A Visual Guide to Keyword Targeting and on Page SEO
Assign one primary keyword per page, match search intent before chasing volume, and use a visual keyword map to avoid cannibalisation.
Start here
- Assign one primary keyword per page and keep a spreadsheet to track it.
- Check the top 5 SERP results to determine search intent before writing content.
- Place the primary keyword in the title tag near the front, in the H1, and in the first 100 words.
- Use descriptive image file names and alt text that include relevant keywords.
- If two pages target the same term, consolidate them into one page and redirect the other.
Plain-English take
Think of each page as a single answer to a single question. Your job is to make that answer obvious to both humans and search engines. I prefer to visualise it as a keyword map: one page gets one primary keyword and a handful of supporting terms. For example, suppose I'm optimising a page for "best running shoes for flat feet". I check the top 5 results: they are buying guides, not product pages. So the intent is commercial investigation, not transactional. I assign that keyword as the primary and build the page as a comparison guide. The title tag gets the keyword near the front: "Best Running Shoes for Flat Feet: 2025 Buying Guide". The H1 matches the title, and H2s cover "What to look for in flat feet shoes", "Top picks for overpronators", etc. The first 100 words include the keyword and related terms like "arch support" and "stability". I also optimise the main image with a descriptive file name like "best-running-shoes-flat-feet.jpg" and alt text "Comparison of best running shoes for flat feet with arch support". This approach avoids keyword cannibalisation because I don't have another page targeting the same phrase. If I did, I would consolidate or redirect. The decision rule: if you cannot decide which page should rank for a term, neither will rank well. Choose one. Internal links: [Keyword Research](/keyword-research/), [Primary Keywords](/primary-keywords/), [Intent SEO](/intent-seo/).
When it actually matters
This matters every time you publish a new page. I keep a spreadsheet with columns for URL, primary keyword, intent, and current ranking position. For a site with 200 blog posts, I found 15 instances of keyword cannibalisation. Fixing them lifted the best page from position 9 to 3 within two months. The specific cases: a product review and a comparison guide both targeting "best wireless earbuds". I consolidated the information into one page and redirected the other. The traffic for that term doubled. Another scenario: when rewriting content, run a [Keyword Rank Checker](/keyword-rank-checker/) on your existing URLs. If two pages rank for the same term, pick the one with better metrics and merge the content. Counter-argument: sometimes you need multiple pages for different intent. For example, "keyword difficulty" might target someone who wants a definition (informational) and someone who wants a tool (transactional). In that case, you can have separate pages if you clearly differentiate the intent in titles and headings. But always check the [SERP](/serp/) to see what currently ranks. If the top results are all informational, a transactional page will struggle. For high-value pages like cornerstone content, this process is non-negotiable.
What I got wrong
I used to target the same keyword on multiple pages. I thought more coverage meant more traffic, but I just diluted rankings. For example, I had two blog posts about "how to clean suede shoes" with slightly different angles. Neither ranked above position 12. After merging them into one authoritative guide, the page jumped to position 4. I also forced exact-match keywords into every heading. My H2s read like "How to Clean Suede Shoes Step by Step" and "Suede Shoes Cleaning Tips". It felt robotic and users bounced. Now I write headings that summarise the content naturally, like "The easiest method for removing water stains". Another mistake: choosing keywords by volume alone. I ignored intent and ended up with pages that matched nothing. A page targeting "running shoes" with 50k monthly searches but all results were product category pages, while my page was a beginner's guide. It never ranked. Now I prioritise intent first using the [Tracking Keywords](/tracking-keywords/) tool to monitor performance after publishing. I also learned that [Long-tail Keywords](/long-tail-keywords/) often convert better because they match specific queries, like "best running shoes for flat feet women size 8". That page now brings consistent traffic and sales.
Next step
Quick answers
Can I target the same keyword on two different pages if the intent differs?
Yes, but it's risky. If the intent is clearly different (e.g., informational vs transactional), you can target the same keyword on separate pages. Ensure titles, headings, and content signal the intent. Monitor rankings carefully and consider using canonical tags if needed. I prefer to use unique long-tail variations instead.
How do I know if my on-page keyword targeting is working?
Check your page's ranking for the primary keyword using a rank checker. Also look at click-through rates from search console. If the page is ranking but not getting clicks, the title or meta description may need improvement. If it's not ranking, revisit your keyword mapping and check for cannibalisation.
Should I include the keyword in every paragraph?
No. Focus on the first 100 words and headings. After that, use related terms and synonyms naturally. Overusing the keyword can lead to keyword stuffing penalties. Search engines understand semantic relevance, so write for clarity first. I aim for the keyword to appear 2-3 times in the body plus in the title and H1.
Sources
Primary documentation is linked directly. Anything commercial is marked nofollow.
- Google Search Central — Backs up the recommendation to place primary keyword in title tag and headings, and guidance on crawlability and canonicalisation.
- Moz — Provides the visual explanation of keyword targeting, titles, headings, and on-page priorities used in this note.
- Semrush — Supports the keyword mapping workflow and page-to-keyword assignment to avoid cannibalisation.
- Google Search Central: SEO Starter Guide — Authoritative source for page titles, headings, alt text, and helpful content basics referenced in the note.
Notes from Callum Bennett.