How many keywords should I target per page?
Why one primary keyword per page
Search engines rank individual pages, not entire websites, for specific queries. When you target one primary keyword, you make it clear to Google what the page is about. That clarity helps the page rank for that term and its close variations.
If you try to target multiple unrelated keywords on one page, the content becomes diluted. Google may struggle to understand the main topic, and you could end up ranking poorly for all of them.
How to handle secondary keywords
You can include secondary keywords that are closely related to the primary one. These are often synonyms, long-tail variations, or subtopics that naturally fit within the same page. For example, if your primary keyword is 'how to bake sourdough bread,' secondary keywords might include 'sourdough starter recipe' or 'baking sourdough at home.'
Use these secondary keywords in subheadings, body text, and meta descriptions where they fit naturally. Don't force them; the goal is to cover the topic thoroughly, not to stuff keywords.
When to create separate pages
If you have keywords that represent distinct topics or search intents, create separate pages for each. For instance, 'sourdough bread recipe' and 'sourdough bread troubleshooting' might warrant different pages because they serve different user needs.
Also, if you want to rank for two similar keywords that are not synonyms, you might need separate pages to avoid keyword cannibalization, where your own pages compete against each other in search results.
Common mistakes
- Trying to rank for many unrelated keywords on a single page, which dilutes relevance and confuses search engines.
- Ignoring search intent and targeting keywords that don't match what users actually want when they search.
- Creating multiple pages for the same keyword, leading to cannibalization and split ranking signals.
