One page should center on one primary phrase with a handful of supporting terms that match the same search intent.
Why The Question Feels Tricky
You can rank for dozens of queries with a single page. That leads many writers to chase long lists. The smarter move is to pick a single core phrase, then cover the topic so well that natural variants appear where they make sense.
What “Primary” And “Secondary” Mean
Primary is the exact phrase that best fits the search intent you’re aiming at. Secondary terms are close variants, subtopics, and synonyms users type when hunting for the same answer. They help your page speak the same language as searchers without repeating the same words.
Recommended Targets Per Page
Aim for one core phrase per URL. Add three to six close variants that you can use naturally in headings and body copy. If you can’t fit a variant without it sounding stiff, drop it. Natural language beats repetition.
Page Types And Suggested Targets
| Page Type | Primary Targets | Secondary Targets Count |
|---|---|---|
| Blog How-To | 1 | 3–6 |
| Comparison Piece | 1 | 3–6 |
| Category Hub | 1 | 5–10 |
| Product Page | 1 | 2–4 |
| Long Guide | 1 | 6–12 |
How Many Phrases To Target Per Page For Search
Here’s a simple way to set targets that avoid stuffing and keep the writing clean.
1) Start With Intent
Open the results for your topic and scan the top pages. Look at the angle, length, and headings. If the results show one dominant angle, match it. If results mix guides, lists, and tools, you’re dealing with a blended intent and need broader coverage.
2) Cluster Close Variants
Group terms that mean the same thing. Keep misspellings, duplicated words, and awkward wording out of your list. Your cluster should feel like one topic, not a bucket of barely related phrases.
3) Map One Cluster To One URL
Putting two different clusters on the same URL splits relevance. Give each cluster its own page unless both sets truly answer the same question.
4) Place Terms With Care
Put the core phrase in the title tag, H1, first paragraph, and one H2. Use variants in other headings and where they fit in sentences. Don’t force it. If you write naturally, you’ll hit plenty of variants without trying.
5) Write For Readers, Then Tune
Draft for clarity. After you’re done, check whether the core phrase shows up in the right spots and whether a few variants appear. You’re done if the copy reads smoothly and covers the task.
How Many Keywords Across A Site
Think in terms of topics, not sheer count. A small site can win with 20–50 tightly themed topics that match what it can cover well. Large sites can target hundreds or thousands as content depth grows. The limiter isn’t a number. It’s your ability to publish pages that solve a search task better than what already ranks.
Density Myths That Refuse To Die
You may hear rules like “use the phrase every 100 words” or “hit two percent.” Those rules come from an older era and don’t match how ranking systems work today. Overuse reads awkward and risks spam signals. Focus on coverage and clarity.
Signals That Beat Word Math
- Clear problem framing.
- Concise steps and visuals.
- Fast, clean pages on phones.
Where Variants Belong
- A few in headings where they read naturally.
- Descriptive alt text.
- Anchor text on relevant internal links.
When To Split A Topic
Split when intent diverges or subtopics deserve their own links and depth.
When To Combine
Combine when results share one angle and brief subtopics fit on the main page.
How To Build A Realistic Keyword List
- Start with seed phrases tied to your offer or niche.
- Pull related terms from a trusted tool or your search console.
- Check the results to confirm intent and difficulty.
- Group close variants into clusters.
- Prioritize by business value and effort.
- Map one cluster to one URL and write the brief.
- Publish, measure, and refine with real query data.
QA Checklist Before You Publish
- Does the page answer the task in the first screen?
- Is one core phrase present in the H1 and intro?
- Does one H2 hold a clean variation of the core phrase?
- Are three to six variants woven in without sounding forced?
- Are there useful tables or visuals that compress key info?
- Is there at least one link to a reputable source where facts matter?
Common Mistakes To Avoid
Stuffing: repeating a term so often that sentences sound robotic.
Splitting hair-thin topics: creating near-duplicate pages that compete with each other.
Forgetting search intent: writing a sales pitch when readers expect steps.
Chasing volume only: ignoring low-volume terms that convert better for your offer.
