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How Many SEO Keywords Should I Use? (And Why You’re Asking the Wrong Question)

Every SEO expert tells you to use 1-4 keywords per page. Following this advice is why your pages compete against each other instead of dominating search results. There's a smarter approach that prevents cannibalization while capturing 10x more traffic.

Author - Suganthan Mohanadasan

Suganthan Mohanadasan

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16 minutes

Published:

July 17, 2025

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You’ve just completed your keyword research for your next piece of content. Your spreadsheet is filled with dozens of related terms, search volumes, and difficulty scores.

You know you want to write about this topic, but now you’re staring at all these keywords wondering: “Which one should be my primary target? How many of these should I actually try to include? And how do I decide which ones to prioritize?

If you’ve ever found yourself in this exact situation, you’re not alone.

This question haunts content creators, SEO specialists, and business owners alike. The internet is full of conflicting advice ranging from “focus on just one keyword” to “use as many relevant keywords as possible.

Here’s the quick answer most SEO experts agree on.

Use 1 primary keyword plus 2-4 supporting keywords per page.

But here’s what most guides won’t tell you: there’s a more sophisticated approach that can prevent your pages from competing against each other while helping you capture more search traffic.

This guide will walk you through both the standard industry advice and an advanced keyword clustering strategy that goes beyond basic recommendations.

By the end, you’ll have a complete framework for keyword optimization that scales with your content strategy and prevents the costly mistake of keyword cannibalization.

The Quick Answer (TLDR)

Basic Approach: 1 primary keyword + 2-4 supporting keywords per page.

  • Primary keyword: Your main target (highest search volume, best fit).
  • Supporting keywords: Related terms and variations.
  • Keyword density: 1-2% (though this matters less than natural placement).
  • Placement: Title tag, H1, headers, and naturally throughout content.

Advanced Approach: Keyword clustering strategy

  • Group related keywords into clusters based on search intent.
  • Assign one cluster per page to prevent cannibalization.
  • Use cluster analysis to identify content gaps.
  • Scale systematically across your entire website.

Tool Recommendation: For clustering analysis, Keyword Insights provides automated keyword grouping that takes the guesswork out of which keywords belong together.

We recently published a detailed guide comparing 13 best keyword clustering tools both free and paid using a real-world test.

Our Top Picks From The Test

Best OverallKeyword Insights Pro (95/100) – Complete SERP-based clustering with full content workflow.

Best Free OptionKeyword Insights $1 Trial (89/100) – Professional results for the price of a coffee.

Best for SpeedAhrefs Keywords Explorer (81/100) – 10,000 keywords clustered in seconds.

Best UXWritersonic (61/100) – Beautiful interface and content workflows.

Avoid EntirelyKeysearch (9/100), Pemavor (11/100), Contadu (13/100) – Broken or unusable.

Ready for the details? Let’s dive in.

The Standard Industry Advice: What Every SEO Expert Says

Walk into any SEO conference or browse through the top-ranking articles on this topic, and you’ll hear remarkably consistent advice.

The SEO community has largely settled on a formula that’s been repeated across countless guides and tutorials.

The Universal Recommendation: 1 Primary + 2-4 Supporting Secondary Keywords

The consensus is clear across major SEO authorities:

Ahrefs, one of the most respected names in SEO, states: “Pick just one primary keyword and enough secondary keywords to cover a given topic in full.

Their approach emphasizes depth over breadth, focusing on comprehensive coverage of a single topic rather than trying to rank for multiple unrelated terms.

Writesonic takes a more specific stance: “Use one to four SEO keywords per page.

They break this down into a primary keyword that drives your content strategy and 2-3 supporting keywords that provide context and capture related searches.

SEOptimer advocates for “one main keyword and two to three keyword variations per page,” emphasizing what they call the “less is more” philosophy.

Their reasoning is that focusing on fewer keywords allows for more natural content creation and better user experience.

This consistency isn’t accidental.

The 1+2-4 formula emerged from years of testing and observation of what actually works in search results.

It strikes a balance between optimization and readability, giving search engines clear signals about your content’s focus while maintaining natural language flow.

Let’s Understanding the Components

Primary Keyword: This is your main target, typically the term with the highest search volume that best represents your content’s core topic.

It should appear in your title tag, H1 heading, and naturally throughout your content. Think of it as the North Star that guides your entire piece.

