I'm trying to find some good advice on the following scenario: I have a domain name xxxcarrentals, registered 1 month ago, now someone else owns the domain xxxcarrental, registered 2 months ago. Unfortunately the other guy got his site up faster and is already ranked #1 on Google, there's virtually no competition for the keywords so that happened rather quickly. Now I'd like to know, is it even worth it putting my site up (which has massive amounts of better written content) with that added "s" at the end or will that be counter productive and I should just go for a different domain ? Both sites are about the same thing and going for the same keywords. Any input is appreciated.