How We Use Secondary Keywords to Scale Growth

Helpful summary

Overview: We have compiled a detailed guide on using secondary keywords to scale growth. Utilizing and optimizing secondary keywords is vital for websites and small businesses to increase their traffic, indexing speed, and ultimately revenue.

Why you can trust us: Our expertise is proven through the case of MentorCruise, a mentoring platform that reached 2 million in annual search traffic by focusing on secondary keywords, bypassing the high competition of primary keywords.

Why this is important: Focusing on secondary keywords allows businesses to target specific, less competitive queries. This approach leads to quicker ranking improvements and caters to a more engaged audience, enhancing overall site performance and revenue potential.

Action Points: We recommend businesses research and strategically use secondary keywords, considering factors like search volume and competition, to complement their primary keyword strategy.

Further Research: To optimize the use of secondary keywords, businesses should explore various keyword research tools and continuously adapt their strategies based on evolving search trends and audience behavior.

Need help using secondary keywords?

If you want to attract more visitors to your site, you need targeted keywords that are relevant to your business and that people are actually searching for.

Most businesses focus on primary keywords when they perform keyword research, which are the most obvious and popular terms related to their products or services. But they're also excruciatingly difficult to rank for. If you want to get the most out of your SEO efforts, you need to also target long-tail, secondary keywords.

At Embarque, we've brought some of the best results to our clients by doubling down on these secondary keywords. And in this guide, we're going to share what we've learned about how to find and target these valuable terms.

Ready? Let’s go.

Why listen to us?

Secondary keywords play a pivotal role in scaling growth. They are specific, less competitive, and target a more engaged audience. At Embarque, we emphasize targeting these long-tail keywords to rank faster and better understand the audience. 

Our approach involves thorough research, including analyzing competition and using tools like Google's features and Ahrefs. By focusing on secondary keywords, we've helped clients like MentorCruise reach 2 million annual search traffic, demonstrating our effectiveness in enhancing SEO performance and business growth​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​.

What are secondary keywords?

Secondary keywords are long-tail, less competitive terms that are related to your primary keywords. They tend to be more specific and attract a narrower, but more engaged audience.

For instance, our client, MentorCruise, is a mentorship platform that’s reached 2 million in annual search traffic by targeting keywords relating to mentorship without ranking for the keyword ‘mentor’. But why not? The first page of the query has a ton of noise, the keyword is almost impossible to rank for, and our energy is better spent targeting more lucrative keywords.

In contrast, it’s ranking first for more relevant secondary keywords where people are looking for a mentorship platform:

Not only are these terms less competitive, but they also tend to be associated with people who are further along in the buying cycle. That means that if you can rank for them, you're more likely to reel in people who are ready to purchase.

Work smart…and hard ;). 

Primary vs. Secondary Keywords

Understanding the distinction between primary and secondary keywords is essential in crafting a successful SEO strategy. Here’s a simple breakdown of the two:

Primary keywords are typically short-tail keywords consisting of one to three words. Due to their broad nature and high search volume, these keywords are highly competitive. For example, "dog food" is a primary keyword a pet food company might target. Ranking for primary keywords can be challenging, especially for new or smaller businesses, because large, established companies often dominate these terms.

On the other hand, secondary keywords are usually long-tail keywords that contain three or more words. They are more specific than primary keywords and typically have a lower search volume, making them less competitive and easier to rank for. An example of a secondary keyword could be "organic grain-free dog food," which is more specific and likely to attract an audience closer to a purchase decision.

While primary keywords are crucial for establishing the main focus of your content and website, secondary keywords provide an opportunity to target niche audiences and address specific queries. They also support the primary keyword by adding context and depth to your content, which can improve your overall SEO performance and help you bring in more targeted traffic.

To utilize both types of keywords effectively, integrate primary keywords into the core pages of your website, such as the homepage and main product pages. Secondary keywords should enrich blog posts, FAQs, and niche content pages, allowing you to capture a wider range of search queries and draw in a more engaged audience.

Why are secondary keywords important for your SEO?

