How Many SEO Keywords Should I Use?

Table of Contents

• Introduction
• What Are SEO Keywords?
• Why Keyword Usage Is Crucial for SEO
• How Google Views Keywords in 2025
• Keyword Density: What’s the Ideal Percentage?
• Primary Keywords: How Many Should You Use Per Page?
• Secondary Keywords: How Many Are Enough?
• Long-Tail Keywords: The Hidden Gem
• Keyword Cannibalization: What Is It and How to Avoid It
• Where to Place Keywords for Maximum SEO Impact
• How to Use Keywords Without Over-Optimizing
• Tools to Help You Choose and Manage Keywords
• How Content Length Affects Keyword Usage
• How to Analyze Keyword Performance After Publishing
• Case Studies: Real-World Examples of Keyword Usage Success
• Conclusion
• FAQs

Introduction

Ever found yourself wondering how many SEO keywords you should really use in a blog post or a webpage? You’re not alone. It’s one of the most frequently asked questions among content creators, bloggers, marketers, and even small business owners trying to optimize their online presence. With SEO rules constantly evolving, nailing the right number of keywords can feel like walking a tightrope. Too few, and you might miss the opportunity to get found. Too many, and you risk being flagged for keyword stuffing.

Here’s the truth: there’s no one-size-fits-all answer. But that doesn’t mean there’s no strategy involved.

In this in-depth, conversational, no-fluff guide, we’re going to break it all down—step by step. From what keywords really are to how many you should use, where to place them, and how not to overdo it, you’ll get all the insight you need to create keyword-smart, high-ranking content.

Let’s dive in and make SEO work for you, not against you.

What Are SEO Keywords?

SEO keywords are the terms and phrases that people type into search engines like Google when they’re looking for something. Think of them as the bridge between what people are searching for and the content you create to meet that need. If you’re writing a blog post about “best budget travel destinations,” that phrase is your keyword—or, more accurately, your primary keyword.

But here’s where it gets interesting. There are different types of keywords, and understanding them can seriously level up your content strategy.

Types of SEO Keywords

• Short-tail keywords: These are usually one or two words long, like “laptops” or “shoes.” They have high search volume but are super competitive.

• Long-tail keywords: These are more specific, like “best running shoes for flat feet” or “affordable laptops under $500.” They may get less traffic, but they convert better and are easier to rank for.

• LSI keywords (Latent Semantic Indexing): These are related terms that help search engines understand context. If your main keyword is “apple,” LSI keywords help determine whether you’re talking about the fruit or the tech brand.

• Intent-based keywords:

  • Informational (e.g., “how to bake bread”)

  • Navigational (e.g., “Facebook login”)

  • Transactional (e.g., “buy hiking boots online”)

Understanding the type of keyword you’re targeting helps you decide how to use it and how many to include. But more on that soon.

Why Keyword Usage Is Crucial for SEO

Let’s get one thing straight: keywords are not dead. In fact, they’re more alive than ever—just smarter and more nuanced.

Search engines have evolved, yes, but they still rely on keywords to understand what a piece of content is about. When used correctly, keywords serve three powerful functions:

1. Boosting Visibility

When your content is optimised with the right keywords, you have a better chance of appearing in the search results. This visibility is the first step in attracting traffic.

2. Enhancing Relevance

Keywords help match your content to user queries. If someone is searching for “how to start a podcast,” and your blog post contains that phrase naturally, it signals to Google that your content is relevant.

3. Driving Targeted Traffic

The best part? Right keyword usage brings in visitors who are actually interested in what you have to offer. This means higher engagement, lower bounce rates, and more conversions.

So yes, keywords matter—a lot. But the trick is knowing how to use them without overdoing it.

How Google Views Keywords in 2025

Google is no longer a keyword-matching robot. It’s evolved into a sophisticated AI-powered engine that understands context, user intent, and even the way humans naturally talk.

