Adwords keyword planner explained: how to use keyword planner

In fact, I’ve used the Google Keyword Planner (formerly known as Google Keyword Tool) khổng lồ help grow my site’s organic traffic to 282,762 visits per month:


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And in this guide I’ll show you how to get the most SEO value out of this awesome tool.

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Step #1: Access Google Keyword Planner

Yes, Keyword Planner is a không tính phí tool.

But there’s a catch:

In order lớn use the Google Keyword Planner, you NEED khổng lồ have a Google Ads trương mục.

If you don’t have an Adwords trương mục already, you can set one up in a few minutes:


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(Just follow the prompts, enter some information about you & your business, và you’re in. Note: You don’t have to run an active sầu campaign lớn use the Keyword Planner. But bởi need to at least phối up a Google Adwords campaign).

Next, login lớn your Google Adwords trương mục. Cliông xã on the wrench icon in the toolbar at the top of the page.


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Then, choose “Keyword Planner”:


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You’ll see two different tools within Keyword Planner: “Discover New Keywords” and “Get tìm kiếm volume và forecasts”.


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When it comes khổng lồ SEO-focused từ khóa research, these two tools are enough to generate thousands of potential từ khoá.

To be clear:

This tool is designed with PPC advertisers in mind. So there are a lot of features in the tool (like keyword bidding features) that won’t be useful if you’re using this tool to lớn find keywords for SEO.

With that, it’s time for me to lớn show you how to find SEO keyword using each of the tools built inlớn the Google Keyword Planner.

Step #2: Choose Your Tool

There are two main tools inside of the GKP..

And now I’m going to lớn show you how khổng lồ use these two tools to lớn help you create a massive danh mục of từ khóa for your SEO campaigns.

1. Discover New Keywords

Like the name suggests, this tool is igiảm giá khuyến mãi for finding new từ khóa.

As you can see, the field above sầu this tool says: “Enter products or services closely related khổng lồ your business”.


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Quick Note: The value you get from the Keyword Planner is largely based on the information that you enter here. So you want lớn be VERY strategic about what you enter inkhổng lồ this field.

So khổng lồ help you get the most out of this tool, I’ll break down each of the two main options.

Start With Keywords”: These words and phrases that describe your business (for example, “weight loss” or “coffee”). This allows you khổng lồ access Google’s internal database of keywords for different industries.

Pro Tip: You can enter multiple từ khóa inlớn this field. Just put a comma after each từ khóa và press enter. For example, if you run an ecommerce site that sells cookies, you’d want khổng lồ enter terms like “gluten không tính tiền desserts” & “low carb cookies” here.


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Start With a Website”: This is designed for Adwords users. But you can sometimes find a few solid từ khoá here using your site’s homepage… or an article from your site.

(More on that later)

Once you’ve entered your information inlớn one (or all three) of the fields, clichồng “Get Results”.


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Next, you’ll see the Keywords Results Page. I’ll show you how khổng lồ use that part of the Keyword Planner later in the guide.

For now, let’s dive into lớn the second tool in the GKP: search volume & forecasts.

2. Get search volume and forecasts for your keywords

This feature is only really useful if you already have a long danh mục of keywords… and just want to check their search volume. In other words, this tool won’t help you generate new keywords ideas.

To use it, copy và paste a menu of từ khóa inkhổng lồ the search field, and hit “Get Started”.


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You’ll also see the same Keywords Results Page you see when you use the “Find new keywords” tool.

The only difference is that a) you only get data on the từ khóa you entered and b) Google will predict how many clicks & impressions you’ll get from the từ khoá you entered:


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No matter which tool you ultimately used, you over up in the same place: The Keywords Result page.

And now it’s time for me khổng lồ bởi vì a deep dive inkhổng lồ how that page works… và how khổng lồ get the most out of it.

Step #3: Filter and Sort the Results

Now it’s time to filter the menu of từ khoá down to a smaller danh sách of terms that are best for you.

Both the tools I just described will take you to the “Keywords Results Page”, which looks like this:


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Here’s a breakdown of the page:

At the top of the page, you’ll notice four targeting options: Locations, Language, Search networks and Date range.


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Here’s what these four things mean:

“Locations”

This is the country (or countries) that you’re kinh doanh lớn. Simple.

“Language”

This is the language of the keyword you want khổng lồ see information on.

“Locations” & “Language” are automatically set to lớn target English-speaking people in the United States. If that’s your target audience (in most cases it will be), you can leave these options as-is.

But let’s say you’re based in Germany. You’d want to change the Location to lớn “Germany” và choose “German” as the language.