• Rank faster. To be realistic, you're not going to rank for a primary keyword right off the bat. So by targeting less competitive terms, you can start to see results from your SEO efforts much quicker. As you build up your authority and rank for more secondary keywords, you'll eventually be able to have a shot at ranking for primary keywords as well. For instance, we’ve helped UXCam increase their organic traffic by 400% and rank better among their target audience’s search queries through high-performing keywords. This included creating content around exact match keywords and secondary keywords. 
• Learn more about your audience. Secondary keywords are also a great way to fine-tune your SEO strategy. Once you've started to rank for some secondary keywords, you can use them to get a better understanding of what your audience is looking for and what kinds of terms they respond to. Then you can use that information to better target your primary keywords.
• Add context to your content. By including secondary search terms in your copy, you can make your pages more relevant to what people are actually searching for and help search engines better understand what your page is about.
• Improve user experience. Secondary keywords often cater to more specific queries, which means the traffic you attract with these terms is more likely to find exactly what they're looking for on your site. This specificity improves the user experience, as visitors are more likely to be satisfied with the content that addresses their needs or questions. A positive user experience can lead to longer dwell times and lower bounce rates, which signals to search engines that your site is valuable and should be ranked higher.
• Enhance content variety. Incorporating secondary keywords into your content strategy allows you to cover a broader range of topics and provide more comprehensive information. This variety not only helps to attract a wider audience but also demonstrates to search engines that your website is a rich information resource. The diverse coverage can lead to more indexed pages and more opportunities to appear in search results.
• Target local search queries. For local businesses, secondary keywords can be invaluable for targeting local search queries. By including location-specific terms in their SEO content, businesses can improve their visibility in local search results, which is crucial for attracting customers in their immediate area. For instance, a bakery might target "gluten-free cupcakes in Austin" instead of just "gluten-free cupcakes," helping them to attract a local audience that's more likely to visit their store.
• Support voice search optimization. With the rise of voice search, long-tail, conversational secondary keywords become even more important. People use more natural language when using voice search, and secondary keywords often mirror this conversational tone. Including these in your SEO strategy can enhance your chances of appearing in voice search results, which are becoming an increasingly common way people find information online.
• Increase conversion rates. Visitors who find your site through secondary keywords are often further along in the buying process and looking for something specific. This means they're more likely to convert into leads or customers than those who land on your site through more general primary keywords. By targeting secondary keywords during SEO content writing, you're not just aiming for traffic but for qualified traffic that has a higher potential to contribute to your business goals.

Overall, secondary keywords are an essential component of a well-rounded SEO strategy, complementing your primary keywords and helping to build a more authoritative, user-friendly, and diverse website.

How to research secondary keywords like a pro

1. Think: service, product, & customer experiences for keywords

When brainstorming secondary keywords, it can be helpful to think about your product or service from different angles. Consider all of the different ways that people might search for what you offer.

For example,

• If you sell software, someone might search for "in-depth review of X software" or "X software vs. Y software." And if your SaaS tool is tied to a larger network, you can provide content related to that network itself – since its user base is probably much larger and they may be interested in your solution. For instance, Flick is an Instagram hashtag management and analytics tool, but they publish educational content on other Instagram-related things like How to use Instagram Guides to support their ranking efforts and potentially capture leads.
• MentorCruise is an online mentoring platform that connects emerging talent with industry veterans. But they don't just stick to "best online mentoring platform" or "graphic design mentors" as secondary keywords. They also provide their audience with career-related content like helping you pick your next tech role.
• If you're a local luxury restaurant, someone might search "best special occasion restaurants in City X," or "cool date ideas," which you may want to supply content for and link your business in the meantime. And so on.

You should also think about the different stages of the customer journey. Someone who's just starting their research will have different needs than someone who's ready to make a purchase. Consider what kinds of keywords they might use at each stage.

While "electrical muscle stimulation" may indicate a user trying to learn about the topic, "electric muscle stimulator" suggests purchase intent. You can tap both keywords by first publishing an introductory guide on the topic and then following up with an optimized landing page or product listicle of the "best electric muscle stimulators" with your product being at the top of the list.

