Without an objective place to get your data, let’s face it, your keyword research would just be a speculative luck of the draw. I don’t know about you, but I personally do not want to leave my marketing efforts to chance.
Luckily the “Big G” gives us this great free tool to aid us in our quest, introducing the Adwords Keyword Planner Tool. While this tool aids in finding the right keywords for your pay-per-click campaign, it is also invaluable for use in keyword research to improve your organic search rankings.
Using this tool you can now make informed decisions on what keywords are best for your business. This suite of tools will tell you which keywords have a growing or shrinking popularity and allows you to discover hundreds of new keywords in a matter of seconds.
Does that seem good to you?
In this guide I will show you how to gain the most value out of this tool for your SEO purposes.
Step 1: Where to find the Google Keyword Tool?
You’ll need a Google Adwords account if you don’t already have one you can sign up for one here: Click here
Once signed-in Navigate to the keyword planner tool
You will now be shown 4 different sets of tools. Each of these options are useful in their own unique way with regard to your overall business marketing strategy.
The following 3 options are the once we are going to concentrate on in this guide specific which is specific to SEO.
- Search for new keyword and ad group ideas
- Get search volume for a list of keyword or group them into ad groups
- Multiply keyword lists to get new keyword ideas
Step 2: Choose Your Tool
The keyword planner is not just a single tool but it is a selection of synergistic tool collections that are a must have in any SEO’s Toolbox.
Search for New Keyword and Ad Group Ideas
This is the tool I use for finding new keywords. You provide some seed keywords and the tool will find closely related keywords relevant to your business.
Lets split this into segments and really go into detail as to what each option entails.
This is one of the most important steps, the outcome of this research is largely based on what you’ve put in here.
Here’s what you need to do to milk it for what it’s worth.
Firstly, what is your main product or service? You want to get right into the nitty gritty here, you don’t want to search broad terms, what exactly do you do and what is the potential customers thought process when trying to find your product.
I recommend entering just 1-3 keywords specific to a particular niche market you currently target.
Your landing page: What page on your website best addresses and possibly contains most of the 1-3 keywords you entered?
Your Product Category: Enter your main industry and product category, this is powerful as it gives you access to highly relevant keywords on Google’s database.
All you need to do is enter the country and language your business is targetting, Or does it have the potential to meet a global audience in a specific niche?
Customize your search
Keyword filters: This simply lets you filter out keywords that don’t meet your criteria. For instance you may not be looking for keywords that have less than 500 searches per month.
Keyword options: Put simply this feature allows you tell Google how specific or broad to be with the result. I usually leave this as-is.
Once you’re done click “Get Ideas”, it will now display a list of keyword ideas which we will go into more depth on later in the guide.
Get search volume for a list of keywords or group them into ad groups
Does what it says on the box, feed it a list of keywords and it will show you the search volumes for each keyword relevant to your location.
I’ll show you how to use this later.
Multiply keyword lists to get new keyword ideas
This tool basically multiplies 2 or 3 lists of keywords you give it and mashes hundreds or thousands out mostly gibberish but among them you will find some diamonds.
This tool is especially helpful for eCommerce SEO, it can determine multiple combinations of what potential customers might search for.
Put in some random keywords i.e. “blue, red, green, black” and in the second box put a list of products for instance, “hat, cap, headwear, beannie” and click “get search volume”
As you can see it has put them into groups sorted by highest search volume.
Step 3: Using The Results Page
There are also two tabs to choose from:
When you click keyword ideas this is what you’ll see:
As you can see it gives you the exact keyword and number of searches, very useful as you’ll see.
If you hover your mouse over this number it will show you a graph which shows the Trends data for that exact search.
You can use this info to guage whether this term is becoming more or less popular over time.
Competition: This basically shows the bidding of Adwords advertisers competing for that term. Can be used as an indicator.
Step 4: Finally, Let’s Find Great Keywords
You’ve now had a basic introduction on how to use the 3 tools we will need.
Let’s start with the Search for New Keyword and Ad Group Ideas tool.
Okay, now think of a keyword that is pretty wide a broad umbrella keyword if you will. But it must also describe your product or service.
(If you created 1-3 niche market keywords from earlier, you can use them here)
The first thing you want to do is look at the Ad Group ideas listed here.
You can find niche markets here by looking at the blue hyperlinks for the group.
i.e. “Search Optimization, Free SEO, Best SEO”
If you click on it you can see what keywords are part of the group. Also check the keyword ideas tab and copy anything you think will fit with your content or could make a new page paste them to a notepad or excel spreadsheet for use later.
How do you know which keywords you should keep and which you should chuck? Here are the main criteria I use:
Search volume: There’s no point targeting a keyword that only gets 5 searches a month. Higher the better.
Monetization: This is more of an art then a science, try get into the head of the searcher who needs your service.
Organic SEO Competition: This is achieved by doing further keyword research alongside competitor analysis and analysis of the SERP. Please read our tutorial on competitor analysis.