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Maximizing Your Reach with Secondary Keywords

This post will explain secondary keywords and how to use them to increase your online visibility.

Blendrit Elezaj

Maximizing Your Reach with Secondary Keywords

You need to use targeted keywords that are both relevant to your business and popular searches if you want to increase the number of people who visit your website.


The majority of businesses concentrate on their primary keywords, which are the most well-known and evident terms associated with their products or services. However, they’re also incredibly challenging to rank for. You must also focus on long-tail, secondary keywords if you want to maximize the results of your SEO efforts.


This post will explain secondary keywords and how to use them to increase your online visibility.

What Are Secondary Keywords?

Keywords play a vital role, acting as pillars that bolster and complement the primary keyword, thereby enhancing the depth and breadth of your content.


Secondary keywords, often synonymous or closely related variations of the primary keyword, contribute to the ranking of your content across a spectrum of keywords and closely linked subtopics.


By seamlessly integrating these thematically aligned terms, both readers and search engines gain a comprehensive insight into the specific subject matter under discussion.


As the name suggests, secondary keywords take a backseat to the primary keyword. Identifying them becomes crucial through a distinct hallmark: when search results for a secondary keyword closely mirror those of the primary keyword.


Navigating the Intersection

Consider a scenario where a search for “vegan recipes” and “vegan meal ideas” yields nearly identical results in the Search Engine Results Pages (SERPs). Google interprets both searches as inquiries into the same topic: vegan recipes.


To optimize effectively, avoid the pitfall of creating separate content for the primary and secondary keywords. Instead, consolidate them into a single, cohesive piece. Designate the high-search-volume version as the primary keyword and the less popular variations as secondary keywords.


From our example:

Primary keyword: Vegan recipes
Secondary keyword: Vegan meal ideas

This strategic amalgamation ensures optimal ranking potential for both primary and secondary keywords within a singular webpage or article.

The Significance of Secondary Keywords in SEO

Why do secondary keywords hold such sway in the realm of SEO? The answer lies in their ability to elevate your content’s ranking across a myriad of relevant search queries without the need for additional pages or standalone content.


Harnessing secondary keywords becomes imperative in the era of semantic search, where search engines decipher user queries, translating them into comprehensible topics.


For instance, a user searching for “vegan recipes” might input varied queries like “vegan meal ideas for Thursday night.”


The search engine discerns the shared intent behind these diverse queries and returns similar results under the overarching topic of “vegan recipes.”

The Drawbacks of Ignoring Secondary Keywords

Neglecting secondary keywords in favor of exclusively targeting the primary keyword can be detrimental to your overall traffic potential.


While you may rank well for the primary keyword, you risk missing out on the diverse traffic generated by queries encompassing secondary variations like “easy vegan recipes” and other nuanced expressions.


In essence, overlooking secondary keywords curtails your content’s ability to capture its full traffic potential.

Optimizing Existing Content with Secondary Keywords

Beyond new content creation, optimize your content and infuse secondary keywords into your existing articles to broaden their keyword footprint. Suppose you already have an article on vegan recipes and aspire to enhance its search visibility.

The Art of Integration

Once armed with the right secondary keywords, seamlessly weave them into your content, both new and existing. The key lies in natural integration, avoiding disruptions to the flow of your content.


Consider the following tips:

  • Focus on search intent: Understand the user’s journey and incorporate keywords accordingly.
  • Avoid over-optimization: Strike a balance; don’t inundate your content with keywords.
  • Natural usage: Ensure secondary keywords enhance reader understanding without appearing forced.
  • Context is key: Integrate secondary keywords where they fit naturally, keeping your primary keyword prominent.

Examples Across Industries

Explore how secondary keywords manifest in different domains:


Primary keyword: Organic skincare products

Secondary keywords: Natural skin care products, organic beauty products

Health Blog:

Primary keyword: Benefits of a balanced diet

Secondary keywords: Why is it important to eat healthy, benefits of a healthy lifestyle, benefits of good nutrition

Travel Website:

Primary keyword: Vacations in Bali

Secondary keywords: Trip to Bali, Bali vacation packages


Not every topic needs secondary keywords, so use them judiciously based on relevance.

