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Should I optimize for the plural or singular form of my keyword phrases?
What ever has more searches and what ever has less competitors. Decide on your own, you can optimize for both of course.
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I suggest you to optimize both. Personally I even optimize mispellings since a typo can always appear when a regular user search google for a thing.
Just think as a potential visitor and not like a marketer and you will find your answer.
Check the keyword tool and see which form of keyword, singular or plural, gets more hits. Use the keyword that gets more hits. By the way singular or plural, both do not make much difference as the search engine can recognise the both forms as the same word.
I think I have read a discussion about the plural form with the suffix s that it wouldn’t matter because the keyword is taken from the root word so if the word is “eggs” it will be taken as “egg” so it is practically the same with the search engine crawlers. But I suppose you have to use the plural just to be safe because we really do not know the accuracy of the things that we read on forums. They may be facts or myths.