Research plurals and singulars
Some people search Google and co for goods and services using plurals, others use singular words and phrases. Here’s an example. Say you sell bathrooms. One of your most popular search terms might be bathroom suites. But it’s also worth finding out how many potential customers search for bathroom suite.
If your main competitors are busy fighting over a singular key word or phrase, focusing on the plural alternative – and vice versa – can give you a useful competitive edge in the search engine results pages.