When someone is searching online, they will generally search the singular worded version of the product or service instead of the plural. Before creating your web pages, or service pages, find out what your audience is searching and base the results on what information your website will contain.
For example, you have a category for single strollers, you search on the Google Keyword Tool and discover only 73 searches locally per month. You discover a variation, "Pram Strollers", with 1600 searches per month, based on this discovery, it will make more sense to name your Category "Pram Strollers".
I recommend you take some time to find out what people are searching to reach you, and update your pages important data such as: address link, title, h1 tags, h2 tags, meta keywords, meta description, image alt tags, and page content. Combine this update with a number of smart Google adwords and watch the number of visitors to your website grow.
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