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Figuring out how many keywords should a website have is one of those things that sounds simple but can trip you up fast. Pack in too many, and your site feels spammy, like a pushy salesperson. Use too few, and nobody finds you on Google. Whether you’re running a small business, a blog, or an online store, getting this right is key to driving traffic and growing your brand. This guide breaks it down in plain English—how many keywords you need, where to put them, and how to avoid common mistakes. Perfect for your website readers who want to boost their SEO without the headaches.
Also Read: Best Site Builder for SEO
Table of Contents
What is an SEO Keyword?
Keywords are the words or phrases people type into Google to find stuff. They’re how search engines connect your website to what users are looking for. But Google’s not dumb anymore—it doesn’t just count keywords. It looks at your content’s quality, how well it answers questions, and whether it’s easy to read. So, when thinking about how many keywords should a website have, it’s less about stuffing in terms and more about creating helpful content that naturally includes them.
The Role of Keywords in Website Architecture
Your website is like a house with different rooms, and each one needs the right keywords:
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Homepage: Broad terms that show who you are, like your brand name or industry.
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Category Pages: More specific keywords tied to your products or services.
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Blog Posts: Detailed, question-based keywords that dig into topics.
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Product Pages: Keywords that push sales, like “buy organic coffee online.”
Instead of asking how many keywords should a website have for the whole site, think about how many each page needs to shine in its own way.
How to Use SEO Keywords
Getting SEO keywords right is about helping people find your website without making your content sound like it was written by a robot. It’s not just about tossing in random words—it’s about using them smartly to connect with your audience and Google. Here’s how to do it simply:
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Put Keywords in Key Spots: Include your main keyword in the page title, the meta description (the short text that shows up in search results), headings (like H1 or H2), and the first paragraph. Spread it naturally through the content, aiming for about 10–20 uses in a 1,000-word piece. Don’t force it!
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Write Naturally: Your content should feel like a conversation with a friend. If you’re repeating “best yoga mats” so much it sounds weird, you’re doing it wrong. Mix in related phrases like “top yoga mats” or “yoga gear for beginners” to keep it smooth.
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Add Related Words: Google likes variety. For a page about “best yoga mats,” include terms like “yoga mat reviews” or “durable yoga mats” to show you’re covering the topic fully.
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Optimize Images and Links: Use keywords in image descriptions (alt text) and when linking to other pages on your site. This helps Google understand what your page is about.
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Focus on Helping People: Keywords are just a tool. Write content that answers questions or solves problems. If you’re targeting “best yoga mats,” give real advice—compare brands, list pros and cons, and make it useful.
The goal is to make your content helpful and readable while guiding Google to rank you higher. Balance is everything—write for people first, search engines second.
How to Track Keyword Rankings
Tracking your keyword rankings is like checking your score in a game—it shows you if your SEO efforts are paying off or if you need to step it up. You don’t need to be a tech wizard to do it. Here’s how to keep tabs on your keywords:
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Start with Free Tools: Google Search Console is a no-cost way to see which keywords your site is ranking for, what position you’re in, and how many clicks you’re getting. It’s simple to set up and gives you the basics.
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Use Paid Tools for More Insight: Tools like SEMrush, Ahrefs, or Moz let you track specific keywords and see how they perform over time. You can check if you’re moving from page 2 to page 1 or spot keywords that need work.
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Do a Manual Check Sometimes: Open an incognito browser window and search your keywords to see where your site lands. Google tweaks results based on location or history, so it’s not perfect, but it’s a quick way to check.
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Watch Trends, Not Just Numbers: Look at how your rankings change week to week or month to month. If you’re stuck at position 20, tweak your content or add more links to climb higher.
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Spy on Competitors: Use tools to see what keywords your competitors are ranking for. If they’re beating you on “best yoga mats,” check their page to figure out why and do it better.
Check your rankings regularly—weekly or monthly—but don’t stress over small shifts. SEO takes time. Use the data to improve your content and keep pushing forward.
Primary Keyword vs. Secondary Keyword vs. Tertiary Keywords
Think of keywords like a team—each has a job to do. Primary, secondary, and tertiary keywords work together to make your content clear and strong for both Google and your readers. Here’s the breakdown:
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Primary Keyword: This is the star player—the main term you want your page to rank for. For example, if you’re writing about yoga mats, your primary keyword might be “best yoga mats.” Pick one per page to keep your focus sharp.
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Secondary Keyword: These back up your primary keyword, adding more context. For “best yoga mats,” secondary keywords could be “yoga mat reviews” or “top eco-friendly yoga mats.” Use 1–3 to deepen your content without stealing the spotlight.
