How many keywords for SEO: Best practices for 2025
If you're trying to get your website to show up on Google, you've probably heard about keywords.
But how many should you use? And where should they go?
In 2025, keywords still matter, but not the way they used to. Google no longer rewards keyword stuffing; it prioritizes relevance, context, and user intent. That means knowing how many keywords to use, and where to place them, is more strategic than ever.
If you want your content to rank, you need to use keywords smartly, not excessively. Let’s walk through exactly how to do that, step by step.
What are SEO keywords?
SEO keywords are the words and phrases people type into search engines when they’re looking for something, whether it's information, a product, a service, or even an answer to a question.
Think of keywords as the bridge between your content and a user’s search intent. When someone goes to Google and types a query like “best guitar lessons,” they’re expressing a need. If your content matches that need and uses the right keywords in the right way, Google is more likely to show your page in the results.
Example:
If your site offers guitar tutorials and you’ve optimized a page for the keyword “best guitar lessons,” there’s a good chance your page could appear when someone searches that term, if your content is relevant, well-structured, and meets modern SEO standards.
According to a 2024 study by Ahrefs, over 90% of pages get no organic traffic from Google, largely because they target the wrong keywords or none at all.
Understanding the types of keywords and how they work together is essential to making your content visible.
Primary vs Secondary (and other types of) keywords
Primary keyword
This is the main focus of your page, the keyword you most want to rank for. Think of it as the headline act. Everything else supports it.
Example: For a page about learning guitar, your primary keyword might be “guitar lessons for beginners.”
Secondary keywords
These are closely related phrases or variations of your primary keyword. They help search engines grasp the full context of your topic and give your content depth.
Example: For the same page, secondary keywords could be:
“basic guitar chords”
“how to play acoustic guitar”
“easy guitar songs for beginners”
Google's algorithm now emphasizes semantic relevance (the overall meaning and context of your content), not just exact matches. That’s why using natural variations and related terms improves your visibility.
LSI (latent semantic indexing) keywords
These are contextually related terms, synonyms or words often found in the same topic area. You don’t need to force them in, but sprinkling them naturally can help clarify your content’s meaning.
Example for guitar lessons: “frets,” “strumming,” “music theory,” “practice routine”
Long-tail keywords
Long-tail keywords are longer, more specific search phrases. They typically have lower competition but higher conversion rates because they reflect more intentional searches.
Example:
Instead of “camping,” try “best camping gear for cold weather”
Instead of “guitar lessons,” use “affordable online guitar lessons for beginners”
50% of searches are four words or longer.
Types of keywords
Not all keywords serve the same purpose. Understanding the intent behind a keyword is crucial if you want your content to attract the right audience at the right moment.
Here are the four main types of keywords:
1. Informational keywords
Intent: The user wants to learn something.
Examples: “how to layer clothes for winter,” “what is sustainable fashion,” “best winter colors 2025”
Best content types: Blog posts, how-to guides, tutorials, explainer videos.
Use these to attract top-of-funnel traffic and establish authority.
2. Transactional keywords
Intent: The user is ready to buy or take action.
Examples: “buy winter coat online,” “cheap leather boots,” “subscribe to fashion box”
Best content types: Product pages, sales pages, limited-time offers.
Prioritize them for landing pages and PPC campaigns.
3. Navigational keywords
Intent: The user is looking for a specific website or brand.
Examples: “Zara winter collection,” “H&M jackets,” “ASOS men’s boots”
Best content types: Brand-focused pages, homepage, app store links.
Make sure your brand is visible and ranks well for its own name!
4. Commercial (investigation) keywords
Intent: The user is comparing options before purchasing.
Examples: “best winter boots for snow,” “Zara vs H&M jackets,” “top-rated thermal wear”
Best content types: Product comparisons, reviews, “best of” lists, buying guides.
These are great for affiliate content and mid-funnel users doing research.
Why it matters
By identifying the keyword type, you can tailor your content to match the searcher’s intent:
Informational? Educate them.
Commercial? Help them decide.
Transactional? Make it easy to buy.
Navigational? Guide them directly.
Matching content to intent = better rankings, better engagement, and more conversions.
Why keywords matter
Did you know that about 68% of all online experiences start with a search engine? That means most people turn to Google or something similar whenever they want answers, ideas, or solutions. So, if your website is optimized with the right keywords, you have a much better chance of showing up when people search for topics related to what you offer.
Without the right keywords, even great content can get lost in the vast sea of the internet. Using the correct keywords not only boosts your visibility but also attracts more qualified visitors, people who are genuinely interested in your products or services.
So, focusing on keywords isn’t just about ranking higher, it’s about connecting with the right people at the right time.
If you’re just getting started, this beginner-friendly guide to blog SEO covers everything you need to know to rank in 2025.
How many keywords for SEO ?
In general, stick to one main (or “primary”) keyword per page. This keeps your content focused and helps Google figure out what that page is really about.
You can also use a few related or “secondary” keywords, these are variations or closely related terms that support your main topic.
This is especially useful in blog posts, where each article should focus on a different keyword. Over time, this helps your site show up in more types of searches and reach a wider audience.
On general pages like your homepage or About page, it’s okay to include multiple related keywords, since those pages cover broader topics.
Here’s the general rule:
1 primary keyword
2 to 4 secondary/related keywords
This gives you about 1–2 keywords per 100–150 words, which translates to a keyword density (frequency) of about 0.5% to 2%.
