Target one main topic per page and weave in 3–5 related terms that match user intent and natural language.
Asking how many terms you should use is common, but the better question is how many ideas a single page should cover. Pages that center on one clear topic and use natural wording tend to perform best. You don’t need a long list of phrases. You need a page that fully answers a searcher’s task, written in plain language, with the right terms placed in the right spots.
This guide shows a simple way to size, place, and measure terms without guesswork. You’ll get a quick rule of thumb, placement tips, and a checklist that keeps your copy clean and ad-safe.
Keyword Roles At A Glance
Start by labeling the parts. Every page uses three buckets: a main topic, supporting terms, and helpful variants (entities, synonyms, or common phrasing). Use the table to plan before you write.
| Role | What It Means | Use In Content |
|---|---|---|
| Main Topic | The core idea a page solves or explains. | One per page; place in the title, first paragraph, one subhead, and where it reads naturally. |
| Supporting Terms | Related phrases and subtopics readers expect. | Pick 3–5; sprinkle across sections, bullets, image alt text, and internal links. |
| Variants & Entities | Synonyms, product names, locations, people, or measurements tied to the topic. | Use when relevant; they help clarity and can capture long-tail searches. |
How Many SEO Keywords Per Page Is Sensible Today
Use one main topic and a small set of helpers. A practical range is three to five supporting terms. This keeps the copy focused while still reflecting the way real people search and speak. Some pages will use fewer because the task is narrow. Deep guides may use a few more, but they’re still anchored by one central idea.
There’s no magic density number. Search systems look at meaning, usefulness, and clarity. When a page reads smoothly and covers what the query implies, it can rank for dozens or even hundreds of variations over time without chasing exact matches.
Match Search Intent First
Before you write, define the job the reader wants done. Is the searcher trying to learn, compare, buy, or fix? Your term list should mirror that job. If the goal is comparison, include phrases that show criteria and choices. If the goal is a fix, include steps, parts, and symptoms. The right mix flows from the task.
Plan A Simple Keyword Map
Map one topic to one URL. That keeps cannibalization at bay and makes internal links cleaner. Build a short list for each planned page: the main topic, 3–5 helpers, and any obvious entities. Then group related pages into a cluster so links pass readers to the next step.
As you plan, stay inside search rules. Google flags stuffing and awkward lists. See the official guidance on keyword stuffing and the advice on people-first content. Those two pages set the guardrails.
Quick Mapping Steps
- List the main pages you need. Tie each to a single topic.
- For each page, gather 5–10 real queries from your audience or logs.
- Group similar phrasing. Pick one phrasing as the page’s main topic.
- Select 3–5 helpers that cover subtopics and expectations.
- Note any entities, products, brands, sizes, or places that matter.
Where To Place Terms Naturally
Placement beats repetition. Use your main topic and helpers in spots readers scan first. Keep wording plain and avoid mechanical repeats.
Place Terms Where They Matter
- Title (H1): Include the main topic and a short phrase that teases the win for the reader.
- First Paragraph: Restate the topic in natural speech and set the promise.
- One H2: Use a close variant of the main topic with a useful modifier.
- Body Copy: Add helpers where they advance the explanation or step.
- Lists & Tables: Work in helpers that label steps, parts, or choices.
- Image Alt Text: Describe the image with real words, not a string of terms.
- Internal Links: Link related pages with descriptive, human-readable anchors.
- Meta Elements: Keep title links readable.
How To Pick Supporting Terms
Pick helpers that a reader would expect on the page. If the topic is a recipe, the helpers might be ingredients, time, and substitutions. If the topic is a buyer’s guide, think specs, price ranges, and comparisons. Use tools for ideas, but let your brief lead the way. Copy the language your audience uses in chat threads, emails, or tickets.
Quality beats volume. One sharp paragraph that answers a sub-question is better than ten lines of the same wording. Vary phrasing to keep the reading flow. You can rank for long-tail searches without repeating the same term on every line.
