Single or Plural form of keyword?

I want to ask for answers for
When to use a single form of keyword, and when to choose the plural form?

Currently,
"rowing machines" ranks 23 to my site,
while "rowing machine" ranks over 100.

I think google knows the two words are extremely similar, but why the two words rank extremely different?



Any answers would be appreciated.
Regards.

Some keywords work better as singular and some work better as plural. Google does a pretty good job of showing you the right links whether it's singular or plural but when it comes to ranking, a singular or plural version could drastically change what kind of audience it is. The type of person who wants to look at ONE rowing machine will be different from a person who wants to look at MULTIPLE rowing machines.

For example, someone searching for one iPhone will probably search iPhone instead of iPhones. So if you were trying to rank for the iPhone then you would focus on using 'iPhone'. If your goal was to sell multiple iPhones at once then you would focus on 'iPhones' more.

So, the point is, to consider the purpose of searchers who enter either singular version or plural?

Yes. Ask yourself: Who is your target audience? Are you catering to them with your content?

Many factors influence this, including number of searches of each keyword, competition, your backlinks, keyword density and so on.
Anyway, try to target both keywords, and try not to reveal them next time.

Generally speaking... when it comes to selling products online, you should focus on the PLURAL form of your target keywords.

Good question.

List down all the keywords your target might use to find your services and start optimizing your money site for relevant keywords out of them (irrespective of singular or plural).

Good luck.

Steve Parker

Focus on the plural! I think that should help you out the most as that's best for affiliate marketing however if its like a dentist or lawyer then try singular.