Should plural keyword variations get their own targeted pages?

[pac-cooper]

I am in the middle of changing a website from targeting just a single keyword on all pages to instead having each page target its own keyword/phrase. However, I'm a little conflicted on whether or not plural forms and other suffix (-ing) variations are different enough to get their own pages. SERP show different results for each keyword searched. Also, relevancy reports for the keywords score some differently and some the same. Is it best to instead use these as secondary and third level keywords on the same page as the main keyword for a page? See example below:

OPTION A (Use each for different pages):

• Page 1 - Construction Fence
• Page 2 - Construction Fences
• Page 3 - Construction Fencing
• Page 4 - Construction Site Fence
• Page 5 - Construction Site Fences
• Page 6 - Construction Site Fencing
• ...

OPTION B (Use as variations on same page):

• Page 1 - Construction Fence, Construction Fences, Construction Fencing
• Page 2 - Construction Site Fence, Construction Site Fences, Site Construction Fencing
• ...

Any help is greatly appreciated. Thanks!

[pac-cooper]

Thank you for the resource links and excellent answer! I think I was doing just as you say, "Don't overthink!" I feel like I'm on the right track now. Thanks again!

[PatrickDelehanty]

Hi there

I would go with Option B, but even then, all of these fall under the topic of "construction fence", so I can't see the information being that much different than another page.

Remember, Google and search engines like topics now, and associate variations (like those you listed above) to topics. Don't be afraid to build out pages that focus on a topic. There's a great resource from Moz that can help get you started. Don't overthink!

I like having static pages that focus on topics and then have varying resources/blogs that can focus on topics variations and fresh content. So for instance, you can have a Construction Fencing page, and then have resource content around varying construction fencing ideas that include best practices, different types of construct fencing types and what they are best used for, how much construction fencing you may need depending on job size, etc. That way, you have you a static page focused on a topic, you have resource pages that focus on long tail variations, you can link back and forth between those pages, and you also help associate your website with a topic to Google by having a static page and fresh content being built that revolves around a grander topic.

I would just not overdo the use of the word "Construction Fencing" all over the site and in your titles, headers, content, etc. That can lead to spammy overoptimization. Just make sure it's natural, relevant, and useful for your audience.

Let me know if this helps