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How many keywords per page

You wrote one page to cover five keywords so you would not have to write five pages. Now it ranks for none of them, and each of those five keywords has a page somewhere else that is only about that.

Part 1

One page answers one question

A page that answers one question well beats a page that half answers five. This is not a rule about keyword counts, it is about what the person who clicked was looking for and whether the page delivered it in the first screen.

Do this: Read your own page and write down the one question it answers. If you cannot, neither can a search engine.
Part 2

Related keywords are one page, different questions are not

"How many internal links per page" and "how many internal links per page seo" are the same question and belong on one page. "Internal linking" and "crawl budget" are different questions and need different pages, however close they feel to you.

Do this: Search both terms. If the results are largely the same pages, they are one page. If they are different, they are two.
Part 3

Cannibalisation is self inflicted

When three of your own pages half cover the same term, the search engine picks one, and it usually picks the wrong one. Your traffic does not split, it collapses to the weakest of the three.

Do this: Search site:yourdomain.com plus the term. If more than one of your pages appears, decide which one wins and point the others at it.
Part 4

What to do with the leftovers

The other four keywords are not lost, they are your next four pages, and each of them can be short. Three hundred honest words that answer one question outrank two thousand that avoid it.

Do this: Turn each leftover keyword into a single question and answer it on its own page.

This is teaching material and our own reading of standard practice, not advice for your specific site. Check anything important with your own specialist.

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If a word here is unfamiliar it is defined in the SEO glossary. Two public penalties and one problem we found on our own network are pulled apart in the case studies, and the longer pieces live in the library.