3 Steps to make the most out of Google’s Powerful SEO Tool – Keyword Planner

  • October 20, 2017
  • SEO
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It is no surprise in the SEO world that Search engine requires signals to fetch and rank a page on its first page and then push it to the first position. So how do you give that nudge to Google to see your page and then give it a superior position in SERP?

Through Keyword Planning! Now since you are in the digital market, I am sure that the emphasis that the world puts on the right set of keywords is no stranger to you. So how do you decide which words hold your business’s destiny?

Thankfully, the industry’s multicoloured god has a tool (that too for free) that has given us a way to make an informed keywords decision for us.

This amazing tool that has been given to us is the Google keyword planner tool (which was earlier known as Google Keyword Tool).

Just about time, right?

It is.

The tool is mainly used for and as Google AdWords keyword planner, so the chances that you come across features that are not useful, are there.

So in this mini guide, I will help you get acquainted with and focus on only the SEO content specific part of the Google keywords Planner platform.

Let’s Start –

#Step 1: Open Google Keyword Planner

1. To start using the Google Keyword Planner tool, you will need an account in Google AdWords. If in case you don’t have one, use this link and click on ‘Start Now’. Next, set up your account on this screen –

Google's Powerful SEO Tool - Keyword Planner

Heads up: You won’t need to make a campaign to use Google Keyword Planner, so ignore the step.

2. Sign in to your AdWords account and click on ‘Tools’ and then from the drop down menu, choose ‘Keywords Planner’

3. Next, you will be given three options to choose from with what you want to do in the keyword planner tool –

  • Search for new keywords using a phrase, website or category
  • Get search volume data and trends
  • Multiply keyword lists to get new keywords

Voila! You have now access to Google’s most powerful SEO tool. Let me now help you get to the base of these features and help you make the most of it.

#Step 2 – Get to know AdWords Keywords Planner (aka GKP)

Keyword Planner has undoubtedly been the combination of amazing keyword research instruments. Let me take you through its usage to help you take the business to greater heights.

A. Search for new keywords using a phrase, website or category

This option is the basis of the AdWords Keyword Planner and is ideal when looking for new keywords.

When you choose the “Search for new keywords using a phrase, website or category“ option, a drop down menu comes up with a series of choices:

Find new Keywords and Search volume data

Let me get into them individually –

1. Enter one or more of the following –

 This is the MOST CRUCIAL option. All value that you can get from Google Keyword Planner depends on this one option.

Here is how you use it to your fullest

Your Product or Service – Here avoid using the words that are the core of your business. Suppose your business is of making soaps, now instead of writing Soaps, write related words like bathing soap or handmade/ customized soaps. The aim is to focus on Related Keywords as opposed to the ones that are generic and high in competition.

Your Landing Page – Although it’s used by AdWords users, but it will give you an idea of the main keywords that your landing page already has, ones that you can make use of.

Your Product Category – This section will give you an access to the keywords that Google uses to categorize your industry. It helps to ensure that you have covered a good range.

2. Targeting

Keyword targeting in Google Keyword Planner

This section is very specific to your local business. By default, it is set on United States and English language, but you can change them both if your business is based elsewhere.

The last option here is Negative Keywords. This feature only applies for the AdWords users, here they mention the keywords they don’t wish to advertise on.

3. Customize Your Search

Customize Keyword Search

a. Keyword Filters – This section helps you in filtering out the keywords which are of no use to you. There are three options in it –

Now suppose you are not concerned with any keywords that have an average monthly search range below 3,000, all you have to do is click in the box below Av. Monthly Searches and put in the minimum search volume. Next, do the same with Suggested Bid, to see the keywords that are priced high, usually they are the ones that have high searches. Lastly, you can view keywords on the basis of their competition level in your industry (this is calculated according to the bid number)

Ad impression share is completely an AdWords features, so ignore that.

b. Keyword Options – This section is used to specify the range of keywords you want to use. It is not needed for you at this stage, so let us move on.

c. Keywords to Include – Use this part to specify the keywords that you need to have. Suppose you just expanded to ‘lavender body scrub’, and you want all the suggestions to include ‘lavender body scrub’, so just click on ‘Keywords to Include’ and write in the Keyword there then click ‘Save’.

d. Get Ideas – This is the last stage for now, which I will talk in depth a little later, for a general idea, clicking on this will get you a list of keywords that also include your ‘Keywords to include’ terms.

B. Get Search Volume Data and Trends

Search volume and data trends

This feature is used to analyze the current position of the Keywords list that you have. It won’t help you with finding new keywords, but with finding the volume of the current ones on your list. Here you have two options, either you can manually write in the keywords in the space or upload a file that has the list of Keywords that you wish to analyze in the Google Keyword Planner Tool.

Next, in the Targeting section, you can again focus your search on a specific Geographical location, Language, and Search Platform, just like you did in the ‘Search for new keywords using a phrase, website or category’

 By clicking on ‘Get Search Volume’ you will now see the search volume of your list of keywords.

