Keywords are how you can connect your content with the users at large. Though times have certainly changed, and Google’s ability to connect users with their intent, rather than their specific words, that does not mean keyword research is any less important.
In fact, keywords today are critical. Whether you want to improve the SEO on your website or invest in PPC marketing that actually pays off, keywords are everything.
Thankfully, by using the Google Keyword Tool under your Google AdWords account, you will be able to:
- Find keywords
- See cost forecast
- Filter and sort keywords
- Sort by keyword competition
- Analyse your chosen keywords
- Compare competitor’s keywords
Though Google’s keyword planner is intended to be used for your Google Adwords campaign that does not mean its value ends there. Google keywords can and should be used throughout your content, marketing, and SEO strategies.
How to Use Google Keyword Planner
Using the Google keyword tool is really easy, free, and can be great to get you started with keywords for your business.
To get started with the Google Planner, you will first need to create a Google Ads Account. This will give you access to a variety of features including the AdWords Keyword Planner. It is free to start an AdWords account and to use the Google AdWords Keyword Tool. That being said it is in your best interest to invest in PPC marketing through AdWords once you are finished with your keyword strategy.
To sign up all you need is:
- A google account
- A Website
Access the Keyword Planner Tool
To access the Google AdWords keyword planner tool, you will need to start a Google AdWords campaign. This doesn’t mean you need to activate the campaign or pay for keywords.
To access it you will want to select Tools from your Google AdWords account, and then under the planning section click on Keyword Planner.
This is where you will be able to use the Google Keyword Search and where you can see forecasts and metric information for pre-selected keywords.
For now, select Find New Keywords.
Find New Keywords
In the keyword planner tool, you will see a search bar. It prompts you to enter words, phrases, or a URL related to your business.
Some ideas to get you started:
- Topics about your business
- Phrases you associate with your business
Some more advanced ways to get great keywords with the Google keyword traffic tool is to also search your own URL or the URL from a competitor page. After entering between 5 to 10 different search terms, you will want to “Get Started.”
The Keyword Results Page
Once you have searched topics, phrases, or URLs, you will be given a list of results. Next to the keyword idea you will be given an average monthly search volume, and the level of competition (low, medium, or high).
Filter Down the Results
There will be hundreds of results for your keyword ideas search, which is why it is important to narrow down your keywords. You can do this using:
- Search Network
This way, you can narrow down keywords used by people in certain locations, or by those who speak a certain language. By default this is set to English as the language and to English-speaking locations.
Search networks refer to different partner sites, like YouTube, making it a great way to improve keyword search results outside of the main search engine.
You can add custom filters from there. This will narrow down the hundreds of suggestions down further to parameters most applicable to your business.
Tip: Use Your Competitors
You can use this tool to search for keywords offered on web pages, so find top competitors in your field and search for their keywords. This is a great way to find keywords you or Google AdWords would never have thought of. If you have the same target audience, operate in the same area, and work in the same industry, it’s a fast and easy way to select top keywords to use on your website.
Metrics and Forecasts
The second Google Keyword planner free tool available with your Google AdWords account is the Metrics and Forecasts tool, which will give you the search volume and competition level of keywords you have already selected.
As a bonus with this tool, Google will also estimate the number of clicks impressions, and cost per click per keyword.
The 9 Types of Keywords and Their Differences
When committing to keyword research and using the Google Keyword Planner, it is important to know the levels of keywords and their uses. Short tail keywords have high search volume but a lot of competition, for example. Knowing the different types of keywords and how to best implement them into your SEO strategy is how you can improve your ranking and conversion rates.
Short Tail Keyword
Short tail keywords are, as you can imagine, short and to the point. They are the keywords that get the highest search volume, and they are the ones that people use when they first start researching for something.
Though they have a high search volume, they do not convert well. That is because when looking to buy something or find information, people will start by searching by the broadest possible stroke, and then narrow downwards. Between high competition and low conversion rates, short tail keywords make poor investment decisions but are great for SEO or content.
Long Tail Keywords
Short tail keywords are usually between one and three words. Long tail keywords are often four or more, and they are specific, whereas short tail keywords are generic.
Google Keywords will show a low search volume for these keywords, but that does not mean it is not a good investment. For PPC marketing, they will be much cheaper than their short tail keyword counterparts, but more than that they target buyers at the end of their research journey.
Long tail keywords need to be accurate to the content on your pages or to the products you are selling. People who search with long tail keywords know what they want and what they are looking for, some examples include:
- Red Brick Patio Landscaping in [Location]
- Black Velvet Dress M
- [Brand Name] Lemon Home Cleaning Vinegar
They are almost certainly intending to buy or hire services from the companies that show up on the first page of Google.
Short Term Keywords
There are always trending keywords. These keywords will be related to a current event, like the release of a movie, or something that occurred in the news. So long as the topic in question relates to your brand, it is absolutely worthwhile to create content that appeals to that audience.
