An example of a secondary keyword would be something like “email subject line tips” when your primary keyword is “email marketing tips”.
In other words, your primary keyword tells search engines what the page is mainly about, while secondary keywords help fill in the topic with relevant context. They support the same search intent, add depth to the content, and make it easier to cover the subject in a way that feels useful instead of thin.
In this post, we’ll walk you through one clear example from start to finish so you can see how to find one, choose one, and use it naturally in a piece of content.
An Example of How to Identify and Use Secondary Keywords
Identifying and using secondary keywords becomes second nature once you get the hang of it.
Let’s take a closer look at how to find them by starting with the main keyword, searching for related terms around that topic, and choosing the ones that best fit on the page. Then, we’ll get into the other important part of the process: using your secondary keyword naturally in the content.
Start with the primary keyword
The first step in finding secondary keywords is to get clear on the main or primary keyword. Remember, it should reflect the central topic of the page, not just one small point you plan to mention along the way.
Usually, that comes from keyword research and a clear sense of what the page is actually about. You’re looking for the main term that best matches the topic and search intent you want the page to target (and if you’re just starting out, it can help if it’s one of those low-competition keywords).
In this example, the main keyword is “email marketing tips”. That gives the page a clear focus and leaves room to cover related subtopics that support it. Once that main topic is set, it becomes much easier to spot secondary keywords that actually belong on the same page.
Find related keywords around that topic
Once you have the main keyword, the next step is to look for related searches that support the same topic and intent.
For this example, if your main keyword is “email marketing tips”, you’d start looking for terms that naturally fit under that broader subject. An example of a secondary keyword here may be “email subject line tips”, since subject lines are a clear part of email marketing and something readers would reasonably expect to see covered on the same page.
You can find potential secondary keywords in a few places, including:
- Keyword research tools
- Google autocomplete
- People Also Ask
- Search results for your main keyword
The goal is not just to find phrases that sound similar, but to spot terms that expand the topic in a way that still fits the same page. After all, that’s what makes a secondary keyword useful: it adds context and depth without pulling the content in a different direction.
Pick the ones that best support the page
After you have a few related keyword options, the next step is choosing the ones that actually fit the page.
In this example of a secondary keyword, “email subject line tips” is a strong choice because it supports “email marketing tips” without changing the content’s purpose. Subject lines are a key part of email marketing, so the keyword adds a useful layer to the page while still keeping the main topic intact.
Also, note that there can be more than one secondary keyword on a page. Some other secondary keyword examples that could work with “email marketing tips” include:
- “best email subject lines”
- “email copy tips”
- “improve email open rates”
The important part is that each one supports the main topic instead of pulling the content into a different angle or a separate search intent. The best secondary keywords strengthen the page you’re already creating rather than pushing it off track.
Use them naturally
Using a secondary keyword naturally is less about how many times you include it and more about where and why you use it. It should appear in places where it helps you explain the topic more clearly, not in places where it feels pasted in just because you want the keyword on the page (besides, Google considers keyword stuffing spam).
That usually means matching the keyword to the part of the content where it actually belongs. For example, on a page targeting “email marketing tips”, “best email subject lines” could work as a subheading if you’re introducing a section about writing better subject lines.
They don’t all need to be subheadings to be effective, though. Other terms, like “email copy tips” or “improve email open rates”, may fit better in the body copy where you’re expanding on specific ways to improve performance.
This is also where restraint matters. You do not need to force every secondary keyword into every section or repeat them more than necessary. If the term fits the point you’re already making, supports the main topic, and still sounds natural in the sentence, that is usually enough.
The page should still read smoothly and feel like it was written for people, not organized around a keyword checklist.
Using Secondary Keywords Well Starts with the Right Plan
Using secondary keywords well starts with a clear content strategy, not just adding related terms wherever they seem to fit.
When the main topic is clear from the start, it becomes much easier to find related terms that actually support the content instead of cluttering it. That usually leads to pages that feel more focused, more useful, and more cohesive overall.
If you need a hand finding primary and secondary keywords that actually work together, check out our Topical Authority Content Plans here at MarketingPal.io. They help identify groups of related keywords that make sense together, so your content is built around clear topics instead of disconnected ideas.
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