Singular vs plural in urls

[AmericanOutlets]

In keyword research for an ecommerce site, I've found that widget, singular gets a lot more searches than widgets, plural AND is much less competitive. Is it better for SEO purposes to have the URLs (and matching title tags) in the catalog as /brass-widget.html, /steel-widget.html, etc., or /brass-widgets.html, etc.?

I'm worried that a) searches for widgets will pass by the singular urls but not vice versa, and b) the singular form will strike visitors as bad grammar. Any advice?

[NoahGlaser78]

The way I have always looked at this is to add the 's'

That way you have the singular AND plural keyword covered.

The singular is of course in the url as well and that s just makes your site more optimized for the plural too.

Then to really differentiate which one you want to rank for, just change some the other on page factors and link building

[solution.advisor]

What is better? Singular vs Plural? We tried putting keywords that is singular but there are many other plural keywords  within that landing page. Now that plural keyword is outranking the singular.

What is the best practice for this? We want the singular keyword to rank higher the the plural?

thanks