I really cant figure this out, so maybe someone here can. Basically I have a client that ranks differently for: "chicago breast enlargement" & "chicago breast enlargement(s)" Pay close attention to the first 3 SERPS If you go to Google and type: chicago breast enlargement site:lipodoc.com the #3 result has that actual phrase in the title, but once you change it to "enlargements" it ranks the first 3 sites like this chicago breast enlargements site:lipodoc.com You will now notice that the serp that has "chicago breast enlargement" in the title tag is now ranked #1 Basically my question is why wouldnt the keyword "chicago breast enlargement" bring up the SERP that has it exactly in its title tag, not the plural version. Could this have something to do with the competition of the ley phrase?
"Could this have something to do with the competition of the ley phrase?" I think thats exactly what this is. Another reason could be is that most of the site's backlinks anchor text is with the "s" so it make it stronger