"How many keywords should I target?" is one of the most common SEO questions. And the answers you'll find are all over the map — one keyword per page, 3-5 keywords, as many as you can fit.
The confusion exists because the question itself is slightly wrong. Here's what actually matters.
Quick answer: The keyword formula
One primary keyword per page. Then include semantically related terms naturally.
Here's the breakdown:
| Keyword Type | Count | Purpose |
|---|---|---|
| Primary keyword | 1 | The main topic your page is about |
| Semantic keywords | 5-10 | Related terms that naturally appear when covering the topic |
| Long-tail variations | 10-20+ | Longer versions of your primary keyword (same intent) |
You don't explicitly stuff all these in. You focus on the primary keyword, cover the topic thoroughly, and the rest appears naturally.
Why "one primary keyword" works
Every page should have a clear primary purpose — one main question it answers or topic it covers. That primary purpose is your primary keyword.
Google ranks pages, not sites
Google doesn't decide "this site should rank for SEO keywords." It decides "this specific page best answers this specific query."
What goes wrong: If your page tries to rank for 10 unrelated keywords, it's optimized for none of them.
What to do: A competitor with a focused page beats you every time. Pick one primary keyword per page.
Search intent should be unified
Your primary keyword represents a specific search intent. Someone searching "how many keywords for SEO" wants different content than someone searching "best keyword research tools."
What goes wrong: Trying to satisfy both intents on one page satisfies neither well.
What to do: Create separate pages for different intents.
Structure becomes clearer
With one primary keyword, your content has a clear:
- Title tag (includes keyword)
- H1 heading (includes keyword)
- URL (includes keyword)
- Opening paragraph (addresses keyword)
- Overall direction
What goes wrong: With multiple competing keywords, everything becomes muddled.
What about secondary keywords?
Here's where it gets more nuanced. You absolutely should include additional keywords — but they should be semantically related to your primary keyword.
Semantic keywords
These are variations and related terms that naturally appear when covering a topic thoroughly.
Primary keyword: "how many keywords for SEO"
Semantic keywords:
- keyword density
- primary keyword
- secondary keywords
- keyword targeting
- keyword optimization
- long-tail keywords
- keyword research
What to do: You don't "stuff" these in. They appear naturally when you comprehensively cover the topic.
Long-tail variations
Longer versions of your primary keyword that represent the same intent.
Primary: "how many keywords for SEO"
Long-tail variations:
- "how many keywords should I use for SEO"
- "how many keywords per page SEO"
- "how many keywords should I target per blog post"
What to do: One comprehensive article can rank for all of these because they're essentially the same question.
Related questions
Questions that naturally come up when covering your topic.
Primary: "how many keywords for SEO"
Related questions:
- "what is keyword density"
- "how to find keywords"
- "what is keyword stuffing"
What to do: Including sections that answer related questions makes content more comprehensive without diluting focus.
Related articles:
- SEO Content Creation Guide — Master the art of writing content that ranks
- What is Meta Data in SEO? — Optimize your title tags and descriptions
The real framework: Primary + semantic + long-tail
Think of it as concentric circles:
Center (1 keyword): Your primary target — what the page is fundamentally about
Inner ring (5-10 terms): Semantic keywords — terms you'll naturally use when covering the topic
Outer ring (10-20+ terms): Long-tail variations and related questions — additional queries this comprehensive content can rank for
You don't explicitly target all of these. You focus on the primary keyword, cover the topic thoroughly, and the rest follows naturally.
How this looks in practice
Blog post example
Primary keyword: "how many SEO keywords should I use"
Content structure:
- Direct answer to primary keyword (H1 and intro)
- Explanation of the concept (naturally includes "primary keyword," "secondary keywords")
- Framework section (includes "keyword targeting," "keyword strategy")
- Common mistakes (includes "keyword stuffing," "keyword density")
- Practical examples (includes "long-tail keywords," "semantic keywords")
Keywords covered naturally: 15-20+, but all serving the primary topic.
Product page example
Primary keyword: "SEO automation software"
Content includes:
- Product description (naturally includes "automated SEO," "SEO tools")
- Features (includes specific feature terms)
- Benefits (includes related problem terms)
- Comparison mentions (includes competitor/alternative terms)
- Use cases (includes industry/audience terms)
Keywords covered: Many, but all supporting the product page's primary purpose.
