Site Ranking 1 with 1 KW and Nothing with almost similar KW?

Hi Guys,

So I have a site ranking 1 on local SEO with my main KW but not ranking at all with almost similar KW adding a S for plural, any thoughts?

let's say as example

Austin Auto Car Dealer Rank 1
Austin Auto Car Dealers nothing.

The one with the S is almost certainly more competitive. I've experienced this where the opposite was true. The singular got 10s a month, the plural got 1000s.

But that's crazy that I'm no where even with same KW with the S listing #1 in SERP and I'm almost in all the similar long tail KWs in local SEO as #1 but not showing in this one, it's driving me crazy.

Churchill Snip said:

The one with the S is almost certainly more competitive. I've experienced this where the opposite was true. The singular got 10s a month, the plural got 1000s.

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