Eager to rank for a specific keyphrase? You should only use a focus keyphrase once. Watch this one-minute video from Zach, co-founder of Gulo, and find out why.


If you are particularly eager to rank for a specific keyphrase, you’ll likely be tempted to optimize as many articles as you can on your site for that keyphrase. Don’t. That’s not what a focus keyphrase is for! You should only use a focus keyphrase once.

But why, you ask? Keyphrase cannibalization. You don’t want to compete with your own articles. Ideally you don’t want multiple pages on your website ranking on Google for the same Keyphrase. The goal is to rank one keyphrase for one page and have that page be the #1 SERP on Google.

What do I do if you desperately want to rank for more than one particular keyphrase? Well, I have bad news for you. Unless you’re a high authority site and already ranking well for a particular keyphrase, you should never use a focus keyphrase more than once.

Focus your articles around one single keyphrase and that keyphrase is a combination of the keywords you want your page to rank for.

Written by

Zachary Wilson

I enjoy reading & writing about the web and digital marketing. My day-to-day focuses on ensuring our clients have big wins. That begins with extraordinary website design and UX. The real exciting stuff is helping develop strategies to drive traffic (on-site page optimization) and help conversion rate optimization (getting new sales and / or customers). With all my “other” time, I enjoy exploring new adventures with my 3 daughters and wife.