Plurality in Domain Names

What's your opinion on using the plural version of your keyword if the EMD is unavailable? Does it have much of a negative effect since the exact keyword is still part of it?

I'm torn between registering the EMD .org or the plural .net for an Amazon site. For example if my main keyword was "dog collar", would it be wise to go with dogcollar.org or dogcollars.net? I'm assuming this won't make much of a difference, but I'm leaning towards the .org since its an EMD for the main keyword. I just don't like the look of a .org for an Amazon affiliate site.

Thoughts?

Curious about this one as well, or even if you purchased the domain (like in the example dogcollar.org) would it be worth it to pick up a second domain (dogcollars.org)

Good question and you are right about how the domain looks, but there is some concern about n*t and spam because they are available cheaper. If you aren't going for the exact domain name, there are several 3 word variations available in c*m

Try to search dog collar in google, the results will show some "collar" keyword and "collars" keyword.

I dont know if it is also treated as EMD.

I used to own a singular version of a domain name that I built a website to flip.

It transpired the plural got more searches for the keyword, but it didn't make any difference and the site went top 3 in both.

I just checked and it is still there, so I think using the plural is probably fine.

Plurals are one of the easiest concepts in the English language to master and Google is pretty good with them. I wouldn't even give it a second thought because I don't think it would make any difference to rankings at all.

Don't get a .org to sell products, that's just weird.