Shared by JohnH
There you have it folks. No less an authority than Rick Latona.
All things being equal, I’d take the plural any day.
In the vast majority of keywords I've researched the plural still wins over. This is especially true with short one and two word terms. However, there are cases where the singular completely annihilates the plural. It's worth checking each time.
I’ve found with long-tail terms the singular usually wins like “Georgia Car Insurance Quote” rather than “Georgia Car Insurance Quotes”. Higher up the tail, closer to the body you’d find that “Car Insurance Quotes” gets more traffic than “Car Insurance Quote”. Fascinating stuff.
“Land Mortgage” gets more than “Land Mortgages”.