How Many SEO Keywords Should You Target Per Page?

When it comes to SEO, targeting the right keywords is essential for improving your rankings and driving traffic. But a common question many website owners ask is, “How many keywords should my page target?” In this guide, we’ll explore how to choose the right number of keywords, how to use them effectively, and how to avoid keyword overload, ensuring your content ranks higher without confusing search engines.

Difference between primary and secondary keywords in seo

When you’re optimizing a page for SEO, understanding the difference between primary and secondary keywords is crucial. Both play distinct roles in helping your content rank and reach the right audience. Let’s break them down.

What Is a Primary Keyword?

A primary keyword is the main search term you want your page to rank for. It’s the centerpiece of your content strategy for that page. Everything on the page—your title tag, meta description, URL, headings, and body content—should be optimized around this keyword.

The primary keyword usually:

• Has a high search volume.
• Directly matches the main topic or intent of your page.
• Is the term your audience is most likely to type into Google when searching for what your page offers.

Think of it as the hero of your SEO strategy for that page.

What Is a Secondary Keyword?

Secondary keywords are supporting keywords related to your primary keyword. They add context and depth to your content, helping search engines understand the broader relevance of your page.

Secondary keywords:

• Often cover related subtopics, questions, or variations of your primary keyword.
• Might have lower search volumes but still attract valuable traffic.
• Can capture long-tail search queries, giving your page more opportunities to rank.

They enrich your content and ensure you answer as many relevant search intents as possible.

Example of Primary and Secondary Keywords

Let’s say you’re writing a blog post about SEO strategies.

• Primary Keyword: SEO strategies
• Secondary Keywords: best SEO tactics for beginners, SEO tips 2025, how to increase website traffic with SEO, on-page SEO techniques

Your primary keyword is the focus. Your secondary keywords are sprinkled naturally throughout the content to address related search queries and add value for readers.

Why One Primary Keyword Is Enough in SEO

SEO today is about relevance and focus. So, how many keywords should my page target? The answer is simple: one primary keyword is enough to maintain focus and clarity. Targeting one primary keyword per page helps you:

• Maintain a clear topic and intent.
• Avoid diluting your message (and confusing search engines).
• Optimize every part of the page—from your title to your headings—with one cohesive keyword strategy.

Trying to rank for multiple primary keywords on one page can result in keyword cannibalization, where your pages compete against each other in search results.

Why We Need Secondary Keywords?

Secondary keywords help:

• Capture related searches, bringing in more organic traffic.
• Answer different questions your audience may have, improving user experience and engagement.
• Signal to search engines that your page is comprehensive, increasing your chances of ranking for multiple terms.

They make your content richer and more useful, both for readers and search engines. Secondary keywords are the secret sauce that gives your page extra reach without losing focus.

For businesses in Toronto, seeking specialized SEO services in Toronto can help you target the right keywords and improve your search rankings.

How to find primary keywords?

Choosing the right primary keyword is the foundation of effective SEO. If you target the wrong keyword, you risk missing your ideal audience—or worse, competing for a search term you can’t rank for. So how do you find a primary keyword that works? Here’s a simple process to follow.

1. Understand Your Audience and Their Search Intent

Start by getting clear on who your audience is and what they’re searching for. Ask yourself:

• What problem are they trying to solve?
• What questions are they asking?
• What type of content do they expect to find?

Understanding search intent—whether users want information, a product, or a service—is the first step in selecting a keyword that aligns with their needs.

2. Brainstorm Topics Relevant to Your Niche

Make a list of topics related to your business or industry. For example, if you run a digital marketing agency, your topics might include:

• SEO strategies
• Content marketing
• Social media tips
• PPC advertising

These are the broad ideas you’ll turn into keyword opportunities.

3. Use Keyword Research Tools

Now it’s time to dig into the data. Use keyword research tools to find keywords that have:

• Search volume (How many people search for this term?)
• Competition level (How hard is it to rank?)
• Keyword difficulty (A score that estimates how competitive a keyword is)

Popular tools you can use:

• Google Keyword Planner
• Ahrefs Keywords Explorer
• SEMrush Keyword Magic Tool
• Ubersuggest

4. Analyze the Competition (SERP Analysis)

Search your keyword in Google and study the Search Engine Results Page (SERP):

• Who’s ranking on page one? Are they authoritative websites?
• What kind of content ranks? (Blog posts, product pages, videos?)
• Can you create better or more relevant content?

If the competition is too high and the top spots are dominated by major brands, it might be smart to target a lower competition keyword instead.

