my website currently ranks #1 in MSN for keyword (about 40million results) and somewhere after 300 for keywords (plural with about 20million results). I honestly don't have a clue why my website ranks well for this term as it is a high $$ highly competitive term. My best guess is that I properly use anchor text and title descriptions in the anchors. I have both keyword and keywords in my meta keywords and description and my domain name contains keyword but not keywords. Is there a way to optimize for both singular and plural of the keyword since most users actually tend to search for the plural keywords rather than the singular form? I am trying to avoid a second domain with the plural form since i would risk tripping some sort of duplicate content BS in other SE's or even MSN later on.