Keyword tool how to use

Getting the Most Out of Google Keyword Planner for Keyword Research

There’s a whopping 3.5 billion Google searches carried out every single day. If you’re online, competition’s fierce. For a chance at success, your site needs to be seen by the right people. That means not only optimising your site for your audience in look and feel but also ranking well for relevant searches.

Enter keywords. You can think of keywords as one of the bridges between your site and the customer. To build that bridge you’ve got to carry out keyword research (link to the article) and then implement the necessary changes.

No keyword research is complete without the help of objective data. Thankfully, Google has gifted us with an amazing (and free) tool – the Google Keyword Planner (previously Google Keyword Tool.) You’re right in thinking this will be a godsend for your organic SEO keyword research efforts.

You may be new to the tool, or perhaps you feel you’re not using it to its full potential. Don’t panic, everyone’s got to start somewhere. In this post we’ll explain exactly how you can get the most out of this handy tool to help enhance your SEO and connect with the right customers.

 

Ready to see what Google Keyword Planner can do for your business?

Step 1 – Start Google Keyword Planner with a Google Account

The importance of keyword research can’t be overstated. If you can rank top for your chosen keywords, you’ll certainly reap the rewards.

Research shows that the first Google organic search result receives 32.5% of traffic share. Obviously, not everyone can be number one. But, even those ranking in the top 3 will receive 60% of clicks, and the top 5 results receive a remarkable 70% of clicks. Those are some truly impressive figures that will have an impact on the end revenues.

The Google Keyword Planner will play a significant role in helping you uncover those all-important keywords. Bear in mind that the tool is actually geared towards Google Ads users (formerly Google Adwords.) But don’t let that deter you. It just means that there are some aspects, such as bids and CPCs won’t be relevant to you.

 

First things first. Start by setting up an account or by logging in if you’ve already got one. You can do this even if you’re not intending to use Google Ads. This will only take a short time.

Learn Google Keyword Tool

Once you’re set up with an account head over to the ‘Keyword Planner.’ This can be found in the top-right corner. Click the tool icon. Under ‘planning’, click keyword planner. Here, you’ll see two tools that we’ll be focusing on. ‘Get Search Volume and Forecasts,’ and ‘Find New Keywords.’

Google Keyword Tool

Step 2 – Do your Google Keyword Research

 

This tool does what it says on the tin – helps you find new keywords. But you’ve got to have a starting point.

Start with your own URL

 

In the ‘Find New Keywords’ you can enter a URL that’s related to your business. It could be useful to input the URLs of one of your landing pages or even competitors’. The tool will scan the page for keywords and return further related terms.

Brainstorm a few Google Keywords ideas

Additionally you can key in words and phrases related to your business, services or products.

Keyword Research Tool Bitcoin Marketing

These can be broad terms – just ensure they are applicable to your business and describe your products or services specifically. Consider your ideal customer, what are they searching for, what do they want? Taking these factors into account, you should be able to draw up some great initial keyword ideas.

If you need further guidance on understanding your customer check out our handy guide to creating killer buyer personas.

Let’s look a little more closely at the rest of the options:

  • Words: as implied, these are single words that best describe your business. Here, you’ll gain access to Google’s database of keywords used by various industries and sectors. Let’s say you own a shoe shop. You’d probably input words along the lines of: shoe, shoe shop, trainers, brogues, boots, etc.
  • Phrases: these are phrases that are most relevant to your business. Phrases that encapsulate what your business is, what it does, what you sell or what services you offer. These will be more specific than single words. For help coming up with phrases, start by thinking of niche topics related to your business. Phrase examples would include: women’s black leather Chelsea boots, men’s red running shoes, women’s leather sandals, premium shoe maker England.
  • Use the Handy Google Keyword Filters

On the result’s page there are some super useful filters you should be aware of. First off, the ability to change location and language to reflect your circumstances. If you’re in the UK, for example, be sure to set location and language accordingly for the best results. Obviously, results will vary between countries, so it’s important to make sure this setting is correct.

