Selection of keywords in copywriting: how to choose SEO phrases?

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Positioning with content is the essence of copywriting. Improving visibility increases website traffic, and thus increases the number of potential customers. This is what makes innocent text writing a powerful marketing weapon. However, for this purpose, key phrases are needed – and which ones to choose for the content to be positioned effectively? You will learn about the correct selection of keywords in this article!

Keywords in copywriting

SEO texts require the use of key phrases for which they will be displayed in the search engine.

Of course, the more often a word is searched, the greater the marketing effects, but it is more difficult to break through in Google (high competition makes it more difficult to obtain a top position).

Long keyword phrases come to the rescue – long tails, which are less frequently searched for, but allow you to quickly gain visibility. It turns out, however, that even among the extensive words we will find desirable specimens planted by competitors.

Selection of key phrases – two methods

It is therefore worth taking care of a well-thought-out selection of key phrases in order to devote energy to issues that are possible to promote. This can be done manually or with appropriate tools for a copywriter.

Manual selection

The easiest way is to search manually, i.e. enter a phrase and see what results we get. This basic information is usually enough to know if you have enough clout to rank high on Google.

When using this method, consider the following conditions:

  • What pages are displayed  – whether they are intimate blogs or complex portals with a considerable age of the domain;
  • How long is their content – the form of exhaustive articles is more difficult to overcome than short definitions;
  • How much can you offer – think about whether you can present the issue in more detail and in an interesting way.

It is worth taking care of a well-thought-out selection of key phrases in order to devote energy to issues that are possible to promote.

Selection through analytical tools

An alternative and more professional option is to use a keyword search engine that will determine the number of searches per month, related phrases, and competitiveness.

Such tools include, among others, KWFinder, Ahrefs or KeySearch. However, they are paid, so they may not be the best choice for a novice copywriter.

Google Keyword Planner is a free solution, but it is mainly intended for people dealing with paid advertising, so the results will refer to Google Ads (e.g. CPC), and the number of data useful for a copywriter is limited. In turn, ideas for inventing topics will be provided for free by the interesting tool AnswerThePublic.


  • As you can see, choosing keywords is not black magic, because it is based on the idea and the analysis of opportunities.
  • Appropriate tools allow you to base your decision on much more data, but planning the right phrases is available to everyone!

Owen Mantz

Owen Mantz is a freelance copywriter and the COO of Content Writer USA. He has worked with both startups and Fortune 500 companies, helping them increase leads, sales, and customer retention rates.

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