The Keyword Question That Won’t Go Away
If you’ve spent any time in the content marketing world, you’ve probably heard this question thrown around: “How many keywords should I really be targeting?” or “How many keywords are best for SEO?” On the surface, it seems straightforward enough. But once you dig deeper, things get messy fast.
Here’s the thing—keywords still matter enormously, even though Google has evolved light years beyond simple word matching. Machine learning, intent matching, and semantic search have transformed how search works. Yet keywords remain the fundamental signal telling Google what your content is actually about. They’re like breadcrumbs leading search engines straight to your ideas.
But throw too many in the mix, and suddenly your ranking plummets. Use too few, and nobody finds you. So what’s the sweet spot?
What SEO Keywords Actually Do?
Let me break this down honestly. Keywords are the phrases people type (or speak) into Google when hunting for something. They come in flavours—short and punchy (“eco-friendly bags”), question-based (“which reusable bags are best for travel?”), or specificity-focused (“best eco-friendly bags for office use”).
When you use them strategically, good things happen:
- Your content ranks higher on search results
- You attract genuinely interested readers
- Organic traffic climbs without paid ads
- Engagement and conversions improve naturally
Essentially, keywords bridge the gap between what someone’s searching for and what you’re offering. But knowing their power isn’t enough—you need to know how to wield it properly.
The Golden Rule: One Page, One Main Keyword
This is where clarity matters most. Every page you create should focus on exactly one primary keyword.
Why stick to just one? Because scattered focus kills rankings. When you try optimizing for “vegan skincare” and “best skincare for sensitive skin” simultaneously, Google gets confused. Your readers get confused too. The result? You rank poorly for everything.
Think of it this way: each page deserves a clear purpose, a single mission. This makes it easier for search engines to understand what you’re really talking about. Your content stays focused, readable, and actually ranks.
One page, one primary keyword. Everything else supports this main idea.
Secondary Keywords: The Supporting Players
Once you’ve nailed your primary keyword, add two to four secondary keywords that naturally complement it. These are related terms, synonyms, and themes your audience commonly searches for.
Say your main keyword is “budget travel tips.” Your secondary keywords could include:
- “cheap travel ideas”
- “affordable holiday planning”
- “budget-friendly destinations”
These supporting keywords expand your search visibility without muddying your message. They help Google grasp the full depth of your content. And crucially, they feel natural when woven into your writing.
LSI Keywords and Long-Tail Phrases: Let Them Flow Naturally
Google loves semantic signals—words and phrases conceptually connected to your topic. This includes:
LSI keywords (related terms and industry language that expand context)
Long-tail keywords (those specific, longer search phrases people actually use)
Here’s the beauty: you don’t have to force these in. If you write naturally about your subject, they appear organically. Your writing should feel human, not robotic.
Keyword Density: The Myth vs. Reality
Many people believe cramming keywords everywhere boosts rankings. Wrong. Keyword stuffing is not only visible—it’s penalised.
The real target for keyword density:
- 0.5% to 2% for your primary keyword
- Secondary and LSI keywords placed naturally, without rigid counting
In a 1,000-word article, using your main term five to ten times feels right. But here’s what matters more than frequency: placement.
Where Keywords Actually Count?
Stop scattering keywords randomly. Place them where Google expects them—and where they make sense for readers. What are the 9 types of keywords in SEO?
Your primary keyword belongs in:
- The H1 title
- The meta title tag
- The meta description
- Your opening paragraph
- At least one subheading
- Image alt text (only where it fits naturally)
- Your closing paragraph
Secondary keywords fit nicely in:
- Subheadings (H2–H6 tags)
- Body paragraphs
- FAQ sections
- Internal link anchor text
This strategic approach lets Google understand your content instantly, without feeling like keyword abuse.
Search Intent Trumps Everything Else
Here’s what many people miss: you could nail every keyword rule perfectly, but if your content doesn’t match what readers actually need, you’ll never rank.
Search intent comes in four flavours:
- Informational (“What is intermittent fasting?”)
- Navigational (“Instagram login”)
- Transactional (“buy running shoes online”)
- Commercial investigation (“best DSLR cameras under 50k”)
How many keywords are best for SEO? Your keyword choice and content approach must align with the user’s actual intent. Misalign these, and rankings suffer, no matter how technically perfect your SEO is.
The Practical Formula That Works
Bringing this together, here’s your action plan:
- 1 primary keyword per page (crystal clear focus)
- 2–4 secondary keywords that genuinely support the main theme
- LSI and long-tail keywords woven in naturally
- Keyword density between 0.5% and 2% (not rigid counting)
- Strategic placement, not excessive repetition
This combination gives you clarity, focus, and genuine rankability.
Mistakes That Still Sabotage Rankings
I see these traps constantly:
Keyword stuffing remains tempting but toxic. Google flags it instantly.
Targeting too many primary keywords on one page fragments your message and dilutes rankings.
Prioritising keywords over readability backfires. Google favours human-first content.
Skipping proper keyword research leads to wasted effort. You need volume, difficulty, and intent data.
Finding the Right Keywords: Where to Start
Before you publish anything, invest time in research. Tools help you:
- Understand what your audience actually searches
- Check realistic search volume
- Gauge keyword difficulty honestly
- Spot long-tail opportunities
- Build a prioritised keyword list
Choose terms that balance competitiveness, relevance, and traffic potential.
The Real Truth About Keywords in 2025
If you’re still wondering, “How many keywords should I target?”—remember this: strategy beats numbers.
Write content that genuinely helps people solve problems. Build each page around one clear focus. Support it with relevant, natural variations. Search engines reward content that’s useful, honest, and aligned with what people actually need.
