When it comes to SEO, one of the most common questions beginners ask is, “How many keywords should I use on a page?” It seems simple, but the answer is more strategic than numerical. The truth is, there is no perfect number of keywords that guarantees high rankings. Search engines like Google focus on relevance, intent, and content quality rather than keyword counts.
Still, using the right number of keywords in the right way can make a significant difference in how your page performs. In this blog, we will break down how to choose and use keywords effectively without over-optimising.
Understanding What Keywords Do
Keywords are the terms people type into search engines to find what they need. When you create a page, your goal is to match those search queries by using related phrases in your content naturally.
For example, if you’re writing about “organic skincare products,” search engines expect to see relevant keywords such as “natural beauty products,” “chemical-free moisturisers,” or “eco-friendly skincare brands.”
The goal is not to repeat one keyword endlessly but to cover the topic comprehensively using related phrases and variations.
The Myth of a “Perfect” Number of Keywords
Years ago, SEO professionals followed a formula known as keyword density, which suggested using a keyword a specific percentage of the time (often between 1% and 3%). But Google’s algorithm has evolved dramatically.
Modern SEO no longer rewards keyword stuffing. In fact, overusing keywords can hurt your rankings by making the content look unnatural. Instead of counting how many times a keyword appears, focus on how well it fits into the topic and answers user intent.
So, How Many Keywords Should You Target per Page?
The best approach is to use:
- One primary keyword that defines the main topic of the page.
- Two to four secondary keywords that support and expand the main keyword.
- Several related or semantic keywords that add context and depth.
For example, if your page focuses on “SEO services for small businesses,” supporting keywords might include “affordable SEO,” “local SEO,” “SEO strategies for startups,” and “digital marketing optimisation.”
This approach keeps your content natural, relevant, and easy to read while still optimised for search engines.
The Role of Search Intent
Before choosing how many keywords to use, you need to understand search intent what the user is trying to achieve when they search.
If someone searches for “best laptops for designers,” they want comparisons and product reviews, not general laptop advice. A single keyword like “laptops” would not satisfy that intent.
When you create content, match your keywords to the intent:
- Informational intent: “What is SEO,” “how to improve website speed.”
- Commercial intent: “best email marketing tools,” “top SEO companies.”
- Transactional intent: “buy running shoes online,” “hire a web developer.”
By aligning with search intent, even a few well-chosen keywords can perform better than dozens of irrelevant ones.
How to Place Keywords Naturally
Keyword placement matters just as much as selection. Here’s where to include your main and secondary keywords naturally:
- Title tag – Include the primary keyword close to the beginning.
- Meta description – Use the primary keyword once and add a related keyword.
- URL – Keep it short and include the main keyword if possible.
- Headings (H1, H2, H3) – Use variations of your keyword where appropriate.
- First 100 words – Introduce your topic early using the main keyword naturally.
- Throughout the content – Sprinkle secondary and related keywords naturally within paragraphs.
- Image alt text and captions – Optimise images by using descriptive, keyword-rich alt text.
When done correctly, this signals to search engines what the page is about without overusing the same phrases.
How to Avoid Keyword Stuffing
Keyword stuffing happens when a page repeats a keyword unnaturally just to manipulate rankings. It not only hurts your SEO but also makes your content unpleasant to read.
To avoid it:
- Write for people first, not search engines.
- Read your text aloud. If it sounds repetitive or forced, revise it.
- Use pronouns, synonyms, and related phrases instead of repeating the same word.
- Focus on answering user questions comprehensively.
Google’s algorithms, including BERT and RankBrain, now understand context and synonyms. That means you can use different expressions to convey the same meaning without losing SEO value.
Using Semantic and Related Keywords
Search engines use semantic analysis to understand relationships between words. These are often called LSI (Latent Semantic Indexing) keywords, though the term is slightly outdated.
For example, if your main keyword is “digital marketing agency,” related terms might include “SEO services,” “content marketing,” “PPC advertising,” and “brand strategy.”
Using a mix of these words tells Google that your page is comprehensive and relevant to the topic. This helps you rank for multiple keyword variations instead of only one.
The Ideal Keyword Density
While keyword density is not a ranking factor anymore, it’s useful as a guideline to maintain balance. Aim for a natural flow rather than a strict number. Generally, a density of around 1% to 2% for your primary keyword works well.
That means in a 1000-word article, your main keyword may appear about 8 to 12 times, depending on context. But don’t force it if your content sounds repetitive, reduce it.
Quality always matters more than frequency.
How to Research the Right Keywords
Finding the right keywords ensures your page stays focused. Use SEO tools such as:
- Google Keyword Planner for search volume insights.
- Ahrefs or Semrush for keyword competitiveness.
- Ubersuggest for easy long-tail keyword ideas.
- Google Search Console for keywords your site already ranks for.
When researching, look for a balance between search volume, competition, and relevance. Long-tail keywords (phrases with three or more words) are especially useful for targeting specific audiences.
Quality Content Over Keyword Count
Search engines reward content that satisfies users. Even if you use the perfect number of keywords, it won’t rank if the content is thin or unhelpful.
Instead of counting keywords, focus on:
- Creating original, well-structured, and valuable content.
- Using clear headings and short paragraphs for readability.
- Including relevant visuals, examples, and statistics.
- Writing naturally and answering search queries fully.
When your content provides value, keywords fit naturally and help search engines understand the context.
Final Thoughts
There is no fixed rule for how many keywords per page you should use in SEO. The right number depends on your topic, content length, and user intent.
A good practice is to target one primary keyword and a handful of supporting keywords that make sense for your audience. Use them naturally in titles, headings, and throughout your content.
SEO is not about keyword counting anymore. It’s about relevance, clarity, and user satisfaction. When you focus on these, your rankings will grow naturally over time.
