How to Break an SEO Keyword Phrase Copywriting Logjam

SEO copywriting tips on beating mental blocks

The challenges of search engine optimization add a new dimension to online copywriting. It’s not always easy to work your keyword phrases into a post or rapid conversion landing page.

When you’re stuck for ideas about how to use your targeted keyword phrase, try one of these strategies to refuel your creative juices.

1. Search other uses.

If you’re stuck for how to use a couple of your keyword phrases in a sentence, look for inspiration by investigating how other writers are using these keyword phrases. Here’s how:

•    “Google” these keyword phrases to see how other websites are using them.

•    Search Google Books to see how some authors have used them.

•    Search the books section of to see how additional authors and book reviewers have used them.

Can you modify or rewrite any of these other uses of the keyword phrase, and add the sentences appropriately to your own copy?

2. Create a repetitive list.

Let’s say your keyword phrase is “online copywriting.” Make a list of phrases that begin with that subject, followed by a colon and an explanation or definition. Example:

•    Online copywriting tip #1: Search other uses.
•    Online copywriting tip #2: Create a repetitive list.
•    Online copywriting tip #3: Write fascinations.

Use these as either bullet points or sub-headlines.

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3. Write fascinations.

When in doubt, write a list of fascinations — those eye-catching, super-intriguing, bullet points that tease the reader and provoke curiosity. Fascinations are compelling, benefit-driven bullet points that motivate the reader to discover the answer. Often, fascinations include the words discover and secrets and amazing. Examples:

•    Discover new online copywriting secrets
•    Online copywriting secrets revealed
•    The amazing online copywriting secrets of a marketing wizard

Use these as bullet points or sub-headlines.

4. Use the keyword phrase to span two sentences.

When the Google bots crawl your webpages, they don’t recognize punctuation. That means your keyword phrase can span two sentences. Example:

She was an expert at online copywriting. Secrets she had learned from Mequoda had proven to be very valuable to her.

5. Start a conversation.

Find a colleague whom you can engage in a conversation about the primary keyword topic. Make note of how he uses the keyword phrases in everyday speech.

It’s possible that your conversation could take you in a very different direction from what you’ve been focused on in your copywriting. Write down the keyword phrases as your colleague uses them and determine if these sentences are appropriate uses for your RCLP.

It’s important to achieve the ideal balance of keywords to copy, and to avoid over-stuffing your keywords. Practice rewording your copy to achieve a healthy balance of keyword usage and effective copywriting. Your goal should be a keyword density of 2.7 or more in the first 500 words.


Peter A. Schaible is Mequoda’s Chief Copywriter. For more of his unique perspective on copywriting, you can subscribe to his complimentary series on Targeting Your Prospective Customer by Type: How to Position Your Brand to Trigger an Emotional Response, available at No obligation. No upsell.



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