Thanks for reading my post! So a word may initially APPEAR to have very low competition. But then, after more prodding around, you realize that it's PLURAL version, actually has HIGH competition. For example: nike shoe - STRENGTH OF COMPETITION = 464 nike shoes - STRENGTH OF COMPETITION = Much Much Higher Now if someone didn't realize the way Seach Engines work, they may mistakenly think: "Wow 464 isnt that horrible, I can rank for that eventually" - but they fail to realize that Search Engines generate results based on the singular AND the plural. Search Engines INFER that the searcher may benefit from both results sometimes. So question, when searching for a niche, how much attention do you pay to both the singular AND plural forms of your keywords, when crafting your niche phrases?