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Will I still get as good of ranking if most of content uses the "s" instead of the non plural word? If you write it without the "s" it sounds incorrect.
What does Google do with words that are plural? Will it drop the "s" and give that word credit.
When I highlight it using the toolbar you have to put in the exact word for it to get highlighted.
I also notice different results when I put it in at Google.
Did I just answer my own question?
The words are treadmill vs. treadmills
You can have a header of "What to look for when shopping for a widget" followed by "While most of the widgets you see at the mall . . .". This will give you the best of both worlds. I don't see any problems with doing that with the example you gave.