Let’s keep this simple: focus on one primary keyword, and use related secondary keywords to fill out the topic. That approach works better than chasing a dozen phrases on a single page. Here’s why — and how to do it right.
First, What Do We Mean by “Primary” and “Secondary” Keywords?
Think of your primary keyword as the main focus of the page. It’s the one search term you want that page to rank for.
Secondary keywords are the supporting cast. These are closely related terms — sometimes variations, sometimes subtopics — that give your content depth.
For example, if your primary keyword is email marketing, secondary keywords might include email campaign strategy, welcome series examples, or email open rates. They help you hit all the angles someone researching that topic would care about.
Put simply, your primary keyword sets the topic. The secondary ones fill it out.
Why One Primary Keyword Is Enough
It might sound limiting to focus on a single keyword, but it’s actually the smarter move. Here’s what makes that strategy work.
Clear Topics Lead to Better Results
Every page on your site should do one thing well.
When someone lands on your page, they’re looking for a clear answer — not a roundup of loosely related topics. If you try to cover too much ground, the page loses focus fast. It won’t rank well, and it won’t help your reader much either.
Search engines look for content that matches intent. A page that tries to rank for how to start a blog, best blogging platforms, and SEO tips all at once? That’s a mess. It’s hard to know what the actual purpose of that page is.
So, stick to one goal. One page, one topic.
Google Already Understands Variations
You don’t need to chase every version of a phrase.
Search engines are smart enough to handle plurals, synonyms, and even misspellings. If your page is built around how to submit a website to search engines, it can also rank for website submission to search engines or submit site to Google — even if you never use those exact phrases.
That’s because search engines care more about meaning than exact word matches. Your job is to write clearly. Google will handle the rest.
One Keyword Can Unlock Dozens of Rankings
Here’s where things really start to pay off.
When you write a solid page around one keyword, it often ends up ranking for dozens — sometimes hundreds — of related terms. That’s not theory. It’s how ranking pages actually work.
Let’s say you write a page on SEO basics. If it’s thorough, clear, and well-structured, it might also show up for:
- how to use SEO
- beginner SEO guide
- SEO for small businesses
- getting started with SEO
Each of those keywords brings in traffic on its own. You didn’t have to target them separately. They came along naturally because your content covered the topic well.
So Why Bother With Secondary Keywords?
Good question. If Google can figure things out, why do secondary keywords matter?
Here’s the thing: while you don’t need to “target” them like you do the primary keyword, secondary keywords help you build a page that’s complete.
Think of them as clues. They show you what else people care about when they search your primary keyword. When you use them to shape your content — headlines, sections, examples — your page becomes more useful, more relevant, and easier to rank.
Let’s say your page is about beginner gardening tips. If it also covers soil types, watering basics, plant selection, and common mistakes — all based on secondary keyword insights — it’s going to do better than a short piece with just general advice.
That’s the goal: give people what they’re really looking for.
How to Find the Right Keywords
You don’t need any special tools to do this. Just a process.
Start With Your Primary Keyword
First, figure out the main thing your audience is looking for.
That usually comes from understanding your users — what they ask about, what they struggle with, what they actually type into search. If you’re not sure, try this:
- Search the topic and look at the top-ranking pages. What keywords are they built around?
- Check out autocomplete suggestions in the search bar — they’ll show common queries.
- Look at related searches at the bottom of the results page. Those are often gold.
Pick one keyword that’s clearly aligned with your audience’s needs. Then build your page around it.
Then Pull Out Secondary Keywords
Once you know your main focus, it’s time to round things out.
Look at what shows up in the “People also ask” box. Skim through related searches. Read a few top pages and pay attention to the sections they include.
What other questions or subtopics come up again and again?
Those are your secondary keywords. They’ll guide your outline and help make sure you’re not missing anything important.
How to Use Keywords Inside Your Content
Finding the right keywords is one part. Using them well is what gets you results.
Match the Search Intent
Start by checking what’s already ranking for your main keyword. Is it mostly blog posts? Product pages? Guides?
Also, pay attention to the angle. Are the top results aimed at beginners? Are they comparison-focused? Are they offering quick answers or deep dives?
That tells you what your page needs to deliver — and how.
Build Around Secondary Keywords
Once you understand what people expect, you can use secondary keywords to shape your content.
They shouldn’t be stuffed in. Instead, let them guide your sections, FAQs, examples, and case studies. If one of your secondary keywords is email open rate benchmarks, that’s a clear sign to include a section that covers it directly.
This helps your content stay useful — and keeps it aligned with what real people are actually searching for.
Keyword Placement: A Few Ground Rules
You don’t need to overthink this. Just use your keywords where they make sense.
Here’s a simple playbook:
- Use your primary keyword in the page title and H1.
- Work it into the first paragraph — naturally.
- Use secondary keywords in subheadings, but only where they add value.
- Include the main keyword in your URL, if possible. It keeps things clean.
What to Avoid
Don’t cram keywords into every sentence. You’re not trying to hit a “density” score.
Also, skip the outdated idea of forcing in “LSI keywords” or every synonym you can think of. That doesn’t help. If anything, it makes your content harder to read.
Keep it natural. Write like a human. That’s what works.
Final Thoughts
Here’s what it comes down to:
Pick one keyword per page. Use it as your focus. Then build around it with secondary keywords that help you cover the topic completely.
When your content is clear, helpful, and aligned with what people actually want to know, it ranks. Not just for the keyword you picked — but for dozens of others too.
That’s the kind of SEO that works long-term.