Examples: Sensible Term Counts By Page Type
Use the ranges below as starting points. They fit most sites and keep ad layouts clean. Adjust by topic depth and the evidence you include.
| Page Type | Main Topic | Supporting Terms Range |
|---|---|---|
| Blog Guide / How-To | One clear task or question | 3–5 helpers; entities as needed |
| Product / Service Page | Single offer or use case | 3–6 helpers; specs and proof terms |
| Comparison / Roundup | One category or problem | 5–8 helpers; criteria and brands |
| FAQ Hub (single topic) | One theme | 4–7 helpers; each leads to a short answer |
| Location Page | One service + place | 3–5 helpers; neighborhoods and landmarks |
When To Split A Topic Into Multiple Pages
Some topics sprawl. If sections start to chase different aims, you’re trying to solve more than one task. Split the content. A buying guide should not also act as an installation manual. Create a separate URL for the install steps and link both ways. Each page stays lean, loads faster, and serves a clear intent.
Another hint is anchor lists that run long. If your outline needs more than seven major sections to stay coherent, the subject may warrant a hub with child pages. Keep the hub brief and route readers to the right leaf page. That structure helps crawlers and human readers at the same time.
Internal Linking And Anchor Text
Internal links help readers move from a question to the next action. They also give context about a page’s topic without stuffing. Use anchor text that reads like natural speech. Point to relevant pages where the promise matches the click. Avoid repeating the same anchor on every link; vary it based on the surrounding sentence.
Place links where a reader would need them: after a step that invites a deeper guide, near specs that tie to a product page, or after a definition that merits an example. Keep links crawlable and avoid patterns that feel like footers stuffed with tags. A handful of strong links beats a block of boilerplate.
Write For People, Not Counts
Pages win when they help a reader finish a task. That’s the core of Google’s guidance. Use natural language and show proof where it matters: steps that work, measurements, screenshots, or tables. If a term helps clarity, keep it. If it reads like padding, delete it.
Signals that help include clear headings, tight paragraphs, and links that send readers to the next helpful place. Site-level pages like About and Contact also support trust. Keep one visible date on the page and update facts when they change.
Signs You Used Too Many Terms
These red flags point to stuffing or copy that tries to rank rather than help. If you spot them, trim and rewrite.
- Stacks of near-identical phrases that add no new detail.
- Anchors that repeat the same wording across many links.
- Headers that read like a list of tags, not sentences.
- Paragraphs where swapping the main term for a synonym changes nothing.
- Alt text packed with comma-separated phrases.
A Simple Workflow That Keeps You Honest
Before You Draft
- Write a one-line promise for the page. That’s your north star.
- Pick the main topic and 3–5 helpers. Stop there.
- Outline sections that match the task. Each section should earn its place.
While You Draft
- Lead with the answer in the first screen.
- Use short paragraphs. Break long steps into bullets.
- Work in helpers where they add clarity or proof.
After You Draft
- Read aloud. Remove repeats that don’t add detail.
- Check that one H2 uses a close variant of the main topic.
- Scan for stuffing triggers and clean them up.
- Add one or two links to trusted sources to help readers go deeper.
Measuring If Your Mix Is Working
Watch three things after publishing: the queries that bring visits, the time on page, and the percent of readers who click a logical next link. If queries expand to many long-tail terms and readers stick around, your mix is doing its job. If you only draw hits for one narrow phrase, widen your helpers and add missing sections that answer real questions. Track scroll depth to confirm readers reach your tables and key steps. If drop-offs spike, tighten intros and clarity.
FAQ Pages Without The Bloat
When you need a page that answers many small questions, bundle them under one theme. Use headers that read like plain questions and keep each answer crisp. Link to deeper pages for big topics. Stick to one theme per URL so each page stays focused.
Small Checklist Before You Publish
- One topic per page, stated clearly in the first screen.
- 3–5 helpers used naturally; entities where helpful.
- One H2 with a close variant of the topic.
- Tables that condense detail without repeating the copy.
- Short paragraphs, scannable lists, clean internal links.
- One or two trusted external links in the body.
- Alt text that describes images in plain wording.