singular vs plural keyword: which should you use?

Let’s face it: SEO can feel like a game of “choose your own adventure,” except every path leads to a different flavor of existential dread. One of the most persistent questions — right up there with “Did I leave the coffee pot on?” — is whether it’s better to use the singular or plural form of a keyword. Or, for the truly daring, both. At Blogging Machine, we’ve seen this debate play out more times than we’ve refreshed Google Analytics on a Monday morning (which is a lot).

So, let’s cut through the noise, sprinkle in some lightly ironic wisdom, and help you decide: singular vs plural keyword — which one deserves a starring role in your next SEO-optimized masterpiece?

The Singular vs Plural Keyword Dilemma: Why It Matters

You might think Google is smart enough to know that “cat” and “cats” are basically the same thing. And you’d be…sort of right. But also, not really. According to Google’s own John Mueller, “It is very possible that we see these as completely different elements and maybe even as completely different intent.” Translation: Google’s algorithms are like that one friend who insists on reading every group chat message individually — context matters, and so does form.

Search Intent: The Unsung Hero

Here’s where things get spicy. The choice between singular and plural keywords is less about grammar and more about what your audience actually wants:

Singular keywords often attract users with specific, focused intent. Think: “laptop” (someone researching a particular model or definition).
Plural keywords tend to pull in people who are browsing or comparing options. Think: “laptops” (someone shopping around, maybe with three tabs open and a credit card at the ready).

As Search Engine Journal points out, understanding this difference can make or break your content’s performance.

When to Use Singular Keywords (And When Not To)

Let’s say you’re writing an article about meditation. If your goal is to explain what meditation is, the singular form (“meditation”) is your best friend. It’s perfect for:

Informational content: Definitions, deep dives, and “what is” guides.
Industry terms: Technical or niche topics where specificity matters.
General concepts: When you’re not listing or comparing, but explaining.

For example, a post titled “Benefits of Meditation” will likely attract readers seeking to understand the concept — not those looking to compare different meditation apps.

When Plural Keywords Rule the Day

On the flip side, plural keywords are the MVPs for:

Listicles and roundups: “Best meditation apps,” “Top SEO tools,” “Most binge-worthy snacks for remote workers.”
Product and service pages: E-commerce sites, rejoice! Plural forms like “laptops” or “running shoes” are gold.
Comparisons and reviews: When your audience wants to weigh options, plural is the way to go.

As Ahrefs notes, plural keywords often align with commercial research intent — meaning your readers are closer to making a purchase (or at least a very detailed spreadsheet).

Best Practices: How to Choose (Without Losing Your Mind)

If you’re hoping for a one-size-fits-all answer, sorry to disappoint. (We’re still waiting for one, too.) But here’s what the pros recommend:

Compare search volume: Use tools like Google Keyword Planner or SEMrush to see which form gets more traffic. If they’re close, lean toward plural — Google often includes the singular by default.
Check your content type: Are you offering a list, a comparison, or a single solution? Match your keyword form to your content’s purpose.
Spy on competitors: See what’s ranking on page one. If everyone’s using the plural, there’s probably a reason.
Dig into your data: Google Search Console can show you which forms your audience prefers. (And if you’re using us at Blogging Machine, our AI agent can handle this research for you while you enjoy your coffee.)

The Balanced Approach: Why Not Both?

Here’s a secret: you don’t have to choose. In fact, a balanced strategy often works best:

Pick a primary form (singular or plural) for your title, H1, and URL.
Sprinkle the alternative form naturally throughout your content. (No keyword stuffing, please — Google’s smarter than that, and so are your readers.)
Align with search intent: If your page is about comparing products, go plural. If it’s about defining a concept, go singular.
Let Google do its thing: The search engine is getting better at understanding context, but intent still matters. Don’t assume “cat” and “cats” are always interchangeable.

As Moz explains, Google’s sophistication is impressive, but not infallible. A little human judgment goes a long way.

Real-World Example: E-Commerce Showdown

Let’s say you sell shoes. (Lucky you — everyone needs shoes.) Here’s how singular vs plural keyword plays out:

“Running shoe”: Attracts someone researching what makes a good running shoe, or maybe looking for a specific model.
“Running shoes”: Attracts shoppers ready to browse options, compare brands, and maybe even buy.

Data from the e-commerce sector shows that plural keywords are often part of the commercial research stage, while singular keywords have a more focused, informational intent. In other words: use both, but know when to spotlight each.

How Blogging Machine Makes This Easy (Shameless, But Relevant)

Let’s be honest: keeping track of keyword forms, search intent, and Google’s ever-changing rules is a full-time job. (And not the fun kind with free snacks.) That’s where we come in. At Blogging Machine, our AI agent automates keyword research, content creation, and optimization — so you get high-performing, SEO-friendly blog posts without the existential dread.

We handle the singular vs plural keyword debate for you, ensuring your content attracts the right audience and ranks higher. You focus on growing your business; we’ll sweat the small stuff (and the big stuff, too).

FAQ: Singular vs Plural Keyword in SEO

Does Google treat singular and plural keywords differently?

Yes, often. Google recognizes the difference in search intent between singular and plural forms. For example, “laptop” (singular) might signal a search for information, while “laptops” (plural) suggests shopping or comparison intent.

Should I use both forms in my content?

Absolutely — when it makes sense. Use your primary form in key places (title, H1, URL) and include the alternative naturally throughout your content. This helps you capture a wider range of search queries.

How do I know which form to prioritize?

Check search volume, analyze your competitors, and consider your content’s purpose. Tools like Google Search Console and SEMrush can help. Or, let us at Blogging Machine do the heavy lifting.

Can using both forms hurt my SEO?

Not if you use them naturally and avoid keyword stuffing. Google values relevance and user experience above all else.

Are there official guidelines on this?

While Google doesn’t have a strict policy, industry best practices (and Google’s own statements) suggest aligning your keyword form with search intent and content type.

Final Thoughts: Don’t Overthink It (Let Us Overthink For You)

The singular vs plural keyword debate isn’t going away, but it doesn’t have to keep you up at night. Focus on your audience’s intent, match your keyword form to your content, and use both when it feels natural. And if you’d rather spend your time on literally anything else, Blogging Machine is here to automate the process — no overthinking required.

For more SEO wisdom, check out these resources:

Search Engine Journal: Singular vs Plural Keywords
Ahrefs: Singular vs Plural Keywords
Moz: Singular vs Plural Keywords
SEMrush: Singular vs Plural Keywords

And remember: whether you’re team singular, team plural, or team “let the robots decide,” we’ve got your back.