Does it make a difference if I optimise for the singular AND plural form of the keyword?
Using the Google Keyword tool will show you that both forms are searched upon. However, which one should I focus on? It would be a shame to restrict yourself to on or the other, because we tend to use both the plural and singular form of words casually. Hence, don’t optimise just for one keyword phrase – find out which keywords convert and have a good search volume, in order to target visitors to your sites.