How many keywords should I use? A clear, no-fluff SEO answer

A human-first, data-smart approach to SEO keyword strategy

If you’re diving into SEO with hopes of making your content more visible, you’ve probably asked yourself: How many keywords should I be using per page?

We got you.

At Connective, we believe SEO shouldn’t feel like solving a riddle. The goal is to help the right people find you—and to do that, every page on your site should center around one primary keyword, supported by 1–3 thoughtfully chosen secondary keywords.

That’s your sweet spot.

Trying to squeeze in more than that? It often leads to bloated, scattered content that’s hard to follow (and doesn’t do your rankings any favors).

Here’s the idea: instead of trying to rank for every possible variation on one page, focus on making each page purposeful, relevant, and aligned with what your audience is actually searching for.

TL;DR:

• Focus on one primary keyword per page.
• Add 1–3 secondary keywords to expand your reach and cover related search intents.
• Keep it natural, readable, and aligned with what your audience needs.

And now, let’s get into the strategy behind those numbers—and why this approach works better than keyword overload every time.

Primary vs. secondary keywords

Your main character and their supporting cast

Think of your keywords like a well-written story: every page has a central character (your primary keyword) and a small supporting cast (your secondary keywords) that help build out the narrative.

Primary Keyword: Your page’s core focus

This is the main event—the word or phrase that sums up what your page is really about. It’s the one term you want your page to rank for most.

Choose your primary keyword based on what your audience is searching for and what your page does best. Then, weave that keyword into key areas of your content, including:

• The page title
• The H1 or headline
• Your URL (when possible)
• Meta descriptions
• A few key paragraphs throughout the content

But here’s the thing: more isn’t better. Keyword stuffing (even of your “main” keyword) not only turns off your readers—it sends red flags to Google, too. Use it where it naturally fits. That’s it.

Secondary Keywords: Strategic support

These are closely related terms or common variations that support your primary keyword and give your content added depth.

Let’s say your primary keyword is “digital marketing services.”
Your secondary keywords might include:
→ “online marketing services”
→ “SEO consulting”
→ “PPC advertising”
→ “social media marketing”

These don’t need to appear as often—once or twice each is plenty. Their job is to add context and help you show up for a wider range of relevant searches, without diluting the focus of your page.

A keyword hierarchy that works

One of the most common mistakes we see? Trying to give every keyword equal weight. That approach creates confusion—for search engines and your visitors.

Instead, define a clear hierarchy:

• One primary keyword your page is built around
• Up to 3 secondary keywords that support and expand on the topic
• Use each naturally and with purpose

SEO isn’t about checking boxes or hitting arbitrary numbers—it’s about creating clarity. When each page on your site has a specific role and message, your whole content ecosystem becomes stronger, more relevant, and easier to rank.

Keyword density & natural usage

Because your content should sound like a human wrote it (because one did)

Once you’ve locked in your keywords, the next big question is usually:
“How often should I actually use them?”

The short answer: aim for a keyword density of 1–2% for your primary keyword. That means for every 100 words, your keyword might show up once or twice—max.

But here’s the long answer (and the real secret): Keyword density isn’t a checklist—it’s a guideline.

Search engines have gotten much smarter over the years. What they’re really looking for isn’t repetition. It’s relevance. It’s clarity. It’s flow.

In other words, your content should make sense to the person reading it. If a keyword fits naturally in a sentence, great—include it. If it feels clunky, repetitive, or robotic? Skip it or rewrite it.

Real-world example

Say you’ve got an 800-word blog post. A 1–2% keyword density means your primary keyword might appear 8 to 16 times throughout that content.

Not in every sentence. Not in every paragraph. Just sprinkled throughout in ways that support the flow.

Your secondary keywords? You might use each one just once or twice—enough to show relevance, not overkill.

What not to do:

🚫 Use the exact same phrase repeatedly without variation
🚫 Force a keyword where it doesn’t belong
🚫 Stack keywords together in a sentence just to get them in

(Example: “Our SEO services help with SEO for better SEO rankings.” Please, no.)

What to do instead:

✅ Write naturally first—then optimize
✅ Use variations and synonyms (search engines recognize them!)
✅ Prioritize clarity, flow, and user experience

At Connective, we call this human-centered SEO. Because getting found online starts with being understood.

Want a quick estimate for keyword usage?

If you’re wondering “Okay, but how many times should I actually use my primary keyword?”—a keyword density calculator can give you a ballpark figure based on your content length.

