One main topic per page with 2–4 related terms is a safe, effective plan for steady organic growth.
Keyword choices shape what a page can rank for, how it reads, and whether searchers stay. This guide gives a clear plan that balances reach without gaming the system, clearly.
What “Good Number Of Keywords” Really Means
Search pages do not rank because they stuff a phrase a hundred times. Pages win when a single topic is clear and the wording lines up with how people search. That starts with one primary term that names the topic and a small set of close terms that round out the language.
Suggested Mix By Page Type
The mix changes with the job of the page. Use this quick table early while planning.
| Page Type | Primary Term | Secondary Terms (Range) |
|---|---|---|
| Product/Service Page | 1 clear commercial term | 2–3 close modifiers (brand, model, use case) |
| How-To Guide | 1 task-led term | 3–5 steps/tools/variant phrases |
| Comparison | 1 head term with “vs” or “compare” | 3–4 brand or model terms |
| Blog Insight/Opinion | 1 topic term | 2–4 angle phrases |
| Location Page | 1 service + city | 2–3 nearby area terms |
| Glossary Entry | 1 exact term | 2–3 variations/abbrev. |
Why One Primary Term Works
Search engines map topics and language. When a page sends one strong signal, it earns clear relevance. That signal starts with the title tag, H1, first paragraph, and natural mentions in body copy. A lone flag term also keeps the page from drifting into mixed intent, which can confuse both readers and crawlers.
Secondary terms add reach without dilution. They help catch common wording, synonyms, and close variations for the same task or need. Tools call these secondary terms, supporting phrases, or related queries. Keep them close in meaning to avoid splitting intent.
How Many Keywords Should You Target Per Page For Clarity
Pick one flag term to frame the topic. Then add two to four secondary terms that share intent. This keeps messages tight while giving reach.
What Google Says About Repetition
Google’s public guides warn against stuffing terms or repeating the same words to try to move up the results. The practice hurts readers and is listed in the spam rules. If you need a refresher, read the note on keyword stuffing and the broader advice on people-first content.
How To Pick The Set For A Page
Start With Intent
Match searcher intent before anything else. Review the top results and note page types. If the results show guides, ship a guide. If they show category pages, ship a category page. Mixing a store page with guide intent leads to weak relevance.
Choose The Flag Term
Pick the wording that fits the topic and matches the results you saw. Use it in the title tag, H1, and intro. Keep it human. No stuffing strings or clunky repeats.
Layer In Close Terms
Pull two to four secondary phrases that share the same intent. Spread them in subheads where they fit, in alt text for images when accurate, and in natural sentences. Skip awkward lists and do not jam a term in every line.
Check Coverage, Not Density
There is no magic density. Aim for coverage: did you answer the main task and the common side questions on that same task? If yes, you likely used the right mix without counting.
Proof That One Page Can Rank For Many Queries
A well built page often ranks for dozens of close phrases, and many of those terms never appear word-for-word in the copy. The unifying thread is one clear topic with enough depth to satisfy the visit.
Safe Ranges You Can Use
Here is a pragmatic table you can use when scoping content. Treat the ranges as guides, not rules.
| Word Count Of Page | Primary Terms | Secondary Terms |
|---|---|---|
| Under 600 words | 1 | 2–3 |
| 600–1200 words | 1 | 3–5 |
| 1200–2400 words | 1 | 4–8 |
| Long hub pages | 1 core topic | 6–10 across sections |
Placement That Sends Clear Signals
Title Tag And H1
Lead with the flag term in the title tag and keep the H1 close to it. Short and clear wins. Skip stuffing punctuation or repeating the same word three times.
Intro And Early Body
Use the main term once early in a full sentence. Then switch to natural language. Mix in your close variants where they read well. Subheads carry a lot of weight, so place secondary phrases there when they fit the section.
Images, Alt Text, And Captions
Add images that genuinely help the reader. Use alt text that describes the image. If a secondary term describes the image, add it. If not, keep the alt text plain.
URLs And Internal Links
Short URLs work. Include the main term or a clean version of it. Within your site, link related pages together with natural anchor text, not the same exact phrase every time.
When To Split A Topic Into Multiple Pages
Sometimes intent splits in two. A query might serve both a how-to and a product list. If the top results show a clean split, you may need two pages: one to teach and one to sell. Another case is when two terms look close but lead to different tasks. Only split when each page serves a clear, distinct need.
When To Consolidate Pages
If two pages chase the same visit, fold them together. Pick the stronger URL, migrate the copy, and redirect the weaker one. A single, deeper page sends a stronger signal and tends to pick up more tail terms.
Myths To Drop Right Now
“Ideal Density”
There is no fixed percentage that fits every niche. Chasing a number leads to clunky writing and risk. Write naturally and check if the page satisfies the task.
“Every Synonym Needs A Page”
When terms share the same intent, one good page can rank for many of them. Build sections that handle the angles, not a swarm of thin pages.
“More Tags Equals More Traffic”
Tag clouds and footers stuffed with phrases do not help. They send weak signals and can trip spam filters.
Simple Workflow For Picking Terms
1) Map The Topic
List the core task or need. Write the plain-language label first. That label often becomes your flag term.
2) Scan The Results
Open the results and note page types, common subheads, and wording patterns. This shows intent and scope.
3) Draft Sections
Lay out sections that meet the need end-to-end. Each section earns its place with a clear takeaway.
4) Add Secondary Terms
Sprinkle two to four close variants into subheads and copy where they fit. Keep sentences smooth. No copy-paste lists.
5) Edit For Clarity
Read it out loud. If a line sounds robotic, rewrite it. If a term repeats with no purpose, cut it.
Signal Strength Without Counting Percentages
Old advice told writers to chase a percentage. Modern systems read meaning and context. You get better results by writing clear answers, backed by headings that map the subject.
Realistic Examples Of Term Sets
Kitchen Mixer Buying Guide
Flag term: “stand mixer buying guide.” Secondary terms: “bowl size,” “attachments,” “planetary action,” “wattage,” “price range.” Each term points to a section that helps a shopper decide. No need to repeat the flag term in every line.
City Plumbing Service Page
Flag term: “emergency plumber Chicago.” Secondary terms: “24 hour,” “leak repair,” “drain cleaning,” “licensed,” “near me.” The copy speaks to service, hours, and neighborhoods, backed by clear calls to book.
Editing Pass That Tightens Signals
Read from top to bottom and ask: does every section advance the main task? Cut tangents. Merge lines that repeat the same idea. Swap awkward repeats with pronouns or clean nouns. Replace forced synonyms with the wording your audience uses.
Measuring If The Mix Worked
Check queries in analytics and in search console. Healthy pages pull clicks from many close phrases around the topic. If odd queries show up with low clicks, add a section only if it fits the goal.
Quality Signals That Help Pages Rank
Clear authorship at the site level, clean structure, quick loading, and honest claims build trust. Cite primary sources where facts are not common knowledge. Two helpful reads from Google’s docs are the SEO starter guide and the note on helpful content linked above. Follow them and you will avoid the traps that lead to term stuffing and thin pages.
FAQ-Free Closing Section With Practical Steps
Stick to a lean plan. Start with one clear topic. Add two to four close terms that match the same intent. Place them in the title tag, H1, subheads, and body where they read well. Build depth with sections, images, and examples that someone who searched will value. Check the page against the search results before you hit publish. If your page gives a complete answer, your mix is probably right.