Secondary keywords elaborate on the primary keywords and bring in more specific audiences. For example, if an outdoor recreation business wanted to highlight their new, foldable kayak, their primary keyword would be “foldable kayak.” They could use a number of different secondary words to help users find their product.

They could use:

  • Portable Foldable Kayak
  • Lightweight Foldable Kayak
  • Durable Foldable Kayak
  • [Brand] Foldable Kayak
  • [Color] Foldable Kayak

All of these would be secondary keywords used to describe and enhance their primary keyword. If potential customers were to search for any of these secondary keywords, that business is likely to pop up.