How many keywords per page? The Page Authority Rule (and what I recommend)
When I sit down to outline a new service page or blog post, I often feel that familiar tug-of-war. I want the page to rank. I want it to pull in traffic from every possible angle. The temptation to cram 50 different variations of a search term into the headings and meta tags is real.
But I also know that I don’t have the time—or the budget—to rewrite pages every week because Google decided they were unfocused spam. I need a rule that scales. I need a process that creates content that ranks for the main topic and the long tail, without making the text read like a robot wrote it.
If you are a scaling SEO operator or a marketing manager trying to build a newsroom-grade content engine, you probably face this same friction. Should you target one keyword? Five? Twenty?
In this guide, I’m going to share the exact framework I use. We will cover the specific numeric rule of thumb, why modern search engines reward focus over frequency, and a step-by-step workflow you can hand to any writer. We’ll also look at how this changes depending on whether you are writing a blog post, a product page, or an FAQ.
Quick answer: one primary keyword + a handful of supporting terms
If you are skimming this article looking for a number so you can get back to work, here is the safe default that I use for 90% of my pages.
The Authority Rule: Target 1 primary keyword per page, supported by 2–4 closely related secondary keywords.
Why this specific range? Because it forces focus. When you try to make one page satisfy ten different primary intents, you usually end up satisfying none of them.
However, no one can give you a perfect number that applies to every single URL on the internet. A 3,000-word ultimate guide can naturally support more variations than a 300-word contact page. But for most standard content:
- Primary Keyword: The main topic (e.g., “best crm for small business”).
- Secondary Keywords: 2–4 terms that add context (e.g., “crm pricing,” “customer management software,” “crm features”).
It is worth noting that while we target only a few terms, a high-quality page will often rank for hundreds. We aren’t limiting our ranking potential; we are limiting our optimization focus to ensure clarity.
Also, a quick reality check on keyword density: In a 2025 study, top-ranking pages showed an average primary keyword density of just 0.04% . This data suggests that hammering the keyword home is no longer the winning strategy—context is.
Why one page can rank for hundreds of queries (without targeting hundreds)
To understand why we don’t need to target 50 keywords to rank for 50 keywords, I like to use a sales analogy.
Imagine one page is like one sales conversation. If you are on a call with a prospect about “cloud storage,” you stick to that problem. You might discuss “file security,” “pricing tiers,” and “upload speeds” (your secondary keywords). But you wouldn’t suddenly start pitching “office chair ergonomics” just because you want to sell those too. If you did, the prospect would get confused and hang up.
Google works the same way. It prioritizes Search Intent and Semantic Relevance.
When I audit a page, I ask myself: “Is this the same intent, or a different intent?” If a page covers a topic comprehensively, Google understands the entities and concepts involved. It knows that “running shoes” and “sneakers for jogging” are semantic variations of the same thing. You don’t need to stuff both into the H1 to rank for both.
Primary vs secondary keywords (in plain English)
Let’s keep these definitions practical so we are on the same page:
- Primary Keyword: The single main query the user types when looking for this exact page. It dictates the H1 and the core promise of the content.
- Secondary Keywords: These are modifiers, subtopics, or specific questions that support the primary topic. They prove to Google that your coverage is deep.
For example, if my article is about “keyword targeting”:
Primary: “keyword targeting strategy”
Secondaries: “long-tail keywords,” “search volume vs intent,” “cannibalization.”
Why “keyword density” became less useful over time
I still see briefs that request “2.5% keyword density,” and it usually results in unreadable content. Density is a diagnostic metric, not a goal.
If I see a density of 5%, I know the writer is stuffing. If I see 0%, I know we missed the topic completely. But aiming for a specific percentage is outdated. Modern algorithms are smart enough to read synonyms and context. I’ve seen pages tank because they awkwardly repeated a phrase just to hit a math target, destroying the user experience in the process.
My workflow for how many keywords per page to target (step-by-step)
Theory is great, but execution is where pages actually get built. Here is the exact process I use to determine my keyword targets. This workflow ensures that every page has a clear job to do.
When I need to scale this process—especially when building out topic clusters—I often use an SEO content generator to help draft the initial structure, but the strategic decisions (Steps 1 and 2) always require a human brain.