Welcome to the Era of Semantic Search

Google’s algorithm now prioritizes:

• Context over exact matches

• User intent over keyword frequency

• Natural language over keyword stuffing

Thanks to advancements in AI (like BERT and MUM), Google can understand relationships between words and provide results that best match the intent behind a search.

Why Keyword Stuffing is SEO Suicide

Once upon a time, loading your page with your target keyword 20 times would boost your rank. Not anymore. In fact, over-optimization can get your site penalised. Keyword stuffing makes your content sound robotic, hard to read, and—most importantly—unhelpful.

In 2025, Google’s algorithms are laser-focused on user experience. If your content feels unnatural, repetitive, or forced, you’ll be pushed down in the rankings—simple as that.

Keyword Density: What’s the Ideal Percentage?

Keyword density refers to how often a keyword appears in your content compared to the total word count. For example, if your keyword shows up 10 times in a 1,000-word article, the density is 1%.

What’s the “Right” Density?

Most SEO experts agree that a keyword density between 1% and 2% is safe and effective. But here’s the catch: that’s not a hard rule. Instead of obsessing over exact numbers, focus on natural usage. If you’re writing quality content that flows well and thoroughly covers the topic, the keywords will often fall into place organically.

Keyword Density by Content Type:

Tools to Measure Keyword Density:

• Yoast SEO (WordPress Plugin)

• Surfer SEO

• SEOquake

• Ahrefs Site Audit Tool

These tools can show whether your keyword usage is under, over, or just right. But remember, they’re guides—not rules.

Primary Keywords: How Many Should You Use Per Page?

This is where clarity matters most. A general rule of thumb? One primary keyword per page. That’s right. Focus on a single, strong keyword that your content is built around.

Trying to rank for too many different primary keywords on a single page spreads your content too thin and confuses search engines about your page’s main topic.

Tips for Choosing the Right Primary Keyword:

1. Search Volume – Go for keywords with a decent number of monthly searches.

2. Competition Level – Pick terms that are within your domain’s strength to rank for.

3. User Intent – Make sure the keyword matches the content you’re writing.

Where to Place Your Primary Keyword:

• Page title

• Meta description

• URL slug

• H1 tag

• First paragraph

• Image alt-text (where relevant)

• Conclusion

By focusing your entire piece around one strong keyword, you create a clear message for both your readers and Google.

Secondary Keywords: How Many Are Enough?

While the primary keyword sets the direction, secondary keywords help round out the content and support broader search visibility.

Think of them as supporting actors in a movie. They’re not the lead role, but they help tell the full story.

How Many Secondary Keywords Should You Use?

Aim for 3 to 5 secondary keywords that are semantically related or variations of your main keyword. You don’t need to force them in—just include them naturally as the topic allows.

For example:

• Primary Keyword: Best coffee machines

• Secondary Keywords:

  • Coffee makers for home use

  • Affordable espresso machines

  • Drip vs French press coffee

  • Coffee machine reviews 2025

Why Use Secondary Keywords?

• Captures more search queries

• Prevents keyword repetition

• Helps content feel more natural

• Improves semantic SEO

Search engines love content that sounds human and covers the topic thoroughly. That’s exactly what well-placed secondary keywords help you achieve.

Long-Tail Keywords: The Hidden Gem

If primary and secondary keywords are your foundation, long-tail keywords are your secret weapon. These longer, more specific phrases are less competitive but super effective.

Why They Matter:

• Lower competition: Easier to rank for.

• Higher conversion rates: Users searching these terms often know exactly what they want.

• More specific traffic: Attracts visitors who are deeper into the buyer’s journey.

How Many Long-Tail Keywords Should You Use?

Include 5 to 10 long-tail keywords throughout your content, depending on length. Each one should be relevant to your topic and naturally fit into a sentence or paragraph.

Example:

• Topic: Hiking Backpacks

• Long-Tail Keywords:

  • Best hiking backpacks under $100

  • Lightweight backpack for weekend trips

  • Durable hiking packs for beginners

Pro Tip: Write FAQ sections or subheadings around these long-tail keywords. Not only will it help with SEO, but you’ll also directly answer questions your audience is already asking.

