In a site's main menu, one link points to the page containing a list of links to several software packages.
By following this link in the main menu, the user's action can be seen from two different perspectives, either:
- find a list of downloads, or
- download the package she's looking for.
My research so far helped understanding that the singular and plural version of the same keyword are two different entities in the eyes of a search engine. Yet after many SEO articles, I didn't find a clear choice among singular vs. plural.
Some schools of thought recommend optimizing for both as the best solution, but I only need one as the hook for the link.
What is the best decision in this case — download vs. downloads — and why?