Don’t try to use all of your keywords on the home page – rather focus only on your Primary Keyword Phrase and your best Secondary Keyword. Use your product or service pages to focus on the more specific keyword.
You will likely want to use the plural form of your keywords. However, you need to verify this using KeywordDiscovery or WordTracker as sometimes the singular form of a word is searched on more often.
Google treats hyphenated words as two words: “house-plans” is the same as “house plans” on Google. However, words connected by an underscore or slash, such as“house_plans” and “house/plans” are treated as a single word “house plans”currently.
Google is not case-sensitive, so HOUSE PLANS, House Plans, house plans, and HoUsE pLaNs are all treated the same.