’ – then the former will win out. If 99.99% of all the factors are in play for two different websites or pages, then tiny little differences can make a huge difference.
Bottom Line. Write in the plural, as generally it will not matter plural vs. singular. But if you are in a very very competitive keyword ecosystem, then figure out whether your customers search more for singular or plural, and pick the larger volume choice.
Got a question? Click this link to email Jason or call 888-993-1122. Dr. Jason McDonald is founder and Senior SEO / Social Media Director of the JM Internet Group. He teaches the SEO training classes for the group, and therefore provides most of the SEO tips for this blog. His goal with this blog is to provide an easy 'one-stop shop' for the busy marketer looking for tips, tricks, and secrets on how to get to the top of Google and Bing for free using proven SEO tactics. When not dreaming up SEO tips, Dr. McDonald lives in the San Francisco Bay Area with his wife, two dogs, a cat, four iguanas and twelve children (just kidding). Really you read down to the bio on this guy? Enjoy the blog.
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