How to Use Google Keyword Planner

Keyword research is an essential foundation for online content success, helping users find relevant information while driving targeted traffic. Google Keyword Planner is a free and widely used tool that aids in this process. Whether you're running a blog, an e-commerce store, or a corporate website, this guide will walk you through using Google Keyword Planner to enhance your SEO strategy.

Step 1: Accessing Google Keyword Planner

 

To start using Google Keyword Planner, you'll need a Google Ads account, which is free. Here's how to access it:

1. Sign Up or Sign In:

• Visit Google Ads.

• Log in with your Google account or create a new one if needed.

2. Navigate to Keyword Planner:

• Once logged in, go to “Tools & Settings” at the top right of your screen.

• Under “Planning,” select “Keyword Planner.”

 

3. Choosing Your Option:

• Google Keyword Planner offers two main features: “Discover New Keywords” and “Get Search Volume and Forecasts.”

• These features serve different purposes, which we’ll explore in more detail.
  

Step 2: Discovering New Keywords

 

If you're looking for ideas for keywords related to your niche, “Discover New Keywords” is ideal. Here’s how to use it:

1. Click on “Discover New Keywords”:

• You’ll be presented with two options: “Start with keywords” or “Start with a website.”

2. Start with Keywords:

• Enter words or phrases related to your business or website. You can separate multiple keywords by separating them with a comma or Enter.

• Select your target language and location to get precise results.
  
  

3. Start with a Website:

• You can use this option if you want keywords related to your website or a competitor’s site.

• Enter the URL, and Google will generate keywords relevant to the content on that site.

4. Click “Get Results”:

• Google will generate a list of suggested keywords. This list includes data on average monthly searches, competition level, and bid ranges for advertisers.

 

Step 3: Filtering and Refining Your Keyword List

With a list of keywords generated, it's time to filter and refine to focus on high-potential terms:

1. Using Filters:

• At the top of the results, you can use filters to narrow down keywords by specific criteria, like “Average Monthly Searches” or “Competition.”

• For example, if you’re a beginner, targeting keywords with lower competition can improve your chances of ranking.

2. Selecting Locations and Language:

• Adjust the location settings to ensure you’re focusing on your target market.

• Set your preferred language so the suggestions reflect relevant searches.
  
  
  

3. Sort by Relevance:

• You can sort keywords based on relevance, search volume, or competition. Sorting by relevance will show you keywords closely matching your initial search terms.

Step 4: Analyzing Keyword Metrics

Google Keyword Planner provides valuable metrics that can guide your keyword selection. Here’s a breakdown of key metrics and what they mean:

1. Average Monthly Searches:

• This shows the typical search volume for each keyword.

• High search volume indicates interest in the topic, while low search volume may suggest a niche audience.

2. Competition:

• Google labels keywords as low, medium, or high competition, representing how many advertisers bid on these keywords.

• High competition means many advertisers are targeting the keyword, while low competition suggests fewer competitors.

3. Top of Page Bids (Low and High):

• These estimates give you an idea of what advertisers pay to rank at the top of Google search results for each keyword.

• This metric helps gauge commercial intent and popularity, although it's most relevant for paid search campaigns.

4. Keyword Trends:

• Google also offers trend data, showing if the keyword’s popularity is rising, falling, or staying stable.

• Seasonal trends can help you plan content around peak interest times.

 

Step 5: Selecting Your Keywords

Once you’ve analyzed the data, you can begin selecting keywords that align with your strategy. Consider these factors:

1. Relevance to Your Content:

• Only select keywords that align with your content. Google values relevance, so matching keywords to your topic is essential.

2. Balancing High and Low Competition Keywords:

• It’s wise to include a mix of high and low competition keywords. Low-competition keywords might be easier to rank for, while high-competition keywords can attract more traffic.

3. Considering Long-Tail Keywords:

• Long-tail keywords (phrases with 3-5 words) are usually less competitive but more specific, making them easier to rank for. They often attract users closer to making a purchase.

4. Making Final Selections:

• After reviewing the metrics and balancing relevance with competition, make a final list of target keywords. Aim for a mix of short, high-volume keywords and longer, more specific terms.

 

Extra Resources

• The Secret Life of Keywords: What You're Not Seeing

• How to Conduct Effective Keyword Research for Local SEO

• In simple terms, what does Google search intent mean?

