Which keyword to use (plural / singular)

[AslanBarselinov]

Hi guys. So I'm racking my brain with a question whether I should use plural or singular keyword as a focus keyphrase of my page. The page that I'm optimizing is basically a review page of different websites offering proofreading services.

Considering the fact that this is a review and I mention a lot of websites on my page, I decided to rank for a plural keyword that ends with "services". However, this keyword is very unpopular (ahrefs doesn't show any volume for it), while singular "service" has about 100 searches per month.

As far as I understand, Google sees both keywords as synonyms, because search results for both keywords are almost identical. Should I change my keyphrase to singular "service" (even though the page mentions a lot of services), or stick with "services" instead?

Do I have a chance of ranking for "service" if I stick with "services" in this case?

Thank you.

[GastonRiera]

Hi Aslan,

The answer here should be to target the phrase that best matches the user intent. 
If Google considers you as a good answer for "services" will also be a good answer for "service". Probably won't rank on the same position, yet will be on the same page.
As English is not my mother tongue, I'll try to help you with how I'd solve it.

First of all, please don't rely on private metrics and private tools that try to simulate what's seen on google. They do their best but **never will reflect **how Google ranks a page nor how many impressions it might have.

This is the way I'd try to solve this issue:

1. As you already have some research, I'd go with that: "... services", the plural one.
2. After some time, you'll see in GSC on which phrases your page is ranking.
3. There you can check whether the plural or singular version has more search volume
4. Update your content with some extra information and, if needed, change the main phrase. Google will reward you
5. Go back to 2.

Hope it helps,
Best luck.
Gaston

[AslanBarselinov]

Thank you so very much, Gaston! You helped me a lot!

[Hkdosks]

Can I use proper keyword in the meta title or just my word like that Cargo in Dubai its proper keyword its volume 2400/mo? Can I use this keyword in different sequence like that Cargo from Dubai to Iraq? but its complete sentence has 0 volume. please give the answer if possible.

and also check my website URL and Meta Title. Our services from Dubai to Iraq, Dubai to Suadi Arab, Dubai to Turkey, and more than 200 Destination.

I use in URL address just  shipping to Iraq, Shipping to Suadi Arab,  but most competitors website used "cargo from Dubai to  Iraq"  but its volume not "0" so What I need for that,

https://www.bbccargo.ae/services/air-cargo/

https://www.bbccargo.ae/destination/shipping-to-iraq/

https://www.bbccargo.ae/destination/shipping-to-kuwait/

please check my URL and give the best Solution for that..

[GastonRiera]

Hi ghgj2222j,

Please, don't only focus on keywords for its search volume... Focus on WHAT USERS ARE SEARCHING. Usually the most searched is also how users are searching for your product/service.

There is no simple answer for your issue. I'd use logic and common sense there, do you know how users search for your service? In Google Search Console, can you relate impressions with that search volume?

On a side note, placing a keyword in the title and meta description won't send your page to the top, its just another signal for users.

I'd strongly recommend you to take a deep read to these resources:
The Beginner's Guide to SEO: Search Engine Optimization - Moz, specifically the forth chapter: On-Page optimization
And Google has their own guide: Search Engine Optimization (SEO) Starter Guide - Google Search Console Help

Hope it helps.
Best luck.
Gaston

[jasongmcmahon]

Over the past few years, I've tended to use & write for both. There is no hard & fast rule other than writing for the user - intent & context.

[marin1805]

If the website is fairly old you could also use Google Webmaster Tools: https://search.google.com/ to do this type of research.  Go to Performance > click +New tab and enter the page URL.  You should check if ppl are searching for singular or plural more.

Now the importance of this is based on user intend, you should ask your self the following question: "Do you provide a LIST /MULTIPLE  or things / services or one single service?"

Google may show your page higher in rankings if you use plural and you provide multiple services as it's more relevant. Once you start ranking for plural and users interaction is good (ppl stay on your site, they click action button etc) you will also rank for the singular.

Depending on what you provide you should write the title according to this principle: If you only offer one single thing write singular, otherwise always use plural.

Check out the competitors,  check out their title, do they use singular /  plural or both? How long is their title, how often they use singular how often they  the plural in title.

Another trick: Let's say most searches go for "best service" as singular but you notice a lot of queries with "top","list" or other combinations. As a test you may want to use both plural ans singular in a single title combining this with other relevant searched keywords. For example I would use: Selling Best Services - Top Service List for the situation above and see what happens in a few weeks.