Primary keywords are the search terms people use to find information online, such as “SEO tools” or “the weather tomorrow.” Search engines like Google scan their vast index of websites, articles, and other content to deliver the most relevant results based on those keywords. The better a website is optimized for these keywords, the higher it ranks on search engine results pages (SERPs). Since most people don’t surpass the first few results, using the right keywords is crucial for SEO success.
As a digital marketer, you want your content to stand out, but with so much competition, how can you increase your chances of being noticed? The key is keywords. Keywords serve two critical purposes. First, they help search engine crawlers understand your website’s content, influencing your search engine rankings. Second, they are the terms consumers type into search engines to find what they are looking for. Using the right primary and secondary keywords gives your website a better chance of appearing in search results.
Websites that rank highly don’t rely solely on keywords; they also prioritize quality, performance, and authority. However, the chances of consumers discovering your page are slim without the right keywords. Below are key reasons why keywords play a significant role in driving your website’s success:
A primary keyword, often called a focus or main keyword, is the central term or phrase a webpage is optimized to rank for in search engine results. It represents the page’s primary topic and typically has a high search volume, offering the potential to drive significant organic traffic.
For example, if the primary keyword of an article is “affiliate marketing,” related secondary keywords might include “affiliate marketing for beginners,” “what is affiliate marketing,” and “how to become an affiliate marketer.” While each secondary keyword may have a lower search volume individually, collectively, they enhance the page’s relevance and attract substantial organic traffic.
When creating content for SEO, understanding the difference between primary and secondary keywords is crucial for maximizing your visibility on search engines. Both keywords play important roles in helping search engines understand and rank your content. Let’s break down these keywords and how to use them effectively in your SEO strategy.
What Are Primary Keywords?
Primary keywords are the most important terms or phrases for which you want a specific page to rank. These keywords represent the content’s main topic and typically have the highest search volume. For example, if you write an article about online marketing, your primary keyword might be “digital marketing.”
Primary keywords are typically broad and high-level, making them highly competitive, so targeting terms relevant to your content and having reasonable search volume and competition is essential.
Why Are Primary Keywords Important?
What Are Secondary Keywords?
Secondary keywords are closely related terms or phrases that help provide context to the primary keyword. These keywords support the main topic by covering subtopics or related concepts. Using secondary keywords makes your content more comprehensive and can help you rank for additional search queries.
For example, if your primary keyword is “digital marketing,” your secondary keywords might include “content marketing,” “social media marketing,” or “SEO strategies.” These terms are related but more specific, targeting different facets of the main topic.
Why Are Secondary Keywords Important?
Before deciding on the primary and secondary keywords for your website content, a few key factors will help you select the best-performing keywords.
1. High Search Volume
The search volume of a keyword indicates how often it is searched each month. This figure can vary depending on location, and you can adjust it to match your target audience. For example, if around 1.5 million people search for “best laptops 2024” each month, it indicates a high search volume, which can drive more traffic to your content. The higher the search volume, the greater the performance potential. However, it’s crucial to balance high search volume with competition, which we will address next.
2. Low Competition
Knowing the search volume of a keyword is important, but you must also assess its competition. The keyword difficulty tells you how challenging it is to rank for a particular keyword based on how many websites are trying to target it. For instance, “best laptops 2024” might have a difficulty of 25, while “best budget laptops 2024” could have a difficulty of 40.
Targeting primary keywords with high search volume but relatively low competition is ideal when choosing keywords. However, incorporating a few higher-difficulty secondary keywords can further optimize your content.
Optimizing your content for primary keywords is essential for improving your page’s search engine ranking. Here are some key practices to follow:
1. Conduct Keyword Research
The first step is to identify the best primary keyword for your content. Use tools like Ahrefs Keyword Generator to find the most relevant keywords. Key metrics to consider include:
These metrics will help you choose your page’s most appropriate focus keyword.
