If you’ve ever wondered whether using the plural form of a keyword—like “lawyers” instead of “lawyer”—can impact your search engine rankings, you’re not alone. It’s a simple question with a surprisingly important answer: yes, the plural form can affect SEO. But the degree to which it matters depends on how search engines interpret the intent behind the term.

In this article, we’ll break down why singular and plural keywords are sometimes treated differently, when they’re not, and how to make smarter keyword decisions that support long-term search visibility.

How Google Understands Keywords Today

Google has evolved far beyond exact-match keyword rankings. Thanks to natural language processing and semantic search, the algorithm now understands the context and intent behind a search—not just the literal words.

In the past, if a page used the keyword “Boston marketing agency,” it might not rank well for “marketing agencies in Boston.” Today, Google is better at recognizing that those two terms are related. However, subtle differences in phrasing can still affect how search results are displayed and what kinds of pages appear.

This is where the distinction between singular and plural keywords becomes relevant.

Singular vs. Plural Keywords: Why They’re Not Always Treated the Same

The difference between singular and plural keywords isn’t just about grammar. It often signals different user intent.

Singular keywords tend to be informational or specific. Someone searching “accountant” might be looking for a definition or understanding of what accountants do. Plural keywords often indicate someone is browsing, comparing, or ready to take action. A search for “accountants near me” implies someone is looking to hire.

For example, “laptop” could return a guide to what a laptop is, or reviews for a specific model. “Laptops” is more likely to return product listings, comparison articles, or category pages. Google uses these signals to determine what type of content best satisfies the search.

What Happens When Singular and Plural Share the Same Intent

In many cases, singular and plural keywords do reflect the same intent. A user searching for “coffee mug” and another searching “coffee mugs” are likely looking for the same thing. In these cases, Google often treats the two as semantically equivalent. It will prioritize content that best serves the shared intent, regardless of whether the keyword is singular or plural.

That said, even when the intent is identical, there can still be small differences in how search results are presented. Search volume may favor one version. For example, plural forms are often used more frequently in eCommerce and service-based queries. Additionally, exact-match usage in titles and headers may improve click-through rates, as users tend to gravitate toward results that mirror their query language.

The key is to understand your audience’s language and search behavior, then choose the form that aligns best with how they actually search.

Real Differences in Search Results

Search both the singular and plural version of a keyword, and you may see different types of pages appear. These differences are often subtle but intentional. A search for “wedding planner” might show how-to articles or job descriptions, while “wedding planners Boston” is more likely to surface local business listings or directories.

This variation reflects Google’s attempt to match not just words, but what the user is actually trying to do. Understanding that difference allows you to better align your content with search expectations.

Keyword Match vs. Intent Match

Google still values keyword relevance, but it prioritizes pages that fulfill user intent. This is why an article titled “10 Best Running Shoes for Flat Feet” might outrank a post titled “Flat Feet Running Shoe Guide.” Both are relevant, but the former better matches what the searcher likely wants: a list of products.

Exact matches still matter in key areas like page titles, headings, and meta descriptions. But repeating keywords for the sake of matching no longer works. It’s better to use natural language that clearly serves the user’s goal.

Best Practices for Using Singular and Plural Keywords

Use the form that matches your page’s purpose. Plural versions usually make more sense on product listings, category pages, or service overviews. Singular forms tend to work better in blog posts, educational content, or when discussing one specific item or idea.

Incorporate both forms naturally where appropriate. Google understands keyword relationships, so you don’t need to force them. Focus on writing for clarity and intent, not repetition.

Avoid keyword stuffing. Overusing both versions can hurt readability and dilute the value of your content. Instead, aim to include variations that make sense for your audience and topic.

If the intent is clearly the same, prioritize the version with better search volume or engagement. Look at tools like Google Search Console or keyword research platforms to find which form your audience prefers.

Ready to Take Your SEO to the Next Level?

So, does the plural form affect SEO? Yes—but not because one version is better than the other by default. It’s because plural and singular keywords can signal different user intentions. In some cases, that difference changes how search engines rank content. In others, the intent is shared and Google treats the terms similarly, prioritizing the content that best meets user expectations.

If you want to rank well, your SEO strategy needs to consider more than just the keyword. It should focus on the structure, content quality, and clarity of purpose across each page.

Want help building a smarter keyword strategy? Fill out the form below to learn how Joyce Voice creates SEO content frameworks based on real search behavior, not just surface-level optimization. Our full-service SEO support goes beyond rankings—we help you attract, engage, and convert with confidence.