Reasons why Google rank singular and plural keywords differently:

1. Plural versions of a keyword may present search intent for multiple products or a comparison of various service providers explained by Google’s John Mueller.
2. When a user checks with a plural, for some results it means that they wish to result of look of sites or variation of products. This is why the client of the SEO inquires about the ranking with a category page for the plural search phrase. The category page quenches the search intent for a listing of multiple products that are present in the plural version of the keyword phrase. In his opinion, it’s best to let the search engine output pages explain what the search intent is and then rank right page for that search intent.
3. Generally problem is faced by SEO in that the category page is for the plural form of a search phrase and a blog article positioned for the singular. The association of singular and plural versions of a keyword phrase to various of a web page is something many are aware of but not really explained all that much.
4. Trying to elucidate a page that’s not broken could actually result in losing rankings for one of the keyword types since it’s been amended for something it’s not really changed for.
5. Mueller also speaks of the hurdles. For example, the required page can be not presented upon request, as well as another may be shown instead.
6. Kinds of web pages linked with the singular and plural types of a keyword phrase to various (general versus specific) is something many have recognized about but not really conferred all that much. Google’s John Mueller explained that plural versions of a keyword may explain search intent for various products or a comparison of different service providers.
7. You can also analyse user intent yourself. Avoid linking the page to both Google keywords, instead, give importance to what the user might mean by each of them. It is essential to do this before making any alteration to the page, if the change is not done then there is a chance of losing your rank.

Video with the answer from John Mueller

How to Select Keywords’ Forms Depending on User Intent?

The best process is to pay attention to what Google is aiming at and evolve how to lead a customer to your page depending on SERP (Search Engine Result Page). As a result, we can summarize that although particular tips and tools are important, the Google algorithm does not work precisely. The primary thing is not SEO techniques, but the motif of the user. BERT is prepared on thousands of other cases and marks it well.

It is better not to aim at grammatical types and endings because in maximum cases, it does not even consider an important factor.

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In a video from November 12 where John talked about SEO, the point came up. He’d said,“So if you want to kind of like simplify it to to one word answer. Does bolding important points on a paragraph help the SEO? Yes it does.” near the end of the video around the 40:10 timestamp.

The question proposed was meant more for clarification and confirmation than it was for anything else. Apparently there had been an argument on whether or not bolding important parts in a paragraph would boost the page’s SEO.

Does bolding important points on a paragraph help the SEO?

His reply explaining the matter is fairly easy to grasp. In accordance to John, the usual checklist to examine a webpage includes looking at the emphasised parts. These emphasised parts include headings on top of the page, sub-headings as well as content that is bolded or emphasised within the text displayed on the page.

These things don’t make your site rocket up in rankings, but especially with regards to understanding pages better, small things can help. Think of it more as giving relative guidance within the page; if you have 5 “SEO-points”, what should they be used for on this page?

— ? John ? (@JohnMu) November 12, 2021

To quote his exact words from the video, “So to some extent that [bolding] does have a little bit of extra value there in that it’s a clear sign that actually you think this page or this paragraph is about this, this topic here. And usually that aligns with what we think the page is about anyway so it doesn’t change that much.” This gives us insight into how to aptly emphasise the topic the webpage is created to cater for.

He also went on to point out that if one has the idea of bolding the entire page under the impression that it will boost rankings and trick Google into thinking it is the most important one, it will bear no fruition. You might as well leave the entire page plain. At its core it will seem as though nothing is bold since it all seems the same. For best results taking a handful of sentences or phrases within the page to highlight the important points is the right path to go down.

A little more meaning is given to the semantic HTML when proper markup is used for the page.

He concluded it by saying,“Does bolding important points on a paragraph help the SEO? Yes it does.” Giving us another trick to hide under our sleeve to build an efficient webpage that gains the most traction.

Furthermore, he went on Twitter to relay that these won’t make the rankings skyrocket but it certainly will aid in understanding the page better. “If you have 5 “SEO-points”, what should they be used for on this page?” In reference to the above matter, he’d tweeted to think of these as guidance for the page.

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