Supporting keyword variations used to strengthen a page’s primary keyword.

The SEO Power-Up: Mastering the Secondary Keyword Strategy

We both know that ranking for one main keyword can feel impossible, especially when the big players are dominating the results. I am here to tell you there is a clever way to catch all the traffic they are missing.

I am going to explain the simple, smart strategy behind What is the Secondary Keyword? and give you actionable tips to broaden your reach immediately. Think of this as turning one piece of content into a magnet for dozens of valuable searches.

What is the Secondary Keyword?

In simple terms, What is the Secondary Keyword? is a supporting phrase closely related to your main topic or primary keyword. These are often synonyms, specific long-tail versions, or subtopics that add context to your content.

For example, if my main keyword is “best coffee maker,” my secondary keywords might be “top-rated espresso machine” or “affordable single-serve brewer.” They help search engines understand the full depth of my content, not just the main focus.

Using them helps me rank for a wider variety of specific searches, driving more qualified traffic to my page.

Using Secondary Keywords Across CMS Platforms

No matter what platform you use, the strategy is about natural incorporation, but each CMS offers different tools for implementation.

WordPress

I love using WordPress plugins like Yoast SEO or Rank Math because they have dedicated fields for my secondary keywords. These tools check if I have included the supporting terms naturally throughout my content and in my subheadings.

This automated check makes it incredibly simple for me to ensure my article is fully optimized for a broad range of related searches.

Shopify

For Shopify, I strategically place secondary keywords in my product descriptions and collection page filters. If my primary is “summer dress,” my secondaries like “lightweight cotton sundress” and “floral maxi dress” go into the descriptive text.

I also use them in the image alt text on my product photos to capture more image searches from shoppers.

Wix and Webflow

When working with Wix or Webflow, I focus on integrating secondary keywords into the H2 and H3 tags on my page. I ensure the words flow naturally in the body text without forcing them.

I also make sure to include some of the longer, more specific secondary phrases in the FAQ section to address niche user questions.

Custom CMS

With a custom CMS, I might have to add custom meta fields to track my primary and secondary keywords, making it a bit more manual. I train my content writers to weave the secondary terms into the natural flow of every paragraph.

This careful, manual control ensures every piece of content is perfectly tuned to cover the whole topic cluster.

Secondary Keywords in Different Industries

No matter your business, secondary keywords are your ticket to capturing highly specific, conversion-ready traffic.

Ecommerce

For my online shops, I use secondary keywords to define the product by its attributes, like “waterproof running shoe” or “leather travel backpack.” This helps me reach shoppers who know exactly what features they need.

This high-intent traffic is much more likely to complete a purchase than traffic from a generic search.

Local Businesses

For local SEO, secondary keywords are almost always location-specific variations. I use phrases like “affordable auto repair in downtown Chicago” or “emergency dentist near the East Side park.”

This allows my page to rank for specific, immediate local needs, leading to more calls and visits.

SaaS (Software as a Service)

SaaS content uses secondary keywords to describe specific features or use cases. If my main keyword is “CRM software,” my secondaries are “small business customer tracking” or “sales pipeline management tool.”

These terms help me attract users who are further down the buying funnel and actively looking for a solution to their problem.

Blogs and Content Sites

On my blogs, secondary keywords ensure I fully cover a broad topic, making my article the most valuable resource available. If my article is about “healthy recipes,” my secondaries include “quick weeknight dinner ideas” and “low-carb meal prep.”

This comprehensive coverage signals to search engines that my page has the best, most complete answer.

Frequently Asked Questions (FAQ)

How many secondary keywords should I use?

I usually recommend aiming for 3 to 5 strong secondary keywords for every piece of content, depending on the length of the page. The most important rule is that you must use them naturally and only when they fit the context.

What is the difference between a secondary keyword and a long-tail keyword?

A secondary keyword is a *role*—it supports the primary keyword. A long-tail keyword is a *length*—it is a phrase with three or more words. Often, secondary keywords are long-tail keywords, like “best budget laptop for students.”

Where are the best places to put my secondary keywords?

I find the best spots are in your H2 or H3 subheadings, in your image alt text, and naturally woven into the body paragraphs. These placements help search engines quickly understand the different sections and subtopics you cover.