Reasons Why Google Ranks Singular and Plural Keywords Differently:

• Google displays different search results for the singular and plural form of a keyword. Perhaps, this has to do with satisfying the user’s intent.
• Google is constantly tweaking its algorithm to provide the best possible experience to users. The downside to constant updates is changes to the way Google ranks content. Google frequently hosts Hangout meetings to address such controversies.

Why singular and plural keywords rank differently?

• It is difficult for algorithms to provide a user with a precise answer for their queries. According to Google, while the singular and plural form of a word tends to be similar, the plural version is distinct.
• The algorithm recognizes that both keywords are synonyms. However, the degree of similarity depends on the keyword.
• When a user searches for a keyword in its plural form, they are looking for something different from the singular inquiry. Perhaps the user’s intent is to find a list or comparison page with different kinds of the item.
• The reason why results are presented differently vary for each subject, variation, and niche. Google attempts to take into account the intent of the user in search results.

What can you do to improve your ranking?

• One should understand the user’s intent and treat each keyword as a different query.
• If there is need for different results of both versions, then act accordingly.
• Check with other people before attempting to rank for both version as well to see if it makes sense.
• You can add a Call to Action in the page ranked for a particular keyword to redirect the user to a desired landing page.

Conclusion

• Google treats singular and plural versions of a keyword differently.
• The intent of the user is a major factor in ranking both versions. It is important to analyze user behavior and intent for each version then tweak your pages accordingly.
• Evaluate whether changes are necessary, otherwise you may end up losing rankings for both.