Each article you produce should be targeted for specific search keywords, but remember that plural forms are entirely different keywords. A reader searching for “pastry” will see different results than one searching for “pastries,” for example. Resist the temptation to duplicate content; consider crafting a new article for a plural phrasing if the keyword is particularly relevant.
When writing an article, always keep your reader in mind. Don’t fill your article with jargon and technical language if you are writing for a casual audience. If they already know a lot about the product, you may bore them. Every word you write should be full of awesome. Always double check each piece to be certain that it creates the right image of your enterprise. This encourages your customers to form a high opinion of both you and your company.