Keyword density = (Number of times a keyword appears ÷ Total word count) × 100
But this also depends on the type of page you’re writing. For example:
Page type | Primary keywords | Secondary keywords |
|---|---|---|
Blog Post | 1 | 2–4 |
Product Page | 1 | 3–5 |
Homepage | 1 | 2–3 |
FAQ Page | 1 | 5–10 |
Landing Page | 1 | 1–2 |
Service Page | 1 | 3–5 |
Why only use one primary keyword?
It’s tempting to target multiple keywords, but here’s why it’s not a good idea:
Imagine asking for books on geography and being offered books on fashion and cooking instead. Confusing, right?
That’s how your readers feel if your article tries to do too much.
One clear topic = one clear keyword = better user experience and SEO.
Bonus?
If your article is well-optimized for one keyword, it can still rank for dozens or even thousands of related keywords naturally.
Just like keyword count, the number of internal links per page also plays a role in optimizing your content for SEO.
How to find keywords
If you want your content to rank on Google, you need the right keywords, not just any random words.
Best tools for keyword research
Here are some powerful (and beginner-friendly) tools you can use:
Semrush : A full-featured SEO tool that gives you keyword ideas, search volume, keyword difficulty, trends, and competitor insights.
Ahrefs : Great for discovering high-potential keywords and analyzing what’s working for your competitors.
Ubersuggest : A more accessible option for beginners that shows keyword ideas, volume, SEO difficulty, and even CPC.
How it works
Let’s walk through a simple process:
Enter your broad topic (inbound marketing).
The tool shows:
Keyword ideas (related terms and questions)
Ahrefs keyword suggestions for 'inbound marketing' including matching terms, questions, and related topics Search volume (how many people search it monthly)
Keyword difficulty (how hard it is to rank)
Ahrefs keyword difficulty and search volume analysis for 'inbound marketing
Choose a primary keyword with high search volume and low-to-medium difficulty.
Pick a few related or competitor keywords to use as secondary keywords.
Done! You now have a solid keyword strategy.
Using the right keywords is directly tied to blog performance. Here’s how blogging drives traffic.
Competitor keyword gap analysis: Find what you're missing
Even if you’re doing solid keyword research, chances are your competitors are ranking for keywords you haven’t targeted yet. That’s where a keyword gap analysis comes in.
Why it matters:
It reveals high-value keywords your competitors rank for but you don’t
Helps you spot content opportunities and missing topics
Allows you to refine your strategy based on real-world competition
Gives you ideas for new pages or blog posts that can fill the gap
How to do it:
Use tools like:
Semrush → Keyword gap
Ahrefs → Content gap
Ubersuggest → Keyword opportunities
Inpages → Competitor spy keyword tool
Example :
Let’s say your competitor is https://ghost.org plug their blog URL into Inpages and see:
Their most viewed articles
Keywords bringing traffic
Where to place keywords in your content
Just sprinkling keywords randomly doesn’t help and might even hurt. For best results, place them strategically:
Primary keyword placement:
Page title
Meta description
H1 tag (main heading)
First 100 words of content
2–3 times every 500 words in the body (naturally!)
Image alt text (if relevant)
In FAQs or conclusion, if it fits naturally
Secondary keyword placement:
Subheadings (H2–H6)
Body text (once or twice, where it makes sense)
Internal links (as anchor text)
FAQs, especially to answer related search queries
Always prioritize natural flow and readability over forcing keywords in. Google’s smarter than you think.
Want to structure your posts better? Feel free to check our article on domain structure tips !
Is using too many keywords bad?
Yes, this is called keyword stuffing. It’s when you overload your content with keywords in a way that feels robotic or awkward. Not only does it hurt readability, but it can also hurt your SEO.
It’s better to focus on quality over quantity. Use keywords naturally and make sure the content actually helps the reader. That’s what Google cares about most now.
Keyword cannibalization: What it is and why it hurts
Even if you’re targeting the right keywords, there’s a common SEO mistake that can silently kill your rankings: keyword cannibalization.
What is keyword cannibalization?
It happens when multiple pages on your site target the same keyword (or very similar ones) without clear differentiation. Instead of helping your SEO, these pages end up competing with each other, confusing Google about which one to rank.
Example:
If you have three articles optimized for “online guitar lessons,” Google may see them as duplicate content. None of them stands out, and as a result, none ranks well.
Why is it bad for SEO?
It splits your authority and backlinks across several pages
It dilutes relevance and lowers your overall rankings
It confuses users and weakens your content strategy
It reduces click-through rates (CTR) from search results
How to avoid or fix it:
Use tools like Google Search Console, Semrush, or Ahrefs to find overlapping keywords
Merge or consolidate similar pages into one strong, comprehensive piece
Assign unique primary keywords to each page
Use a content cluster strategy: one pillar page + multiple supporting pages with distinct focus points
Keyword overuse and poor structure can confuse both users and crawlers. Learn how crawling works.
Final thoughts :
In today’s SEO landscape, keywords aren’t just about visibility, they’re about connection. Ranking on Google isn’t achieved by cramming in terms, but by understanding what your audience is truly searching for, and delivering content that answers those needs with clarity and purpose.
By using one focused primary keyword, supporting it with relevant secondary terms, and aligning your content with user intent, you create not just optimized pages, but valuable experiences. Strategic keyword placement, natural language, and a thoughtful structure will do far more for your SEO than outdated tricks ever could.
In the end, successful SEO is simple: speak the language of your audience and let search engines follow.
Ready to create SEO-friendly blog posts step by step? Follow this complete SEO blog post checklist for 2025.
