If you target plural versions of your keywords or phrases, you'll get hits from people searching for the singular and plural versions of those words.

Use that Thesaurus!
As part of your brainstorming for appropriate keywords and keyphrases, try using a thesaurus to find similar words. There are helpful thesauri online (you might start at Thesaurus.com), but see also the Search Term Suggestion Tool, and Wordtracker.

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