Singular vs. Plural Keywords for E-Commerce: Which One to Use?

Keyword selection is a critical aspect of SEO strategy when optimizing an e-commerce website for search engines. One often overlooked but essential element is the careful consideration of singular and plural keywords. 

Although they might appear nearly identical, these two types of keywords can yield different search results, search intents, and rankings on Google. For e-commerce businesses, understanding the differences between singular and plural keywords is essential for driving relevant traffic, capturing potential buyers, and optimizing for user intent.

In this article, we will discover the subtle yet important differences between singular and plural keywords, how Google treats them, their impact on ranking, and strategies for optimizing both types to maximize search visibility for e-commerce websites.

Understanding Singular and Plural Keywords

At first glance, singular and plural keywords may seem like simple variations of the same term or synonyms. However, they often signal different search intents, affect search rankings differently, and require distinct optimization strategies. 

This is what Google’s John Mueller stated with a disclaimer that what he was about to say was in general and not specific to a certain website:

How Singular and Plural Keywords Rank on Google

Following Mueller’s statement, singular and plural keywords rank differently on Google due to variations in search intent, user expectations, and the way Google’s algorithms interpret these terms.

Google’s algorithms are designed to provide results that closely match what users are searching for, meaning it actively distinguishes between searches like "shoe" and "shoes" to better serve user needs. 

In addition, user behavior patterns reveal that people expect different content depending on whether they’re using a singular or plural keyword. For instance, a search for “car” might suggest curiosity about cars in general, but “cars” often imply interest in different models, reviews, or prices. 

Another core reason for the different rankings is Google’s semantic understanding. Through NLP (Natural Language Processing) advancements, Google can differentiate between the subtle nuances of singular and plural keywords. 

It no longer treats them as interchangeable, instead recognizing that the intent behind each can vary significantly. As a result, the SERP composition often changes according to whether the query is singular or plural. 

Search Intent Behind Singular and Plural Keywords

Search intent is the cornerstone of understanding how singular and plural keywords function differently in e-commerce SEO. Each variation of a keyword often serves a different user purpose.

Singular keywords are typically associated with users seeking general information or understanding of a product category. For example, "laptop" might yield results like "What is a laptop?" or "Different types of laptops."

On the other hand, plural keywords are more aligned with commercial intent, where users are often seeking to compare products, browse options, or potentially make a purchase. For example, a search for “laptops” typically brings up category pages filled with product listings, price comparisons, or customer reviews, catering to users ready to consider multiple choices within the product line.

To verify this common SEO practice, analyzing real-world data on search intent can help establish whether this approach is backed by factual insights and if it can create a standard for deciding which keyword version works best for various types of pages.

Some keywords are naturally plural by design which will not appear in singular form and were excluded from these observations. Therefore, assessing which variation of a keyword is most effective helps SEO strategists prioritize targeting the form that aligns best with page intent, potentially boosting rankings and improving the user experience.

User Queries and Expected Results

When analyzing user queries, understanding the expected results tied to singular and plural keywords can clarify search intent and improve content alignment. User expectations differ based on the keyword form, which impacts how they interact with search results and the type of pages they find valuable.

Let’s take a look at how Google sees singular and plural keywords to display the search results. 

Analyzing Keyword Intent

To understand how singular and plural keywords shape search intent, our team conducted an analysis using 20 pairs of singular and plural keywords. This comparison allowed us to examine the differences in user intent behind each keyword variation and assess the types of content that appear on Google’s SERP for each.

Through this keyword analysis, we looked closely at how Google interprets the search intent for both singular and plural forms, noting the types of pages that rank for each term and how they align with user needs. 

For instance, while singular keywords may bring up pages that offer general information or guidance, plural keywords often yield results focused on shopping, comparisons, or product categories.

Before diving into the findings of this comparison, let’s take a closer look at the different types of search intent, as these are essential to understanding why specific content ranks for each keyword type. These intents include:

• Informational intent: users seeking knowledge, explanations, or “how-to” information.
• Commercial intent: users researching products and considering options but not yet ready to purchase.
• Transactional intent: users prepared to make a purchase, searching for specific products or services.
• Navigational intent: users looking to reach a particular website or resource directly.

By understanding these intent types, we can analyze the distinctions between singular and plural keyword usage, and see why certain content ranks higher depending on the keyword form and the intent it implies.

Results of Analysis 

With the 20 pairs of singular and plural keywords, our team at cmlabs classified each based on the type of intent most commonly associated with the search results displayed on Google’s SERP. The following observations highlight the general trends in how these keywords align with user intent.

It’s also worth noting that each keyword could have more than just one search intent, indicating that Google tries to show what the users might need. 

Informational Intent

In this analysis, 15 out of 20 singular keywords were predominantly associated with informational intent. Singular keywords often lead to SERPs filled with articles, guides, or explanatory pages, providing users with a broad understanding of a topic. For example, a search for "running shoe" typically shows results focused on general information, such as recommending the best running shoes.

