targeting keywords phrases

[Geetha]

When targeting keywords phrases whether it is advisable to take on the plural phrases or singular, will there be any effect in rankings because of this?

[Sanju]

Hi,

Refer the following link:
http://www.wight-hat.com/guides/seo3.html

[altax]

Some Search engines consider plurals to be the same as singulars and some don't. For more clarification you need to type in the singular and plural version of the keyword in a search engine and see if the results produced are the same or different. If the results are the same for both keywords, then the search engine interprets plural keywords in the same way as singular keywords. If the results are different, then the search engine interprets plural keywords differently from singular keywords.

I took keywords phrases as Indian Book & Indian Books. I got the below results.
Google considers the plural keyword to be different from the singular keyword.
Yahoo! considers the plural keyword to be different from the singular keyword.
MSN considers the plural keyword to be the same as the singular keyword.
Netscape considers the plural keyword to be the same as the singular keyword.

So in my point of view you consider on both singular and plural keywords.