How to know when do use singular vs plural in anchor text and on-page copy?
-
I'm building out a specific section of our site and I want to make sure I target it correctly.
Is there a rule of thumb when to know how to use "car" vs "cars"? (as an example)
Is there a specific way to research the right approach?
thank you!
-
A lot of results for singular/plural and synonyms are so similar as to be nearly identical for the first page or two, which is what really matters, and which is what Gregory Baka is referring to. You will notice a lot of times if you search for something you'll see synonyms and variants bolded in the description and title in the SERPs. That would be your signal that one is being treated as synonymous with (though not "identical to") the other.
In terms of singular vs plural I tend to include both variations naturally within descriptions and on-page copy. External links tend to contain both versions too unless you're buying the anchor text. I would think, based only on common sense and experience, and not any quantifiable study, that Google looks for a natural variation. If you have two different landing pages, one targeting singular and the other targeting plural, that would not only be wasting effort, money, link equity, etc... but it would seem very unnatural. If I were writing an algorithm I'd probably figure out a way to push such pages lower in the results unless other signals point to really high quality at the page and/or domain level.
ALL of this "common sense" stuff flies out the window though when any ambiguity of intent or results is involved. For example, with "cars" you could be talking about the animated movie, which is why you see IMDB, Disney and Wikipedia in the results. This disambiguation factor is why Google is pushing for semantic markup of the web, and is probably why topic modeling has become increasingly important (e.g. want to rank better for "cars" when the user intent is to find the animation, use words like "Pixar" and "Lightening Steve McQueen" in the copy).
As a rule of thumb, I tend to go with whatever sounds better and makes more sense to the user. For example, on a category page I might write "blue widgets" in the title, but I'd use "blue widget" on a single product page. From there I go with what the data says. Looking at Analytics a few months later I pay attention to traffic and keywords as a follow-up. If the "blue widgets" category page gets 80% of it's traffic from a #3 ranking for "blue widget" when it ranks #1 for "blue widgets" that tells me I should probably change the title to the singular version.
In the end I usually find I get the best results when I don't think too hard about it and just go with my gut when writing. I know that's not scientific or anything, but if it works it works.
-
No research. Just memory of doing searches with and without an S for my own keywords and noticing that the results were fairly similar.
I just checked garden and gardens - many of the page 1 results are the same.
Then I checked tool and tools - very different results because of the band "Tool"
Checking garden tool and garden tools takes it back to many similar page 1 results.
The original poster just asked for a Rule of Thumb. So perhaps the answer is "It depends on the keyword. Google it and see what happens."
-
I did a search for "car" vs "cars" and I see a drastically different number of results.
3.3B vs 1.5B, respectively.
Do you have any research to support your response? Just curious where you're getting your information from.
-
When the plural is made by just adding an S, then Google seems not to differentiate the singular or plural. You can verify it by opening two windows and searching for the term both with and without the S and seeing if the results are ranked differently.
But if the plural is a whole different word, like Goose and Geese or Mouse and Mice, then you will definitely have to makes a decision on which to use.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Is it ok to repeat a (focus) keyword used on a previous page, on a new page?
I am cataloguing the pages on our website in terms of which focus keyword has been used with the page. I've noticed that some pages repeated the same keyword / term. I've heard that it's not really good practice, as it's like telling google conflicting information, as the pages with the same keywords will be competing against each other. Is this correct information? If so, is the alternative to use various long-winded keywords instead? If not, meaning it's ok to repeat the keyword on different pages, is there a maximum recommended number of times that we want to repeat the word? Still new-ish to SEO, so any help is much appreciated! V.
Intermediate & Advanced SEO | | Vitzz1 -
Home page vs inner page?
do you believe that the advantage of targeting a search term on the home page is now worse off than before? as I understand it ctr is a big factor now And as far as i can see if two pages are equal on page etc the better ctr will win out, the issue with the home page is the serp stars cannot be used hence the ctr on a product page will be higher? I feel if you where able to get a home page up quicker (1 year instead of two) you still lost out in the end due to the product page winning on ctr? do you think this is correct?
Intermediate & Advanced SEO | | BobAnderson0 -
Linking Same Page using Important Keyword as Anchor?
I have came across sites that links to same page from a textual part using their topmost keywords. What is the benefit of linking same page using anchor as keywords to the same page? Does it give SEO benefits?
Intermediate & Advanced SEO | | welcomecure0 -
Do I eventually 301 a page on our site that "expires," to a page that's related, but never expires, just to utilize the inbound link juice?
