Why is Google indexing either the singular or plural version of a keyword?

[pano]

Hello Forum,

We have just finished completely redoing a website and it seems that for several keywords either the plural or singular version is no longer being displayed in Google search results. For example, we sell yoga products, one of which is a bolster. In the SEO section of Google Analytics, the keyword "bolsters" has held a steady rank while "bolster" lost lots of rank and now no longer shows. Both keywords pointed to the same page and hold nearly equal rank, which has both keywords for "bolster" and "yoga bolster"

Any idea what may be going on?

[JaneCopland]

Hi Pano,

Just to clarify, are you saying that the site ranks well for both the [bolster] and [bolsters] keyphrases, but that only one is showing up in Google Analytics as providing any traffic? Sorry for the confusion.

Cheers,

Jane