it really doesn't matter wich one you use, just have to be consistent through the function of which one is used.
ereg_replace("blahblah","blah",$str);
ereg_replace('blahblah','blah',$str);
I use double quotes because they stand out more for troubleshooting the code. Single quotes sometimes blend in with other characters within your code. But, sometimes you must use single quotes as with queries.