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Targeting Plural Keywords

As many optimisation experts are aware the addition of a simple ‘s’ to a word can make a big difference in the world of SEO. That said there are complications in working with singular and plural keywords.

When carry out keyword research it’s important to keep in mind the theme of the content as well as the business model.

Let me give you an example

Building contractor is typed into Google UK 480 times per month

Building contractors is typed into Google UK 1900 times per month

However a business that operates in the building contracting game is a singular element. They are a building contractor. To state this singular element are building contractors is inaccurate.

So, why is there a large gap between singular and plural keywords?

Basically it’s to do with the dynamics of search engines, when we submit a query we understand we’re going to receive multiple results on a single page. To that end we naturally use plurals, even though we are searching for singular elements.

This phenomenon makes keyword implementation tricky, imagine if you owned a guest house and wanted to target the term Scarborough Guest Houses?

If we can unlock the singular and plural problem by naturally targeting both we will start to see separation between ourselves and our peers. The word to take note of here is ‘naturally’ in many instances targeting singular and plural keywords on the same page is illogical as many find out when they try, the results are often uninspiring.

To perform at the highest level we should not attempt short cuts, problems should be worked out in a logical manner, always catering for our visitors needs well before those of search engines

By Peter Arkwright


Date Written: Thu, Oct 27th 2011