Targeting Singular vs Plural Keywords in E-commerce SEO

You’re staring at your keyword research spreadsheet, aren’t you? There’s “running shoe” with 8,100 monthly searches & “running shoes” sitting pretty at 74,000. The choice seems obvious until you start wondering why Google shows completely different results for each term. Here’s the thing – this decision can make or break your e-commerce SEO strategy.

Most people think plural keywords are always better because of higher search volume. Wrong. Dead wrong, actually.

Why This Decision Actually Matters

The singular versus plural debate isn’t just about search volume numbers. It’s about user intent, conversion rates, and how Google interprets what people really want when they type those words.

I’ve seen e-commerce sites tank their organic traffic because they optimised category pages for singular keywords when users clearly wanted to browse multiple products. Conversely, I’ve watched product pages struggle to rank because they targeted plural keywords when Google wanted to show individual items.

The search engines have become incredibly sophisticated at understanding context. When someone searches “laptop”, they might be researching what laptops are or looking for a specific model. But “laptops”? That person is almost certainly shopping, comparing options, ready to browse through multiple products.

Understanding User Intent Behind Each Variation

User intent shifts dramatically between singular and plural forms. It’s not always predictable either, which makes this whole process somewhat maddening.

Singular keywords often signal informational or specific product intent. Someone searching “wireless mouse” might be looking for reviews, specifications, or a particular model they’ve heard about. They’re in research mode, possibly early in their buying journey.

Plural keywords typically indicate browsing or comparison intent. “Wireless mice” suggests someone ready to see options, compare features, and potentially purchase. They’ve moved past the research phase into active shopping mode.

But here’s where it gets tricky – some products completely flip this logic. “Jeans” (plural) often shows individual product pages because that’s how we naturally refer to a single pair. Meanwhile, “headphone” (singular) rarely gets searched because nobody talks that way. Language is weird like that.

Reading the SERPs Like a Detective

The search results pages tell you everything you need to know about user intent. You just need to know how to read them properly.

Start by searching both variations in an incognito window. What types of pages dominate the first page results? Are they category pages, product pages, or informational content? This immediately reveals what Google thinks users want.

Look at the shopping results too. Do they show multiple product variants or focus on single items? Check the “People also ask” section – it often reveals related queries that clarify intent.

Here’s a neat trick I use – examine the title tags of ranking pages. If they’re using plural forms even when targeting singular keywords (or vice versa), that’s Google’s algorithm telling you something important about user expectations.

The featured snippets matter enormously here.

If Google shows a featured snippet for one variation but not the other, it suggests different intent levels. Informational queries often trigger snippets, whilst commercial queries typically don’t.

Commercial vs Informational Signals

The commercial signals in SERPs can be incredibly revealing when you know what to look for. High commercial intent keywords trigger shopping ads, product carousels, and e-commerce listings.

Informational keywords tend to show blog posts, guides, and Wikipedia entries. But the line isn’t always clear cut, and that’s where the real skill comes in.

I remember analysing “gaming chair” versus “gaming chairs” for a client. The singular version showed tons of review content and buying guides. The plural version? Pure e-commerce category pages. Same product, completely different user intent.

Price comparison sites often rank well for plural keywords because users want to see multiple options. Review sites tend to favour singular keywords because they’re evaluating specific products or product types.

Sometimes you’ll see a mix, which usually means Google is uncertain about user intent or the keyword serves multiple purposes. These mixed SERPs can actually present opportunities if you understand how to accommodate both intents on a single page.

Product Pages vs Category Pages Strategy

This is where the rubber meets the road. Your page type should match the dominant SERP pattern, not just the search volume.

Product pages generally perform better with singular keywords, especially when combined with brand names or specific models. Think “iPhone 15” rather than “iPhones 15s”. It sounds natural and matches how people actually shop for individual items.

Category pages typically thrive with plural keywords because they’re showcasing multiple products. “Men’s trainers” makes perfect sense for a category page displaying dozens of trainer options.

But here’s where I see people mess up constantly – they assume this rule is absolute. Some singular keywords work brilliantly for category pages, particularly for product types that aren’t commonly pluralised or where the singular form implies variety.

Test both approaches when you’re unsure.

Create similar pages targeting different variations and monitor their performance over 3-6 months. The data will eventually reveal which approach resonates better with your specific audience and product range.

When Search Volume Lies to You

High search volume can be incredibly misleading, and I’ve learned this lesson the hard way multiple times. Volume doesn’t equal opportunity.

A keyword with 50,000 monthly searches might seem more attractive than one with 5,000 searches. But if those 50,000 searches represent people in early research phases whilst the 5,000 represent ready-to-buy customers, which would you rather target?

Lower volume keywords often convert better because they’re more specific. Someone searching “red leather handbags under £200” is much closer to purchasing than someone searching “handbags”.

Competition levels matter enormously too. High-volume keywords usually face steeper competition from established players with massive budgets. Sometimes targeting the lower-volume variation gives you a better chance of ranking well and capturing qualified traffic.

I’ve seen niche e-commerce sites completely dominate their markets by focusing on lower-volume, higher-intent keyword variations that bigger competitors ignore. It’s often a smarter strategy than fighting battles you can’t win.

The Technical Implementation Bits

Once you’ve decided which variation to target, the implementation needs to be spot on. Half-hearted optimisation won’t cut it in competitive e-commerce markets.

Your primary keyword should appear in the title tag, preferably towards the beginning. But don’t stuff it awkwardly – make it read naturally. “Blue Running Shoes for Men” works better than “Running Shoes Blue Men’s Athletic Footwear”.

Meta descriptions should incorporate both variations when possible, but prioritise readability over keyword density. People need to want to click your result, not just find it.

Header tags throughout the page should use variations and related terms. Don’t repeat the same keyword in every H2 – it looks spammy and wastes opportunities to capture related searches.

URL structure matters more than people realise.

Category pages often benefit from plural URLs (“/mens-shoes/”) whilst product pages work well with singular structures (“/product/nike-air-max-shoe/”). Keep URLs consistent with your chosen keyword strategy.

Final Thoughts

After years of wrestling with this singular versus plural decision, I’ve realised there’s no universal right answer. Every product category behaves differently, every audience has unique search patterns, and Google’s interpretation keeps evolving.

The key is developing a systematic approach to analysis rather than relying on gut feelings or outdated rules. Study the SERPs carefully, understand your customers’ buying journey, and don’t be afraid to test different approaches.

Most importantly, remember that this decision isn’t permanent. SEO strategies should evolve based on performance data and changing search patterns. What works today might need adjustment tomorrow, and that’s perfectly normal.

Trust the data over assumptions, but don’t ignore the human element either. Sometimes the keyword that looks perfect on paper performs poorly because it doesn’t match how real people think and search for your products.