Supporting Keywords: These are related terms, variations, and long-tail phrases that provide context and capture additional search traffic. They might include synonyms, related concepts, or more specific variations of your primary keyword.

For example, if your primary keyword is “running shoes,” supporting keywords might include “athletic footwear,” “jogging sneakers,” or “best running shoes for beginners.

Keyword Density: While the old-school approach of targeting specific density percentages (like 2-3%) has largely fallen out of favor, most experts still recommend keeping your primary keyword density between 1-2%.

More importantly, keywords should appear naturally in your content rather than being forced into awkward placements.

Where to Place Your Keywords

The standard advice for keyword placement has remained relatively stable:

  • Title Tag: Include your primary keyword, preferably toward the beginning.
  • H1 Heading: Should contain your primary keyword in a natural way.
  • Subheadings (H2, H3): Incorporate supporting keywords where relevant.
  • First 100 Words: Include your primary keyword early in your content.
  • Throughout Content: Use keywords naturally, focusing on readability over frequency.
  • Meta Description: Include primary keyword to improve click-through rates

This approach works well for individual pages and has helped countless websites improve their search rankings. It’s straightforward, easy to implement, and provides a solid foundation for SEO success.

But here’s where things get interesting.

This standard advice starts to break down when you’re managing more than just a handful of pages.

Why This Basic Advice Falls Short (And Costs You Traffic)

The standard 1+2-4 keyword approach works beautifully when you’re optimizing a single page or managing a small website.

But as your content library grows, this page-by-page thinking creates serious problems that can actually hurt your search performance.

Problem 1: Keyword Cannibalization (Your Pages Fighting Each Other)

Here’s a scenario that plays out on websites every day: You write a comprehensive guide about “email marketing best practices” targeting that exact phrase. Six months later, you publish another piece about “email marketing tips” because it seemed like a different topic. Then you add a case study titled “email marketing strategies that work.

What you’ve unknowingly created is a three-way battle.

Google sees multiple pages on your site targeting very similar keywords and has to choose which one to rank.

Instead of having one strong page that could rank well, you now have three weaker pages competing against each other.

The result?

Lower rankings across all competing pages and confused search engines that can’t determine which page best answers a user’s query.

Problem 2: The Scaling Nightmare

The page-by-page approach becomes unmanageable as your content grows. Consider these real-world scenarios:

E-commerce Example: An online retailer with 500 product pages needs to optimize each one individually. Without a systematic approach, they end up with dozens of pages targeting “running shoes,” “athletic shoes,” and “sports footwear” – all competing against each other instead of working together.

Content Marketing Example: A B2B company publishes 2-3 blog posts per week. After two years, they have 300+ articles. Managing keywords across this volume of content using the basic approach becomes a full-time job, and mistakes are inevitable.

Service Business Example: A digital marketing agency creates separate pages for “SEO services,” “search engine optimization,” and “SEO consulting.” These pages cannibalize each other’s rankings instead of creating a strong topical authority.

Problem 3: Missed Opportunities and Wasted Research

When you focus on 1-4 keywords per page, you’re leaving valuable search traffic on the table. Your keyword research probably uncovered dozens of related terms, but the traditional approach forces you to ignore most of them or awkwardly try to fit them into future content.

Consider this real example: A fitness blog targeting “home workout routines” might discover 50+ related keywords during research: “at home exercises,” “bodyweight workouts,” “home fitness routines,” “no equipment workouts,” and dozens more.

The traditional approach would force them to create separate content for each variation, leading to thin, repetitive content and inevitable cannibalization.

Problem 4: No Strategic Framework for Growth

The biggest limitation of page-by-page keyword optimization is that it lacks strategic thinking.

You’re optimizing trees instead of seeing the forest. This reactive approach leads to:

  • Content gaps: Missing important topics because you’re not thinking systematically.
  • Overlap and redundancy: Creating similar content without realizing it.
  • Weak topical authority: Scattered content that doesn’t build expertise in search engines’ eyes.
  • Inefficient resource allocation: Spending time on low-impact keywords while missing high-opportunity clusters.

