Search engines often look for variants of words from a stem and this is referred to as stemming. Thus ‘play’ can also lead to a search for ‘plays’ or ‘playing’ or ‘players’. Similarly singular and plural forms of words and case can lead to different results for some search engines. Some advisers suggest that Capitalization is a better bet in choosing keywords. However, the wiser counsel is that these variants do not make that great a difference and one should prefer lowercase. Most searches are made in lowercase. Moreover, many search engines are not case-sensitive.

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