Keyword Cannibalisation: What Is It and How to Avoid It

Keyword cannibalisation happens when multiple pages on your website target the same keyword. Instead of boosting your chances of ranking, it actually hurts your SEO.

Why It’s a Problem:

• Confuses search engines about which page to rank.

• Dilutes your authority for that keyword.

• Leads to poor performance across all competing pages.

How to Identify Cannibalization:

• Use Google Search Console: Check if two or more pages are ranking for the same keyword.

• Search “site:yourdomain.com keyword” on Google and see which pages pop up.

• Use tools like Ahrefs or SEMrush to analyze keyword rankings across your site.

How to Fix It:

• Consolidate content: Merge similar pages into one stronger, comprehensive piece.

• Use 301 redirects: If one page clearly outperforms the other, redirect the weaker one to the stronger one.

• Adjust keyword targeting: Re-optimize each page with a unique focus keyword.

Avoiding keyword cannibalization is crucial if you want all your content efforts to work in harmony.

Where to Place Keywords for Maximum SEO Impact

It’s not just about how many keywords you use—it’s about where you put them. Strategic placement can make or break your SEO performance.

Top Spots for Keyword Placement:

1. Title Tag – Ideally near the beginning.

2. Meta Description – Include primary and one secondary keyword.

3. URL Slug – Keep it short and keyword-rich.

4. Header Tags (H1, H2, H3) – Naturally use keywords in subheadings.

5. Introduction Paragraph – Use your primary keyword within the first 100 words.

6. Body Content – Spread out both primary and secondary keywords.

7. Image Alt Text – Describe images with relevant keywords.

8. Conclusion – Wrap up using the main keyword to reinforce your message.

By placing keywords in these key areas, you improve your page’s relevance and discoverability without stuffing.

How to Use Keywords Without Over-Optimizing

SEO shouldn’t make your writing sound robotic. If your content reads like it was written for a search engine, your readers—and Google—will notice.

Tips to Avoid Over-Optimization:

• Don’t repeat keywords more than necessary.

• Use variations and synonyms.

• Focus on solving the reader’s problem, not pleasing an algorithm.

• Read your content out loud. Does it sound natural? If not, revise.

Think of keywords as seasoning in a dish—too little, it’s bland. Too much, it’s inedible.

Tools to Help You Choose and Manage Keywords

There’s a ton of tools out there to make your life easier when it comes to keyword strategy.

Keyword Research Tools:

• Ahrefs – In-depth keyword analysis and competition tracking.

• SEMrush – Comprehensive keyword data and content suggestions.

• Ubersuggest – Great for beginner-friendly keyword ideas.

• Google Keyword Planner – Still useful for volume estimates.

Content Optimization Tools:

• Surfer SEO – Recommends keywords, headings, and structure.

• Frase – Helps you write with both keywords and user intent in mind.

• Clearscope – Analyzes top-performing pages and shows which keywords to include.

These tools help you get the right keywords, place them properly, and avoid under- or over-optimization.

How Content Length Affects Keyword Usage

Here’s something that’s often overlooked: the longer your content, the more naturally you can use keywords—without over-optimizing.

Long-Form Content = More Keyword Opportunities

When you’re writing a short 500-word blog post, squeezing in five different keywords might feel forced and spammy. But with long-form content (2,000–3,000+ words), you can seamlessly include:

• Your primary keyword

• Several secondary keywords

• Multiple long-tail phrases

• LSI keywords for context

Because you’re covering the topic in-depth, these keywords often appear naturally—without making your content sound like a robot wrote it.

Best Practices for Keyword Usage in Long Content:

• Include your main keyword every 300–400 words.

• Space out secondary and long-tail keywords to support different subtopics.

• Use headers to introduce keyword variations.

