Keyword Research → Secondary Keywords
Secondary Keywords:
More Rankings, Same Page.
A well-optimized page doesn't rank for just one keyword. Secondary keywords let you capture related queries without building new pages — when you use them right.
The Basics
What Are Secondary Keywords?
Secondary keywords are closely related search terms that support your page's primary keyword. They share the same or very similar search intent, often represent the same topic from a slightly different angle, and help your page rank for a broader range of queries without diluting its focus.
If your primary keyword is "SEO for plumbers," your secondary keywords might include "plumber SEO services," "SEO company for plumbing businesses," and "how to get more plumbing leads online." These aren't different topics — they're different ways people search for the same thing. A page that covers all of them naturally will rank for all of them. As part of a complete keyword research strategy, secondary keywords are the layer that expands reach without expanding page count.
The key word there is "naturally." Secondary keywords shouldn't be forced into the content — they should flow from writing thoroughly about your primary topic. If you cover a subject with real depth, secondary terms will appear organically. If you have to awkwardly insert them, that's a sign the content isn't thorough enough.
Checklist
- Primary keyword confirmed before finding secondaries
- Checked Related Searches for primary keyword
- Checked People Also Ask for secondary candidates
- Ran primary through SEMrush Keyword Magic (phrase match)
- Selected 3–6 secondary keywords with meaningful volume
- Placed secondaries in subheadings, body copy, and FAQs
- Confirmed no secondary creates cannibalization with another page
- Meta description includes at least one secondary keyword
Understanding The Differences
Secondary Keywords vs. The Others
Secondary keywords sit between primary and long-tail in the keyword hierarchy. Here's how they compare — and how they differ from LSI keywords.
| Keyword Type | Search Volume | Specificity | How To Use It |
|---|---|---|---|
| Primary | Medium–High | Broad | Title tag, H1, URL, opening paragraph |
| Secondary | Low–Medium | Similar to primary | Subheadings, body copy, meta description |
| Long-Tail | Low | Very specific | FAQs, body paragraphs, supporting sections |
| LSI | Varies | Semantically related | Throughout body — naturally, not forced |
Finding Secondary Keywords
5 Ways To Find Secondary Keywords For Any Page
You don't need expensive tools to find great secondary keywords — though they help. Here are five sources that work.
Google Related Searches
Scroll to the bottom of any Google results page and look at the 'Related searches' section. These are terms Google has already associated with your primary keyword — they're some of the best secondary keyword candidates you'll find.
People Also Ask
The PAA box on Google's SERP shows questions people ask around your primary keyword. These questions are goldmines for secondary keywords and long-tail opportunities — and answering them on your page can earn you featured snippet placement.
Google Autocomplete
Start typing your primary keyword into Google and watch what autocomplete suggests. These suggestions are based on real search behavior — they're telling you exactly how real people phrase their queries.
SEMrush Keyword Magic Tool
Enter your primary keyword and filter by 'Related' or 'Phrase match.' Sort by search volume. The terms that are close variations of your primary with meaningful volume are your secondary keyword candidates.
Your Competitors' Pages
Run a competitor's ranking page through SEMrush's On Page SEO Checker or Organic Research tool. You'll see which keywords that page ranks for beyond its obvious primary — those secondary terms are yours to target too.
Placement
Where Secondary Keywords Belong On The Page
Secondary keywords don't go in the title tag. They go everywhere else — and naturally.
H2 & H3 Subheadings
Work secondary terms into your subheadings where they fit naturally. This signals to Google that the page covers the topic from multiple angles.
Body Copy
Use secondary keywords in the body of the page as natural variations of your primary. Don't repeat the same phrasing over and over — variety is both more readable and more SEO-effective.
Meta Description
The meta description doesn't directly affect rankings but it does affect click-through rate. Including a secondary keyword here can help your listing appear for related queries.
Image Alt Text
If you have images relevant to secondary keyword topics, the alt text is a natural place to include those terms — as long as the alt text actually describes the image.
FAQ Sections
FAQ questions are a great place to use secondary keywords as question variations. 'What does an SEO company do for plumbers?' uses a secondary keyword naturally.
Internal Link Anchor Text
When other pages on your site link to this page, the anchor text can include secondary keywords — giving Google additional signals about the page's relevance for those terms.
Related Topics In This Cluster
Want To Know Which Secondary Keywords Your Pages Are Missing?
A keyword audit will show you exactly which secondary terms your current pages could be ranking for — and aren't. Free, no pitch.
Get My Free AuditFAQ
Common Questions About Secondary Keywords
What is an example of a secondary keyword?
If your primary keyword is 'SEO for plumbers,' secondary keywords might include 'plumber SEO services,' 'SEO company for plumbing businesses,' and 'how to get more plumbing leads online.' They share the same intent as the primary but represent different ways searchers phrase the same query — all rankable on the same page with natural usage.
What are primary and secondary keywords in SEO?
A primary keyword is the single term a page is built to rank for — it defines the page's core topic. Secondary keywords are closely related terms that support it, sharing similar intent and often representing slight variations in phrasing. A page has one primary and can naturally incorporate several secondary keywords throughout subheadings, body copy, and FAQs.
What is the meaning of a secondary keyword?
A secondary keyword is a search term closely related to your page's primary keyword, sharing the same or very similar intent, and naturally incorporated into the same page to expand its ranking footprint. Secondary keywords aren't separate topics — they're alternative ways people search for the same thing your primary keyword represents.
How many secondary keywords should I use?
Three to six secondary keywords is a practical range for most pages. Beyond that, you risk diluting your content's focus. The test isn't quantity — it's whether each term fits naturally without forcing it. If you have to awkwardly insert a term, that's a sign either the term doesn't belong or the content isn't thorough enough.
How do you find secondary keywords?
Check Google's Related Searches at the bottom of the SERP for your primary keyword, the People Also Ask box, and autocomplete suggestions. In SEMrush, run your primary through Keyword Magic Tool and filter by 'Phrase match' or 'Related' — sort by volume to find the highest-value variations worth incorporating deliberately.
Ready To Build A Complete Keyword Strategy?
Primary keywords set the target. Secondary keywords expand the reach. Let's map both across your entire site.