Step 1: Confirm the page’s job (one intent, one promise)
Before I even look at volume, I look at intent. I ask myself: “What does the user want to do here?”
- Informational: They want to learn (e.g., “how to fix a leaky faucet”).
- Commercial: They are comparing options (e.g., “best plumbers near me”).
- Transactional: They are ready to buy (e.g., “book emergency plumber”).
The Rule: One page = One Intent. If you try to make a blog post sell a product and explain the history of the industry, you dilute the signal.
Step 2: Pick one primary keyword you’re willing to be judged on
This is where you place your bet. I look for a keyword that has decent volume but, more importantly, high business relevance. Sometimes I choose a slightly lower-volume term because it matches my offer perfectly.
Pro Tip: Check for cannibalization immediately. If you already have a page ranking for “content marketing tips,” don’t create a new page targeting “tips for content marketing.” You’re just fighting yourself.
Step 3: Build a tight set of supporting keywords (2–4 by default)
Once I have my primary, I look for 2–4 terms to flesh out the outline. I avoid simply picking synonyms. Instead, I look for subtopics.
If I’m stuck, I use an AI SEO tool to scan top-ranking competitors and identify the recurring themes they cover. I’m looking for terms that necessitate their own sections.
Good Secondary Keyword Types:
• Questions (People Also Ask)
• Features or Specs (for products)
• Benefits or Pain Points
• “Best” or “Top” modifiers
Step 4: Map each supporting term to a specific section of the page
This is the step beginners often skip. They take their list of 5 keywords and sprinkle them randomly in the introduction. That is spam.
Instead, I map them. I literally open a spreadsheet or notes app and write:
• Section H2: Benefits -> Target keyword: “cost savings”
• Section H2: Implementation -> Target keyword: “how to install”
By assigning a keyword to a specific section, you ensure the content naturally covers that term without stuffing.
Step 5: Validate with the SERP (what Google is rewarding today)
I spend about 10 minutes scanning the top 3 results. I’m not just reading; I’m looking for patterns.
- Are they all listicles? Then I need a listicle.
- Do they all mention “pricing”? Then “pricing” needs to be a secondary keyword.
- Is there a video on every page? I might need multimedia.
If the SERP shows a feature snippet for a definition, I make sure one of my secondary keywords is defined clearly in an H2.
Mini case study: one focused page, many rankings
Illustrative example: Last year, I worked on a service page targeting the primary keyword “SaaS SEO Agency.” We didn’t try to rank for “marketing,” “ppc,” or broad terms. We focused strictly on that one intent.
We selected three secondary keywords:
1. “B2B SaaS SEO strategies”
2. “SEO for software companies”
3. “SaaS link building”
The Result: Six months later, Google Search Console showed that page ranking for over 450 different queries. By nailing the primary intent and supporting it with just three semantic pillars, the page naturally captured long-tail traffic for queries like “best seo firm for tech startups”—a phrase we never even wrote on the page.
Keyword targets by content length and page type (with a practical table)
Not all pages are created equal. A product page is a sprint; a comprehensive guide is a marathon. Using the same keyword strategy for both is a recipe for disaster.
I created this table to serve as a baseline. These aren’t laws of physics, but they are safe starting points based on what typically works in US search results.
Table: Recommended keyword counts by length and page type
| Page Type | Typical Length | Primary Keywords | Secondary Keywords | My Notes |
|---|---|---|---|---|
| Blog Post (Standard) | 700 – 1,500 words | 1 | 3 – 4 | Focus on subtopics. Each secondary keyword usually gets its own H2 or H3. |
| Long-Form Guide | 1,500 – 3,000+ words | 1 | 4 – 6+ | Can support more terms because the scope is broader. Watch out for losing focus. |
| Product Page | 300 – 800 words | 1 | 2 – 3 | Focus strictly on features and benefits. Do not add fluff just to rank. |
| Category Page | 100 – 500 words | 1 | 2 – 5 | Often targets broad terms (e.g., “Mens Running Shoes”). Secondary terms are often filters/attributes. |
| Landing Page | Varies | 1 | 1 – 2 | Conversion is the goal here. Keep SEO targets minimal to avoid distracting the user. |
My rule of thumb: If I can’t outline the secondary keywords clearly without the page feeling cluttered, I split the topic into two separate pages.
