Online marketers are often frustrated with their website content. I tackle some of their concerns in Aisle #3 of my new series, "SEO Is NOT a Candy Store."
The video goes through some of the content options, including making case studies that are accented with appropriate keyword phrases.
Sometimes companies have websites that include the singular form of a keyword phrase. The tough part is shaping the content to support the plural form of the same keyword phrase.
I'd suggest making some Featured Products pages to give you a chance to call attention to plural versions of keyword phrases for products and services.
Check out the video: