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In the ever-evolving landscape of Search Engine Optimization (SEO), one of the most common questions that surfaces is: “How many SEO keywords should I include per page?”

The answer isn’t straightforward, as it hinges on a balance between optimising for search engines and providing value to your website users.
This blog post delves into finding that sweet spot, ensuring your content not only ranks well but also resonates with your audience.

What do We Mean by Keywords?

In the context of SEO, keywords are the primary terms you want that page to be found for. Identifying these keywords is a process called ‘keyword research’, typically using online tools to identify the highest volume terms for your business. These are then mapped out on the site so different keywords target different pages on your site, this is known as ‘keyword mapping’.

When identifying the best keywords it’s best to consider a mix of keyword volume in your target area the relevance of the product/service for that term.

Eg. We are doing SEO for a business selling lab-grown diamond jewellery. During our keyword research, we identify some potential keywords using Google’s keyword planner:

As you can see ‘lab diamond engagement rings’ has fewer searches than ‘engagement rings’ however as it is more relevant to our product, this should be the primary keyword for a page featuring these rings.

How Many SEO Keywords Should You Include Per Page?

Understanding Keywords in the Context of Modern SEO

Gone are the days when stuffing a webpage with keywords could guarantee high rankings on search engine results pages (SERPs).

Today, search engines like Google prioritise user experience, valuing high-quality content that satisfies user intent over pages crammed with keywords. This shift necessitates a more nuanced approach to keyword integration.

What is The Ideal Number of Keywords to Include on a Page?

The truth is, there’s no one-size-fits-all number. However, focusing on a single primary keyword and 2-5 secondary keywords for each page can guide your content to be both focused and versatile.

This strategy allows you to cover a topic thoroughly, addressing various aspects and related queries.

Primary Keyword: Your Focal Point

Your primary keyword is the main topic of your page. It should be a term or phrase that accurately reflects the content’s core message.

This keyword should appear in critical elements of your page, including the title tag, meta description, header tags (especially H1), and throughout the content in a natural, reader-friendly manner, ideally in the first sentence if possible.


Meta Title: Lab Grown Diamond Jewellery | [Brand Name]

Meta Description: [Brand Name] are experts in lab-grown diamond jewellery, the ethical choice for your next diamond ring, necklace or pair of earrings.

H1 Tag: Lab Grown Diamond Jewellery

Secondary Keywords: Enhancing Relevance and Reach

Secondary keywords are variations or related terms that support your primary keyword.

They help cover broader aspects of your topic, increasing the page’s visibility for related searches. Integrating these keywords should feel natural, enhancing the content’s value without detracting from readability.

During our keyword research we uncover several variants of the primary keyword ‘lab-grown engagement rings’, with lower search volume but also likely to have less competition. By including these naturally within the on-page content we improve the page’s relevance for these secondary keywords.

seo keywords

Keyword Integration Best Practices

Natural Usage: Keywords should fit seamlessly into your content, maintaining a natural and engaging tone.

Strategic Placement: Incorporate your primary keyword in the title, meta description, and early in the content. Use secondary keywords throughout the text, in subheadings, and in the conclusion.

Focus on User Intent: Understand what your audience is searching for and tailor your content to meet those needs. This approach ensures your keywords align with the queries your page aims to answer.

Quality Over Quantity: Rather than fixating on the number of times a keyword appears, concentrate on creating valuable, informative content. Quality content naturally incorporates keywords in a way that benefits the reader.

Use Tools Wisely: SEO tools and keyword planners can provide insights into keyword relevance, search volume, and competition. Use these tools to inform your strategy, not dictate it.

The Role of Long-Tail Keywords

Long-tail keywords, which are longer and more specific phrases around your target keywords, can be incredibly effective for targeting niche demographics and catering to specific search intent.

Including a few long-tail keywords in your content can attract more qualified traffic, potentially increasing conversion rates. Having said that long-tail keywords with enough traffic are often better suited to blog content.

Using the keywords below we could look at putting together an FAQ section on the page featuring the answers to these queries or we may want to build these out into longer form content on the blog.

Long tail keywords seo

Monitoring and Adjusting

SEO is not a set-it-and-forget-it endeavour. Regularly monitor your page’s performance using analytics tools.

Pay attention to metrics like page views, bounce rate, and conversion rate to understand how well your keyword strategy is working. Be prepared to adjust your approach based on these insights.

Integrate your Keywords Naturally Yourself or Get an SEO Expert to do it For You!

The key to successful keyword integration is balance. There’s no magic number of keywords that guarantees SEO success. The best type of content for SEO is high-quality, well-written, informative content that naturally incorporates your targeted keywords throughout the text.

Remember, in the realm of modern SEO, content that resonates with readers is content that ranks.

If you’re unsure about the best strategy for your site, you may want to get in touch with Search Hog. We are expert expert SEO consultants ourselves that understand exactly what is needed to rank a site well on Google.

Contact us today and book in a FREE 30-minute chat about the SEO on your website!

Matthew Pavli

Matthew Pavli is the founder of Search Hog and resident SEO expert. When he's not geeking out on Google algorithm changes, he can be found surfing at one of his local beaches in Cornwall.

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