Plural or singular keywords?

[burningb]

Plurals? May seem a dumb question but when you search a certain keyword in plural it may have say 50000 people searching for it, but search in the singular it may have 15000. Should u focus on one or the other or just try and grab the ones on the smaller search?

I ask coz I noticed jays wineaeratorworld he focused on the singular

Anyone?

 

[island]

Focus on the key-phrase with the most traffic and least competition.