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SEO
Primary Keyword
The single most important search term a specific page is designed to rank for.
A primary keyword is the main term you want a specific page on your website to be found for. Every page should have one main focus. For a care home's service page, the primary keyword might be "nursing care [town]." For a guide page, it might be "how to choose a care home."
Identifying and optimising for a primary keyword involves using it naturally in your H1 heading, the first paragraph of text, and the meta title. While you will likely rank for many "secondary" or "related" keywords, the primary keyword serves as the anchor that helps Google understand the page's core purpose.