The Real Cost of These Problems

These issues aren’t just theoretical concerns – they have measurable impacts on your search performance:

  • Reduced organic traffic: Cannibalized pages typically rank lower than a single, well-optimized page would.
  • Wasted content investment: Time and resources spent creating lots of competing content.
  • Confused user experience: Visitors finding multiple similar pages and not knowing which is most relevant.
  • Slower growth: Inefficient keyword strategy that doesn’t build on previous successes.

This approach worked for small websites, but modern content operations need more sophisticated strategies.

The Clustering Solution: A Smarter Approach to Keyword Strategy

Instead of thinking about keywords page by page, what if you could group related keywords together and optimize entire clusters at once?

This is exactly what keyword clustering accomplishes and it’s the evolution of keyword strategy that most SEO guides completely miss.

What Is Keyword Clustering?

Keyword clustering is the process of grouping related keywords based on search intent and search engine result page (SERP) overlap.

Rather than treating each keyword as an isolated target, clustering recognizes that many keywords are actually different ways of searching for the same information.

The magic happens when you analyze which keywords tend to appear in the same search results. If Google shows similar pages for “email marketing software,” and “email marketing tools,” these keywords belong in the same cluster because they satisfy the same search intent, therefore Google is showing very similar results.

In this example you can see there are 6 common URLs ranking for both keywords.

Real World Example: How Clustering Works in Practice

Let me show you exactly how this works using real keyword data.

Here’s an actual keyword cluster analysis I did for writing this very article.

I found about 50 keywords related to my main keyword “how many SEO keywords should I use” and ran them through Keyword Insights’ clustering feature. It grouped them into 9 clusters based on SERP overlap.

One of those clusters includes the main keyword along with 36 closely related terms. This means if I target the main keyword, the article will naturally rank for those 36 without needing to force them awkwardly into the content. (Most SEO Optimization tools will make you do this)

Also notice how each cluster represents a distinct search intent, even though the keywords are related.

Someone searching “how many seo keywords should i use” has a different intent than someone searching “best keyword research tools.”

The Science Behind Clustering

Effective keyword clustering isn’t just about grouping similar-sounding terms. It’s based on actual search behavior and SERP analysis.

Here’s how it works:

SERP Overlap Analysis: Advanced clustering tools analyze the top 10 search results for each keyword. If two keywords show 40%+ of the same URLs in their results, they likely belong in the same cluster because Google considers them to satisfy the same search intent.

Tip: Tools like Keyword Insights allows you to change the overlap settings as you may need to reduce or increase the SERP overlap.

Search Intent Matching: Keywords are grouped not just by topic, but by the type of information searchers want. “Buy running shoes” and “running shoes reviews” might both be about running shoes, but they represent different intents (transactional vs. informational) and should be in separate clusters.

Tip: Keyword Insights can cluster keywords and also detect search intent at both the keyword and cluster level. This makes it easy to filter by different types of intent quickly.

Benefits of the Clustering Approach

Prevents Cannibalization: By grouping related keywords into clusters and assigning one cluster per page, you eliminate the risk of your pages competing against each other. Each page has a clear, distinct purpose.

Improves Content Strategy: Clustering reveals natural content opportunities. Instead of struggling to find new topics, you can see exactly which keyword clusters you haven’t covered yet.

Enables Systematic Scaling: With clusters mapped out, you can systematically create content that builds topical authority. Each new page strengthens your overall domain expertise rather than competing with existing content.

Increases Traffic Potential: A single page optimized for an entire keyword cluster can rank for dozens of related terms, capturing far more traffic than the traditional 1+2-4 approach.

Simplifies Optimization: Instead of managing hundreds of individual keywords, you manage clusters. This makes tracking, optimization, and content planning much more manageable.

How Clustering Changes Your Keyword Numbers

Here’s where clustering fundamentally changes the “how many keywords” question. Instead of 1 primary + 2-4 supporting keywords, you’re now working with:

  • 1 primary cluster (5-15 closely related keywords)
  • Supporting semantic terms (naturally related concepts)
  • Long-tail variations (captured automatically through cluster optimization)

In this example, the 26 keywords in the cluster may have low individual search volume, but together they add up to 320 monthly searches. So if you rank for the main keyword, you’ll likely rank for the entire cluster, bringing in more traffic than targeting just one keyword on its own.

A single page optimized for a keyword cluster might naturally rank for 20-50 related terms, compared to the 3-5 terms you’d target with traditional optimization.