It’s not a hard rule (and you should always prioritize readability), but it’s a helpful starting point if you’re getting a feel for balance.

Understanding search intent

Because ranking well starts with knowing what your audience actually wants

You can have the best keyword list in the world…
But if your content doesn’t match what someone intended to find when they searched that term?

You’re not going to show up—and if you do, you’re not going to convert.

That’s where search intent comes in.

It’s the “why” behind the words people type into Google. And if your content doesn’t line up with that why, search engines will pass it over for something that does.

The 4 main types of search intent:

1. Informational
   Someone wants to learn something.
   🧠 “What is SEO?”
   🧁 “How to bake a chocolate cake”
   🛠️ “Best time to replace a roof”

Best fit: Blog posts, guides, FAQs, educational content

1. Navigational
   Someone’s looking for a specific site or page.
   🔍 “Connective Web Design”
   🌐 “Facebook login”
   📖 “New York Times homepage”

Best fit: Branded pages, service or company overviews

1. Transactional
   They’re ready to take action (buy, subscribe, book, etc.).
   🛒 “Buy iPhone 14 Pro Max”
   ✈️ “Cheap flights to Paris”
   📦 “Get website design quote”

Best fit: Product pages, pricing pages, service landing pages

1. Commercial Investigation
   They’re weighing their options, doing comparison shopping, or looking for reviews.
   🔎 “Best CRM software for small business”
   📱 “iPhone vs. Samsung Galaxy”
   💻 “Top laptops for graphic design 2025”

Best fit: Comparison posts, reviews, case studies, expert roundups

Why intent matters (a lot)

If your keyword is transactional—like “custom web design services”—but your page reads like a Wikipedia entry, Google will (rightfully) skip right over you.

Same goes if you’re targeting a high-level term like “email marketing best practices” but your post is trying to sell a product rather than educate. It’s a mismatch.

Instead, align your content with the intent behind the keyword. That’s how you get visibility and engagement. That’s how you show up with purpose.

Tailor your keyword strategy to the page type

Not every page should follow the exact same keyword formula. Here’s a quick breakdown:

• Homepage: Broad, branded terms (e.g., “digital marketing agency,” “web design company”)
• Service pages: Specific, action-oriented phrases (e.g., “SEO consulting services,” “ecommerce website design”)
• Blog posts: Informational or long-tail keywords that match questions or educational queries
• Product pages: Product-specific phrases your audience is actively searching for (e.g., “best running shoes for flat feet”)

Each type of page plays a different role—and your keywords should reflect that.

Bottom line:
When you pair the right keyword with the right type of content for the right audience need, the results aren’t just higher rankings—they’re better leads, more clicks, and a way stronger user experience.

Tools to find the right keywords

Because guesswork isn’t a strategy

You don’t need to be an SEO wizard to find great keywords—but you do need the right tools. Whether you’re starting from scratch or optimizing an existing page, keyword research tools are how you go from “I think this is a good keyword” to “I know this will work.”

And with search engines—and search behaviors—constantly evolving, these tools help you stay ahead of the curve, not just play catch-up.

Here are a few of the platforms we actually use (and recommend):

🔍 Google Search Console (free)

If you’re not using this yet—start now. GSC shows you exactly which search terms are bringing people to your site right now. It’s an easy, reliable way to find opportunities for optimization (or identify keywords you’re ranking for that aren’t even on your radar yet).

Best for:

• Monitoring keyword performance
• Identifying low-hanging fruit
• Understanding how your site performs in Google search

📈 Google Keyword Planner (free)

Originally built for advertisers, this tool still works great for organic SEO. Plug in a word or phrase, and it’ll show you search volume, related keywords, and competition level.

Best for:

• Getting keyword ideas
• Understanding how often keywords are searched
• Finding adjacent or long-tail keyword options

🔥 Ahrefs (paid)

This is one of our go-to power tools. It provides deep insights into keyword volume, ranking difficulty, competitor keywords, backlink profiles, and content gaps. It’s especially useful for developing a content strategy that’s built to compete.

