Google Clarifies Why Singular and Plurals Have Different Rankings!

September 21, 2018
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John Mueller, the Google spokesperson, discussed the fact why Google shows the distinctive results for singular and plural keywords. According to the SEO professional, adding synonyms in content can make it more visible among the users. John Mueller talks about the importance of singular and plural keywords that why should we keep in mind before proceeding for a search.

Question related to singular and plural keyword phrases

During the recent seminar, a question raised by a person that why there is a big difference between the ranking of singular and plural keywords. Even according to some reports, singular keywords have not ranked in top 100 whereas plural ranked in top five. John Mueller also said that the searching result for both the keywords whether singular or plural should be a clone. It is not compulsory that Google will display the similar search outcomes for both singulars as well as plural versions of researched keywords.

In addition to this, it is also possible that Google will show the completely distinctive result for singular and plural versions of keywords. For instance, if you search “apple” and “apples” separately on Google and compare both the results then it may vary because Google does not always consider the singular and plural keywords as perfect substitutes of each other. As an owner of a website, we should consider the possibilities, which our clients can look for. Let understand it with an example, we should also mention the plural results of the same keywords that searched with the singular version of keyword for the convenience of our users.

Why will Google display different results?

Google will show different results for singular, plural and synonym versions of targeted keywords, irrespective of what you are searching for (like singular or plural). The reason behind this totally depends upon each niche, deviation and topics. Hence, it is not right to state that both singular and plural keywords have the same meaning.

How might singular and plural keywords differ?

If you see, there are many examples are available which helps you to know the difference between singular and plural keywords. For example, assume that you are a “Tax consultant”. Then it can possible that you wish to rank yourself as “Tax Consultant” and “Tax Consultants” among the top lists. Therefore, creating two separate pages for both singular and plural versions of the keyword in little awkward from the customer’s point of view.

How can you determine user intent?

Well, verbally it is quite difficult to understand, therefore learn it with the help of suitable examples such as sandwich and sandwiches.

Singular Phrase: sandwich

While searching for a sandwich on Google, the Wikipedia link will be displayed on top of the Search Engine Result Pages (SERP). It indicates that the person mainly wants to grab the information about sandwich only.  Reason for being in the top rankings is not that it contains so many links; rather it happens because it accomplishes the requirement of so many peoples.

 Plural Phrase: Chocolates

On the other hand, when you search for a plural version of sandwich i.e. sandwiches then it will show the results regarding the commercial web pages. It indicates that the users are happy with the search results for a sandwich that is why Google shows the Wikipedia link at a lower rank.

About Synonyms

If the sources are to be believed, SEO professional suggest stuffing more synonyms in the article to make it more visible on the search page.  It is also known as an old method of keyword spamming. If you stuff or apply the synonyms in an appropriate manner then it will definitely rank to top page either Google or any other search engine.


Hope now you can understand the values of singular and plural keywords. If we conclude, all points mentioned above will results that users play an important role in deciding whether go for singular or plural versions of keywords.

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