6. Not checking whether you should use singular or plural

Always check if you should target the plural or the singular form of a specific keyword. Should you aim to rank for [ballet shoe] or for [ballet shoes]? Do people search for [holiday home] or [holiday homes]? While Google can recognize that the plural and singular versions of a word refer to the same thing, the search result pages and the number of results are often still different, because what users are looking for differs slightly. 

In this case, again, it’s important to think about the intent of people searching for your keyword. Someone looking for the singular version of a keyword may be looking for information, while someone looking for the plural version could be looking to compare products and/or buy something. In any case, whether you should use a singular or a plural depends on your specific keyword and its intent, so take that into account.