Note that the singular and plural forms of words are different keywords, and adjust your keyword strategy accordingly. Thus “tiger” and “tigers” are different keywords. Search engines are not sensitive to letter case, so “Tiger” and “tiger” are exactly equivalent. Also think about context when you work out your content keywords. Search engines are the dumbest readers on the web: they don’t know anything about anything, and they bring no context or knowledge of the world to the task of determining relevance. A search crawler doesn’t know that Bengal tigers are carnivores, that they are large cats of the genus Panthera, or that they are also called Royal Bengal Tigers. Your optimized page on Bengal tigers might use all the following keywords and phrases, because a user could search with any of these terms