 

Step 6: Forecasting Keyword Performance

Keyword Planner’s forecasting feature helps you predict performance, especially useful if you’re planning a Google Ads campaign:

1. Click “Get Search Volume and Forecasts”:

• Enter the keywords you want to analyze, then click “Get Started.”

 

2. Analyzing Forecast Data:

• The forecast section provides predicted impressions, clicks, and costs based on your keyword selections.

• You can adjust filters like location and bid to refine the forecast to your needs.

3. Evaluating ROI Potential:

• For paid campaigns, assessing the estimated cost and click-through rates (CTR) helps you determine if investing in certain keywords will be profitable.

 

 

Step 7: Organizing and Exporting Your Keywords

With a refined list, it’s time to save or export your keywords for future reference:

1. Organize into Ad Groups:

• Group keywords based on similarity for use in ad campaigns or SEO strategy.

• For instance, if you’re targeting a broad topic like “digital marketing,” you could create groups like “SEO,” “social media,” and “content marketing.”

2. Export Your Keyword List:

• Click on “Download Keyword Ideas” to export your list in a CSV format.

• This file can be opened in Excel or Google Sheets, allowing you to organize, analyze, and share the list with your team.

 

Step 8: Integrating Keywords into Your Strategy

 

With your keyword list ready, the final step is to implement these keywords across your SEO and content marketing efforts:

1. Content Creation:

• Use keywords naturally in your articles, blog posts, and website pages. Avoid keyword stuffing, as it can lead to penalties.

2. On-Page SEO Optimization:

• Incorporate keywords into critical areas like page titles, meta descriptions, headers, and image alt text.

• Aim for a balance; the content should feel natural and valuable to readers.

3. Monitoring and Adapting:

• Regularly review keyword performance. Use Google Analytics to see which keywords are driving traffic and consider tweaking your strategy based on these insights.

4. Utilizing Keywords in Google Ads:

• If you’re running paid campaigns, use these keywords in ad copy, ensuring relevance to drive higher CTRs and conversions.

 

FAQ: Common Questions About Google Keyword Planner

Q: Do I need to pay for Google Ads to use Keyword Planner?

A: No, while you need a Google Ads account to access Keyword Planner, you don’t need to pay or run ads to use the tool’s free features.

Q: How accurate are the search volumes in Keyword Planner?

A: Google Keyword Planner provides estimates rather than exact numbers. Use it to identify trends and relative popularity rather than as a precise metric.

Q: Can Keyword Planner help with local SEO?

A: Absolutely! You can narrow your keyword results by location, helping you find terms relevant to your specific geographic area.

Q: What’s the difference between short-tail and long-tail keywords?

A: Short-tail keywords are broad terms (e.g., “coffee”), while long-tail keywords are more specific phrases (e.g., “best coffee shop in Toronto”).

Q: How often should I update my keywords?

A: Check GKP quarterly. Voice trends shift fast—like “Toronto patio SEO” booming in summer or “holiday marketing tips” in November.

Q: Can voice SEO work for small businesses?

A: Absolutely! Target hyperlocal phrases like “best coffee near Trinity Bellwoods”. Voice searches often have less competition than generic keywords.

Q: How do I optimize for Toronto slang?

A: Use GKP’s “Regional Phrases” filter. For example, Torontonians search “TTC delays” more than “subway delays.”

Q: What’s the difference between voice and traditional SEO?

A: Voice focuses on natural language (full sentences) and local intent. Traditional SEO uses shorter keywords like “Toronto SEO agency”.

Q: Do I need technical skills to use GKP?

A: Nope! GKP is beginner-friendly. Start with “Discover New Keywords” and refine using location filters.

Q: How to optimize my website for voice search?

•    Use natural language (e.g., “Where’s the best brunch in Leslieville?”).
•    Embed FAQs that match common search queries.
•    Optimize for “near me” searches by including your address and local keywords.

 

 

Conclusion

 

In today’s competitive digital landscape, understanding what potential customers search for is invaluable. Google Keyword Planner is a free yet powerful tool that can elevate your marketing strategy by guiding you to the right keywords. By identifying high-value keywords, analyzing competition, and integrating keyword data into your content strategy, you’ll be well-positioned to drive more traffic and attract visitors who are genuinely interested in your offerings.

Take a moment now to sign up for Google Keyword Planner and explore its features. You’ll be amazed at how much insight you can gain—and the impact that insight can have on your business.

 

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