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Tertiary Keywords: These are extra terms, like synonyms or specific phrases, that round out your page. Think “cheap yoga mats for beginners” or “how to choose a yoga mat.” Sprinkle in 3–5 naturally to make your content feel complete.
Primary keywords lead, secondary ones support, and tertiary ones add flavor. Together, they help Google see your page as the go-to resource for the topic.
How to Find Primary and Secondary Keywords
Picking the right primary and secondary keywords is the backbone of your SEO plan. It’s not about guessing—it’s about finding what your audience is searching for. Here’s a simple way to do it:
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Know Your Topic: Start with the main idea of your page. If it’s about yoga mats, your primary keyword might be “best yoga mats.” Write down what you want to be known for.
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Use Keyword Tools: Try Google Keyword Planner (it’s free) or paid tools like SEMrush or Ahrefs. Look for keywords with 100–5,000 monthly searches and low competition (difficulty under 40). For example, “best yoga mats” could be primary, and “yoga mat reviews” could be secondary.
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Check Google’s Suggestions: Type your main keyword into Google and see what it suggests in autocomplete. For “best yoga mats,” you might get “best yoga mats for beginners” or “best non-slip yoga mats.” These are perfect for secondary or tertiary keywords.
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Look at Competitors: Use a tool to see what keywords similar websites rank for. If a competitor is winning with “top yoga mats 2025,” make that a secondary keyword and write better content.
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Think Like Your Audience: What are your customers typing into Google? Tools like AnswerThePublic show real questions, like “how to pick a yoga mat.” These make great secondary keywords.
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Balance Search Volume and Competition: Your primary keyword should get enough searches to matter but not be so competitive you can’t rank. Secondary keywords can be less popular but still tied to your topic.
For example, for a yoga mat guide:
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Primary: “best yoga mats”
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Secondary: “yoga mat reviews,” “eco-friendly yoga mats”
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Tertiary: “affordable yoga mats for home,” “how to choose a yoga mat”
Test your keywords by using them in content and checking rankings after a few months. If they’re not working, swap them out for better ones. It’s all about finding what connects with your readers and Google.
How Many Keywords Per Page?
Here’s a simple rule for how many keywords should a website have on each page:
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Homepage: 2–3 main keywords, used naturally. Focus on your brand and what you do.
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Category or Service Pages: 3–5 keywords—one main and a few related ones.
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Blog Posts: 5–10 keywords, mixing one main keyword with supporting and long-tail ones.
The goal isn’t to cram in keywords—it’s to write content that feels natural and answers what people are searching for.
How Many Keywords Should a Website Have Overall?
So, how many keywords should a website have across the whole site? It depends on how big your site is:
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Small Website (5–10 pages): Aim for 20–50 keywords. Enough to cover your basics.
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Medium Website (10–50 pages): Target 100–500 keywords, including more specific terms.
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Large Website (50+ pages or blogs): Go for 1,000+ keywords, especially if you’re blogging regularly.
Big sites with lots of blog posts can rank for thousands of keywords because each page targets new terms. The key is creating good content that naturally includes these keywords without forcing them.
Tools to Decide How Many Keywords a Website Should Have
Don’t guess—use tools to plan how many keywords should a website have:
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Google Keyword Planner: Free, shows you what people search and how often.
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SEMrush or Ahrefs: Check what keywords competitors are winning with.
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Google Search Console: See what keywords your site already ranks for.
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AnswerThePublic: Find question-based keywords, like “how to choose a bakery.”
These tools help you build a smart keyword list without wasting time.
Best Practices for Keyword Implementation
To get how many keywords should a website have right, follow these tips:
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Make It Natural: Write like you’re talking to a friend, not a robot.
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Use Related Words: Mix in synonyms so your content feels real.
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Go Deep: Write detailed content that answers every angle of a topic.
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Update Old Content: Refresh posts every 6–12 months with new keywords.
It’s about creating content people love, not just hitting a keyword quota.
Conclusion
Figuring out how many keywords should a website have isn’t about chasing a magic number—it’s about building a smart, focused plan. Whether you’re running a small site with 20–50 keywords or a massive blog targeting thousands, the key is quality over quantity. Create content that answers real questions, use keywords naturally, and make sure each page has its own clear purpose. Small sites can start lean, while bigger ones can scale up with blogs and topic clusters. Whatever your size, focus on being helpful to your audience first. Get this right, and you’ll see more traffic, better rankings, and visitors who keep coming back. Stop guessing, start targeting, and turn your website into a traffic magnet.
