How do you choose a page’s primary keyword and assess whether it is a good fit?

When choosing a primary keyword, first check that it accurately describes the page’s content and matches the target audience’s search intent. Then compare search volume and ranking difficulty across candidates, rather than simply choosing the keyword with the highest search volume. To assess whether a keyword fits, check whether the page provides what searchers want, whether the keyword’s scope matches the page’s topic, and whether it is worth pursuing given the competition. Finally, choose one core keyword and use related variants and subtopics to develop the content, rather than treating every candidate as a primary keyword.

First, identify the search need the page should meet

A primary keyword is not a popular label attached to a page. Semrush’s explanation of focus keywords emphasizes that they should accurately describe the page’s content; its keyword selection guide also calls for the page to match search intent. Before narrowing down candidates, clarify whether the page is intended to inform, help people compare options, or encourage action.

• Educational page: For example, “digital marketing strategies,” with a focus on answers and methods.
• Pre-purchase comparison page: For example, “best digital marketing tools,” with a focus on helping readers evaluate options.
• Service landing page: For example, “hire a digital marketing expert,” which is more closely aligned with finding a service and taking action.

These examples illustrate differences in intent, not measured ranking results. If a page only introduces strategies but targets a term used to find services, the fact that both concern digital marketing does not make the keyword a good fit for the page. When planning a new page, candidates should likewise align with the intended content format.

At Procrustes, we turn the questions our clients genuinely care about into articles, with ongoing content planning, writing, and updates.

Compare keyword candidates within the same topic, not just their popularity

First, list alternative ways of expressing the topic and more specific variants, then compare their search volume, ranking difficulty, and scope. Search volume helps indicate the scale of demand, while ranking difficulty offers a guide to competition. Still, first check that the terms are relevant to the content and match search intent.

• Similar intent and scope: Consider prioritizing the more popular variant so you do not overlook the wording readers use more often.
• Greater competition for a popular term: Do not choose it solely for its search volume. Check whether other candidates are easier to rank for while still accurately matching the content.
• A more specific term fits the page better: There is no need to broaden the topic just to pursue a broader keyword. “Business-to-business digital marketing strategies” could be the primary keyword for a dedicated page or a secondary keyword in an article covering a wider range of strategies, depending on the content’s focus.

Before making a final choice, cross-check search results and the article outline

Review the types of pages appearing in the search results for each candidate to see whether the needs they reflect align with the planned page. If the results are mainly tutorials but your page introduces a service, reassess search intent rather than simply increasing keyword frequency.

Next, check the primary keyword against the outline: Does the title accurately express the topic the keyword refers to? Does every section address the same core need? Do related terms naturally cover alternative wording or follow-up questions? Both awoo and Semrush recommend focusing on the main topic and using related terms to develop the content, rather than sacrificing readability to squeeze in keywords. Candidates that pass these checks are worth prioritizing. This is content planning advice, however, not a ranking guarantee.