Interested in your take on this. Lets have for the example phen375 experiences (I know, there is not really a "experiences" in english language, but there is in my native language). The usual way, I go forward it to check: volume and competition. eg if phen375 experience would have 5000 exact, and the plural 6000 exact, I would go for the plural, but always keeping competition in mind. For the onpage, I create the page with the plural form in mind. In most cases, the pages will rank for both singular and plural variations. THOUGH, not always, as when the competition is strong. what is your take on this? how do you chose singular or plural forms?