On-page SEO implementation: where supporting keywords actually go
You have your keywords. Now, where do you put them? This is the “editing” phase of the process. Sometimes, to speed this part up, I use an AI article generator to get a first draft down, then I spend my energy manually placing keywords where they make the most impact.
I treat on-page optimization like a checklist I run before hitting publish. It saves me from staring at a blank screen wondering if I missed something.
Checklist: placing primary and secondary keywords without stuffing
I walk through this mental list for every draft:
- URL Slug: Does it contain the primary keyword? (Keep it short, e.g.,
/keywords-per-page). - Title Tag: Is the primary keyword near the front?
- H1 Tag: Does it match the Title Tag (mostly) and include the primary term?
- First 100 Words: Did I mention the main topic naturally?
- H2/H3 Headers: Did I use my secondary keywords here? (This is crucial for structure).
- Body Content: Did I use synonyms naturally?
- Image Alt Text: Did I describe the image using a relevant keyword if applicable?
Table: on-page elements vs what they influence
Not every element pulls the same weight. Here is how I prioritize my time:
| Element | Primary Influence | My Advice |
|---|---|---|
| Title Tag | Rankings & CTR | Spend the most time here. It’s your billboard. |
| H1 Heading | Rankings & Relevance | Make it clear. Don’t try to be clever; be descriptive. |
| Meta Description | CTR (Clicks) | Doesn’t directly impact rank, but sells the click. Use a secondary keyword here if it fits. |
| H2/H3s | Structure & Long-Tail | The best place for secondary keywords and questions. |
| Body Copy | Relevance | Write for the human. If it sounds awkward, delete the keyword. |
Common mistakes when targeting too many keywords on one page (and fixes)
I’ve made plenty of mistakes in my career. I used to try to make one “mega-page” rank for everything because I was too lazy to write three separate articles. It never worked.
Here are the most common traps I see beginners fall into, and how to fix them quickly.
Mistake list (with fixes)
- The “Everything” Page: Targeting “SEO services,” “web design,” and “social media” on one page.
The Fix: These are different services. Split them into three unique landing pages. - Keyword Cannibalization: Creating a new blog post for “CRM tips” when you already have one for “best CRM advice.”
The Fix: Check Google Search Console. If an old page is ranking, update it instead of creating a new one. - The Synonym Spam: Writing “cheap shoes, low-cost shoes, affordable footwear” in a list.
The Fix: Pick one term for the heading, and use the others naturally in sentences throughout the paragraph. - Ignoring Search Intent: Targeting “buy running shoes” with a blog post about the history of running.
The Fix: Check the SERP. If Google shows shops, build a product page. If it shows articles, write a blog. - Orphaned Keywords: Putting a secondary keyword in the H2 but writing only one sentence about it.
The Fix: If a keyword is important enough to be a heading, it deserves at least 100-150 words of coverage.
FAQs + summary: what I’d do next on your site
To wrap this up, let’s recap the essentials. You don’t need to overcomplicate this. SEO is about clarity, not math.
FAQ: How many keywords should I target per page?
Answer: Stick to 1 primary keyword and 2–4 supporting secondary keywords for most standard pages. If you are writing a massive guide, you can expand this, but focus is key.
FAQ: What about keyword density—how many times should a keyword appear?
Answer: There is no magic percentage. Use the keyword where it makes sense (Title, H1, Intro), and then write naturally. If you read the text aloud and it sounds repetitive, you have overdone it.
FAQ: Can one page rank for many keywords even if I only target a few?
Answer: Yes, absolutely. If you cover a topic comprehensively, Google will rank you for hundreds of long-tail variations and synonyms that you never explicitly targeted.
FAQ: Does content length impact keyword strategy?
Answer: Generally, yes. Longer content (1,500+ words) can support more subtopics and therefore more secondary keywords. Short content should remain laser-focused on one or two concepts.
Your Next Steps:
- Pick one page you are planning to write or update.
- Choose 1 primary keyword based on user intent.
- Select 3 secondary keywords that represent subtopics or questions.
- Map them to your H2 headings.
- Draft and publish, then check Search Console in 30 days.
If you want to scale this process without losing your mind—or your weekends—you need a system that enforces this structure every time. Using a Bulk article generator can help you produce consistent, structured first drafts that follow these rules, giving you more time to focus on strategy and less time on the blank page.
