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There is no set number as such. But it is recommended that you optimize each web-page for one primary and a few related keywords only.
I�d suggest that you target generic primary keywords via the home page and specific secondary keywords via respective sub-pages.
An example in point: If your website centres around insurance, best would be to optimize your home page for terms like general insurance, life insurance, insurance liability, insurance covers etc....And to make different web-pages for each type of insurance (one for motor insurance, one for health insurance, one for marine insurance etc...)
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230% more traffic with 12+
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