singular vs plural serps

[AmericanBulldog]

It appears after some tweaking, I have moved up in the serps for my singular keyword and dissapeared completely for plural.

This means I will have to change my site to include the plural keyword throughout just for google, which will mean completely irrelevant text and bad grammar just for the sake of ranking well for plural keyword serps. This seems to be to be contrary to the relevant results that gogle is trying to provide.

Is there a better to get your ranking up for singular and plural? would creating a second entry page on the same domain for plural keywords be a better strategy or would that be considered spam? what if the second entry page also ranked for the singular keyword and I had two top 5 serps showing up on the singular serps?

[fathom]

If one fits quite well in your text copy and the other doesn't... simply use the less appealing as link anchors.

That'll drive the relevancy! :)