Sign up for weekly recaps of the ever-changing search marketing landscape.
How To Optimize Your Page Titles For Singular & Plural Terms
Most SEOs will agree that the title element is your strongest on-page element, and optimizing the title is critical for rankings and traffic. However when the keyword or phrase you are targeting has both a singular and plural version, many people have a difficult time optimizing for both. Novices decide to create a page for both the singular and plural version or just target the one term usually with the higher search volume. However with some careful planning it is possible to get both versions in your title tag.
For example lets assume you are an SEO consultant. Chances are you want to rank for both phrases [SEO Consultant] and [SEO Consultants]. However creating a separate page for each one would be awkward from a user point of view, as there isn’t really a need for two pages with content that will ultimately be very similar. In this case what you would want to do is find a way to get both versions in your title tag without it looking keyword stuffed. You could do something like this:
John Smith SEO Consultant, SEO Consultants
While that does have both terms it’s awkward and spammy looking. Here’s an alternative that is better:
SEO Consultants: John Smith SEO Consultant
The words are identical; however by changing the order it becomes much more readable and useful. Let’s try a commercial example:
Discount Disney Vacation, Disney Vacations
Again the wording is awkward, looks keyword stuffed and appears spammy. However by changing the order and adding a word we can come up with something much more useful:
Disney Vacations – Planning a Discount Disney Vacation
Experimenting a bit more you could even come up with something more useful and purchase driven:
Disney Vacations – Find A Discount Disney Vacation Online
The next time you are trying to target singular and plural phrases or phrases that are very close, look for ways to add an extra word or two, experiment with word order, and incorporate some natural language into your title. With a little effort chances are you’ll find a way to get both singular and plural forms of your keywords into your title, and be more click enticing.
Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listed here.