with "s" or without "s" at the end of keyword

I'm really confused on this. I haven't done SOE in a long time, like over 1 year and I don't remember if it matters? For example:

template

or

templates

Which one to use? Does it matter? When I search google 2 different results do show up. I thought that if I typed for "template" than all results with templates would show up but it doesn't seem to be consistent. Anybody have any advice?

Sarah :c)

Usually keywords that end with "s" get more searches, but I'd aim for both keywords.

Originally Posted by cpvr Usually keywords that end with "s" get more searches, but I'd aim for both keywords.

I agree...

The plural one would be much better for the search results. Much better if you select both singular as well as the plural one.

i would go for the plural as they tend to be searched for a lot more. However, google and other SE's are now a lot better at recognising they mean the same thing, so if you rank for one it is also likely you will also have a similar SERP for the other.

yes best thing to do is it use both of them.