2. Proper Placement of Primary and Secondary Keywords
Once you have selected your primary keyword, placing it strategically throughout your content is important. Include the keyword in the following areas:
For secondary keywords, incorporate them naturally into the subheadings of Header 2 and Header 3. Ensure each keyword appears within 100-200 words of the other, maintaining a balanced keyword density.
3. Create High-quality, Relevant Content
To improve your SEO rankings, ensure your content is valuable and well-crafted. Google favors content that adheres to the E-E-A-T principles:
Content that adheres to these standards is more likely to rank higher and be deemed relevant by search engines.
4. Craft Compelling Title Tags
Title tags help search engines understand your page’s focus. They are displayed in search results and should entice readers to click. A good title tag should:
While title tags often match your article’s headline, they don’t have to. It’s important to ensure that they are optimized for both readability and search intent.
5. Build Links to Enhance Authority
Links are an essential part of SEO. Internal links within your website help search engines crawl and index your pages more effectively. Additionally, linking to reputable external sources signals trustworthiness and authority.
Backlinks, where other websites link to your content, are especially valuable. One effective way to gain backlinks is through guest posting, where you contribute content to other websites in exchange for a link back to your own. These strategies improve your page’s authority in Google’s eyes and contribute to higher rankings.
When optimizing your content for SEO, using primary and secondary keywords is critical for ensuring it reaches the right audience. Let’s explore how to incorporate these keywords effectively into your content strategy with a new set of examples.
Imagine you are running a website that sells eco-friendly products. Your goal is to attract consumers passionate about sustainability and conscious living. You must target primary and secondary keywords that align with their search intent to do this.
Primary Keyword Examples
Primary keywords are your main focus. They are the phrases that attract the most search volume, meaning more people are searching for them regularly. For an eco-friendly product business, primary keywords might include:
These broad and highly searched terms make them ideal for driving organic traffic. For example, someone looking to live a more sustainable life might search for “eco-friendly products,” which would lead them to your website if you strategically use this primary keyword in your content.
If you sell a specific product, such as a reusable water bottle, your primary keywords might focus on the product itself. Keywords like:
These primary keywords are relevant and highly targeted to people looking for alternatives to disposable plastic bottles.
Secondary Keyword Examples
Secondary keywords add context and depth to your primary keywords. They help refine the content and make it more relevant to specific user queries. In the case of eco-friendly products, secondary keywords might include:
These keywords are more specific but still related to your main topic. By using these secondary keywords, you can better align your content with what your target audience is searching for.
For a business selling sustainable home products, additional secondary keywords could be:
These terms further narrow down your focus and attract consumers looking for particular aspects of sustainable living, improving the chances of ranking for specific search queries.
Long-tail keywords are highly specific search phrases that closely match what users are looking for. In fact, according to Embryo, 92% of all searches are long-tail keywords. These keywords generally face less competition because fewer websites target them, making it easier for your site to rank higher in search results.
Long-tail keywords are often used by people who already know exactly what they want, which makes them more inclined to convert into customers. By targeting these keywords, you can build your site’s authority and credibility, as users are more inclined to trust a site that answers their specific queries.
To use long-tail keywords effectively, group them into clusters based on relevant topics and apply each cluster to the corresponding content. Avoid repeating keyword clusters to maintain relevance and enhance your SEO performance.
Choosing the right keywords is a critical step in creating content. Keyword research tools help you identify the terms and phrases your audience is searching for, increasing the likelihood that your content will rank higher in search results.
Popular tools such as Google Keyword Planner, Ahrefs, and SEMrush enable you to discover high-traffic keywords, assess their competitiveness, and find long-tail keywords that can improve your rankings. These tools provide valuable insights into search volume, keyword difficulty, and related terms, helping refine your content strategy.
By using these tools, you gain a deeper understanding of your target audience’s search behavior. This allows you to create content that aligns with their needs and enhances your chances of driving organic traffic to your site. Proper keyword research ensures your content resonates with users and search engines.
