hi- again ! one more quick question: All my keywords can be used in the singular as well as plural I have read it can be harer to rank for the plural yet the plural will get more traffic as searchers will have results returned for the plural even if they type in the singular i have actually seen, sometimes, 2 different search term figures for the one kw- the singular may be searched 1,000 times a month, the plural may be searched 500 times a month this has led me to consider, where possible- but not always- to create a new page for the singular version and a separate page for the plural version of the keyword... eg, the plural page would concentrate on selling the actual service and the singular page would focus on an article that describes the service or product, in an article-type set up, that perhaps gives some history of the product, comments about it from other people...that kind of thing by doing this for some of my keyword phrases, would the SE's consider it spam, or is it perfectly acceptable to do this, so long as you steer clear of duplicate content in the text on that page ? if i have a page selling "tarot card readings" (plural)and then a page describing the experiences of people who have received a "tarot card reading" (singular) that they can jump to from the plural page...well obviously the keyword is the same bar the "s" in both pages tags, titles, url's, etc...is this a "no-no" ? thanks!