C. Multiply keyword lists to get new keyword ideas

This part of the Keyword Planner Tool takes in sets of keywords and groups them together to generate a number of combinations. Although, majority of it would be useless but it comes in handy when you are from an ecommerce background as it helps in identifying every probable combination that people use while searching for the products you sell.

To start, type in a series of keywords in ‘List 1’, ‘List 2’. Remember, you will have to add items in List 2 for this tool to start. You can even add ‘List 3’ by clicking on ‘X’

Once you are done, click on ‘Get Search Volumes’ to see the list of keywords.

#Step 3 – Everything about Keywords Result Page

Every single tool that we have seen till now, will lead you to this section of the Google AdWords Keyword Planner Platform.

Here is the dissection of the page –

The left hand corner starts with Targeting, something that you have been seeing everywhere. You can filter the keyword list on this page using the Targeting factors. The other two sections, Data Range and Customize your Search can be used for the same purpose as well – getting specific list of keywords.

Next important part that we have here is the Ad Group Ideas and Keyword Ideas.

Now, we will look into Ad Group Ideas in a while, for now let us focus on Keyword Ideas.

This is what it looks like –

And here is the definition of each of the term mentioned there –

a. Search Terms – The keywords that you entered

b. Keyword (by relevance) – The keywords related to yours

c. Monthly searches – The search volume of keyword, month wise. Don’t rely on it completely, as these can be seasonal and very misleading and inaccurate.

Instead, I will tell you how to find more accurate search volume data in a second.

d. Competition – This is calculated on the basis of bids that your competition is putting on it.

e. Suggested bid – The greater the bid, the greater its search volume.

With this, you now know how to set up and where to find keywords that would get loads of traffic to your business page.

Now that you have this knowledge, here are my two hacks for you that will definitely take you many jumps ahead from your competitor. While Google Keyword Planner is pretty much for the Google AdWords users, but these two hacks will bring your game in league with them, without having to spend a single penny!

Here they are –

#Hack 1 – Finding Keywords that will bring your business to the first Page of Google SERP

So now, you know how to use all of the features, tools, and the various options in the Google Keyword Planner tool. With this great knowledge that you now have, it is time I take you further to meet your business goal – to Finding Amazing Keywords.

For this, let us go back to where we started – Search for new keywords using a phrase, website or category.

The first step to finding amazing keywords using Google Keyword Planner Tool is to first find a keyword that summarizes your product best but is not very specific.

Going by the Soap examples that we have been using till now, if you wish to write an article on your soap, using Soap as your Keyword would be too generic and handmade soap would get a little too specific. So instead let’s use ‘Organic Soap’ as it is not too specific nor too broad.

Enter this keyword in ‘Your Product or Service’ box and click on ‘Get Ideas

The first way to finding the keywords that would make your business profitable is here

Ad Group Ideas is your secret weapon. The Ad Group Names mentioned here can be used as a part of your topic or as a Keyword.

Here’s how to get it –

Here click on any one of the Ad Group names to find out the set of keywords that clubbed together to make this group, I chose ‘Lavender Soap’ and this what came up –

Now how do you judge which Keywords are best to be used?

Although the internet is filled with hundreds of different factors, I personally go for three criteria to judge the quality of keyword –

Search Volume. Commercial Intent. Suggestive Bid. – The three factors which are the greater the better.

#Hack 2 – Finding the exact Average Monthly Search Data

As you must have observed, the Average Month Searches come up in a range, which is of very little help. This range might be seasonal and inaccurate, so while you can definitely get an idea from these, there is a little hack that can help you find the Exact Keyword Range without having an active AdWords account.

All you have to do is click on one of the Keywords that you want the exact range of and then click ‘Add to Plan’ (the blue double arrow button)

This is what will come up –

Here, click on ‘Review Plan’ and on the page that comes up, enter an extremely high Average Bid, which would make Google assume that you have enough budget to show on every search on ‘Lavender Soap’.

See the number of ‘Impressions’ here? This number is the number of searches of Lavender Soap, everyday. So into 30 is the number of your exact monthly searches on a specific keyword!

This is all to understanding the basics of Google Keyword Planner tool. But is it enough to get you those set of keywords that will definitely make your company win in the race of getting on the top of SERP? NO.

This is not enough. This is just the beginning.

You are yet to know your keyword’s commercial intent, if at all you are focussing on keywords that your competitors are bidding on or your viewers are searching. Next, even though now you know how to find keywords but how many times have we seen a web copy with those limited set of words and their synonyms? Let me help you, it’s very less.

The world has moved on to Long Tail Keywords and no they are not just keywords between filler words, long tail keywords have their own set of criterias, which along with so many things in the Keyword World will be revealed to our newsletter subscribers.

Wish to get the world of information in your mailbox? Sign up to our newsletter and know everything you need for assigning Google’s first rank to your brand.

 

Manas Chowdhury

Digital Marketing aficionado holding PG in Economics. Championing online marketing, branding and advertising strategy for the digital commerce, online and social media spaces driving YOY increased growth, ROI and revenue. Up-to-date and in tune with Google philosophy.

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