Set positioning goals: what we would like our organic search to look like in the future

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The Importance of Keywords in Copywriting
Figure 2 - The keywords: each one has its own story

Another delicate and fundamental phase of web copywriting: promoting an ideal future positioning. It is essential, here, to have two things:

very clear strategic objectives
understand which keywords can increase traffic to our site
At this stage I like to use Übersuggest . This is a tool that will be really useful in your copywriting activity because it allows you to see, download and analyze the Google Suggest in the search engine string that appear while typing the query.

A practical example? Here is a generic keyword norway phone number that, by itself, given the volumes, is not attractive in itself, but can reveal many interesting nuances in its “long tail”. I type “ hotel cattolica sul mare ” in Übersuggest and about 64 declinations come up.


An essential tool for web copywriting: Ubersuggest
Figure 3 - the words linked by Übersuggest to the generic keyword "catholic hotel by the sea"

I find the word cloud that immediately tells you which is the most relevant “long tail” amazing. In this case “pool” plays a crucial role , and will therefore be the target of special and functional attention in the copywriting of the text of the new site.


Use Word Clouds for Your SEO Copywriting Business
Figure 4 - Übersuggest and the word cloud related to the generic keyword