Singular and plural optimization of keywords

One good tip is to not try to target too many different keywords on the same page. Go for just the one or two at the most. This usually applies to peoples home page or squeezepage where they have a list of keywords and try to cram them all in. If the search engines cannot find just one or two relevant keywords that stand out from the rest of the content, they will not regard you as a high priority to rank highly for any particular phrase.

Please can you put some light on Singular and plural optimization of keywords. I mean should i have to include both in page title, generate back links for both and how to write the url.

You can easily make a page of s site to rank well for the both forms of the keyword. In fact Google look at the page and follow some rules like singular / plural / synonyms to detect if a page is able to rank for a keyword.

if you start working for singular/plural keyword you will definitely get some of its juice and the other keyword will be round about it. search and analyze your competitors analyze both keywords and go for the one which have some good ratio.

without knowing the specifics, it's a little hard to comment, as some serps will throw up very similar results for plurals and non plurals, depending on the actual word. I know that sounds vague, but I mean if you try "Paris Hotel" and "Paris Hotels" you get 2 completely different pages.

I would try both. Google used to omit words like "in" from results (and tell you that), but now I think they're paying attention. i.e. Hotels Paris will also give you different results to Hotels in Paris. This is all to do with lots of anchor text for such a big market such as Paris hotels, so they have to take note. If your keywords are not necessarily huge in search volume, you might get away with one, and appear in the other, too.