Service page example
Primary keyword: "SEO content writing services"
Content includes:
- Service description (naturally includes "content writing," "SEO writing")
- Process explanation (includes "content creation," "keyword research")
- Pricing context (includes "freelance content," "content agency")
- Results/benefits (includes "organic traffic," "rankings")
Common mistakes to avoid
Targeting unrelated keywords
× Wrong: A page about "keyword density" trying to also rank for "backlink building" and "technical SEO audit"
Why it fails: These are completely different topics requiring different content. Google will rank dedicated pages higher for each.
What to do: Create separate pages for unrelated topics.
Keyword stuffing
× Wrong: "If you're wondering how many SEO keywords you should use, the number of SEO keywords depends on your SEO keyword strategy. Using too many SEO keywords is called SEO keyword stuffing..."
Why it fails:
- Reads terribly (users bounce)
- Google's algorithms detect and penalize it
- Doesn't actually help rankings
What to do: Write naturally. If you're covering the topic thoroughly, keywords appear at appropriate frequency without forcing them.
Obsessing over keyword density
× Outdated advice: "Use your keyword exactly 2% of the time."
Reality: Google understands semantics. Natural language variation is expected and preferred. A 2,000-word article doesn't need the exact phrase 40 times.
What to do: Focus on covering the topic comprehensively. Check that your primary keyword appears in title, H1, and first paragraph. Beyond that, write naturally.
Choosing keywords that don't match
× Wrong: Writing about "how to do keyword research" but targeting "best keyword research tools" because it has higher volume.
Why it fails: The content doesn't match the keyword's intent. Google won't rank it.
What to do: Match content to keyword intent, not the other way around.
How to find your keywords
For your primary keyword
- Start with the topic — What is this page fundamentally about?
- Research variations — What do people actually search?
- Check competition — Can you realistically rank?
- Verify intent — Does your content match what searchers want?
For semantic keywords
- Look at top-ranking content — What terms do they use?
- Check "People also ask" — What related questions exist?
- Use LSI tools — Find semantically related terms
- Think like a reader — What would they expect you to cover?
Tools that help
Free:
- Google Keyword Planner (basic volume and variations)
- Google search (autocomplete, related searches, PAA boxes)
- AnswerThePublic (question variations)
Paid:
- SEMrush / Ahrefs (comprehensive keyword data)
- Surfer SEO (semantic keyword recommendations)
- Soro (automated keyword research and content optimization)
Quick reference guide
Per blog post
- Primary keywords: 1
- Semantic keywords: Include naturally (5-10 will appear)
- Long-tail variations: Target implicitly through comprehensive coverage
- Keyword density: Don't calculate — write naturally
Per product page
- Primary keywords: 1 (usually product name + category)
- Feature keywords: Include in feature sections
- Benefit keywords: Include in benefits copy
- Total explicit targets: 1-3
Per homepage
- Primary keywords: 1 (usually brand + main value prop)
- Service/product keywords: Mention in overview sections
- Total explicit targets: 1, with natural mentions of offerings
Per service page
- Primary keywords: 1 (the specific service)
- Related service keywords: Mention where relevant
- Benefit keywords: Include naturally
- Total explicit targets: 1-2
The bigger picture
Keyword count per page is a small tactical question. The strategic questions matter more:
Are you building topical authority?
Better than targeting random keywords: Build clusters of content around related topics. Each piece strengthens the others.
Are you matching search intent?
The best-optimized page won't rank if it doesn't give searchers what they want.
Are you publishing consistently?
One well-targeted article per week beats 10 poorly-targeted articles per month.
Are you measuring what works?
Track rankings. See what content performs. Do more of that.
The businesses winning at SEO aren't winning because they found the magic keyword count. They're winning because they publish helpful content consistently, targeting topics their audience searches for.
Get the fundamentals right — one clear primary keyword per page, comprehensive coverage, natural language — and the keyword count question becomes irrelevant.
Related reading:
- How to Do SEO Yourself — Complete DIY guide including keyword strategy
- SEO Content Creation Guide — Writing content that ranks
- What is Meta Data in SEO? — Optimizing your on-page elements