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to be honest i dont think the plural makes that much of a difference nowadays, the guys over at seoworld have a similar opinion.. ive been targeting sex dolls for my toy site, all my inbound links are for the keyphrase sex dolls.. all the onpage content is "sex dolls" but i rank +-1 place for the phrase "sex doll"
i always use the miserable failure example on google, regardless of whether you search for miserable failure or failures you still get the presidents homepage!!
.com looks better i agree but doesnt influence rankings at all.. look at the top site for the phrase "sex toys".. the top sites a .co.uk
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