This is a great tactic to bring in new audiences to your website and then potentially making a soft sale (where you obtain their contact details like an email address, rather than sell them a product).
The search volume for these keywords is massive, and conversion is often high, but the timeframe is short. You need to be on top of what is trending to ensure that you don’t miss out.
How to Find Trending Keywords
Trending keywords are easy to discover, though it won’t always prove fruitful for your business. All you need to do is keep an eye on Google Trends. This keyword tool is a great way to determine what is trending. Usually, movies, sports events, and entertainment events top the charts.
If you want to know what the short term trending terms are in your industry, then you will want to use the search feature at the top. Not only is this a good place to see what trending keywords are in relation to your topic, you can also use this tool to improve your Google Keyword research.
Trends By Demographic and Location
One of the most useful features when using Google Trends as a Google keyword finder is that you can search by country, or worldwide. This way, you can determine if a trending keyword is popular in your specific area. This might be by country, by state/province/county, or even by city.
To search for trending keywords based on a topic related to your business, all you need to do is:
- Go to Google Trends
- Search the short tail keyword related to your business
- Select by country or worldwide
- Narrow down further by selecting city (under sub-region)
This free keyword tool will give you a good understanding of where your demographic is searching, as well as provide related topics and queries to investigate further.
Long Term Keywords
Long term keywords are always relevant. They won’t fluctuate vastly over time, though there will be highs and lows. The value of a long term keyword is that you can invest into it with the safety of knowing it will still be relevant and searched for years later.
For example, you could write a white paper for your website titled: “Everything You Need to Know About the Google Keyword Planner.” Instead of leaving that article to sit and become outdated, however, go through and update it every time Google releases a new feature or update.By updating the article “Everything You Need to Know About the Google Keyword Planner [Updated 2019]” you capitalise on your previous efforts and bring in new audiences. As a bonus, it’s also great for your SEO.
Keywords That Define Your Product
Very similar to long-tail keywords, these keywords are specific to the products you sell. They have a low search volume, low competitive rate, but users who search for these keywords have a very specific goal in mind. They are also far more likely to buy, as they are in the first stages of making a final decision.
Demographic Defining Keywords
There are different words for the same object and knowing more about your demographic and how they search can be critical when creating a keyword strategy. You can find out what words they use to search for products, their goals or needs, who they are, where they are located, and what their budget is, for example, are they looking for the cheapest, or the most luxurious? Keywords chosen with your demographic in mind will appeal to your demographic.
Latent Semantic Indexing Keywords
These keywords are thematic, closely related to your chosen keyword and best discovered with the free keyword search tool offered by Google. Also known as LSI keywords, these keywords are natural variations of your main keyword. They should be chosen in big batches for text content in order to provide organic variety both for users and for search algorithms.
Intent Targeting Keywords
Google users rely on its search engine to understand their intent. Intent targeting keywords are designed to help align content with that intent.
Focus on keywords that focus on providing answers to search queries. How To Guides, Benefits, Facts, Tutorial, and more are all geared towards providing information on a topic.
Add keywords that relate to specifications. Add features, ingredients, origin, shipping information, and more. The more specific your product description, the more useful it will be for customers.
The goal here is to be the best product. These keywords are useful for those at the end of the buying process. Add keywords that ensure the product is the best – the best quality, best price, best company, etc.
Keyword Research Uses
Between using the AdWords keyword tool, to Google Trends, to demographic research and beyond you should have a healthy list of all nine types of keywords ready to be used towards your content, marketing, and SEO strategies.
For PPC Marketing
You will want to use the keyword planner from Google especially in conjunction with PPC marketing. The most effective PPC tool is, after all, the Google AdWords Planner, and using the Google Ads keyword planner can help you make better decisions on which keywords to invest in for the best return on investment.
Though the Google Keyword planner tool is made primarily so that marketers can make better decisions on which keywords they want to pay for, that is not their only use. By using the same keyword list you can implement it directly into your SEO strategy.
That keyword planner free service will help you improve your backlink strategy and help you optimise your content both for Google and for your users. Keep the content on your site updated, and when you do update the information always ensure the keywords are optimised.
For Product Descriptions
Product descriptions need a mixture of descriptive language and keywords that will connect users to your product. Using a mixture of different types of keywords chosen through the google keyword research tool in order to inform, entice, and connect with customers.
The Google keyword planner tool free to AdWords account holders is powerful, and great for acquiring keywords both for PPC marketing as well as to improve your SEO, content, product descriptions, and marketing.
If you have any questions regarding the Google keyword planner or want to find out more about implementing this within your business, our expert team is on hand to help you out. At Click Intelligence, we understand how important it is for your business and site to not only rank high but also succeed, so feel free to get in contact with our expert team today and start making the most of the Google keyword planner.