Supporting keywords related to the primary target keyword to strengthen topical authority.
I know the pressure to rank for that one big keyword can feel overwhelming, like trying to win the lottery. You put all your energy into a single phrase, but your traffic still is not growing fast enough. It can feel like you are fighting an uphill battle!
I have a simple, proven strategy from my 15 years in SEO that solves this exact problem. I promise that by understanding this concept, you will start attracting traffic from many different angles. Let’s unlock this secret and answer: What is Secondary Keywords?
What is Secondary Keywords? Your Support Team
I think of Secondary Keywords as the supporting cast for my main target keyword. My primary keyword is the star, the one I am mainly trying to rank for, like “best noise-canceling headphones.” The secondary keywords are related phrases that add context and cover related user questions.
Examples of secondary keywords for that topic might be “headphones for plane travel” or “long battery life headphones.” These terms might have lower search volume, but they bring in highly relevant traffic. I use them to make my content more thorough and helpful.
The Power of Relevance and Context
I use secondary keywords to signal to Google that my page is the most complete resource on a topic. By naturally including related phrases, I show that I understand the user’s intent from every angle. This depth is what Google rewards with higher rankings for my primary keyword.
These supporting terms often capture the “long-tail” traffic that my main keyword misses. This means I am attracting people who are closer to buying or needing a specific answer. I consider secondary keywords to be essential for covering all bases.
CMS Platforms and Secondary Keyword Placement
The CMS platform I use determines where and how easily I can weave in my secondary keywords. I need my platform to allow for natural integration into various page elements.
WordPress
With WordPress, I find the easiest places for secondary keywords are in the H2 and H3 subheadings within my blog posts. I also naturally include them in the body text and image alt tags. Plugins help me check that I have good coverage without over-stuffing my content.
Shopify (for Ecommerce)
For my Shopify product pages, I use secondary keywords in the product description text and customer review prompts. I ensure my filters and category names use related phrases like “vegan leather wallets” or “men’s slim-fit watches.” This helps my products show up for a wider variety of searches.
Wix and Webflow
When using Wix or Webflow, I make sure to include my secondary keywords in the descriptive paragraph text on landing pages. I also use them to create clear, specific anchor text for internal links. I must manually check that they flow naturally and improve the user experience.
Custom CMS
With a custom CMS, I build fields that remind my content creators to insert related keywords into specific structural areas. For example, a “Related Topics” or “Further Reading” section can be the perfect home. I make sure the site allows for detailed, custom meta descriptions for each page.
Industry Applications of Secondary Keywords
How I apply secondary keywords changes depending on the industry’s typical customer journey and search behavior. I use them to capture specific stages of user research.
Ecommerce
In ecommerce, I use secondary keywords to catch people researching specific product features, like “lightweight hiking boots size 10” or “Dyson V15 warranty.” I put these in the product specifications and FAQ sections. This helps me rank for highly specific, high-intent searches.
Local Businesses
For local businesses, my secondary keywords often relate to specific services or neighborhood names. If my primary is “best dentist Chicago,” secondaries are “affordable teeth whitening Lincoln Park” or “emergency root canal Lakeview.” I ensure these are clear on my service area pages.
SaaS (Software as a Service)
My SaaS business uses secondary keywords to target specific use cases and integrations. For a project management tool, secondaries might be “alternatives to Asana” or “project timeline templates.” I create dedicated blog posts and landing pages to capture this traffic.
Blogs
For my blog, secondary keywords are the subtopics that make my article comprehensive. If the main keyword is “how to make sourdough bread,” secondaries are “sourdough starter troubleshooting” and “best flour for sourdough.” I use them to structure my entire article with H3 headings.
FAQ Section
Q: Where do I find good Secondary Keywords?
I find them by looking at the “People also ask” section on Google for my main keyword. I also use SEO tools to find “related keywords” or look at what my competitors are ranking for. Customer reviews and forums are also a goldmine.
Q: How many Secondary Keywords should I use?
I do not have a set number, but I usually aim for 5 to 10 highly relevant secondary keywords per main piece of content. The focus is on quality and natural flow, not just quantity.
Q: Can a Secondary Keyword become a Primary Keyword?
Yes, absolutely. If a secondary keyword starts bringing in a huge amount of traffic and revenue, I create a brand-new, dedicated page for it. This new page will then target that phrase as its primary keyword.
Q: Do I need to put Secondary Keywords in my page title?
I generally do not put secondary keywords in the main title because it can make it look cluttered. I usually keep my title focused on the primary keyword and use the secondaries in the description or subheadings.