You can also toggle with some handy filters:

Keyword Planner Tool Filter

  • Keyword Text: with this option you can determine whether the tool only brings up results that contain a particular word or phrase. Say you’d recently released a new line of grey trainers. You might want ‘grey trainers’ to appear in all the keyword suggestions.
  • Exclude Adult Ideas: we’re sure you can guess this one.
  • Average Monthly Searches: if you’re not interested in keywords that are crazily popular and therefore usually competitive, you can filter out those results. Likewise, you may want to filter out keywords with a ridiculously low search popularity.
  • Organic Average Position: this tells you where each of your chosen keywords rank organically. It’s worth bearing in mind that for this to work you’ll be required to connect to Google Search Console.
  • Organic Impression Share: this tells you how often your site shows in organic results for each of your top keywords. Again, you’ll need to connect your Google Search Console account to Google Ads.
  • Top of Page Bid: if you were a Google Ads user, this is how much you would pay for your ad to be placed at the top of the page for a particular keyword. If you’re not an Ads user, however, this is a great indication of commercial intent. You’ll find two options. High range or low range. Choosing low range is a way of eliminating keywords with no commercial intent. This means you will only see keywords that potential buyers are searching for.

Note that there are more filter options available on the tool geared only towards Google Ads users. These are the most relevant ones for those focusing on organic SEO.

Step 3 – Make the most of Google Keyword Tool

Filters applied, it’s time to look at the results. On the results page you’ll find:

  • Keywords (by relevance): these are the top Google keywords that are most relevant to your search.
  • Keyword Average Monthly Search: the average number of times that keyword is searched for on Google.
  • Competition: this signifies whether a keyword has high, medium or low competition.

Examining the results should give you a healthy list of new keywords relevant to your business. It’s likely that you’ve received a mix of results covering head keywords, body keywords and long tail keywords.

It’s often a good idea to concentrate your focus on body and long tail keywords in particular. That’s not to say you shouldn’t use head keywords, you should. But, bear in mind that over 50% of Google Searches are 4 words are more. Plus, body and long tail keywords tend to attract more targeted traffic and less competition.

Our shoe shop owner’s body and long tail keywords may look like this:

  • Black high heel boots
  • Black women’s leather boots
  • Women’s leather tan brogues

These keywords are likely to have lower competition than head keywords, which are single words such as ‘shoes,’ but the traffic they do attract will be from people who know what they’re after. That means they’re far more likely to convert.

Step 4 – Take your Google Keyword Research to the Next Level

You’ve generated new keyword ideas, now to decide which ones to use and which are no good. Seek out the results that most accurately describe your business, products and services.

Say you’ve searched for ‘women’s leather boots.’ Google’s related keyword results may look something like this:

Google Keyword Tool Metrics

You need to be aware of what makes a good keyword. There are some tell tail signs to like out for:

  • Average Monthly Search: in general, a higher monthly search volume equates to a better keyword.
  • Next, looking at the competition and suggested bid can tell you whether a keyword is likely to convert traffic into customers that pay. If both competition and suggested bid are high, that’s a good sign.

Access Top Google Keywords

For a bit of extra digging, head over to the ‘Get Search Volume and Forecasts’ tool. Here, you can check the search volume of your chosen keywords. This will help you to refine your keywords list further, whittling it down so you’re left with the ones that are really effective.

Simply paste your keywords into the search box. Here, Google will forecast how many clicks and impressions you’re likely to receive from your chosen keywords. These are hugely valuable insights when deciding which keywords will make the cut. If a keyword has low clicks and impressions, you’re not going to use it, are you?

Google Keyword Tool Clicks and Impressions

Looking for more?

For a bit of extra digging, head over to the ‘Get Search Volume and Forecasts’ tool. Here, you can check the search volume of your chosen keywords. This will help you to refine your keywords list further, whittling it down so you’re left with the ones that are really effective.

Simply paste your keywords into the search box. Here, Google will forecast how many clicks and impressions you’re likely to receive from your chosen keywords. These are hugely valuable insights when deciding which keywords will make the cut. You know that if a keyword has low clicks and impressions, you’re not going to use it, are you?

Although you won’t find new keywords here, this is a great way to forecast which keywords will be valuable, and which won’t. This means you can concentrate on targeting the ones that will actually drive traffic to your site.

Next Steps – ready to find keywords that convert?

There you have it – everything you need to know to become a Google Keyword Planner pro.

Making use of real data, this tool is invaluable for informing your keyword research efforts. A goldmine for discovering valuable keywords that will connect your site with potential customers. For more help on keyword research and SEO just get in touch. At Report Central there’s nothing we love better than helping a business gain leads and sales.

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