Making the Mental Shift

The hardest part of adopting keyword clustering isn’t the technical implementation – it’s changing how you think about keywords.

Instead of asking “How many keywords should I use on this page?” you start asking “Which keyword cluster does this page serve, and how can I comprehensively address that search intent?

This shift from individual keywords to keyword clusters is what separates advanced SEO practitioners from those still using basic optimization techniques.

It’s the difference between playing checkers and playing chess with your keyword strategy.

Practical Implementation: From Keywords to Clusters to Content

Understanding keyword clustering conceptually is one thing; implementing it systematically is another.

Here’s a step-by-step framework that takes you from a list of keywords to a fully optimized content.

Step 1: Comprehensive Keyword Collection

Before you can cluster effectively, you need a comprehensive list of keywords related to your topic. This goes beyond the basic keyword research most people do.

Start with seed keywords: Begin with 5-10 broad terms related to your business or content topic. For our example, seed keywords might include “seo keywords,” “keyword research,” “keyword optimization,” and “seo strategy.”

You can use Ahrefs or any keyword research tool you prefer. Start by entering your main keyword and collecting as many relevant terms as possible. It’s a good idea to filter out any that don’t align with your business or target audience.

Expand systematically: Use keyword research tools to find related terms, questions, and long-tail variations. Don’t worry about search volume at this stage – you want quantity and variety. A thorough collection might include 100-500 keywords for a comprehensive topic.

Keyword Insights also includes a Keyword Discovery module that helps you find trending keywords.

Include question-based keywords: Pay special attention to question formats (how, what, why, when) as these often represent distinct search intents that deserve their own clusters.

Tools like AlsoAsked can help you find “People Also Ask” questions directly from Google.

Gather competitor keywords: Analyze what keywords your competitors are ranking for. This often reveals keyword opportunities you might have missed in your initial research.

Once you have done the keyword research, export and save all of your data.

Step 2: Cluster Analysis and Grouping

This is where the magic happens. You’ll group your keyword list into clusters based on search intent and SERP overlap.

Manual clustering approach: For smaller keyword lists (under 10 terms), you can cluster manually by searching for each keyword and noting which results appear consistently. Keywords that show 40%+ overlap in their top 10 results likely belong in the same cluster.

Tip: You can use a SERP Similarity tool to quickly check SERP overlap without running a full clustering report. Keyword Insights offers one that compares up to 6 keywords, with the free version allowing 3 searches.

Automated clustering: For larger lists or more precise analysis, use specialized clustering tools. Keyword insights can process thousands of keywords simultaneously, analyzing SERP overlap and providing visual cluster maps that show relationships between keyword groups.

Just start a project, enable all the necessary settings.

Now you can upload all the files you exported and saved, map the fields and off you go.

Validate cluster logic: Review each cluster from the output to ensure it makes logical sense and aligns with your business goals.

Keywords in the same cluster should represent the same search intent, even if they use different terminology.

Step 3: Map Clusters to Content Strategy

Once you have your clusters, you need to map them to your content strategy. This is where clustering transforms from an analysis exercise into actionable content planning.

One cluster per page rule: Each page should target one primary cluster. This prevents cannibalization and gives each page a clear, focused purpose.

As you can see these clusters are quite similar but have completely different intent and topic altogether.

Identify content gaps: Clusters without corresponding content represent opportunities. These are topics your audience is searching for that you haven’t addressed yet.

With Keyword insights you can click the “Content gaps” button and instantly get gaps in your content. This is because Keyword insights checks rankings for all of your keyword and maps them to clusters. So you know instantly which clusters you’re currently not ranking for.

Audit existing content: Review your current content to see which clusters you’re already targeting. You might discover that multiple pages are competing for the same cluster (cannibalization) or that some pages lack clear cluster focus.

You can put your blog to Ahrefs and extract all the keywords you’re ranking for and then run a clustering, this will show you any clusters without focused content.

In this example you can see hubspot blog is not ranking for ‘b2b content marketing agency’ related keywords because the closest content they have is a community thread.

So in this instance this actionable insight allows hubspot to create a dedicated piece of content to rank for this keyword cluster.

Plan content hierarchy: Some clusters are naturally more important than others based on search volume, opportunity volume, business relevance, cluster difficulty or user intent. Prioritize high-impact clusters for immediate content creation.

