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When keyword planning, one question that
always comes up, is

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how to decide between using plurals, or
singular versions of keywords.

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In the case of our example, should we be
using vacation or vacations?

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Bike tour or bike tours?

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The issue becomes more complex the more it
is considered and measured.

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The first reason is that there seems to be

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a disparity in the search counts that show
that more

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people tend to search for the plural
version.

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However, when looking at words that
companies bid on in

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paper click, they tend to bid more for
singular versions.

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The second reason is that those that have

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done their homework in keyword research
and have tracked

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their success metrics and analytics have
seen that the

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tendency is that plurals deliver a lot of
visitors.

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But singular tends to deliver conversions,

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which adds another dimension to our
dilemma.

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From a behavioral standpoint, what I have
noticed is that when people are shopping

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early in the decision cycle, they tend to
look for more options, thus using plurals.

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In looking for vacation ideas, people will
type in vacations with an s.

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When people are deeper in the
decision-making process,

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they're now looking for a specific option
and

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will then use a singular version.

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A California vacation which shows that
they

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have decided on California as a
destination.

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But are still looking for vacation
options.

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So there is no clear answer.

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The trick is to use both of the singular
and plural in strategic ways.

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Use plurals when delivering content that
is more general.

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Use singular when presenting a specific

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content directed product, this way you
stand a

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better chance of matching the intent to
the searcher.

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You also increase your visibility in the
beginning of the buying

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cycle as well as at the end of the buying
cycle.