Should you target the singular or plural keyword? For keywords of two words or more one page usually ranks for both; one-word keywords need checking. Singular and plural share 47% of page one, 27% for one-word keywords and 66% for three-word keywords. Irregular plurals like mouse and mice should be treated as two keywords.

Oct 2, 2026

Singular vs plural keywords infographic

How much of page one a singular keyword shares with its plural, and why keyword length decides whether one page can rank for both.

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<a href="https://searchinsider.io/seo-news/singular-vs-plural-keywords"><img src="https://searchinsider.io/research/singular-vs-plural-keywords/infographic.png" alt="Should you target the singular or plural keyword? For keywords of two words or more one page usually ranks for both; one-word keywords need checking. Singular and plural share 47% of page one, 27% for one-word keywords and 66% for three-word keywords. Irregular plurals like mouse and mice should be treated as two keywords." style="max-width:680px;width:100%;height:auto;" /></a><p>Source: <a href="https://searchinsider.io/seo-news/singular-vs-plural-keywords">Should you target the singular or plural keyword? 14,360 ranking pages tested</a>, original research by Search Insider.</p>

Should you target the singular or plural keyword?

The short answer: Two words or more: one page usually ranks for both. One word: check first, because about half behave like separate searches.

What was tested: 690 Google searches, 14,360 ranking pages, pairs like running shoe / running shoes.

The evidence

Same keyword, searched twice: 86%
Singular vs plural: 47%
Two different words: 14%
One word: 27% (telescope)
Two words: 57% (index fund)
Three words: 66% (cheap garden hose)

What to do

Two words or more: Target either form. One page covers both.
One word: Search both forms before you choose.
Irregular plural, like mouse / mice: Treat them as two keywords.

Method, sample and limitations are in the full study.

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