Step 4: Create Content and Optimize the Page Using Cluster Keywords

Now comes the actual content creation and optimization.

Instead of forcing 1 primary + 2-4 supporting keywords into your content, you’re optimizing for an entire cluster.

Primary keyword selection: Choose the highest-volume or most business-relevant keyword from the cluster as your primary target. This goes in your title tag, H1, and serves as your main focus.

Keyword Insights uses an algorithm to analyze the entire cluster and automatically select the best main keyword for creating and optimizing your content.

The algorithm considers multiple factors when making this decision, and it’s not always based on the keyword with the highest search volume.

Natural cluster integration: Use other keywords from the cluster naturally throughout your content. Since they represent the same search intent, they should fit organically into comprehensive coverage of the topic.

If you use the Keyword Insights AI Writing Agent, it can automatically generate content and naturally include keywords from the cluster. You also have the option to manually add or adjust them after the content is created. But, this step is not mandatory.

Comprehensive coverage: Address all aspects of the search intent represented by your cluster. If your cluster includes “how many keywords,” “keyword density,” and “keyword placement,” your content should cover all these aspects comprehensively.

Semantic richness: Clusters often reveal related concepts and terminology that make your content more semantically rich and authoritative.

Step 5: Monitor and Optimize Performance

Clustering isn’t a set-it-and-forget-it strategy.

Regular monitoring helps you refine your approach and identify new opportunities.

Track cluster performance: Monitor how well each page ranks for its target cluster. Use your regular rank tracking tools to track rankings over time, showing you which clusters are performing well and which need attention.

Identify cannibalization: Regular audits help you spot new cannibalization issues as you create more content. If multiple pages start ranking for the same cluster, you may need to consolidate or redirect.

Keyword Insights displays all the URLs ranking for each keyword in a cluster, making it easy to spot competing articles that could lead to keyword cannibalization.

Expand successful clusters: Pages that rank well for their target cluster often start ranking for additional related terms. Monitor these expansions and consider whether they represent new cluster opportunities.

Refine cluster definitions: As you gather more data about search behavior and ranking performance, you might need to adjust cluster boundaries or split large clusters into more focused groups.

Common Implementation Mistakes to Avoid

Cluster keyword stuffing: Don’t try to force every keyword from a cluster into your content unnaturally. Focus on comprehensive coverage of the search intent rather than keyword frequency. Remember most keywords will naturally rank from the cluster even if you don’t include them in the article. When writing include keywords from the cluster when it makes sense and adds some value to your readers.

Ignoring search intent: Just because keywords are related doesn’t mean they belong in the same cluster. Always validate clusters against actual search intent.

Over-clustering: Don’t create so many micro-clusters that you lose the efficiency benefits. Most topics can be effectively covered with 5-15 well-defined clusters. Change the SERP overlap settings to control this.

Under-clustering: Conversely, don’t create clusters so broad that they lose focus. A cluster should represent a specific search intent that can be comprehensively addressed in a single piece of content.

The goal is to create a systematic, scalable approach to keyword optimization that grows more powerful as you add content, rather than more complex and unwieldy.

Common Mistakes and How to Avoid Them

Even with a solid understanding of keyword strategy, there are several pitfalls that can undermine your efforts. These mistakes are surprisingly common, even among experienced content creators and SEO practitioners.

Mistake 1: Keyword Stuffing (Yes, It Still Happens in 2025)

Despite years of Google algorithm updates, keyword stuffing remains a persistent problem.

Modern keyword stuffing is often more subtle than the obvious repetition of the past, but it’s equally damaging.

What it looks like today: Forcing keywords into content where they don’t belong naturally, using awkward phrasing to hit keyword targets, or repeating keywords unnecessarily throughout content.

For example, writing “SEO keywords are important for SEO success, and choosing the right SEO keywords for your SEO strategy” instead of natural language.

Why it happens: Misunderstanding of how search engines work, over-reliance on keyword density metrics, or pressure to hit specific keyword targets without considering readability.

How to avoid it: Focus on comprehensive coverage of your topic rather than keyword frequency. If you’re addressing all aspects of a search intent thoroughly, keywords will appear naturally without forced repetition.

Mistake 2: Ignoring Cannibalization Until It’s Too Late

Keyword cannibalization is one of the most costly SEO mistakes, yet many websites don’t realize it’s happening until they’ve already lost significant traffic.

