Google Explains Why Singular and Plurals Rank Differently

Google's John Mueller discussed why Google showed different results for the singular and plural versions of the same keyword phrase.  Many SEOs recommend adding synonyms to content, including the plural and singular versions of the targeted search phrase.   As owner, it might be worth thinking about what users might be searching and if my site's really the relevant one for people.   Google's John Mueller discussed the role of user intent in ranking singular and plural versions of the same keyword phrase..   Now I will illustrate instance and show you how Google's algorithm is detecting the user intent and showing different searches for.   Google shows Wikipedia at the top of the page.   That Wikipedia page is very  likely not ranking at the top of the page because it has the most links or because it's text ratios are optimal..   This is important for diagnosing why site does not rank well, why site lost rankings, for content marketing and for keyword research and planning..   Some people are satisfied with informational results for that particular phrase and that's likely why Google shows Wikipedia page, and ranked lower..   It's unsophisticated and separated from the concept of understanding why Google ranks web page in the context of user intent..   But the user intent plays in the choice of whether to choose one word or another..   Read more