Publishing and praying: skipping measurement and never revisiting the page.
A Practical Example Of Clustering
Say you’re writing about airline carry-on liquids. Your core phrase targets the main rule. Close variants include container size, bag type, and exceptions like medication. The same page can win for many of those queries because they share intent. But lithium batteries live in a different rule set and deserve their own page.
Where Google’s Own Guidance Fits In
Search Essentials encourage you to use words people would use in prominent spots like titles and main headings. Spam policies on keyword stuffing warn against repetition tactics and list examples that trip filters. People-first guidance explains how to create helpful pages that leave readers satisfied. In short, match searcher language, write plainly, and avoid repetition games.
Site Stage And Portfolio Size Targets
| Site Stage | Topic Clusters | Monthly Publishing Pace |
|---|---|---|
| New Site | 10–20 | 2–4 pages |
| Growing Site | 30–80 | 4–8 pages |
| Mature Site | 100+ | 8–20 pages |
How Many Times Should The Core Phrase Appear?
There’s no magic count. One mention in the H1, one in the first paragraph, and a handful in body copy is usually enough when the page covers the topic thoroughly. If you find yourself rewriting sentences just to squeeze a term in, you’re past the useful point. Context and coverage send stronger signals than repetition alone.
Placement Cheatsheet
- Titles: one exact use is fine, no stuffing.
- H1: mirror the title or a near match.
- H2/H3: use variants that reflect subtopics.
- Body: write naturally, let terms fall where they help the reader.
- Alt text: describe the image; don’t stuff lists of terms.
- URL: keep it short, readable, and true to the topic.
How To Measure Success Without Chasing Counts
- Use search console to see actual queries that trigger impressions.
- Track clicks to confirm you’re earning qualified traffic.
- Watch dwell time and scroll depth to catch thin sections.
- Monitor internal link click-through to see if your calls to action land.
What To Do When You’re Not Ranking
Check intent first. If your angle doesn’t match results, adjust the brief. Then review coverage. Add missing sections or a comparison table. Improve screenshots, clarity, and headings. Trim fluff and repetition. Tighten the title tag. You usually won’t need more terms; you’ll need a better page.
When More Terms Help
More variants help when they reveal gaps in coverage or unlock sections readers expect, like pricing, steps, or common pitfalls. They don’t help when they’re just padding. If a variant repeats the same idea in slightly different words, skip it.
Editorial Standards That Keep Pages Safe
- Cite primary sources for rules, data, or standards.
- Don’t make claims you can’t back with evidence.
- Keep ads out of the first screen.
- Use descriptive alt text and compressed images.
- Keep one canonical URL per article.
Simple Workflow You Can Repeat
Research → Cluster → Brief → Draft → Edit → Publish → Measure → Refresh. That loop grows your portfolio without creating duplicate pages or stuffing.
Bottom-Line Recommendation
Plan content around one core phrase per page, backed by a small cluster of variants. Match intent, write clearly, and ship pages that fully solve the task. The count takes care of itself when the page does the job. Keep refining with search console data and reader feedback.
Page Types Walkthrough
Blog how-to pages thrive when one clear task sits at the center. Use the core phrase in the H1 and intro, then move straight into steps. Each step can hold a natural variant. Comparison pages need a tight angle as well. Lead with the head term, then weave in model names or features where they matter. Category hubs benefit from an overview, scannable subheadings, and internal links to child pages. Product pages do well with specs, benefits, and FAQs structured as expandable sections; those sections are great places to place close variants that match reader questions.
Homepages And Navigation Pages
Your homepage isn’t a place to cram phrases. Treat it like a brand overview and routing page. Keep a short tagline, a clear value statement, and links to top categories. Navigation pages should use human-readable labels that match how shoppers and readers describe things. That alone places the right terms in your template without repetition.
International And Local Nuance
If you target multiple regions, let URLs, titles, and headings mirror local wording. A US audience might search one way while UK or AU uses different phrasing. Build clusters per region when the wording changes. For local businesses, pair the service with the city or neighborhood where it makes sense in headings and copy, but avoid stuffing long chains of place names.