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Are you doing keyword research right?

Recently, a client came to us asking the following: “I’ve noticed that Keyword Planner is no longer differentiating between plural and singular keywords and provides the same search volume for both (example below). Additionally, when looking at minor keyword variations (e.g ‘printed t-shirts’ vs ‘print t-shirts’ or ‘flared jeans’ vs ‘flare jeans’), the search volumes are identical. This may have been occurring for a while but today is the first time I’ve noticed it! Is this new to you?” Matter of fact...
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