Structure is strategy
We know. You just finished writing a page and have moved onto the optimization phase. Meta title? Makes sense. Meta description? Easy enough. But then you scroll just a little further, and . . . Primary and secondary keywords? What does that even mean?
Well it’s all about strategy. The digital landscape is highly competitive, with businesses clamoring for visibility in search results. One pivotal component that drives this visibility is a robust keyword strategy. If you’re crafting content for your blog or website, understanding the hierarchy of keywords – primary, secondary, and tertiary – is essential.
Defining the keyword hierarchy: Primary, secondary, and tertiary keywords
Primary keyword: This is your main target and represents the core topic of your content. When users type a query into a search engine, this is the keyword you want your content to rank for. For example, if you’re writing an article about “healthy dog food”, then that could be your primary keyword.
Secondary keywords: These are related terms or phrases that support the primary keyword. They provide additional context and help to capture a broader audience. Using the previous example, secondary keywords might include “low-fat dog food”, “vegan dog food”, or “fish -based dog food”.
Tertiary keywords: These are even more specific keywords that relate to the primary and secondary terms but might not be the main focus. For our vegan cake recipe topic, tertiary keywords could be “how dogs react to vegan options” or “dogs who eat carnivore diets”
Choosing the right primary keyword for your blog
Identifying the right primary keyword requires a blend of research, understanding your audience, and foresight into industry trends. Here are some steps to guide you:
- Understand your audience: Know what problems they’re trying to solve, the questions they’re asking, and the terms they might use to search for answers.
- Use keyword research tools: Tools like Google’s Keyword Planner, SEMrush, or Ahrefs can help identify the search volume, competition, and relevance of potential keywords.
- Analyze the competition: Before finalizing your primary keyword, check the top-ranking pages for that term. If the top spots are dominated by high-authority sites, it might be challenging to rank, and you might consider a more niche keyword.
- Consider search intent: Make sure the keyword matches the intent behind your content. If someone searches for “healthy dog food,” they’re likely looking for a breakdown of the best healthy dog food or why your dog food is healthy, not a history of doggy diabetes.
Strategically using primary, secondary, and tertiary keywords
Primary keyword:
- Placement: Ensure your primary keyword appears in crucial areas: the title, meta description, URL, and within the first 100-150 words of your content.
- Frequency: Use it naturally throughout your content, but avoid keyword stuffing, which can harm your SEO.
Secondary keywords:
- Complement your content: Weave secondary keywords into subheadings, image alt texts, and throughout the content where relevant.
- Broaden your reach: Secondary keywords help you rank for related searches, pulling in a more diverse audience.
Tertiary keywords:
- Detail and depth: Incorporate these into your content to address specific details or related topics. They might not drive as much traffic, but they can engage readers more deeply.
- Backlink opportunities: Sometimes, tertiary keywords can be niche enough to create content that other sites would want to link to, enhancing your site’s authority.
Keywords, when strategically chosen and placed, act as the pillars of a successful SEO strategy. By mastering the differentiation between primary, secondary, and tertiary keywords, and using them effectively, you can enhance your content’s visibility, reach a broader audience, and solidify your authority in the digital realm.
