Single vs. Plural Keywords in Google: Subtle But Important Distinction

Posts in our Demystify series offer background, context and straightforward explanations for web non-techies. Today’s post addresses a subtle but important topic relating to rankings of keywords.

An article in the highly credible Search Engine Journal addressed how Google treats singular and plural versions of a keyword from a ranking perspective. Google’s algorithm ranks queries for singular and plural versions of the same search phrase differently. So a website page might rank on page 1 for a plural query and page 3 for a singular query.

The author shared highlights of an interview with John Mueller, Webmaster Trends Analyst at Google, about why searches for singular and plural versions of the same search return varying results.

Keywords illustrate searcher intent

While the actual queries may be nearly identical, there is a subtle but meaningful difference between a single and a plural keyword search. Generally, users conducting plural form searches are in the information gathering phase, while those searching using a singular keyword have moved beyond initial research to the purchasing phase.

So the content that best supports the user’s needs varies.

Information gathering – the plural keywords search

Consider the search “trainers for rescue dog.” Mueller suggests that a user conducting a plural search is likely to be seeking “… a list, or comparison page or maybe a category page of different kinds of these items.”

This user’s process would probably start with a plural search, initially clicking through and reviewing several articles to gain knowledge and direction. Then, using the new information gained, the user might refine their search to a more specific (singular) query.

Support the searcher’s specific need(s)

When building website content, consider the search intent of the user you are targeting. While it seems obvious that attracting a prospect who’s ready to buy is preferable to one just beginning their research, successfully ranking in search results requires authority, typically achieved through a robust and credible body of work. Such content includes related pages, blog posts, articles and other resources.

One way to gain this authority is to offer content that supports a user through both phases — the education phase and the purchase phase.

Guiding users from research to purchase

Consider this example.

Website A has a Services page that appears to precisely fit the searcher’s singular search inquiry for a rescue dog trainer. Website B has a similar high-level Services page and the site also includes an active blog with related articles comparing various styles of training, frequently asked questions about overcoming behavior issues in rescue dogs and resources including a downloadable tips sheet for successfully acclimating your adopted dog to her new home.

Clearly, with its many helpful assets, Website B is useful to the searcher, and may well be accessed multiple times during the research phase to access various resources. For search engines, Website B’s robust content (including authoritative, credible and related resources) will help its rankings for both plural and singular searches.

To best optimize your related resources for search engines and users, be sure to utilize long-tailed keywords, embedded links and calls to action to gently serve up additional useful information to your user.

Need a guiding hand on organizing and optimizing your content for search?