The difference between "review" vs "reviews" keywords

Selected answers from the Dumb SEO Questions Facebook & G+ community.

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  Michael Martinez: They may appear in each other`s search results. The search engines are a bit sketchy about how they handle plurality and singularity. Unrelated signals might boost content that doesn`t seem to match (the *number* implied by the query) into the search results.
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  Eddie Jack: I write for both. Who knows that Google will do.
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  Stockbridge Truslow: You really need to study the results and see - each word is different because it can infer different intent. And, keep in mind, that Google may handle it one way today, and then next update, change it up because RankBrain has decided that the intent me…See More
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  Nathan Nikolay Gaidy: Stockbridge Truslow
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  Nathan Pritchard: Follow the data it will give you the answers all use ubersuggest should help with keywords & quantities