Why Secondary Keywords Are Fundamental in Modern SEO Strategy
In the ever-changing world of SEO (search engine optimisation), providing search engines like Google with relevant secondary keywords will guide stronger signals to search engines algorithms to match users queries to your content. To stay competitive in search rankings and truly connect with your audience, your content must reflect a broader, deeper understanding of your chosen topic through your own experience and research.
What are Secondary Keywords
Secondary keywords are phrases and terms that support your primary keyword. They are semantically related, often including synonyms, long-tail variations, or closely associated concepts. For example, if your primary keyword is “organic cotton T-shirts,” your secondary keywords may include “sustainable clothing”, “eco-friendly fabrics”, “organic street fashion” and “breathable t-shirt material.”
Why do Secondary Keywords Matter?
Search engines like Google have evolved dramatically over the past decade. With algorithm updates like Hummingbird, RankBrain, and BERT, Google now places a strong emphasis on understanding user intent and semantic relevance rather than just exact keyword matches.
Here are the 4 main reasons why secondary keywords are important:
Broader Keyword Knowledge
Modern content often ranks for hundreds or even thousands of keywords, not just your focus keyword. Single blog posts can rank for many other search queries, especially those long tail keywords. This is due to Google’s advanced understanding of semantics and user intent (as we discussed with updates like BERT). Incorporating secondary keywords allows your content to surface for a much wider range of searches helping you to be seen to a vaster audience.
Improved Topical Authority
When you include secondary keywords in your content, you send signals to Google that your intention is to cover specific topics comprehensively, showing your expertise. This boosts your topical relevance and makes your page more likely to be ranked as a trustworthy source of information.
Enhanced User Experience
Secondary keywords help you answer related questions and cover the subject in more depth. This creates a more informative and satisfying experience for the user, which leads to lower bounce rates (when users visit and leave your page without interacting) and improves on-site engagement, both of which important ranking signals.
Better Alignment with Search Intent
Modern SEO is all about understanding users searches intent. Secondary keywords help ensure your content matches the various ways users might phrase their searches, whether they’re seeking information (informational), making a comparison (navigational) or looking and to buy (transactional).
Creating Semantically Rich Content
To take full advantage of secondary keywords, your content should be semantically structured. This means writing with natural language, incorporating contextually related terms and organising your content around user needs. Here’s a few tips:
Use Keywords Research Tools
Tools available such as Google Keyword Planner, Semrush Keyword Overview & Ahrefs are fantastic ways of helping you discover high-impact secondary keywords.
Structure With Search Intent
Use subheadings, FAQs, and internal links to cover specific topics/queries throughout your content.
Natural Keyword Placement
Ensure your secondary keywords fit naturally into your content. Avoid stuffing or awkward phrasing, which can negatively impact how search engines rank your pages.
Real-World Example
Imagine you’re writing an article for an eco-conscious fashion brand. If you only target “organic cotton T-shirts,” you’re missing a huge opportunity. By including secondary keywords like “best organic cotton t-shirt brand”, “soft eco-friendly t-shirts” and “benefits of organic cotton clothing”, you broaden your reach and increase your chances of ranking for a broader variety of related queries.
To Conclude
In today’s SEO landscape, semantic depth is critical. Secondary keywords not only help your content rank for a broader range of terms, but they also enhance its quality, relevance and credibility. By adopting a semantic approach to content creation, you’re not just optimising for search engines, you’re creating content which resonates with your audience, certainly increasing the likelihood of a successful conversion.
At SEO Paradise, we work with start-ups, small and medium-sized businesses, to design and create content strategies that align with both user needs and search engine algorithms. Get in touch with SEO Paradise today to discuss the power of secondary keywords and in the meantime check out Your Step-by-Step Guide to an SEO Health Check for how SEO Paradise can light the way to get your business shining online.
Written by,
Jack Paradise
Founder of SEO Paradise