2. Google Autocomplete & Related Searches

Alongside brainstorming, one of the simplest – and free – ways to come up with keyword ideas is to use Google's own search engine. Start typing in a keyword and see what Google suggests. These are all potential keywords that you could target.

You can also take advantage of Google's related searches feature. Just enter a seed keyword into the search bar and scroll down to the "Searches related to" section at the bottom of the page.

And lastly don't forget about the "People Also Ask" section that you run by mid-scroll on the search results page. These tell you the leading questions (long-tail keywords) that customers are asking about the product in question. Be sure to include them in your content to maximize your ranking potential. 

3. Check out your competition's content

Researching your competition is always a good idea when you're trying to come up with keyword ideas. Not only will you be able to see what terms they're targeting, but you'll also get an idea of how difficult it will be to rank for certain keywords.

If you're not sure where to start, a simple Google search can be helpful. Just enter a keyword or phrase related to your business and see what comes up.

You can also use tools like Ahrefs' Site Explorer or Moz's Open Site Explorer to get an in-depth look at your competition's backlink profile and the keywords they're ranking for.

4. Use a paid keyword research tool

If you want to go beyond Google, there are some great paid and free keyword research tools available.

Some of the best paid secondary keyword research tools include:

• Moz Keyword Explorer – Moz's keyword research tool is one of the most popular on the market. It's great for finding both primary and secondary keywords.
• Ahrefs Keywords Explorer – Ahrefs is another well-known SEO company that offers a comprehensive keyword research tool.
• SEMrush Keyword Magic Tool – SEMrush is a popular all-in-one marketing tool that comes with a keyword research feature. And remember how we were talking about keyword search intent earlier? They have a great feature that auto-labels keywords into different intent categories like "informational" or "commercial."
• KWFinder – KWFinder is a great option if you're on a budget. It's one of the more affordable keyword research tools on the market.

Admittedly, SEO software can get expensive and there's a bit of a learning curve. That's why many successful businesses opt to hire SEO professionals who have both the industry-leading tools and talent to boost your rank on the SERP (you can get 4 keywords for free by contacting your friends at Embarque).

There are also some great free options available, including:

• Google Ads Keyword Planner – The Google Ads Keyword Planner is a free tool that's designed for advertisers, but it can also be used for keyword research.
• Ubersuggest – Ubersuggest is a free keyword research tool that's created by Neil Patel.
• Answer the Public – Answer the Public is a great tool for finding questions people are asking about your topic.

5. Look for gaps in your content

Another great way to come up with keyword ideas is to do a content audit. This will help you see what topics you're already covering and where there might be gaps in your content. To start, create a list of all the topics you write about on your blog or website. Then, use a tool like Google Sheets or Excel to track the keywords you're ranking for.

Once you have your list, take a look and see if there are any topics you're not covering but should be. This can be a great way to come up with new ideas for blog posts or even product pages.

Of course, SEO tools or agencies can do this for you in half the time as well.

Using secondary keywords the right way: Don't forget these tips!