“Search networks”

This is whether or not you want lớn advertise only on Google… or Google and their “tìm kiếm partners”. Search partner sites include other tìm kiếm engines and Google properties (lượt thích YouTube).

I recommkết thúc leaving this set to lớn just “Google”.

“Date range”

Leaving this as the mặc định “12 months” is usually fine.

The next important feature of the Keywords Results Page is called “Add Filter”:


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This features gives you a decent amount of filtering options. So let me quickly break down each of the options for you.

Keyword Text

Here’s where you can have sầu the tool ONLY show you từ khoá that contain a certain word of phrase.

Why would you want lớn include certain keywords?

Let’s say that you just launched a new line of xanh t-shirts. In that case you’d want khổng lồ make sure the từ khoá “xanh t-shirt” appears in all of the keyword that the Keyword Planner suggests khổng lồ you.


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Exclude Keywords in My Account

This excludes từ khoá that you’re already bidding on in Adwords.

Exclude Adult Ideas

Self-explanatory (I hope).

Avg. Monthly Searches

This is helpful for filtering out keyword with lots of tìm kiếm volume (after all, these terms tover lớn be really competitive). You may also want lớn filter out từ khoá that don’t get that many searches.

For example, let’s say that you get a big các mục of keyword ideas:


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You can cliông chồng on “Avg. Monthly Searches” khổng lồ sort the results.


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That way, you ONLY see từ khoá with lots of search volume.

You can also vì the opposite. Clichồng “Avg. Monthly Searches” again và you’ll get a menu of low-volume terms:


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Competition

You can have the Google Keyword Planner only show you keywords with “Low”, “Medium” or “High” competition.


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This feature trips a lot of people up.

Remember: the Google Keyword Planner is designed 100% for Google Ads… not SEO.

So the “Competition” score here ONLY refers khổng lồ Adwords competition (not how competitive the từ khoá is to rank for in Google’s organic search results). So I recommover leaving this blank.

Ad Impression Share

Again, this setting only applies to lớn Adwords. So for the sake of SEO, we can ignore this filter.

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Top of Page Bid

This is how much you’d expect lớn pay for your ad khổng lồ appear at the top of the page for that từ khoá.

(This used to lớn be called “Cost Per Click” or “CPC”)

Top of Page Bid is a proxy indicator of commercial intent. So if you only want lớn target từ khóa that potential buyers tìm kiếm for, you can set this khổng lồ a certain dollar amount.

As you can see, there are two options “high range” & “low range”.


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I personally mix the “low range” to a few dollars. That way, I can filter out keywords without any commercial intent.


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Organic Impression Share

This is how often your site appears in the organic results for each keywords. (Note: to use this feature you’ll need to connect your Google Search Console Account to lớn Google Adwords).

Organic Average Position

Where you rank (on average) for each keyword in Google organic. Again, you’ll need to lớn connect to lớn the GSC for this lớn work.

So that’s it for filtering.

The last feature of the Keywords Results Page to look out for is called “Broaden Your Search”.

This is a new feature that shows you keyword that are somewhat related to the terms you typed in.

For example, when you search for “Paleo Diet”, you get this menu of suggestions:


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Step #4: Analyze the Keyword Ideas Section

Now that you’ve filtered the results down khổng lồ từ khóa that are ikhuyễn mãi giảm giá for your business, let’s break down the terms that are left.

Specifically, I’m going lớn show you how to analyze the terms that show up in the “Keyword Ideas” section of the Keyword Planner.


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Here’s what each of the terms in this section mean:

Keyword (by relevance): This is the menu of từ khoá that Google considers most relevant khổng lồ the từ khóa or URL you typed inlớn it.

Avg. monthly searches: Pretty self-explanatory. However, keep in mind that this is range…và not a super-accurate indicator of search volume.

(I’ll show you how to get more accurate search volume data in a minute).

Pro Tip: Watch out for seasonal keyword. That’s because seasonal từ khóa (lượt thích “Halloween costumes”) may get 50,000 searches in October & 100 searches in May. But the GKPhường will say that the term gets “10,000 searches per month”, which is kind of misleading.

Competition: Like I mentioned earlier, “Competition” in the Google Keyword Planner has nothing khổng lồ do with SEO. Instead, “Competition” is simply the number of advertisers that are bidding on that từ khoá. But it IS useful to lớn see if a keyword has any commercial intent (after all, the more people bid on a từ khóa, the more potential there is for them to lớn become a lead or customer).

Top of Page Bid: This is another great way khổng lồ size keyword’s monetization potential. The higher bid here, the more lucrative the traffic tends to be.

