plural vs. singular

How do you decide whether to go for a singular or plural form
of a keyword for your new domain?
What is your thinking process?

is for example dogsfood better than dogfood or vice versa?

If you get the chance register 'm both (if they're still free).

The plural form tends to get more traffic, but it highly depends on how often the plural form is used in writing.

If you are searching for a loan and want to know all about a loan, you go to loan.com. If you are searching for more loans to choose from, you go to loans.com (if you are a domain keyword typer).

The people who type in loan.com are looking for other information than those who typ in loans.com. Loan.com should be more dictionary, wikipedia like. Loans.com should have listings of loans and loan comparison forms.

[temi]

Plural is always better

Not always. It's only better if the plural form is commonly used in writing.

Example: genealogy.com is far better than genealogies.com

To find out which is more popular just do a search on Google and see the difference in number of results.

genealogy: 26,700,000
genealogies: 1,660,000

Roughly out of 27 times genealogies is used 1 time.