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Singular and Plural Keywords in SEO: Why Both Matter

August 28, 2025
Singular and Plural Keywords in SEO: Why Both Matter

Let’s be honest — SEO can feel like a game where the rules change every time you blink. Just when you think you’ve cracked the code, Google decides “laptop” and “laptops” are two different universes. Welcome to the world of singular and plural keywords in SEO, where one little “s” can mean the difference between a trickle of traffic and a flood.

If you’re a small business, agency, or anyone who’s ever stared at a keyword report and wondered if you’re being punked, this article is for you. We’ll break down the facts, sprinkle in some wit, and — because we’re Blogging Machine — show you how to make this work for your content (without losing your mind or your lunch break).

Why Singular and Plural Keywords Aren’t Twins

First, a confession: we used to think singular and plural keywords were basically the same. Turns out, Google’s not that lazy. According to industry research, singular and plural forms are often treated as distinct queries. In fact, only about 5% of the time do they return identical search results. The rest of the time, you’ll see different pages, different rankings, and — yep — different opportunities.

“Google might interpret singular and plural keywords as different search intents, explaining why you would get a unique SERP for each term. Hence, just because a keyword is singular or plural doesn’t mean they fall under the same query.” — John Mueller, Google Webmaster Hangout

So, what’s the big deal? It’s all about search intent.

Singular: The Curious Researcher

Singular keywords (like “laptop”) usually attract folks who want information. Maybe they’re looking for a definition, a how-to, or just trying to sound smart in a meeting. These users aren’t always ready to buy — they’re still figuring things out. Think of them as the people who read the manual before assembling IKEA furniture.

Plural: The Shopper on a Mission

Plural keywords (“laptops”) are a different breed. These users are comparing, shopping, or looking for lists. They want options, reviews, and maybe a deal. If you’re running an e-commerce site, these are your people. They’re not just browsing — they’re ready to fill a cart.

What the Data Says (Spoiler: It’s Not Boring)

  • SERP Overlap: About 50% of the time, singular and plural keywords share 7–9 URLs in the top results. But only 5% of the time are the SERPs identical. Translation: you can’t just pick one and hope for the best.
  • E-commerce Edge: Plural keywords dominate for product and category pages. If you’re selling “running shoes,” don’t waste your time optimizing for “running shoe” unless you’re writing a definition or a history lesson.
  • Intent Mapping: Singular = informational. Plural = commercial or comparative. Simple, right? (Well, as simple as SEO gets.)

For more on how Google handles search intent, check out Search Engine Journal’s guide.

How Google’s Algorithm Handles the S/No-S

Google’s algorithms are like that one friend who notices every detail. They analyze the intent behind each query, so “24 hour electrician” and “24 hour electricians” might show different results — even if you’re the only electrician in town.

This means you need to optimize for both forms if you want to cover all your bases. And yes, that means more work. But hey, that’s why we built Blogging Machine — to do the heavy lifting for you.

Best Practices: How to Win at Singular and Plural Keywords in SEO

1. Map Keywords to Intent

  • Use singular keywords for pages focused on definitions, concepts, or industry terms.
  • Use plural keywords for listicles, product pages, and anything that screams “options.”

2. Optimize for Both Forms (But Don’t Be Weird About It)

Include both singular and plural forms in your content, headings, and metadata — if it makes sense. Don’t force it. Google’s not a fan of awkward sentences, and neither are your readers.

3. Monitor Your Rankings

Check how you’re doing for both forms. Sometimes you’ll rank for one but not the other. Adjust your strategy accordingly. (Or let us do it for you — just saying.)

4. Avoid Keyword Stuffing

We get it, you want to rank. But repeating “laptop” and “laptops” 47 times in a paragraph is a cry for help, not a strategy. Use natural language and focus on quality.

5. Check for Meaning Changes

Some words change meaning between singular and plural (hello, “glasses” vs. “glass”). Make sure both forms are relevant to your business before you optimize.

For a deeper dive into keyword intent, Moz has a handy resource: Keyword Research Master Guide.

Real-World Examples (Because Theory Is Overrated)

  • E-commerce: A shoe store should optimize category pages for “running shoes” (plural) to attract shoppers, while a blog post explaining “what is a running shoe” (singular) targets the curious.
  • Service Businesses: An electrician should target both “24 hour electrician” (for those seeking a specific service) and “24 hour electricians” (for those comparing providers).

For more on e-commerce SEO, check out Shopify’s SEO guide.

Unique Insights and 2025 Trends

  • Ranking for Both: You can rank for both forms on the same page, but your content needs to address both intents clearly. Don’t just tack on an “s” and call it a day.
  • Google’s Getting Smarter: As of 2025, Google’s algorithms are even better at understanding intent. This means the distinction between singular and plural keywords is more important than ever.
  • Industry Guidance: Google’s John Mueller recommends understanding the intent behind each form when optimizing content. Industry experts agree: analyze search volume and intent for both, and tailor your content accordingly.

For more on Google’s approach, see their Search Central Blog.

How Blogging Machine Makes This Easy (Shameless Plug, But You’ll Thank Us)

Let’s face it: keeping up with keyword trends, intent mapping, and SERP monitoring is a full-time job. Or, you could let our AI agent at Blogging Machine handle it. We automate content creation, keyword optimization, and topic research — so you can focus on, well, anything else.

Why choose us?

  • Effortless, SEO-optimized articles (no more late nights or caffeine jitters)
  • Consistent, high-quality content that targets both singular and plural keywords in SEO
  • Increased organic traffic, without the headache

FAQ: Singular and Plural Keywords in SEO

Q: Should I target both singular and plural keywords on the same page? A: If both forms are relevant and the content can address both intents, yes. Just keep it natural and avoid stuffing.

Q: How do I know which form to prioritize? A: Check search volume and intent. Plural forms often have broader commercial intent, especially for products and services.

Q: Can I rank for both forms with one article? A: Yes, if your content is comprehensive and matches both search intents. But sometimes, separate pages work better.

Q: Does Google penalize for using both forms? A: No, as long as you’re not keyword stuffing. Focus on quality and relevance.

Q: How can I automate this process? A: Use Blogging Machine to generate SEO-optimized content that covers all your keyword bases — singular, plural, and everything in between.

Final Word: Mastering singular and plural keywords in SEO isn’t just about adding or dropping an “s.” It’s about understanding your audience, matching their intent, and creating content that answers their needs. Or, you know, letting us do it for you while you enjoy your lunch break.

For more SEO wisdom, check out Search Engine Land’s latest news, and remember: in the world of SEO, every letter counts.