Best for:

• Advanced SEO campaigns
• Competitor research
• Identifying high-potential, lower-competition keywords

💡 Ubersuggest (freemium)

If you’re new to SEO or just need a lighter tool to explore keyword ideas, Ubersuggest is a solid starting point. It combines keyword suggestions, site audit features, and traffic estimations into a beginner-friendly platform.
Best for:

• Keyword ideation
• High-level traffic insights
• Solo entrepreneurs and small teams

Bonus: Why AI-powered tools are changing the game

Modern SEO tools are increasingly driven by AI—and for good reason. These platforms can quickly analyze massive datasets to uncover not just what people are searching for, but why. That means better alignment with search intent, more accurate forecasting, and smarter strategy overall.

At Connective, we use these tools not just to pick keywords, but to:
✅ Predict what your audience is going to care about
✅ Spot new trends before your competitors do
✅ Refine your content plan based on what’s actually working

The takeaway?
Use data, not instinct, to drive your keyword decisions. The right tools give you clarity—and the confidence to build content that performs.

Avoiding keyword cannibalization

When your pages accidentally compete with each other (and how to stop them)

Keyword cannibalization might sound dramatic—and honestly, it kind of is.

This happens when multiple pages on your site are targeting the same keyword, unintentionally competing against each other for visibility in search results. And when Google sees multiple pages from the same domain trying to rank for the same term, it doesn’t know which one to prioritize.

Result?
Your pages dilute each other’s impact. Rankings drop. Traffic stalls. And the page you actually want to rank might get buried.

Common signs of cannibalization:

• You’re ranking for the same keyword on multiple URLs
• Your rankings bounce around unexpectedly
• You’re seeing less organic traffic than you should be for a high-performing term
• Google is showing the “wrong” page in search results for your target keyword

How to fix it (or avoid it in the first place)

1. Do a Keyword Audit

Use tools like Google Search Console, Ahrefs, or Ubersuggest to map which pages are ranking for which keywords. This helps you spot overlap before it becomes an issue.

2. Assign One Keyword Per Page

Every page on your site should have a distinct primary keyword (and supporting secondaries). Think of your content like a team—each page has a unique role to play.

3. Merge or Consolidate Similar Pages

If two blog posts or service pages are targeting the same term and offering similar info, combine them into one powerhouse piece of content—and redirect the other page.

4. Use Canonical Tags (When Needed)

For technical cases where similar content needs to exist (like product pages with different filters), canonical tags tell Google which version to prioritize.

5. Keep Content Strategy Centralized

When content gets added randomly or by different team members, cannibalization can sneak in. Build a keyword map and maintain a shared editorial plan to keep things clean.

TL;DR

Keyword cannibalization happens when your own content competes against itself. The fix? Be strategic, track your keywords, and keep each page’s purpose crystal clear.

And if you’re not sure whether your site is affected? No worries—this is the kind of SEO clean-up we handle all the time. (Your search rankings will thank you.)

Frequently asked questions

Let’s clear up a few lingering SEO curiosities, shall we?

SEO can be a complex beast, but we believe clarity beats complexity. Below are a few of the most common questions we get from clients—and our straight-shooting answers.

How many keywords can a page rank for?

Plenty. In fact, a single page can rank for dozens, sometimes even hundreds of keywords—especially if the content is rich, valuable, and well-optimized.

But for strategy? Keep it focused.

Target one primary keyword per page, supported by 1–3 secondary keywords. That focused intent helps Google understand your page’s purpose—and gets you better results.

How many primary keywords should I use per page?

Just one. Always one.

Trying to optimize a single page for multiple primary keywords usually means you’re spreading your message too thin. Instead, give each keyword its own spotlight on a separate, purpose-built page.

What’s the recommended keyword density?

Aim for 1–2% keyword density for your primary keyword. That means 1–2 uses per 100 words—though that’s a guideline, not a commandment.

The real rule? If it reads awkwardly or sounds like you’re writing for a robot, dial it back. Your audience—and Google—will thank you.

 What is keyword cannibalization?

It’s when multiple pages on your site are trying to rank for the same keyword and end up competing with each other.

This creates confusion for search engines and hurts your overall visibility. The fix is simple: assign one unique keyword focus per page and consolidate or rework any overlapping content.

How do I avoid keyword cannibalization?

Keep a living keyword map.
Know which keywords belong to which pages. If you find overlap, consolidate similar pages, add redirects, or use canonical tags to tell Google which version takes priority.

And if that sounds overwhelming? We’ve got you. This is the kind of behind-the-scenes optimization we handle all the time.

Still have SEO questions?

Whether you’re deep into an SEO overhaul or just figuring out your strategy, we’re always happy to talk shop and give clear, jargon-free answers. That’s the Connective way.