If you’ve ever asked yourself,
“How many SEO keywords should I include on this page?”
you’re not alone.
This is one of the most common questions we get from business owners, marketers, and even content writers—and it’s no surprise. With Google getting smarter and AI changing how users interact with search results, the old keyword-stuffing strategies just don’t cut it anymore.
So, how many keywords is the right amount?
Let’s break it down—based on what’s working now, not what worked in 2015.
The Short Answer:
Target 1 primary keyword per page.
Support it with 2–3 related secondary keywords.
That’s it.
You don’t need to overload your content. You need to build around search intent, answer the query clearly, and support it with semantically related phrases.
The Long Answer: Keyword Strategy Has Evolved
Search engines no longer rank pages based on how many times a keyword appears. Google uses natural language processing (NLP) and AI to understand context. That means the focus should be on writing content that actually helps people—not just checks boxes.
A modern page that ranks well typically does a few things right:
- Targets one clear primary query (e.g. “best shrubs for privacy”)
- Includes variations and subtopics users might also ask (e.g. “low maintenance shrubs,” “fast growing privacy hedges”)
- Answers questions quickly and cleanly
- Is structured for AI and human readers (headers, bullets, FAQs, etc.)
Real-World Example
Let’s say you’re a landscaping company writing a service page for sod installation.
Primary keyword:
- “sod installation Alexandria LA”
Secondary/supporting keywords:
- “lawn replacement”
- “how much does sod cost”
- “grass installation near me”
One page targeting all of those—written naturally—can dominate for dozens of long-tail searches.
That’s the power of good structure and smart keyword grouping.
Don’t Just Chase Keywords—Create Topical Authority
Instead of jamming 10 keywords into one blog post, think bigger:
- Create clusters of content around a topic
- Use internal links to connect pages
- Build authority over time by showing depth
This kind of strategy is what we implement monthly for clients through WebPulse, and it’s what drives rankings—even in a world with AI summaries and algorithm shifts.
3 Tips for Using Keywords the Right Way
- Use your primary keyword in key places:
- Page title
- URL
- Meta description
- H1 tag
- First 100 words
- Support with secondary keywords naturally.
Don’t force it. Write like a human. - Write for people, optimize for AI.
AI reads structure. Use subheadings, bullets, and short paragraphs to help models (and users) understand your content quickly.
Final Thought: It’s Not About Volume. It’s About Value.
One well-optimized page with one clear focus will outperform a messy page that tries to rank for 10 different things. The best SEO in 2025 is focused, helpful, and human.
Want help making sure your pages are optimized the right way?
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