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Re:Boring SEO guide for the non-lazy by OJFord on Thursday September 30, 2021 @02:22PM (#28709404)
Singular: guru; singular possessive: guru's; plural: gurus; plural possessive: gurus'.

(If the word ends with an 's' you can (or not) add only an apostrophe and omit the added 's', afaik it's down to style/how you'd pronounce it. 'Socrates' work' for example, because 'Socrates's' looks and sounds awkward.)

Re:Boring SEO guide for the non-lazy by Minor49er on Thursday September 30, 2021 @02:27PM (#28709466)
Exactly this. Also, the other points in the list already follow this: "Research your keywords", "Do not pay for SEO courses", etc.