How Many Keywords Should a Page Target?

When we first talk with new clients, a common question comes up: “How many keywords should we put on this page?” Behind this question is often a memory of an older style of SEO, where success was a numbers game. The more keywords you could fit onto a page, the better your chances were of showing up in search results. But search engines have become much more sophisticated. Today, trying to make one page rank for a dozen different concepts is a recipe for failure. The new question is not about “how many,” but about “how related.” Modern SEO centers on targeting a single topic with a primary keyword and supporting it with a group of closely related secondary terms.

One Page, One Core Topic

The best practice is to focus each page on one core topic, represented by a single primary keyword. This primary keyword is the main subject of your content. For example, if you sell custom hiking boots, a product page might target the primary keyword “custom hiking boots for men.” This focus provides clarity for both users and search engines. When Google crawls the page, it can easily understand the main subject, which helps it rank the page for relevant queries. Trying to target “custom hiking boots,” “waterproof jackets,” and “trail running shoes” all on the same page would dilute its focus and confuse search engines, likely causing it to rank poorly for all of them.

“We tell our team to think of each page as having one job. If a page tries to do three different jobs, it will probably do all of them badly. Assigning one primary keyword gives a page a clear purpose, which is the foundation of a strong content strategy.” – Strategy Team at Emulent Marketing

The Power of Secondary Keywords

Focusing on one primary keyword does not mean it is the only term your page can rank for. This is where secondary keywords come in. These are variations, synonyms, and long-tail versions of your primary keyword. They add context and depth to your content, helping you rank for a wider range of related searches. For our “custom hiking boots for men” page, secondary keywords might include:

Examples of Supporting Keywords

• Long-tail variations: “best custom hiking boots for wide feet”
• Synonyms: “made-to-order trekking boots for men”
• Question-based queries: “how to order custom fit hiking boots”
• Component terms: “vibram sole custom boots”

These terms all share the same user intent. Someone searching for any of these phrases is looking for the same thing. By including them naturally in your content, you create a more comprehensive page that satisfies the user’s needs more completely. Studies of search results show that top-ranking pages often rank for hundreds or even thousands of these related secondary keywords.

Semantic Search and Topical Clusters

Google no longer just matches the exact words in a query to the words on a page. Its algorithms are built to understand the relationships between words and concepts. This is known as semantic search. Because of this, it’s more productive to think in terms of topics instead of individual keywords. A page that covers a topic thoroughly will naturally include many related keywords and phrases.

This is the idea behind topic clusters. You create a central “pillar” page on a broad topic (like “email marketing”) and then create a series of “cluster” pages that go into more detail on related subtopics (like “email list building,” “writing effective subject lines,” or “email automation tools”). This structure shows Google that you have authority on the entire topic, which helps all the pages in the cluster rank better.

“Instead of asking how many keywords a page can target, we ask how much of a topic a page can cover. When you build a page that is the best possible answer for a user’s problem, you will find it naturally ranks for dozens of keyword variations you never even thought of.” – Strategy Team at Emulent Marketing

Building a Page for Topical Relevance

Element	Primary Keyword Use	Secondary Keyword Use
Page Title	Include the primary keyword once, near the beginning.	Avoid using secondary keywords here to maintain focus.
H1 Heading	Use the primary keyword or a very close variation.	Do not include secondary keywords.
Subheadings (H2, H3)	Use the primary keyword in one or two subheadings if it fits naturally.	Use secondary keywords as subheadings to structure the content and introduce new aspects of the topic.
Body Content	Mention the primary keyword within the first 100 words and a few more times throughout.	Weave secondary keywords and their synonyms into the text where they make sense and add context.

Avoiding Keyword Cannibalization

A common problem that arises from a poor keyword strategy is keyword cannibalization. This happens when multiple pages on your own website compete for the same primary keyword. For example, if you have three different blog posts all targeting “best social media marketing tips,” Google will not know which one is the most important. As a result, it may split the authority between them, causing all three pages to rank lower than a single, consolidated page would have.

How to Prevent Cannibalization

• Map Your Keywords: Create a spreadsheet that assigns a unique primary keyword to every important page on your site. Before creating new content, check this map to make sure you are not targeting a keyword that is already assigned.
• Consolidate and Redirect: If you find existing pages that are competing, combine the best elements of each into a single, comprehensive page. Then, use 301 redirects to send the traffic and authority from the old pages to the new one.
• Refine Your Targeting: Sometimes, you can solve cannibalization by refining the focus of each page. One page could target “social media tips for beginners,” while another targets “advanced social media advertising strategies.” This gives each page a distinct purpose.

“Keyword cannibalization is like having two of your own players trying to catch the same ball. They just get in each other’s way. A clear keyword map makes sure every page has its own position on the field and can perform its job without interference.” – Strategy Team at Emulent Marketing

Conclusion

So, how many keywords should a page target? The answer is one primary keyword, supported by a family of related secondary keywords that all share the same intent. This approach moves away from simply stuffing keywords onto a page and toward building comprehensive, topic-focused content that genuinely helps the user. This is what search engines are designed to reward.

Building a successful keyword strategy requires careful research and a deep understanding of how your audience thinks. The Emulent Marketing Team is experienced in developing these topic-based content plans that drive sustainable organic growth. If you need assistance with your SEO strategy, contact the Emulent Team for a consultation.

Frequently Asked Questions

What is the difference between a secondary keyword and a long-tail keyword?
They often overlap. A long-tail keyword is a longer, more specific search phrase (e.g., “how to fix a leaky faucet under the sink”). Many long-tail keywords can serve as secondary keywords because they add context to a primary topic like “plumbing repair.”

Should I still track keyword rankings?
Yes, but with a different perspective. Instead of tracking just one keyword, monitor the ranking of a “basket” of related terms for a single page. This gives you a much better picture of the page’s overall visibility and topical relevance in the eyes of search engines.

How do I find good secondary keywords?
Look at the “People Also Ask” section in Google search results for your primary keyword. You can also use SEO tools to find common questions and related terms. The “related searches” at the bottom of the results page are another great source of ideas.