Our company gets inbound links from news websites that write stories about upcoming sporting events. The links we get are pointing to our event / ticket inventory pages on our commerce site. Once the event has passed, that event page is basically a dead page that shows no ticket inventory, and has no content. Also, each “event” page on our site has a unique url, since it’s an event that will eventually expire, as the game gets played, or the event has passed. Example of a url that a news site would link to: mysite.com/tickets/soldier-field/t7493325/nfc-divisional-home-game-chicago bears-vs-tbd-tickets.aspx Would there be any negative ramifications if I set up a 301 from the dead event page to another page on our site, one that is still somewhat related to the product in question, a landing page with content related to the team that just played, or venue they play in all season. Example, I would 301 to: mysite.com/venue/soldier-field tickets.aspx (This would be a live page that never expires.) I don’t know if that’s manipulating things a bit too much.
Intermediate & Advanced SEO | | Ticket_King1 -
Two Pics, one bit of Text single anchor link?
Hi thereGurus, sorry Aspirants ;-), I have a really nice looking menu used in my standard page template that has some SEO issues now due to possibly causing 'too many onsite links' penalty/downgrade on some of my bigger pages going >120 links. Wanting to keep the nice menu, I want to work around the issues if possible. The menu is comprised of 7 buttons with various keywords pertinent to the site. On the menu, hovering over the keyword in a button eg 'Technology' causes this button with word inside to do an animated slide down and a picture representative of 'Technology' to appear where the button was with the original button directly below it, which then a side menu slides out of to the right to reveal 5 anchor links that represent the 'Technology' menu category. The first option in this sub-menu is supposed to have the same anchor link as the description image and the button/button text that being it is like a category description. Trouble I am having is that the slide out menu requires a separate div for javascript reasons. I have one anchor covering the button and the pop-up image, but then I need a second anchor for the first line of the slide out menu (otherwise fails W3C). This is adding 7 duplicate anchors to the page on a e-Commerce page that already has too many anchors IMHO. I read in HTML5 you can have an anchor holding a div inside, but how about an un'd div? The next four items on the slide out menu go to other anchor links so it first anchor needs to end prior to these, hence halfway through a div. Is there another way of making multiple items (across div boundaries etc) only go to/count as one single anchor link? Thanks for your help, Brad
Intermediate & Advanced SEO | | BM70 -
Why does my home page show up in search results instead of my target page for a specific keyword?
I am using Wordpress and am targeting a specific keyword..and am using Yoast SEO if that question comes up.. and I am at 100% as far as what they recommend for on page optimization. The target html page is a "POST" and not a "Page" using Wordpress definitions. Also, I am using this Pinterest style theme here http://pinclone.net/demo/ - which makes the post a sort of "pop-up" - but I started with a different theme and the results below were always the case..so I don't know if that is a factor or not. (I promise .. this is not a clever spammy attempt to promote their theme - in fact parts of it don't even work for me yet so I would not recommend it just yet...) I DO show up on the first page for my keyword.. however.. instead of Google showing the page www.mywebsite.com/this-is-my-targeted-keyword-page.htm Google shows www.mywebsite.com in the results instead. The problem being - if the traffic goes only to my home page.. they will be less likely to stay if they dont find what they want immediately and have to search for it.. Any suggestions would be appreciated!
Intermediate & Advanced SEO | | chunkyvittles0 -
How do you implement dynamic SEO-friendly URLs using Ajax without using hashbangs?
We're building a new website platform and are using Ajax as the method for allowing users to select from filters. We want to dynamically insert elements into the URL as the filters are selected so that search engines will index multiple combinations of filters. We're struggling to see how this is possible using symfony framework. We've used www.gizmodo.com as an example of how to achieve SEO and user-friendly URLs but this is only an example of achieving this for static content. We would prefer to go down a route that didn't involve hashbangs if possible. Does anyone have any experience using hashbangs and how it affected their site? Any advice on the above would be gratefully received.
Intermediate & Advanced SEO | | Sayers1 -
Category Pages - Canonical, Robots.txt, Changing Page Attributes
A site has category pages as such: www.domain.com/category.html, www.domain.com/category-page2.html, etc... This is producing duplicate meta descriptions (page titles have page numbers in them so they are not duplicate). Below are the options that we've been thinking about: a. Keep meta descriptions the same except for adding a page number (this would keep internal juice flowing to products that are listed on subsequent pages). All pages have unique product listings. b. Use canonical tags on subsequent pages and point them back to the main category page. c. Robots.txt on subsequent pages. d. ? Options b and c will orphan or french fry some of our product pages. Any help on this would be much appreciated. Thank you.
Intermediate & Advanced SEO | | Troyville0