For effective SEO, focus on one primary keyword and 2–4 secondary keywords per page, integrating them naturally rather than forcing repetition. A well-optimized page with one carefully chosen primary keyword can rank for hundreds of related long-tail variations, making quality far more valuable than quantity. Aim for a keyword density of 0.5% to 2% (roughly 1–2 keywords per 100–150 words), placing your primary keyword strategically in the title tag, H1 heading, meta description, first 100 words, and throughout the content in a way that reads naturally and serves user intent.
On a Per-Page Basis
Primary Keyword: Your Main Focus
Your primary keyword is the single most important term that defines what your page is about. Choose one main keyword with high relevance to your topic and strong search volume. This keyword should appear in:
- Title tag: Within the first 60 characters
- H1 heading: The main title of your page
- Meta description: To improve click-through rates from search results
- First 100 words: To establish topic context early
- Subheadings (H2/H3): At least once to reinforce structure
- Image alt text: Where contextually appropriate
- 2–3 times per 500 words naturally throughout the body content
According to Semrush’s Primary Keywords Guide, your primary keyword signals to search engines exactly what your page should rank for, making it the foundation of your on-page SEO strategy.
Secondary Keywords: Supporting Your Main Topic
Secondary keywords are closely related terms, synonyms, and variations that support and expand your primary keyword. Use 2–4 secondary keywords per page to add depth and capture additional search queries without creating separate pages for similar terms.
Place secondary keywords in:
- Subheadings (H2–H6): To structure content around related subtopics
- Body content: At least once, naturally integrated
- Internal link anchor text: When linking to related pages
- FAQ sections: If applicable
For example, if your primary keyword is “home workouts,” your secondary keywords might include “exercise routines at home,” “no equipment workouts,” and “indoor fitness exercises.”
Keyword Density: Quality Over Quantity
Keyword density—the percentage of times a keyword appears relative to total word count—should fall between 0.5% and 2% to avoid over-optimization penalties. Calculate it using:
Keyword Density (%) = (Number of keyword appearances ÷ Total word count) × 100
A 1,000-word article with your primary keyword appearing 10 times has a 1% keyword density—ideal for natural readability while signaling relevance to search engines.
Natural Integration: Avoid Keyword Stuffing
Search engines penalize keyword stuffing—cramming keywords unnaturally into content. Write conversationally, as if speaking directly to your audience. Use synonyms, related terms, and LSI (Latent Semantic Indexing) keywords to add context without repeating the exact phrase excessively. According to Google Search Central, content should always prioritize user experience and genuine helpfulness over keyword manipulation.
Keywords by Content Type
Different page types require different keyword strategies:
| Content Type | Primary Keywords | Secondary Keywords |
|---|---|---|
| Blog Post | 1 | 2–4 |
| Product Page | 1 | 3–5 |
| Homepage | 1 | 2–3 |
| Service Page | 1 | 3–5 |
| Landing Page | 1 | 1–2 |
| FAQ Page | 1 | 5–10 |
| Category Page | 1 | 5–10 |
This structure ensures each page has clear focus while capturing related search queries.
Overall Keyword Strategy
Start with Realistic Targets
For beginners or businesses with limited resources, start by targeting 5–10 well-researched keywords across your site, each with monthly search volume of 100+. As you build authority and content, expand your keyword portfolio strategically.
Let Your Content Work for You
A single well-optimized page targeting one primary keyword will naturally rank for dozens—sometimes hundreds—of related long-tail searches. This happens because comprehensive, high-quality content naturally includes variations, synonyms, and related terms that search engines recognize.
Build Topical Authority
Instead of cramming multiple unrelated keywords onto one page, create content clusters around related topics. This builds topical authority and signals to search engines that your site comprehensively covers a subject area—improving rankings across all related pages.
Avoid Keyword Cannibalization
Don’t create multiple pages targeting the same or very similar keywords. This causes your pages to compete against each other in search results, diluting your ranking potential. Use a clear website structure to organize content logically and avoid overlap.
Why Keyword Strategy Matters More Than Ever
With Google’s AI advancements and natural language processing, search engines understand context better than ever. They reward content that genuinely helps users rather than content engineered purely for keyword placement. Focus on answering questions thoroughly, providing unique insights, and creating content that visitors actually want to read.
At marcomundo.co.uk, we build SEO-optimized websites with strategic keyword implementation from the ground up. Our approach combines technical SEO expertise with conversion-focused design, ensuring your site ranks well and converts visitors into customers. Contact us for a free consultation to discuss your SEO and web design needs.
