Keyword Research: How To Use Google Keyword Planner

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Keyword Research: How to Use Google Keyword Planner

Alright, guys, let's dive into the nitty-gritty of keyword research using one of the most powerful (and free!) tools out there: Google Keyword Planner. Whether you're a seasoned marketer or just starting your online journey, mastering this tool is crucial for driving targeted traffic to your website. So, buckle up, and let’s get started!

What is Google Keyword Planner?

Google Keyword Planner is a free tool provided by Google as part of its Google Ads platform. It's primarily designed to help advertisers research keywords for their ad campaigns, but it’s equally valuable for anyone looking to understand what people are searching for on Google. You can use it to:

  • Discover new keywords: Find relevant keywords related to your business or niche.
  • Analyze keyword trends: See how search volumes change over time.
  • Get keyword ideas: Explore keyword suggestions based on your initial search.
  • Estimate traffic: Predict the potential traffic you can get from specific keywords.
  • Determine ad costs: Get insights into how much it might cost to bid on certain keywords for your Google Ads campaigns.

Before we get into the step-by-step guide, it’s essential to understand why keyword research is so important. Keyword research forms the bedrock of any successful SEO or PPC strategy. By identifying the terms and phrases your target audience uses, you can tailor your content and campaigns to meet their needs. This, in turn, leads to higher rankings, increased traffic, and ultimately, more conversions. Imagine you're opening a bakery. You wouldn't just bake random things and hope people buy them, right? You'd research what people in your area are craving—maybe gluten-free options, vegan treats, or classic sourdough. Keyword research is the same principle but applied to the online world. It helps you understand the digital cravings of your audience, ensuring you create content that hits the sweet spot every time.

Step-by-Step Guide on How to Search Keywords

Step 1: Accessing Google Keyword Planner

First things first, you need a Google account. If you don’t have one, head over to Google and sign up. Once you have an account, go to the Google Ads website (ads.google.com) and sign in. If you've never used Google Ads before, you might need to set up a campaign. Don’t worry; you don’t have to run it. You can pause it immediately after setting it up. Google wants you to think you’re going to spend money, but you can use the Keyword Planner without actually launching a campaign. After logging in, look for the “Tools & Settings” option in the top menu. Click on it, and you’ll see a dropdown menu. Select “Keyword Planner” under the “Planning” section. Voila! You're now in the Google Keyword Planner dashboard. If you are having problems to find it, Google is constantly tweaking its interface, so things might move around. If you can’t find it immediately, use the search function within Google Ads to look for “Keyword Planner.” This will usually take you directly to the tool. Also, ensure your browser isn’t blocking any pop-ups or scripts from Google Ads, as this can sometimes interfere with accessing the Keyword Planner. Using the Keyword Planner effectively requires a bit of patience and understanding of its features. But once you get the hang of it, you’ll find it an indispensable tool for your digital marketing efforts. So, take your time, explore the interface, and don’t be afraid to experiment with different settings and options.

Step 2: Choosing Your Search Method

Once you're in the Keyword Planner, you'll see two main options: “Discover new keywords” and “Get search volume and forecasts.” Let’s break down each one:

  • Discover New Keywords: Use this option when you're starting from scratch or want to expand your existing keyword list. It allows you to enter seed keywords related to your business, and Google will generate a list of related keywords, along with their search volumes and competition levels.
  • Get Search Volume and Forecasts: If you already have a list of keywords in mind, this is the option for you. You can enter your list, and Google will provide data on their search volume, forecasts for future performance, and other relevant metrics.

For this guide, let’s focus on “Discover new keywords” since it’s the more common starting point for most users. Click on “Discover new keywords” to proceed. When you click on "Discover new keywords," you'll be prompted to enter seed keywords or a website URL. Seed keywords are the basic terms that describe your business or the products/services you offer. For example, if you run a coffee shop, your seed keywords might be "coffee," "espresso," "latte," and "cafe." If you're unsure where to start, think about the words your target audience would use to find your business. You can also enter a competitor's website URL to see what keywords they're ranking for. This can be a great way to uncover hidden opportunities and identify keywords you might have overlooked. Remember, the more relevant and specific your seed keywords, the better the results you'll get. So, take some time to brainstorm and choose your seed keywords carefully. The quality of your keyword research depends heavily on the initial input you provide.

