A primary keyword is the main search phrase you build a page around, and secondary keywords and related keywords help that same page match the different ways real customers describe the same need.
How primary, secondary, and related keywords work together
Think of the primary keyword as the page’s “job.” It signals the core intent, what the searcher wants to do, and it should match what your page actually delivers. Secondary keywords are close variations and modifiers of that same intent, they often include location, urgency, service type, or buyer details. Related keywords are the supporting cast: connected terms, problems, services, and natural language people use when talking about the topic, which adds context and keeps the page useful instead of repetitive.
| Keyword type | What it does | Where it usually belongs | Simple example | Common mistake |
|---|---|---|---|---|
| Primary keyword | Defines the main intent of the page | Title tag, H1, URL, first paragraph, main CTA area | “emergency dentist Orlando” | Picking a phrase that doesn’t match the page’s purpose |
| Secondary keywords | Covers high-intent variations of the same search | H2s, service sections, FAQs, image captions, internal link anchors | “same-day emergency dental appointment Orlando” | Creating separate thin pages for every variation |
| Related keywords | Adds topic context and answers connected needs | Problem-symptom sections, process, insurance details, local proof, supporting FAQs | “toothache,” “broken tooth,” “dental abscess,” “after-hours” | Stuffing synonyms in a list instead of writing naturally |
What this looks like for an Orlando business
If you run an emergency dental clinic in Orlando, your primary keyword might be emergency dentist Orlando because that matches the page’s intent: urgent care and booking now. Secondary keywords could include “urgent dental care Orlando,” “same-day dentist Orlando,” “after-hours dentist Orlando,” and “emergency dental appointment near downtown Orlando,” because they describe the same service with common modifiers. Related keywords might include the problems and treatments people mention before they book: toothache, cracked tooth, swelling, abscess, root canal, extraction, sedation, insurance accepted, and neighborhoods you actually serve like Winter Park, Lake Nona, and Dr. Phillips.
How to use them on one page without overdoing it
We like a simple rule: one page, one main intent. Use the primary keyword to keep the page focused, then use secondary and related terms to build sections that answer what buyers ask on calls.
- Use the primary keyword in the title tag, H1, URL, and the opening copy in a natural sentence.
- Use secondary keywords as section themes, like “same-day appointments,” “after-hours care,” “walk-ins,” “pricing and insurance,” and “areas we serve.”
- Use related keywords when explaining symptoms, treatments, who you help, what to bring, and what happens next.
- Write for humans first: if a phrase feels forced out loud, rewrite the sentence.
Why this helps rankings and conversions
Search engines do not reward repeating the same phrase 40 times. They reward pages that clearly match intent and cover the topic in a way that feels complete to a buyer. Secondary and related keywords help you show that your page is genuinely about that service, not just a headline with filler text. They also reduce the need to build a bunch of nearly identical pages that compete with each other, which is how keyword cannibalization starts.
If you want hands-on help mapping a page’s main phrase to the sections that bring calls and form fills, our SEO services work is built around that kind of practical page planning.
If you want the quick definitions and examples for keyword types in plain language, you can also review our SEO keywords FAQ.
And if your team is debating how many phrases belong on a single service page, our guidance on how many keywords to target on one page will keep your content focused without making it feel thin.
