What's the difference between singular and plural search terms? In general, it's the user's intent.

Plural = purchase intent
Singular = informational intent

Let's use the teddy bear example.

When we search 'teddy bear,' we get a mix of results:

↠ blogs and articles on the history of the teddy bear
↠ local and online stores to buy a teddy bear

However, when we search 'teddy bearS,' the results are more simplified:

↠ local and online stores to buy teddy bears

Understanding when to use plural #searchterms vs. singular search terms is key to effectively feeding the #Google beast and beating out competitors.