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In keyword research for an ecommerce site, I've found that widget, singular gets a lot more searches than widgets, plural AND is much less competitive. Is it better for SEO purposes to have the URLs (and matching title tags) in the catalog as /brass-widget.html, /steel-widget.html, etc., or /brass-widgets.html, etc.?
I'm worried that a) searches for widgets will pass by the singular urls but not vice versa, and b) the singular form will strike visitors as bad grammar. Any advice?
OK. Just to be clear, you are wondering which type of outgoing link makes a site more valuable as an external link source for your own site, right?
Again, I would look at metrics like authority before number of internal and external links, as those have a much greater influence on the amount of link juice you'll get. But as far as just internal versus external there isn't much difference. Too many of either one will look bad to search engines, and a high ratio of links to non-link text is bad as well.
Outgoing/Incoming and Internal/External are two different link classifications.
Outgoing = links from your site to another site
Incoming = links from another site to your site
Internal = links from one page on your site to another page on your site
External = links from another site to your site
So incoming and external are basically the same, and are very important factor in search rankings. Don't get me wrong, outgoing links are good too (they connect your site to the site you link to, and the owner of that site may choose to reciprocate), but because you have to "earn" incoming/external links they are worth more to search engines.
I would look at the Authority and mozRank of a site you want a link from first, because those scores are an aggregate of links and other factors that give a more complete picture of how valuable a site is.
It's hard to tell exactly what you mean by dropdown menus ... I am assuming you mean for navigation? It depends on if the dropdowns are formatted so that a spider can read them. You can right click on the page from a browser and then view the source code. You should see URLs for all the pages you link to. If so, you've got no problems! If not, then you should use a different method to navigate.