• Build topical authority. Secondary keywords inspire informative and relevant content that helps build your authority on a topic – AKA the primary keyword. One effective way we do this at Embarque is through what's called a "content cluster," which is creating a group of comprehensive and deep-diving blog posts or articles that all revolve around a primary keyword. Keep in mind that your first step is, therefore, identifying the primary keyword and your content goal, from where you can start writing on secondary terms.
• Don't overdo it with the keywords. Just because you're targeting secondary keywords doesn't mean you should stuff your content with them. This will not only turn off your readers but could also get you penalized by Google. A good rule of thumb is to use 1-2 keywords for every 100 words of copy. And if you're worried about using too many keywords, there are some great tools like and Surfer SEO that shows you optimal keyword ranges and Yoast SEO plugin to keep you in check
• Identify long-tail phrases. Keywords in SEO aren't just "words." They can also be phrases or short sentences that you can strategically implement throughout your content to optimize your page while maintaining readability.
• Use keyword variations. Just because a keyword has high search volume doesn't mean you should use it verbatim. Instead, try using variations like "how to" or "what is" to target the same keywords in a more natural way.
• Optimize for user intent. Understanding the user's intent behind a search query is crucial when using secondary keywords. Tailor your content to match what users are hoping to find. For instance, if the secondary keyword implies a question or how-to guide, ensure your content provides clear, direct answers or instructions. This alignment between user intent and content can improve the chances of your page meeting user needs and being rewarded by search engines.
• Incorporate in internal linking. Use secondary keywords as anchor text for internal links—a crucial aspect of a comprehensive link building strategy. This practice not only helps with site navigation but also allows search engines to crawl and index more of your pages. It signals the relevance of pages to specific queries, strengthening the overall keyword strategy and establishing topic relevance across your website.
• Monitor keyword performance. Use analytics tools to track how your secondary keywords are performing. If certain keywords are bringing in more traffic or have a higher conversion rate, consider emphasizing them more in your content. Conversely, if some keywords aren't performing as expected, it might be time to reevaluate their use or improve the associated content.
• Refresh old content. As you accumulate a list of secondary keywords, revisit old posts or pages to update them with these terms. This not only helps to keep your content current but also gives you the chance to rank for new queries related to your topic. Regularly updating content can signal to search engines that your site remains active and relevant.
• Balance with readability. While it's important to integrate secondary keywords into your content, maintain a natural flow in your writing. The readability of your content is paramount–forcing keywords where they don't naturally fit can detract from the user experience. Write for your audience first and search engines second.
• Include in multimedia. When using images, videos, or infographics, don't overlook the potential of secondary keywords. Include them in file names, alt text, and descriptions. This additional layer of optimization can help your multimedia content rank in image and video searches, further enhancing your overall SEO strategy.
• And finally, don't forget about your title tags and meta descriptions. These are two of the most important places to use keywords, so make sure you're including them in your optimization strategy.

By adhering to these tips and best practices, you can effectively incorporate secondary keywords into your SEO efforts, ensuring that they contribute to the authority, relevance, and success of your content in search engine results.

Putting it all into action: Example walkthrough

Now that we've gone over all the different ways you can use secondary keywords, let's put it into action with a quick example.

Let's say you own a small business that sells dog food.

You've been using primary keywords like "dog food," but you're not getting as much traffic. And why would you? With companies like PetSmart pouring thousands into content marketing, you need something more on your level.

This is where secondary keywords come in. By using a tool like SEMrush, you can find related keywords with lower competition that you can rank for.

For example, while "dog food" has an SEO difficulty of 97 according to the tool, we can see that there are some with much lower competition like "high calorie dog food" (27) and "lamb dog food" (28). These are much more possible to rank for.

You can also use a tool like Answer the Public to find questions people are asking about your topic. This can give you some great ideas for blog posts or even product pages.

For example, some of the questions people are asking about organic dog food are "what is the best organic dog food," "is organic dog food worth it," and "where to buy organic dog food." By targeting these keywords, you can start to rank for them and get more traffic to your site. You can also add the secondary keywords you found and add them into the mix too: "is lamb dog food worth it?" And so on.

So how do I use these keywords for my website?

While it can be very difficult for a newer business to rank for a primary keyword, that doesn't mean you should ditch them altogether.

If you're selling dog food or even organic dog food (which also has a high keyword difficulty), you'll still want to add it to the meta tags on your main page despite their scary high KD, since they have the most traffic potential for when you do start ranking.

And since high calorie dog food and lamb dog food have lower search volumes, you'll want to use these as blog post ideas or even create new pages for them on your site. They will be your secondary keywords.

You'll definitely want to choose one primary keyword, but you may very well have a handful of secondary keywords to work with. As shown in our example, the secondary keywords should be a close match to the content and primary keyword.

Steal secondary keyword traffic from competitors with Embarque

When it comes to secondary keywords, there's no one-size-fits-all approach. The important thing is to start by identifying the gaps in your content and then using them strategically throughout your site. By doing this, you'll be able to fine-tune your keyword traffic and get more eyes on your content.

And if you're looking for help with your SEO efforts, be sure to check out Embarque. We're an agency specializing in all things SEO and we would be more than happy to help you get the traffic you deserve.

Happy optimizing!