September 12, 2017
Ranking Fluctuations For Plural Versions of Keywords Is Normal
While you may have solid first page rankings for phrase or two it’s possible the plural version may not be as solidified. This is also true when targeting the plural vs the singular. Google will sometimes look at variations of a keyword as a separate word all together. If your rankings fluctuate for these variations it simply means that the algo is “unsure” your page is the best option to show to users. Adding content to that page may be the best way to improve this.