How Many Keywords Should My Page Target?

Intro

When it comes to keywords, targeting a single primary keyword alongside a few secondary keywords is often the most effective approach. This technique, called keyword clustering, groups related keywords and aligns them with specific search intent to enhance relevance and user satisfaction. By organizing keywords around search intent, you’re more likely to match users’ expectations, rank for related queries, and improve content engagement.

Knowing the right balance of keywords requires understanding user intent, keyword competitiveness, content type, and content length. This guide will explore why balancing keywords with search intent is essential and how Google’s latest algorithm updates shape the ideal keyword strategy.

The Role of Search Intent in Primary & Secondary Keywords

What is a Primary Keyword?

The primary keyword is the main keyword or phrase you want your page to rank for, capturing the core intent of the page. Primary keywords are typically high-volume terms that match the main topic and intended audience needs.

For instance, if your page is a guide on dog training, the primary keyword might be “dog training,” a broad term that aligns with informational or educational intent. Understanding the intent here—providing guidance, not just selling a service—helps you tailor content to meet audience expectations.

What are Secondary Keywords?

Secondary keywords are related terms that support your primary keyword by adding layers of context and intent. These keywords might capture various aspects, such as specific techniques, frequently asked questions, or product types, and help target different search intents within a single piece of content.

In the dog training example, secondary keywords could include “puppy training tips,” “how to train a dog,” and “positive reinforcement techniques for dogs.” These terms address informational and instructional intents, helping to capture search traffic from users with related but slightly varied needs.

How to Identify Primary & Secondary Keywords Based on Search Intent

To make your keyword strategy more effective, focus on the search intent behind each keyword you target. Here’s a step-by-step process:

1. Evaluate Keyword Difficulty and Search Intent

Keyword difficulty measures how competitive a keyword is, but to select the best primary and secondary keywords, you also need to align them with user intent—what the user expects to achieve with their search. For each keyword, consider if the intent is:

• Informational: Users want to learn something (e.g., “how to train a puppy”).

• Navigational: Users want to find a specific site or page (e.g., “Best Dog Training Institute”).

• Commercial Investigation: Users are researching options (e.g., “best dog training techniques”).

• Transactional: Users are ready to buy or act (e.g., “buy dog training guide”).

Using Ranktracker’s Keyword Finder, you can assess the difficulty and filter keywords based on intent. This helps you build a keyword list that’s competitive yet achievable and aligns with what users are actually looking for.

• Example: If you discover that “dog training” has a high difficulty score, but “dog training for beginners” has moderate difficulty, you might target the latter as a primary keyword to match an informational intent.

2. Prioritize Secondary Keywords to Expand Intent Coverage

Secondary keywords help you cover various aspects of a topic and attract traffic from users with related but diverse intents. When entering your primary keyword into Ranktracker’s Keyword Finder, you can explore related keywords and identify secondary terms that align with different intents.

• Pro Tip: Use long-tail keywords as secondary keywords to capture more specific user needs. For example, “beginner-friendly dog training tips” reveals an informational and commercial investigation intent, which is different from simply “dog training.”

3. Create Keyword Clusters Organized by Search Intent

Creating keyword clusters with clear intent enables you to cover related topics more thoroughly in one piece of content. Rather than optimizing for one keyword, group similar keywords with shared intent to target multiple related queries effectively.

• Example: For a page about dog training, you could create a keyword cluster with terms like “crate training tips,” “obedience training for dogs,” and “positive reinforcement techniques.” By organizing these terms around an instructional intent, you’ll create content that satisfies a broader range of related searches.

How Many SEO Keywords Should You Include on a Page?

The number of keywords to target depends on factors like content length, topic complexity, and the variety of search intents involved. Here are general guidelines:

• Short Content (300-500 words)

  • Primary Keyword: 1

  • Secondary Keywords: 3-5

• Medium Content (500-1000 words)

  • Primary Keyword: 1

  • Secondary Keywords: 5-10

• Long Content (1000+ words)

  • Primary Keyword: 1

  • Secondary Keywords: 10 or more

In each case, the primary focus should be on natural keyword integration. Keywords should support the content, not dominate it, to keep the writing engaging and user-centered.

Keyword Density & Avoiding Keyword Stuffing

In SEO’s early days, keyword density was the go-to metric, with the assumption that maintaining a certain keyword frequency would boost rankings. This led to keyword stuffing, where keywords were overused, degrading readability. Today, Google values search intent and contextual relevance over exact keyword repetition.

The key to successful keyword integration is contextual relevance. By understanding the specific needs and intent behind each search query, you can incorporate keywords naturally and avoid keyword stuffing. This also helps avoid penalties from Google, which rewards content that flows naturally and aligns with user needs.

How Google’s Algorithm Updates Impact Keyword Use and Search Intent

Recent updates like BERT and MUM have made Google significantly better at understanding natural language, context, and intent. This means that it’s not enough to simply match keywords; you must also ensure that content addresses the search intent behind those keywords.

With these updates, Google evaluates content quality and relevance more holistically. Ensuring that your keywords match the right intent (informational, transactional, etc.) is essential to rank effectively. For example, a keyword like “puppy training tips” with instructional intent should not be overly commercialized. Instead, focus on providing valuable information to meet user expectations.

Best Practices for Optimizing Content with Keywords Aligned to Intent

Once you have selected primary and secondary keywords, optimize your content to match the intent behind each keyword. Use this checklist to ensure keywords are effectively placed:

• Title Tag: Place the primary keyword near the beginning, aligned with the search intent (e.g., “Guide to Dog Training” for informational).

• Slug (URL): Use a short, descriptive URL with the primary keyword.

• Headings: Use the primary keyword in the H1 heading and secondary keywords in subheadings (H2, H3, etc.) that support the main intent.

• Meta Description: Though not a direct ranking factor, including the primary keyword in a way that reflects intent can boost click-through rates.

• Body Content: Integrate primary and secondary keywords naturally throughout, focusing on readability and meeting user expectations for information or solutions.

Focus on Quality Over Quantity with Intent-Centric Content

Instead of fixating on a set number of keywords, concentrate on developing high-quality, intent-aligned content. Users will stay engaged and interact more with content that meets their specific needs, so prioritize in-depth, informative writing over excessive keyword usage.

Additional Tips for Effective Keyword Use

1. Avoid Exact Match Overuse: Use keyword variations that align with intent to prevent keyword stuffing.

2. Use Contextual Keywords: Add secondary keywords that capture subtopics or specific user needs.

3. Analyze Competitor Intent: Use Ranktracker’s SERP Checker to see how competitors structure their content around intent and identify gaps in their approach.

4. Monitor Performance: Track keyword rankings and page performance using Ranktracker’s Keywords Overview to adjust strategies based on evolving user needs and trends.

Conclusion

There’s no magic number for how many keywords to target per page. The best strategy is to focus on high-quality content that aligns with both primary and secondary keyword intent. Consider your audience’s needs, provide valuable insights, and ensure each keyword cluster matches the intent behind users’ searches.

To optimize effectively, Ranktracker’s On-Page SEO Checker can help evaluate published content and provide insights for improvement. Use this tool to revisit new content after publication to maximize visibility and relevancy based on intent alignment.

By following these guidelines, you’ll build a well-rounded keyword strategy that enhances user experience and meets search engine expectations for contextual relevance and intent alignment.