Commercial Intent

Commercial intent was primarily associated with 16 out of 20 plural keywords. These keywords usually signal that users are in the research phase of a buying decision, exploring options, comparisons, or brand overviews without being ready to purchase. For example, "running shoes" brings up pages featuring various brands, allowing users to weigh their options.

Transactional Intent

In this analysis, 18 out of 20 singular keywords demonstrated transactional intent, suggesting that users searching with these terms are further along in their buying journey and ready to make a purchase. Singular keywords, in this case, lead to SERPs with product listings, online stores, or links where users can directly buy specific items. For instance, a search for "running shoe" typically brings up pages that allow the user to select and purchase an individual product.

Navigational Intent

Navigational intent was seen less frequently in this analysis but still appeared in 10 out of 20 plural keyword searches. This intent typically aligns with searches for branded keywords, like "Nike running shoes," where users are looking for specific sites or brands.

This analysis reveals patterns in how singular and plural keywords align with user intent. Singular keywords often align with either informational or transactional intent. They are frequently used when users seek general knowledge (informational) or are prepared to purchase a specific product (transactional).

Meanwhile, plural keywords tend to signal commercial or navigational intent, which often reflects a broader interest in exploring multiple options or navigating to specific brands. 

Analyzing the SERP Features for Each Type of Keyword

Comparing the use of singular and plural keywords can also be seen in the SERP features. It indicates how Google perceives each keyword in a different manner to fulfill the search intent. 

For example, Google mostly displays Image Pack, Related Search, and People Also Ask features for singular keywords. Meanwhile, plural keywords often come with Shopping or Product Carousels where multiple brands and models are showcased. However, despite these tendencies, it’s also worth noting that some SERP features might also overlap between singular and plural keywords.

To explore this further, let’s take a look into specific SERP features that differentiate singular and plural keywords, along with examples illustrating how Google tailors results based on search intent:

1. Image Pack

Singular keywords often bring up Image Packs, especially when users are likely to seek visual references. For instance, searching “Bluetooth speaker” might generate an Image Pack showcasing various Bluetooth speaker models. Google seems to interpret singular searches as explorations of individual items, where visuals aid in understanding product appearance.

2. People Also Ask (PAA)

Singular keywords also tend to trigger Related Searches, where Google provides suggestions for refining or expanding the search. For instance, typing in “air purifier” might yield Related Searches like “Do air purifiers really make a difference?” or “What does air purifier do for you?” guiding users who are still in the exploratory phase of their search.

3. Product Carousel for Plural Keywords

On the other hand, plural keywords often trigger Product Carousels. This aligns with the commercial intent frequently associated with plural terms, as users searching “Bluetooth speakers” or “luxury watches” likely want to browse multiple options within a category.

The Product Carousel enables users to compare different brands, models, and prices, reinforcing Google’s perception of plural keywords as exploratory and comparison-oriented.

The findings align with previous observations, indicating that singular keywords tend to reflect a wider variety of search intents, while plural keywords are more often associated with commercial intent.

We also see that Related Searches and People Also Ask panels appear more frequently with singular keywords, supporting their alignment with informational queries. On the other hand, plural keywords more commonly trigger Popular Products and Shopping Carousel, reinforcing the notion that searches for plural terms are typically tied to commercial intent.

Understanding how different SERP features correspond to singular and plural keywords can guide content creation and optimization efforts. For singular keywords, focusing on detailed product descriptions, answering common questions, and including visual elements like images can help align with Google’s SERP tendencies. 

For plural keywords, creating comparison guides, list-based articles, and shopping-focused content can better capture the intent of users exploring multiple options. Recognizing these trends allows SEO strategists to prioritize content types that align with the SERP features Google is likely to display, ensuring a higher relevance to the user’s search intent and potentially boosting rankings.

However, it’s also important to note that some results, whether for singular or plural keywords, display overlapping SERP features. For example, both keyword types may trigger features like Image Packs and Related Searches, depending on the specific query and context. This overlap indicates that while there are general trends, Google tailors its SERP presentation to best match user intent on a case-by-case basis.

Recognizing this blend of unique and shared SERP features helps SEO strategists approach optimization with flexibility, ensuring they cater to both informational and commercial intents as needed.

How to Optimize Singular and Plural Keywords for E-Commerce Website

To achieve better rankings on Google for an e-commerce website, it’s essential to understand and leverage the nuances between singular and plural keywords. As mentioned above, while each type generally aligns with a different search intent–singular for informational and plural for commercial–it’s important to note that there can be overlap. 

This overlap presents an opportunity for e-commerce brands to strategically position themselves in both types of search results, catering to a wider audience and maximizing visibility.

