Google Keyword Planner is a handy, free tool that helps businesses and marketers find the right keywords to boost their online visibility. Whether you’re managing a blog, running an e-commerce site, or planning a marketing campaign, knowing how to use this tool can really help your Search Engine Optimization (SEO) efforts. Here’s a straightforward, step-by-step guide to using Google Keyword Planner, complete with examples to help you put the advice into practice.
Getting Started: Accessing Google Keyword Planner
Before you can start researching keywords, you need to get to Google Keyword Planner. Here’s how:
- Sign Up for Google Ads: Since Google Keyword Planner is part of Google Ads, you’ll need a Google Ads account to use it. Don’t worry—you don’t have to run any paid ads. Just sign up for a Google Ads account and skip the ad creation part during sign-up.
- Navigate to Keyword Planner: Once you’re logged into Google Ads, click on the “Tools & Settings” menu at the top right of the screen. Under the “Planning” section, click on “Keyword Planner.” You’ll see two main options: “Discover new keywords” and “Get search volume and forecasts.”
Step 1: Discover New Keywords
The “Discover new keywords” option is where most of your research will happen. This tool helps you find new keyword ideas based on words related to your business or products.
Example: A Local Bakery
Let’s say you own a small bakery in Leeds and want to attract more customers through your website. You might start by typing in basic terms like “artisan bread,” “custom cakes,” or “gluten-free desserts.”
- Enter Your Keywords: Type these terms into the search box. You can add several at once, separated by commas. For example, you might enter “artisan bread, custom cakes, gluten-free desserts” and then click “Get Results.”
- Analyze Keyword Suggestions: The tool will then give you a list of related keyword ideas. You might see suggestions like “best bakery in Leeds,” “wedding cakes Leeds,” or “organic sourdough bread.” These can help you come up with content ideas or refine your product descriptions.
- Review Metrics: Next to each keyword, you’ll see data like average monthly searches, competition level, and suggested bid (if you were running ads). For instance, “wedding cakes Leeds” might show 1,000 monthly searches with medium competition, meaning it has good potential for driving traffic to your site.
Step 2: Get Search Volume and Forecasts
The “Get search volume and forecasts” option lets you see past search data and predict future trends for specific keywords. This is great when you want to evaluate how well certain keywords might perform.
Example: An Online Pet Supply Store
Say you run an online store selling pet supplies and want to check the demand for a new line of eco-friendly dog toys.
- Enter Keywords for Analysis: You might type in “eco-friendly dog toys,” “natural dog chew,” and “biodegradable pet products” to see how often people search for these terms.
- View Historical Data: The tool will show you the search volumes for these keywords over the past 12 months. For example, “eco-friendly dog toys” might have a steady rise in searches, indicating growing interest.
- Forecast Future Trends: Google Keyword Planner can also predict search volumes for the upcoming months. If it forecasts that “natural dog chew” will see a spike in searches during the holidays, you could prepare content and promotions in advance.
Step 3: Refining Your Keyword List
After you’ve compiled a list of potential keywords, it’s time to narrow it down to the most relevant ones.
Example: A Freelance Graphic Designer
As a freelance graphic designer, you want to attract clients looking for specific services like logo or website design.
- Filter by Location: Focus your keyword results on your target area. If you’re based in London, filter the data to show results only from that region, ensuring you’re targeting the right audience.
- Sort by Competition and Search Volume: Look for keywords with a balance of high search volume and low to medium competition. For example, if “logo design London” has high competition but “affordable graphic design London” has medium competition with good search volume, you might focus on the latter.
- Organize Keywords by Themes: Group similar keywords together. For example, under “logo design,” you might include terms like “custom logos,” “business logo design,” and “professional logo creation.” This will help you create focused content around these themes.
Step 4: Implementing Keywords in Your Strategy
Once you’ve refined your keyword list, the next step is to use them effectively across your digital platforms.
Example: Blogging for an Online Fitness Coach
Imagine you’re an online fitness coach looking to drive traffic to your blog. Here’s how you might use your keywords:
- Content Creation: If “home workout routines” is a key phrase, you could write blog posts like “10 Effective Home Workout Routines for Busy Professionals” or “How to Start a Home Workout Routine with Minimal Equipment.”
- On-Page SEO: Incorporate your chosen keywords in important areas of your website, like title tags, meta descriptions, headers, and image alt text. For example, a page titled “Customized Workout Plans” could have a meta description like, “Get personalized home workout routines designed by a professional fitness coach.”
- Monitoring Performance: Use tools like Google Analytics or Search Console to see how your keywords are performing. If “online fitness coaching” is driving traffic but not converting, you might tweak your content or call-to-action to better match what users are looking for.
Step 5: Keep Your Keyword Strategy Fresh
SEO and keyword trends change over time, so it’s important to revisit Google Keyword Planner regularly.
Example: A Seasonal Business
If you sell Christmas decorations, you might notice a rise in searches for “LED Christmas lights” or “eco-friendly Christmas decorations” as the holiday season approaches. This could lead you to adjust your content and product focus to match what people are searching for at that time.
Conclusion
Google Keyword Planner is a valuable tool for anyone looking to improve their online presence through keyword research. By following these steps—finding new keywords, checking search volumes, refining your list, and implementing them strategically—you can create an SEO strategy that drives relevant traffic to your site. And remember, keyword research isn’t a one-and-done task; it’s something you should revisit regularly as your business and market trends evolve.
