Is there a difference in keywords if one is singular and one is plural? Would you put the keyword "homebuilder" if you have already used the keyword "homebuilders"? Or "home" and "homes", etc.....you get the point Thanks
The keyword "home" is a completely different keyword from "homes". They have different CPCs, different search volumes and different search results. Be careful though as the word homes contains the word home in it so if each keyword has, let's say, 5% density on your homepage, then a search engine bot could misread that and think that the keyword "homes" appears 5% of the times and the keyword "home" appears 10% and this can look spammy.
Every keywords place different role in your site. A singular keyword maybe different serp result than in plural or vice versa.
This is one thing I hate about Google. Sometimes they understand the singular/plural keywords, sometimes they don't. I have a been working on ranking my keyword 'gvo review' and 'gvo reviews' on Google. I get 'gvo reviews' to rank 1, mainly because of my domain name I guess. But 'gvo review' ranking moves around from 3-8. Still on 1st page though. But Yahoo works kinda different. I manage to get Rank 1 for both that keywords in Yahoo results.
In website page every word like a keyword; search engine is defining SERP for every word and also category. That is no means of singular and plural for search engine. This is stuffing of keywords.