5. Check Search Volume and Keyword Difficulty Balance

Ideally, you want a balance between:

• High enough search volume (so it’s worth the effort)
• Low to medium competition (so you have a realistic chance of ranking)

For newer websites, targeting long-tail keywords with lower competition makes more sense. Example: Instead of “SEO”, target “best SEO strategies for small businesses”.

6. Validate Relevance to Your Content

Finally, make sure your primary keyword:

• Matches the topic of your page.
• Aligns with your user’s intent.
• Feels natural in your content, without forcing it.

If it checks all these boxes, you’ve found your primary keyword!

How to find secondary keywords?

Once you’ve chosen your primary keyword, you’ll naturally wonder, how many keywords should my page target? The goal is to use the primary keyword strategically while supplementing it with related secondary keywords. These help you cover related topics, answer more user questions, and improve your chances of ranking for a variety of search queries.

But finding the right secondary keywords takes a different approach than selecting your primary keyword. Here’s how to do it.

1. Explore Google’s “People Also Ask” and “Related Searches”

One of the easiest ways to find relevant secondary keywords is to check Google’s own suggestions. These insights come directly from what people are searching for.

• People Also Ask (PAA): Type your primary keyword into Google and look at the PAA box. These are questions that users frequently ask—great for secondary keyword ideas.
• Related Searches: Scroll to the bottom of the search results page. You’ll see Related Searches, which often include alternative keyword phrases and long-tail opportunities.

Example: If your primary keyword is SEO strategies, PAA might suggest:

• What is the best SEO strategy?
• How does on-page SEO work?

These can become your secondary keywords or content sections.

2. Analyze Competitors’ Content for Subtopics

Your competitors have already done some of the heavy lifting. Review the top-ranking pages for your primary keyword and note:

• Subheadings (H2s, H3s)
• Frequently mentioned terms
• FAQs and sections they cover

You’ll often find themes and terms they include consistently. These can inspire secondary keywords that are already proven to be relevant and effective.

3. Use Keyword Clustering Tools

Keyword clustering is the process of grouping similar keywords by topic. Specialized SEO tools automate this and give you a list of related terms and variations to use as secondary keywords.

Tools that offer keyword clustering:

• SurferSEO
• SE Ranking Keyword Grouper
• Cluster AI

By creating keyword clusters, you can ensure your page covers a topic comprehensively, boosting its relevance in the eyes of search engines.

4. Extract Synonyms and Semantic Keywords (LSI Keywords)

Search engines don’t just look for exact matches anymore. They analyze semantic relevance, meaning keywords that are conceptually related to your primary topic.

Where to find them:

• Use LSIGraph or NLP (Natural Language Processing) tools to find semantic keywords.
• Read through Google’s top results and note variations, synonyms, and related phrases they include naturally in the text.

For example: Primary keyword: SEO strategies
Secondary/semantic keywords: on-page SEO, technical SEO, SEO tools, content optimization

5. Look at Online Communities and Forums

Sometimes the best secondary keywords come directly from the language your audience uses. Explore:

• Reddit threads related to your niche.
• Quora questions about your primary topic.
• Industry-specific forums where people ask questions.

You’ll uncover:

• Frequently asked questions
• Pain points and challenges
• Niche terms and jargon

These insights can translate into secondary keywords that match real-world search behavior.

6. Leverage AnswerThePublic and Question-Based Tools

AnswerThePublic is a goldmine for finding secondary keywords in the form of questions and phrases people search for. It’s great for surfacing:

• “How,” “What,” “Why,” “Where” queries
• Prepositions and comparisons (e.g., “SEO strategy vs. tactics”)

These can guide secondary keyword inclusion and even inspire additional subtopics in your content.

7. Check Google Trends for Related Topics

Google Trends doesn’t just show search interest—it also suggests related queries and rising topics. Use this feature to:

• Spot new trends and related keywords gaining traction.
• Find seasonal secondary keywords you can work into your content.

Example: Primary keyword: SEO strategies

Related rising keyword: AI SEO tools 2025

By using these steps, you’ll build richer, more authoritative content that answers more questions and ranks for a wider array of search queries.

How to Optimize Content with Keywords?

You’ve found your primary and secondary keywords—now it’s time to use them strategically in your content. Keyword optimization isn’t about cramming terms into your text. It’s about creating helpful, relevant content that search engines (and people) can easily understand.

Here’s a step-by-step guide to optimizing your content with keywords the right way.

1. Use the Primary Keyword in Strategic Places

Your primary keyword should signal the main focus of your page. To help Google (and readers) quickly understand your topic, place it in the most important on-page elements.

