keyword (or) keywords?

[zero_digit]

keywords because in SEO, you'll be using several keywords...
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pictures of diamonds

[AnjelinaHarvey]

Search Engine gives Priority to the Keyword which user searches, e,g if user write "Internet Advertisement" the search engine shows the both results with "Internet Advertisement" and "Internet Advertisements" (singular and plural) but the plural will be a long way back on any page, it depends the keyword that you have included on your site the search engine will take that and show the results.
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Poetry

[dsouza]

[dsouza]

Using prural words often make sense ,because it includes the singular word in it.
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Rajasthan Tours Package

[Copybuild]

I prefer plural cause it gives weight to its singular form. It's like targeting a long tailed KWs, although you target several search terms, it still gives weight on those specific keywords composing it.
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New Music
All about you and your music

[Sarfaraz Khan]

As my friend say Try to use plural keywords as much as you can because plural word work both of.
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whirlpool baths | shower baths | steam shower | corner baths

[websitetraffic]

[awfuae]

use keyword..
Google will bring u search list if u type both ways..
Use singular words

[mdamin76]

I prefer plural words, such as ringtones, games, etc.
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Free Sprint Ringtones

[PolarWebDesign]

Just apply common sense. If you are looking for let's say "Hotel in Boston", you are probably looking for web sites of hotels (e.g. the Hilton hotel). However, if you put "Hotels in Boston", although there is a chance you are looking for a single hotel, you might as well be looking for a web site that lists several hotels in Boston, or you might be looking for reviews of hotels in Boston.

Do you get the difference?

I like using whatever option applies the best first.

I once read you should use plural, because all the letters of the word "hotel" are included in the word "hotels". It makes sense, but as search engines will get smarter, they will understand the true meaning of keywords more often.

My final suggestion - use whatever applies to you the best.
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Professional flash design that helps you sell more.

[ishie]

You should target both singular and plural keywords. Each of them has different search volume. If you can get the best of both worlds, why not? That's even better.
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Nonprofit Web Design

[neineicup]

Search engine today are smart enough to decipher any text. Singular or plural will have the same results.
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Driving Games
Addicting Games