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SEO Copywriting are guidelines used during the content creation phase. Through a careful User Research (analysis of the customer base), relevant keywords are extracted which will then be used inside the website. Google, leader of search engines, rewards original contents and penalizes the so-called keyword stuffing (keyword relevance and context), therefore the stakeholder will need to balance the keywords inside the content.
To have a 360° view of its placement, you may need to use multiple instruments whose data, once crossed, could give you a complete overview of the situation. It is therefore important to remember that optimizing for search engines is not a “one-off” job: it is an “interactive” job that consists in activating a number of services that will allow you to monitor the situation and, in case of dissatisfaction, act accordingly.
You can also activate paid-services such as Keywords Campaign that will let you “buy keyword” from the major search engines for a limited time. This allows great visibility for a certain period of time.