• Add keywords in FAQs, tables, bullet points, and conclusions for SEO and readability.

How to Analyze Keyword Performance After Publishing

Using the right number of keywords is only step one. What happens after you hit “Publish” is just as important.

Track Keyword Rankings with These Tools:

• Google Search Console – Check what queries your page is showing up for.

• SEMrush / Ahrefs – Monitor keyword position changes over time.

• Ubersuggest – Offers beginner-friendly performance tracking.

• Google Analytics – Measure traffic sources and user engagement.

Key Metrics to Watch:

1. Impressions – How often your page is shown in search results.

2. Clicks – How many people clicked your link.

3. CTR (Click-Through Rate) – Higher CTR = strong title/meta optimization.

4. Average Position – Where you rank for a keyword.

5. Bounce Rate – High bounce rate? Your content may not match keyword intent.

When to Optimize Further:

If your content isn’t performing, go back and:

• Add more relevant keywords

• Improve internal linking

• Answer the user’s intent more clearly

• Update the article with fresher information

SEO isn’t set-it-and-forget-it. It’s a living, breathing strategy that evolves with your content.

Case Studies: Real-World Examples of Keyword Usage Success

Let’s look at a few real-life scenarios where smart keyword strategies paid off.

Case Study 1: The Blog That Tripled Traffic

A personal finance blogger created a 2,800-word guide titled “How to Save Money on Groceries”. By using:

• 1 primary keyword

• 5 secondary keywords

• 8 long-tail keywords

…they went from 500 to 1,800 monthly visits in just 60 days. The secret? Each section of the blog targeted a different long-tail variation.

Case Study 2: E-commerce Page with Transactional Keywords

An online shoe store optimized a product page with the keyword “best running shoes for women” and secondary keywords like “lightweight running shoes”, “shoes for flat feet”, and “women’s Nike running shoes.” Within 3 weeks, the page jumped to page one on Google and doubled its monthly sales.

Case Study 3: Niche Site Winning with Long-Tail Keywords

A niche affiliate site targeting camping gear focused on long-tail keywords like “best camping tent under $200” and “lightweight tents for backpacking.” Instead of trying to compete for “camping tents,” they built authority around ultra-specific search terms—and ranked faster with less content.

Conclusion

So, how many SEO keywords should you use?

Here’s your answer: As many as make sense—without overdoing it.
Start with one primary keyword, sprinkle in 3–5 secondary keywords, and strategically incorporate long-tail phrases throughout your content. Don’t forget about semantic keywords and user intent—they’re just as important as exact-match terms.

Use keyword density as a guide (around 1–2%), but don’t treat it as gospel. Your main goal is to write for humans first and optimize for search engines second.

If your content is helpful, engaging, and answers the searcher’s question thoroughly, you’re already ahead of most of the web. Add in some smart keyword use, and you’ll start seeing those rankings climb.

Now go forth and conquer SEO—one keyword at a time.

FAQs

• 1. What happens if I use too many keywords in my content?
  Using too many keywords—known as keyword stuffing—can make your content hard to read and lead to penalties from Google. It’s better to write naturally and use keyword variations instead.
• 2. How do I find the right keywords for my content?

  Use keyword research tools like Ahrefs, SEMrush, Ubersuggest, or Google Keyword Planner. Focus on search volume, keyword difficulty, and user intent to pick the right ones.

• 3. Are keywords still important for SEO in 2025?

  Absolutely. While Google’s algorithms have become more sophisticated, keywords still help define content relevance. The focus now is on context and user intent, not just repetition.

• 4. Should I use the same keywords on every page of my website?

  No. Each page should target a unique primary keyword to avoid keyword cannibalization. You can use related terms, but avoid targeting the same main keyword across multiple pages.

• 5. Can I rank without using exact-match keywords?

  Yes. Thanks to semantic search, Google can understand variations and synonyms. As long as your content matches the searcher’s intent, you can rank well—even without using the exact keyword phrase.