How to Research Secondary Keywords

You’ll know you need secondary keywords as soon as you realize how important they are. But how do you find them?

1. Unlocking the Potential: Service, Product, & Customer Experiences

When embarking on secondary keyword research, envision your product or service from various perspectives. For instance, if your business revolves around software, explore diverse search angles such as “in-depth review of X software” or “X software vs. Y software.” This approach ensures you capture a broader audience and cater to different stages of the customer journey.

Address the diverse needs of users at different stages of the customer journey. From introductory guides for informational queries to optimized landing pages targeting purchase intent, tailor your content to align with user intent at each stage.

2. Google Autocomplete & Related Searches

Google’s search engine is a goldmine for keyword ideas. Leverage Google Autocomplete by typing in a keyword to reveal potential targets. Explore related searches and delve into the “People Also Ask” section for invaluable long-tail keywords. Integrating these suggestions enhances your content’s relevance and search ranking potential.

Stay ahead by integrating Google Autocomplete, related searches, and “People Also Ask” queries into your content. This not only broadens your keyword portfolio but also aligns your content with user queries.

3. Analyzing Competition’s Content

A strategic peek into your competitors’ content unveils valuable insights. Perform a Google search related to your business and analyze the keywords they target. Tools like Ahrefs’ Site Explorer or Moz’s Open Site Explorer provide a detailed view of your competition’s backlink profile and targeted keywords.

Identify keywords your competitors are targeting and gauge the competitiveness of each. This analysis informs your content strategy, enabling you to focus on keywords with optimal ranking potential.

4. Harnessing the Power of Paid Keyword Research Tools

Paid keyword research tools offer a deeper dive into keyword landscapes. Explore tools like Moz Keyword Explorer, Ahrefs Keywords Explorer, SEMrush Keyword Magic Tool, or KWFinder for comprehensive insights.

While premium tools offer advanced features, budget-friendly options like KWFinder can be equally effective. Consider your business needs and budget constraints when choosing the right tool for your secondary keyword research.

5. Exploiting Free Options for Keyword Research

Free tools can be potent allies in keyword research. Google Ads Keyword Planner, Ubersuggest, and Answer the Public are valuable resources accessible without financial commitment.

Integrate free tools seamlessly into your keyword research strategy. While they may lack some advanced features, their insights can be invaluable for businesses on a budget.

6. Identifying Content Gaps for Targeted Keyword Expansion

A content audit unveils the gaps in your current content strategy. Utilize tools like Google Sheets or Excel to track existing keywords and identify areas for expansion.

Efficiently bridge content gaps by incorporating new topics aligned with user queries. SEO tools or agencies can expedite this process, ensuring your content remains comprehensive and relevant.

7. Mastering Secondary Keyword Implementation

Now that you’ve amassed a repository of secondary keywords, it’s crucial to implement them strategically.

Pro Tips for Implementation:

  • Build Topical Authority: Create content clusters around primary keywords, establishing authority on the topic.
  • Avoid Keyword Stuffing: Maintain a natural flow by limiting keywords to 1-2 per 100 words of copy.
  • Identify Long-Tail Phrases: Incorporate phrases or short sentences strategically for optimal optimization.
  • Utilize Keyword Variations: Experiment with variations like “how to” or “what is” for a more natural approach.
  • Optimize Title Tags and Meta Descriptions: These critical elements demand keyword inclusion for enhanced visibility.

Final Thoughts

Choosing secondary keywords with care is part of a more complex strategy that goes beyond primary keywords to maximise online visibility. These secondary keywords, which are closely related variations of the primary terms, improve the content’s ranking across a range of search queries by adding a great deal of depth and breadth. Ignoring secondary keywords’ significance in the context of semantic search can lead to lost opportunities and a limited capacity to draw in a variety of traffic. Maintaining a focus on search intent, contextual relevance, natural usage, and seamless integration into both new and old content are all necessary for an effective implementation. Businesses can enhance their overall online presence and optimise their content for a wider audience by carefully considering and strategically implementing secondary keywords.

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