How it develops: You create content over time without a systematic keyword strategy. Multiple pages end up targeting similar keywords, and instead of one strong page ranking well, you have several weak pages competing against each other.

Warning signs: Multiple pages from your site appearing in search results for the same query, declining rankings for previously strong pages, or new content failing to rank despite good optimization.

The hidden cost: Cannibalization doesn’t just prevent individual pages from ranking well – it can signal to search engines that your site lacks clear topical focus, potentially affecting your overall domain authority.

Prevention: Use clustering to assign distinct keyword focuses to each page before creation.

Mistake 3: Using the Same Keywords Across Multiple Pages

This mistake often stems from a misunderstanding of how keyword optimization works.

Some content creators believe that using the same keywords on multiple pages will increase their chances of ranking.

The logic trap: “If one page targeting ’email marketing tips’ is good, three pages must be better.” This thinking ignores how search engines actually evaluate and rank content.

What actually happens: Search engines see multiple pages targeting the same keywords and must choose which one to rank. Often, none of them rank as well as a single, comprehensive page would.

The clustering approach: Instead of creating multiple pages for similar keywords, cluster them together and create one comprehensive resource that addresses all related search intents.

Mistake 4: No Systematic Approach for Scaling

Many websites start with good keyword practices for their first few pages, then lose consistency as they scale. Without a systematic approach, keyword strategy becomes increasingly chaotic.

Common scaling problems:

  • Inconsistent keyword research across different content creators.
  • No central tracking of which keywords are already targeted.
  • Ad-hoc content creation without strategic keyword planning.
  • Lack of coordination between different content types (blog posts, product pages, landing pages).

The solution: Implement clustering as a systematic framework from the beginning. Maintain a master cluster map that guides all content creation and ensures strategic coordination across your entire website.

Mistake 5: Tool Dependency Without Strategic Thinking

Modern keyword tools provide so much data that it’s easy to get lost in metrics without developing strategic thinking about keyword relationships and user intent.

Over-reliance on metrics: Choosing keywords based solely on search volume or difficulty scores without considering how they fit into your overall content strategy or business goals.

Missing the forest for the trees: Focusing on individual keyword performance without understanding how keywords work together to build topical authority and serve user needs.

Lack of intent analysis: Treating all keywords equally without considering the different types of search intent (informational, commercial, transactional) and how they should influence content strategy.

Strategic approach: Use tools to inform decisions, but always filter data through strategic thinking about user intent, business relevance, and how keywords fit into your broader content ecosystem.

Mistake 6: Ignoring Search Intent Changes

Search intent isn’t static. The way people search for information changes over time, and keyword strategies need to adapt accordingly.

What changes: New terminology emerges, search patterns shift, and user expectations change. Keywords that were primarily informational might develop commercial intent, or vice versa.

Why it matters: Content optimized for outdated search intent may continue ranking but fail to convert or satisfy user needs, leading to poor user experience signals that can hurt long-term rankings.

Staying current: Regular cluster analysis helps you identify shifts in search intent. When you notice changes in SERP patterns or user behavior, you can adjust your content strategy accordingly.

Final Thoughts

Most SEO practitioners are still stuck in 2015, optimizing pages one keyword at a time while their competitors build systematic keyword portfolios.

The difference between basic keyword optimization and strategic clustering isn’t just tactical. it’s the difference between random content creation and building a search-dominating content machine.

The websites winning in search today aren’t just creating more content; they’re creating smarter content systems. While your competitors cannibalize their own rankings with overlapping pages, you can build comprehensive topic clusters that capture entire search landscapes.

The clustering approach isn’t just about preventing mistakes. it’s about unlocking search opportunities that page-by-page optimization completely misses.

When you optimize for keyword clusters instead of individual terms, you’re not just improving your current content; you’re building a scalable framework that gets more powerful with every piece you publish.

The question isn’t whether keyword clustering works (the data proves it does). The question is whether you’ll implement it before your competitors figure it out.

Author - Suganthan Mohanadasan

Suganthan Mohanadasan

Co-founder

Suganthan Mohanadasan is a Norwegian entrepreneur and SEO consultant. He co-founded Snippet Digital, Keyword Insights, and the KWI SEO Community, helping businesses and marketers navigate search, AI, and content strategy.

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