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Unlocking the power of secondary keywords

When it comes to Search Engine Optimisation (SEO), primary keywords often steal the spotlight. Marketers and website owners meticulously research and optimise content around these primary terms to rank higher on search engine results pages.

However, so-called secondary keywords are also valuable in enhancing visibility and driving targeted website traffic. In this article, we delve into the benefits of using secondary keywords, methods to discover them, and best practices for integrating them into your SEO strategy.


Understanding secondary keywords:

Secondary (or long-tail) keywords are phrases related to your primary keyword. While primary keywords encapsulate your content’s main topic or theme, secondary keywords provide context and depth. They help search engines understand the content’s relevance to queries more comprehensively, so threading them into your web pages can:

  • Improve relevance and ranking by linking your site to a broader range of search queries. 
  • Target traffic from niche audience segments: customers searching for long-tail keywords are usually deeper in the buying cycle, making them more likely to act.
  • Reduce competition – while primary keywords may be highly competitive, secondary keywords often have lower competition levels, making it easier to carve out a niche and establish authority within your industry.
  • Enhance user experience by providing additional information and addressing various aspects of a topic to increase engagement metrics and lower bounce rates.

So, now you understand the benefits of secondary keywords, where do you find them? While there are numerous methods, here are four easy ways to get started:

  1. Keyword research tools such as Google Keyword Planner or paid alternatives can help you identify related keywords and phrases and provide insight into search volume, competition, and variations of your primary keyword.
  2. Autocomplete and related searches pop up whenever you type a query into a search engine, allowing you to see what people frequently search for related to your keywords. Try variations based on similar words and synonyms. 
  3. Analyse competitors to discover which secondary keywords they target and assess their effectiveness and relevance to your content.
  4. Customer feedback and FAQs can reveal specific language and terms your audience uses, which can be turned into valuable secondary keywords.

Before you begin, we recommend following some best practices to ensure positive results, such as choosing a handful of secondary keywords to incorporate, writing them naturally into your content, including them in your meta tags and headings, and monitoring your results. Why not use secondary keywords in your next piece of content?