Key spots for your primary keyword:

• Title Tag (SEO title): Make it clear and enticing. For example: How to Optimize Content with Keywords (Step-by-Step Guide)
• URL (Slug): Example: /optimize-content-with-keywords
• Meta Description: Keep it natural but relevant. For example: Learn how to optimize your content with keywords to rank higher on Google and attract more traffic.
• H1 Heading: The main page headline should include the keyword, ideally toward the beginning.
• First 100 Words: Early mentions help establish topical relevance.
• Conclusion Paragraph: Reinforce the topic by mentioning the keyword naturally at the end.

2. Naturally Distribute Secondary Keywords

Secondary keywords should be sprinkled throughout your content to add depth and cover related search queries.

Best practices:

• Use them in subheadings (H2, H3) where relevant.
• Integrate them into paragraphs, lists, and captions naturally.
• Answer related questions that align with these keywords.

Example:

Primary keyword: how to optimize content with keywords
Secondary keywords: keyword placement best practices, SEO-friendly headings, meta descriptions for SEO

3. Optimize Headings and Subheadings (H2, H3, H4)

Use headings to break up your content and make it easier to read—for both people and search engines.

Tips:

• Incorporate primary or secondary keywords into your headings when it makes sense.
• Keep headings descriptive, so users (and Google) understand what each section is about.

Example:
H3: Best Practices for Keyword Placement in Blog Posts

4. Add Keywords to Image File Names and Alt Text

Google can’t “see” your images, but it can read:

• Image file names (e.g., keyword-optimization-checklist.png)
• Alt text that describes the image while including relevant keywords, when appropriate.

Alt text example:
Screenshot of SEO content optimized with primary and secondary keywords

5. Use Internal Links with Keyword-Rich Anchor Text

Internal linking helps distribute link authority and guide readers through your site.

Anchor text tip:

Use descriptive phrases that include keywords.
Example:
Learn more in our guide on [keyword research for SEO](https://www.google.com/search?q=keyword+research+SEO+guide).

Avoid generic links like:
“Click here”

6. Maintain a Natural, Reader-First Tone

Keyword stuffing will hurt your rankings and drive users away. Instead:

• Prioritize clarity and readability
• Use keywords naturally, as if you’re having a conversation
• Don’t force a keyword if it feels awkward or repetitive

Rule of thumb: If the keyword fits seamlessly, you’re doing it right.

7. Optimize for Voice Search and Featured Snippets

People are asking more conversational questions, especially via voice search.

How to optimize:

• Include question-based keywords (Who, What, How)
• Provide concise answers (30-50 words) to common questions
• Use bullet points, numbered lists, and tables where helpful

8. Check Keyword Density (But Don’t Overdo It)

Keyword density isn’t about hitting a magic percentage—it’s about balance.
Aim for natural repetition rather than obsessing over a specific number.

Tools to check:

• Yoast SEO (for WordPress)
• SurferSEO
• SEOQuake

9. Create Comprehensive, Topic-Covering Content

Google rewards in-depth content that thoroughly covers a topic.

How to do it:

• Answer common questions users ask
• Cover related subtopics using secondary keywords
• Include examples, case studies, or data where possible

This positions your page as a comprehensive resource, increasing dwell time and engagement.

Effective content creation in Toronto involves using both primary and secondary keywords that resonate with your local audience, improving visibility and engagement.

Don’t Forget These Tips:

Here’s a quick-hit list of additional SEO keyword strategies to level up your content:

• Focus on Search Intent: Make sure your content matches what users are really looking for.
• Use Long-Tail Keywords: Longer, more specific keyword phrases attract the right audience and often have less competition.
• Refresh Old Content: Update your existing pages with new keywords, better structure, and fresh information to stay relevant.
• Make Content Mobile-Friendly: Ensure your content is easy to read and navigate on mobile devices.
• Prioritize User Experience (UX): Fast-loading pages, clear navigation, and helpful content keep users engaged.
• Add Schema Markup: Use structured data to help search engines understand your content and increase chances of rich snippets.
• Track Keyword Performance: Regularly monitor how your keywords are ranking and adjust your strategy as needed.
• Avoid Keyword Cannibalization: Don’t use the same primary keyword on multiple pages—each page should target a unique focus.
• Write for Humans First: Keep the language natural and helpful. Search engines love content that’s easy for people to read.

FAQ:

Conclusion

In summary, the key to successful SEO is balancing both primary and secondary keywords. By focusing on one primary keyword and strategically using secondary ones, you can effectively boost your rankings. So, when asking “how many keywords should my page target?“, remember: it’s about quality and relevance, not quantity.

If you’re looking for expert SEO strategies, partnering with an experienced team like Seo24 digital marketing agency in Toronto can make all the difference in optimizing your content and reaching your target audience.