SEARCH RESULTS OFTEN DIFFER BETWEEN SINGULAR AND PLURAL KEYWORDS

Summary from the TLDR Marketing newsletter

A study of search results found that singular keyword results are often different from their plural counterparts. Specifically, singular keywords often lean towards informational searches, while plural keywords are more about shopping. Moreover, Google will display different features in the search results, indicating varied user intent. Marketers should include the most appropriate version of the keyword in the page URL.