On one page, you should usually target one primary keyword and a small cluster of closely related phrases that share the same search intent.
In practice, that looks like 1 main phrase plus 3 to 8 close variants, synonyms, and “same-intent” questions, not 25 different services crammed onto one URL. A page has limited space in the title tag, headings, and first screen of copy, so if you try to chase too many different terms, the page reads scattered and visitors bounce. If you want a clean plan for mapping keywords to pages, our SEO services work starts by grouping queries by intent first, then writing one clear page per group.
What “one topic per page” means for local businesses
For Orlando and Central Florida businesses, “one topic” usually equals one service (or one service plus one location). For example, “emergency dentist Orlando” and “teeth whitening Orlando” belong on two separate pages because the visitor mindset, content sections, and call-to-action are different. Same with “termite treatment” vs “bed bug exterminator” for pest control, or “DUI lawyer” vs “divorce lawyer” for a law firm.
| Page type | Best focus | Typical target set | When to split into another page |
|---|---|---|---|
| Core service page | One service | 1 primary + 3-6 close variants | When a variant needs different sections, proof, or pricing talk |
| Service + city page | One service in one market | 1 primary + 4-8 local modifiers and phrasing variants | When you also need pages for other cities or neighborhoods |
| Location page | One real office location | 1 primary + 2-5 brand and location variations | When you add another physical location or different hours/teams |
| Blog post or guide | One problem, cost, or comparison | 1 primary + 5-10 question-style variants | When the post becomes two different articles with different takeaways |
How we pick the “right” keywords for a page
We start with the primary phrase that matches what you want the visitor to do next, then we add supporting phrases that mean the same thing in normal language. If a supporting phrase changes the meaning, we treat it as a new page idea, not a “secondary keyword.” If you want a deeper explanation of how one URL can still show up for many searches, see can a single page rank for multiple keywords.
- Pick 1 primary phrase that matches the page goal.
- Collect close variants (singular/plural, wording swaps, local modifiers, common questions).
- Work the primary phrase into the title, H1, and first paragraph in a natural way.
- Use variants where they fit, often in H2s, FAQs, and image alt text when relevant.
- If you catch yourself forcing phrases into sentences, you are targeting too many.
If you are unsure whether two phrases belong on one page, use this quick test: would the same visitor be happy with the same page and the same next step for both searches? If yes, keep them together. If not, split them and let each page do one job well.