1. Identify and Segment Keywords Based on the Intent

Start by analyzing the intent behind both singular and plural versions of your primary keywords. Singular keywords often attract users at the top of the sales funnel who are looking for general information, so optimizing content like product guides, educational blogs, or FAQs around these keywords can capture informational intent. 

Plural keywords, on the other hand, usually indicate users are comparing products or ready to browse options, making them more suitable for category pages, product lists, and comparison guides. Segmenting keywords by intent allows you to create content tailored to the different stages of the customer journey.

2. Optimize Product Pages for Plural Keywords

Since plural keywords often align with commercial intent, focusing on this term for product and category pages can help attract users ready to make a purchase. Incorporate plural keywords naturally in titles, meta descriptions, headers, and product descriptions to emphasize comparisons, options, and any unique selling points that differentiate your brand. 

Including keywords like “best [product]s,” “[product] brands,” or “affordable [product]s” in these elements can align with common user searches and enhance relevance for plural terms.

3. Create Informational Content for Singular Keywords

Singular keywords are well-suited for informational content that addresses users who are in the research phase. Use these terms in blog posts, buying guides, how-to articles, and “what is” pages, which can help educate potential customers and establish your brand as a trusted authority in the space. 

Creating Q&A sections and leveraging features like “People Also Ask” and “Related Searches” can further enhance this content's value as these features are commonly associated with informational searches.

4. Leverage Overlapping Intent with Hybrid Content

Since singular and plural keywords can occasionally overlap in intent, consider creating hybrid content that caters to both. For instance, a guide on “Best Winter Jackets” can target both users looking for general information on winter jackets and those ready to compare options. 

This hybrid approach allows you to capture traffic from both search intents, giving your content greater reach and potentially higher rankings across varied SERP features.

5. Optimize for SERP Features Common to Both Keyword Types

Take advantage of SERP features that appear for both singular and plural keywords by optimizing content accordingly. For instance, using structured data (schema markup) can increase your chances of appearing in featured snippets, image packs, and “People Also Ask” sections. 

Adding high-quality images, detailed descriptions, and list-based content can help your pages perform well for both singular and plural queries, regardless of whether they are targeting informational or commercial intents.

Do You Need Different Pages for Your Singular and Plural Keywords?

The short answer is no. Creating separate pages for singular and plural versions of the same keyword can be a tempting strategy, especially when you want to capture as much search traffic as possible. However, this approach is not always necessary–and in some cases, it can even be counterproductive.

Creating separate pages for singular and plural keywords can lead to duplicate or near-duplicate content, which can dilute the authority of each page and confuse search engines. Google may struggle to identify which page is the most relevant. 

The only instance where creating separate, unique pages for singular and plural keywords may be necessary is when the search intent differs between the two and your business offers distinct solutions for each.

For example, if (for some reason) you’re both an outdoor adventure blog and a retailer selling camping gear, it makes sense to create two separate pages: one for general information on ‘camping tent’ types and another for purchasing ‘camping tents.’ However, this strategy isn’t restricted to any one industry–you might apply it to anything from e-commerce sites to educational blogs.

So, the best practice is to recognize that singular and plural keywords often have overlapping intent. This means you don’t necessarily need separate pages for each, as both versions can typically be addressed with a single, well-optimized page.

Key Takeaways

In conclusion, effectively navigating the landscape of singular and plural keywords is essential for e-commerce businesses aiming to enhance their SEO strategy. Understanding the distinct search intents and behaviors associated with these keywords can help companies create tailored content that meets user needs at various stages of the buying journey. 

• Singular keywords often cater to informational queries, making them ideal for guides and educational content, while plural keywords align with commercial intent, leading to product comparisons and shopping-focused pages. 
• Typically, your webpage can rank for both the singular and plural forms of your target keyword simultaneously considering the singular and plural keywords could have an overlapping intent.
• User intent is multifaceted and can change over time. There is an observable trend of Google increasingly distinguishing between the search results for singular and plural keywords which need further attention.
• With Google's ongoing advancements in AI, including the Search Generative Experience (SGE), and its shift toward enabling users to shop directly from search results, grasping the nuances of user intent related to slight keyword variations will be crucial.

That is all the ins and outs you need to know about singular vs. plural keywords. To harness the power of these keywords effectively, you certainly need to perform in-depth keyword research, monitor the performance of both singular and plural forms, and optimize various web pages; product pages, category descriptions, and blog content with a strategic blend of singular and plural keywords.

However, these keyword optimizations can be a daunting task, especially as search engines evolve and competition intensifies. This is when you need expert SEO strategies. At cmlabs, we specialize in providing tailored SEO solutions that drive measurable results. 

Our team understands the intricacies of e-commerce SEO, including advanced keyword targeting, content optimization, and technical enhancements to ensure your website stays ahead of the curve.

Take the next step today with SEO Services by cmlabs to refine your keyword strategy, elevate your overall SEO performance, and bring your business toward sustainable growth!