The more specific your keywords are, the fewer competitors you will have to compete with, which means that you will find it easier to get to the top of the search results.Generic keyword search results are often dominated by large companies. Keywords such as "computer" can generate 900 million results and the first results are occupied by large multinationals such as Apple, Microsoft, Amazon etc.Users know that they will find what they are looking for faster if they use specific terms. Studies published by Google show that most search terms are composed of two or three words.Most people write generic keywords when they search for information about a product and specific keywords when they are ready to buy.The most effective approach is to analyze what the Internet users you are targeting type in their search engine and then position you on it. If the search terms are evenly divided between singular and plural, think about intent (it always comes back to the same point). Maybe people who type the keyword "tennis shoe" are just looking for information about the characteristics of a tennis shoe compared to a running shoe, while those who type "tennis shoes" are looking to buy tennis shoes online. As a tennis shoe retailer, it is in your best interest to position yourself on the keyword "tennis shoes". This may seem a little far-fetched, but a simple change can lead to very different results.