Google’s John Mueller explained why Google displays different results for singular and plural versions of the same keyword phrase. Many SEOs suggest incorporating synonyms into content, including both plural and singular versions of a target search phrase. However, John Mueller discusses why focusing on either the singular or plural form may be more effective.
Question About Singular and Plural Keyword Phrases
In a recent Google Hangout, an individual asked:
What are reasons for completely different positions for keywords in singular and plural? We have some examples where the plural ranks in the top five, and the singular isn’t in the top 100.
Google’s John Mueller’s Answer
The search intent should be very similar. So depending on what is happening there, we might be viewing these as slightly different.
Just because one is singular and one is plural doesn’t mean that we would show the same search results for those queries.
It’s very possible that we see these as completely different elements and maybe even as differing intents from the user side.
So that’s something where I wouldn’t necessarily assume that Google will always treat singular and plural words as complete synonyms and show exactly the same search results for those two versions.
As a site owner, it might be worth considering what users might be searching differently and if my site is really the most relevant one for people who are searching for the singular version of this word versus those searching for the plural version.
Why Would Google Show Different Results?
The user intents behind search queries can vary between synonyms and singular/plurals across all topics. It’s not feasible to generalize that singular keywords mean one thing and plural keywords mean another.
There are indeed differences between singular and plural keyword variations, but the reasons will vary for each topic and niche.
John Mueller’s key point:
"It’s very possible that we see these as completely different elements and maybe even as completely different intent from the user side."
How Singular and Plural Keywords Can Differ
Singular Can Signal a Search for a Recommendation
For some searches, there are differences in user intent between singular and plural forms. For example, in certain forum-related searches, Google might promote a page recommending a forum (not a forum itself) in singular version searches, while the plural version showcases actual forums.
These differences aren’t universal but are likely influenced by user intent signals, such as click-through rate data. This highlights the need to identify user intent on a keyword-by-keyword basis.
How to Identify User Intent
Consider the search terms Teddy Bear and Teddy Bears.
Singular Phrase: Teddy Bear
A search for "Teddy Bear" may result in a Wikipedia entry at the top of the page, indicating that user intent is primarily informational.
This suggests that most users searching for "teddy bear" are looking for information. The Wikipedia page likely ranks highly not due to optimal links or anchor text, but because it satisfies the needs of most users who search that phrase.
Data-driven studies that focus on ideal anchor text or link patterns are often inaccurate because user intent overrides those factors. Understanding user intent is crucial for diagnosing ranking issues and is essential for content marketing, keyword research, and planning.
Plural Phrase: Teddy Bears
For "Teddy Bears," Google often shows commercial web pages, indicating a commercial user intent. Some users still seek information, so Wikipedia may appear lower in the rankings.
About Those Synonyms
It’s misguided to fill a page with synonyms, as it oversimplifies how search engines rank pages. While search engines use synonyms for more accurate results, user intent significantly influences the choice of words.
Adding synonyms alone oversimplifies search ranking factors. To be precise with keyword choices, understand the user intent for each phrase and build content that aligns with that intent.
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