What We Know About Plural Keywords And Search IntentDuring my career, I’ve noticed a pattern: Singular keywords are often informational, whereas plural keywords tend to be part of a buyer’s commercial research journey. From a programmatic SEO perspective, this means singular keywords suggest a more ambiguous intent, while plural keywords are more likely to be part of a user’s commercial research journey. Singular keywords are typically used in product detail pages, while plural keywords tend to feature in category pages. It’s certainly a hypothesis the data seems to support, as singular keywords are 23% more likely than plural keywords to have more than one intent. Related Searches are the SERP feature with the greatest difference between plural and singular keywords; plural results were 12.85% more popular.