Hi Seamaster
I work to a keyword density of between 2-5%, but im no expert different people may have different opinions on this, as for 'red car' and 'red cars' the words car and cars will be seen by search engines as different words, the reason i say this is because i see a difference with phone and phones.
So if i was using those words id make sure each appeared in around 2-5% of the page text.
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