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No you do not need to optimize for both the singular and plural version of your keywords, nor do you need to include both in your meta tags or in your page content.

Keep in mind that people generally use the plural version of words when performing search queries so you will likely opt to include the plural version in your tags.

Another good practice is to use Google Analytics or your Webmaster account to determine which variation of your keywords or phrases people are using to find your website. If the singular version brings more traffic than the plural version, opt to use the singular version.

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Carissa Krause

Carissa Krause is currently a marketing and project specialist at 1st on the List. Over the years she has worked with clients on a wide range of projects that include areas like local SEO, backlink profile review, content development, social media, and more. Whatever the project may be Carissa focuses on achieving greater efficiencies and putting plans into action.