Step #5: Choose a Keyword

Now that you know how to use all of the tools, features và options within the Google Keyword Planner, it’s time for the last step: finding awesome keywords that you can optimize your site’s content around.

This is tricky.

Why? There are LOTS of factors that go into choosing a keyword. And it’s more art than science.

That said, I learn best from examples. So I’m going lớn help you choose a keywords from your list by walking you through a quiông chồng example.

(For this example I’m going lớn be using the “Discover new keywords” tool because this is the best way khổng lồ uncover new từ khóa in the Google Keyword Planner).


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First, you want to think of keywords that’s somewhat broad…but also describes your hàng hóa, service or content idea.

For example, let’s say that you run an ecommerce site that sells organic food.

If you wanted lớn write a blog post about the health benefits of organic coffee, you wouldn’t want khổng lồ use the keyword “coffee” (too broad) or “health benefits of organic coffee” (too narrow).

But keyword like “organic coffee” would work GREAT.

So pop that keyword into lớn the field và cliông xã “Get Started”.


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And take a look at the keywords that come up:


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So: how bởi you know which từ khóa to choose?

There are dozens of different factors lớn look at. But, in general, I like to choose từ khóa based on 3 main criteria:

Search Volume: Very straightforward. The higher the average tìm kiếm volume, the more traffic that từ khoá can skết thúc you.

Commercial Intent: In general, the higher the competition và suggested bid, the easier it will be lớn convert that traffic into paying customers when they lvà on your website.

Organic SEO Competition: Like commercial intent, evaluating a keyword’s competition in Google’s organic search results takes some more digging. You need to lớn look at the websites that are ranking on the first page… và figure out how hard it’ll be to lớn outrank them. This guide to lớn SEO từ khoá competition covers everything you need to know.

Bonus Step #1: Get Exact Keyword Search Volume Data

The Google Keyword Planner will only show you exact search volume data if you’re running an active Adwords campaign. Otherwise, you see a range, lượt thích this:


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To be honest, the range is actually fine by me. Keyword volume tends lớn fluctuate anyway. So even the “exact” average monthly search volume that you used khổng lồ see in the GKPhường was a rough estimate anyway.

In other words, there’s nothing wrong choosing từ khoá based on tìm kiếm volume ranges.

That said, there’s a nifty trick you can use lớn get exact tìm kiếm volume out of the GKP… without needing to lớn run ads in a Google Adwords trương mục.

Here’s how lớn vì it…

First, find a từ khóa in the các mục of suggestions that you want to target:


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Then cliông xã “add to plan”:


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Next, in the right-h& sidebar of the page, clichồng “Plan overview”:


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And look at the number of “impressions” you’d get if you bid on that term:


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That number is how many people search for that từ khoá every month.

(In this case, 2.1k searches per month)

And just lượt thích that, you now have accurate search volume data for your từ khoá. Nice!

Bonus Step #2: The GKP.. Hack

As you saw, the Google Keyword Planner is pretty cool.

That said, the Google từ khoá tool has two major flaws…

Flaw #1: It only gives you từ khóa ideas that are VERY closely related to lớn what you type in.

For example, let’s say your business sells organic food for pets.

So you type “organic dog food” into lớn the tool. Here’s what you get:


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As you can see, these are VERY cthảm bại variations of “organic dog food”, like:

“natural dog food”“dog food brands”“dog food”

I don’t know about you, but I don’t need a fancy tool to lớn come up with a keywords lượt thích “dog food”.

And it’s the same story for most từ khóa. The GKP. is good at coming up with long tail versions of your từ khoá. But it’s not great at generating outside the box từ khoá ideas.

Flaw #2: You get the same phối of keywords everyone else does.

Needless to lớn say, the Google Keyword Planner is an insanely popular từ khóa tool.

Which means: the keywords that you find in the GKPhường tkết thúc to lớn be SUPER competitive sầu.

Fortunately, there’s a simple way around both of those frustrating issues: The GKPhường Haông chồng.

Here’s how it works:

First, head over lớn the Discover New Keywords area of the GKPhường. Then hit “Start With a Website”.


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But instead of entering a keywords, you enter a URL from another website in your niche.

For example, instead of entering “organic dog food” inlớn the field, let’s use PetSmart’s dog food category page.


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Boom!

You get a laundry các mục of từ khoá that most of your competitors will NEVER see.

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It gets better…

There are LOTS of other pages that you can use for the GKP Haông chồng, including:

Blog postsPress releasesConference agendasBio pages of influencers in your industryNews storiesPodcast transcripts

Basically: any page that has text on it is fair game for this technique.


Chuyên mục: Công nghệ