Selection of keywords in copywriting – how to choose phrases?

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Positioning using content is the essence of copywriting. Improving visibility increases website traffic, and thus increases the number of potential customers. This is what makes innocent copywriting a powerful marketing weapon. However, for this purpose you need key phrases – and which ones should you choose so that the content is 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 that will be displayed in the search engine.

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

Long keyword phrases come to the rescue – long tail phrases that are searched less frequently but allow you to quickly gain visibility. It turns out, however, that even among complex words we can find desirable specimens used by the competition.

Selection of key phrases – two methods

Therefore, it is worth carefully selecting key phrases so that you can devote your efforts to issues that can be promoted. This can be done manually or using appropriate tools for a copywriter.

Manual selection

The easiest way is to search manually, i.e. enter a phrase and check what results we get. This basic information is usually enough to find out whether you have enough clout to rank high in Google.

When using this method, consider the following conditions:

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

It is worth carefully selecting key phrases so that you can devote your efforts to issues that can be promoted.

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 KWFinder, Ahrefs and KeySearch. However, they are paid, so they may not be the best choice for a beginner copywriter.

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


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

Lordson Okpetu

I'm many things rolled into one; I'm an ex-journalist, a content strategist, digital marketer and 'rockstar' direct response copywriter. I've written tons of copies to sell thousands of products and services across diverse industries in Nigeria. In my occasional spare time, I play chess or spend time with my family. I am the Chief Operating Officer of Content Writer, Nigeria.

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