Should you use Plural version of a keyword or singular

[Dan-Lawrence]

H

If kw research shows that singular version of a keyword has higher search volume than plural version should you still use plural version in main on-page areas to try and catch both instances or focus on the singular ?

cheers

dan

[Schwaab]

I would focus on the singular version in title tags and URL, then in the copy of the page use both versions as well as synonyms.

[Dan-Lawrence]

Thanks Schwaab !

[Dan-Lawrence]

If you use plural versions too but in a sentence that makes sense are they considered keyword repeats (in title tag) ?