Step 3: Entering Seed Keywords

Now, it’s time to enter your seed keywords. Think about the core terms related to your business. For example, if you’re selling handmade jewelry, you might use keywords like “handmade jewelry,” “artisan earrings,” “custom necklaces,” and “unique bracelets.” Enter these keywords into the search box, separating each one with a comma or by pressing Enter after each entry. You can also enter a website URL if you want Google to analyze a specific page and suggest keywords based on its content. This can be particularly useful if you have a well-optimized landing page that already targets some of your desired keywords. After entering your seed keywords, make sure to specify your target location. This ensures that the search volume data you see is relevant to your audience. You can target specific countries, regions, or even cities. For example, if you only sell your jewelry within the United States, make sure to set your location to “United States” to get accurate search volume data for your target market. Once you’ve entered your seed keywords and specified your target location, click on the “Get Results” button to proceed to the next step. The Keyword Planner will then generate a list of keyword suggestions based on your input. This list will include related keywords, their average monthly search volume, competition level, and other relevant metrics. From there, you can start analyzing the data and identifying the best keywords for your SEO or PPC campaigns.

Step 4: Analyzing the Results

After clicking “Get Results,” you’ll be presented with a list of keyword suggestions. This is where the magic happens! Let’s break down the key metrics you’ll see:

  • Keyword: This is the suggested keyword or phrase.
  • Avg. Monthly Searches: This shows the average number of times people search for this keyword each month. It’s a good indicator of the keyword's popularity. Note that this is an average, so actual search volume may vary depending on the time of year.
  • Competition: This indicates how competitive the keyword is in Google Ads. It’s rated as Low, Medium, or High. Keep in mind that this is specific to paid advertising and doesn’t necessarily reflect the organic competition for SEO.
  • Top of Page Bid (Low Range): This is the lowest amount advertisers are willing to pay for a top-of-page ad placement for this keyword.
  • Top of Page Bid (High Range): This is the highest amount advertisers are willing to pay for a top-of-page ad placement for this keyword.

When analyzing the results, look for keywords with a good balance of search volume and competition. High search volume is great, but if the competition is too high, it might be difficult to rank for that keyword. Conversely, low competition keywords might be easier to rank for, but they might not drive as much traffic. Aim for keywords that have a decent search volume and manageable competition. Also, pay attention to the keyword relevance. Are the suggested keywords actually relevant to your business? Do they align with your target audience's needs and interests? It’s better to target a smaller number of highly relevant keywords than a large number of irrelevant ones. Use the filtering and sorting options to narrow down the list and focus on the most promising keywords. You can filter by search volume, competition, and other metrics to quickly identify the best opportunities. Finally, don’t be afraid to explore different keyword variations and long-tail keywords. Long-tail keywords are longer, more specific phrases that tend to have lower search volume but higher conversion rates. They can be a great way to target a niche audience and drive qualified traffic to your website.

Step 5: Filtering and Refining Your Keyword List

The initial list of keyword suggestions can be quite overwhelming, so it’s important to filter and refine it to find the most relevant and valuable keywords for your business. Google Keyword Planner offers several filtering options to help you narrow down the list.

  • Add Filters: Use the "Add Filter" option to filter keywords based on various criteria, such as average monthly searches, competition, and top of page bid. For example, you can filter out keywords with very low search volume or extremely high competition.
  • Keyword Ideas: The "Keyword Ideas" section provides additional keyword suggestions based on your initial search. Explore these ideas to uncover hidden opportunities and expand your keyword list.
  • Refine Keywords: The "Refine Keywords" option allows you to narrow down the list based on specific attributes, such as brand or non-brand terms. This can be useful for focusing on keywords that are directly related to your brand or excluding branded terms from your search.

As you filter and refine your keyword list, keep your target audience and business goals in mind. Are you trying to drive traffic to your website, generate leads, or increase sales? The keywords you choose should align with these objectives. Also, consider the search intent behind each keyword. What are people looking for when they search for this term? Are they looking to buy something, find information, or solve a problem? Understanding the search intent can help you create content that meets their needs and drives conversions. Don’t be afraid to experiment with different filtering options and keyword variations to find the best combination of keywords for your business. The more time you invest in refining your keyword list, the better the results you’ll get from your SEO or PPC campaigns. Remember, keyword research is an ongoing process. As your business evolves and your target audience changes, you’ll need to revisit your keyword list and make adjustments as needed.

Conclusion

And there you have it! You’ve now got a solid understanding of how to search for keywords using Google Keyword Planner. Remember, keyword research is an ongoing process. Regularly revisit your keywords, analyze their performance, and adjust your strategy as needed. Happy keyword hunting, and may your website traffic soar!