I have a website that is many years old but it never showed up in the search results. I took over in Feb, rebuilt it, and the like. It is now moving along. It does awesome for plural searches! My question is, why does singular and plural have completely different serp results for their widgets? I noticed that the competition seems to have similar problems. Some that are on page 1 for plural are on page 5 for singular. On some keywords we are similar with singular and plural and others we are 8 pages apart. The broadest search we have, we are on page 2 for plural and no where to be found for singular. Is this due to the backlinks and will get corrected as we get more backlinks??? Or does it just take more time for Google to sort this all out??? Thanks
Different sites target either plural or singular. For competitive keywords it's just damn hard to rank for both. If you do want to rank for both, make sure you get quality links to your site containing the one (plural or singular) you currently don't rank that well for.