9 Creative Ways To Use Google’s Keyword Planner Tool


One thing that attracts many entrepreneurial-minded souls to the SEO industry is its dynamic design.

Strategies are constantly changing based on each customer’s focus and industry, preventing Proverbs cookie-cutter practices.

This is especially true when it comes to keyword research.

there are many keyword research tools available, and each requires a unique creative focus to generate the best search opportunities.

For this article, I’ll explain a tool from Internet motherships that is sometimes sidelined for SEO because of its ad-based focus: google keyword planner,

Here, you’ll find nine Keyword Planner research tips that can help you target more profitable terms in organic and paid campaigns.

1. Choose Low Volume, High-Reward Keywords

First and foremost, you want to know which products, services and keywords provide the most benefits.

With this information, you can build a list of seed keywords to launch your first plan of attack.

In general, I focus on quality over quantity, which usually equates to low quantity over high volume.

For example, one of our clients is an environmental consulting company, so someone converting an organic piece of material for a “SWPPP plan” can get thousands of dollars in a sale to that company.

low competition keywordsImage from Google Keyword Planner, April 2022

As you can see, search competition is low for many of these keywords, and volume is increasing for many of the relevant keywords in that space.

Due to growing environmental concerns, such keywords will continue to grow and make money for whoever captures their organic share.

bonus tip: If you are looking for more precise keyword volume, use another keyword planner like semrush Or create a higher bid using Max CPC to better understand the total volume and monthly impressions of a keyword.

2. Sort Keywords By Intent

Next, compile a list of keywords for each campaign and sort by intent.

Unfortunately, Google’s Keyword Planner does not provide any filters for intent, such as commercial, informational, or shipping intent,

However, we can derive business intent from other keyword phrases by filtering keywords by top of page bid in ascending or descending order.

For example, pages with high top of page bids usually have highly competitive business intent and show relatively good conversion rates if advertisers are willing to bid so high on these terms.

Compile a list of keywords for each campaign and sort by intentImage from Google Keyword Planner, April 2022

LinkedIn content marketing is a highly sought-after term with a lot of competition based on this research.

However, you can flip this list in ascending order to find keyword terms with more informative intent.

Using our previous example of “SWPPP schemes”, we find informative keywords with low bids, in ascending order.

    Flip this list in ascending order to find keyword terms with more informative intentImage from Google Keyword Planner, April 2022

bonus tip: Using phrases like “buy,” “coupon,” “sell,” etc. will help you separate keywords from business intent.

On the other hand, words such as “best practice,” “top,” and question phrases would indicate informational intent.

3. Take Keyword Ideas From Competitors

While there are many competing research tools available, including ahrefs, semrush, plushetc., you can do competitive keyword research directly in Google’s Keyword Planner.

In fact, when you log in to Keyword Planner, they provide options to search for keywords using seed keywords or a competitor’s website.

    Conduct competitive keyword research in Google's Keyword PlannerImage from Google Keyword Planner, April 2022

Google will provide a list of all the keywords for which this website ranks, and you can filter keywords by brand name to get a good list of keywords for which a website is ranking.

bonus tip: Click on Biological Average Position custom column To see where this website ranks for specific keywords to generate views for success.

4. Using Skyscraper Content Page-Specific Keywords

You can see that Google Keyword Planner provides a keyword overview of your competitor’s website and page-specific content in the image above.

If you were searching for topics and keywords for top or mid-funnel content that drives traffic to your website, you can use any of your favorite Competitive Research Tools To see which pages are driving traffic to a website.

Of course, you can manually input any webpage your competitor overtakes you for and search for other keyword ideas and variations.

For example, using SEMrush, I found that this article on alternative search engines draws the highest annual traffic for Search Engine Journal.

I can copy and paste the link in Keyword Planner to see the most relevant keywords driving traffic to that web page.

See the most relevant keywords that drive traffic to that webpageImage from Google Keyword Planner, April 2022

If you’re so inclined, you can even bid on these keywords, whether you’re marketing to an alternative search engine or a great piece of content.

bonus tip: By conducting page-by-page keyword research, you can discover other keyword variations that Google ranks the page for which you otherwise would not have input in your content.

5. Satisfied intent with keyword queries

Informative content answers as many user questions as possible.

This provides several benefits for your SEO and content strategy, including:

  • Rich snippets and ranking for answer box searches.
  • Satisfying user intent.
  • Beating the competition by grabbing user attention for a longer period of time and getting more clicks.
  • Ranking for more keywords than broad seed words.

Fortunately, Google’s Keyword Planner provides easy filters for inputting question phrases such as “what,” “when,” “where,” “why,” and “how” in a way that best meets user intent and allows users to use their keywords. Helps create stellar content that educates.

bonus tip, reply to public is a free tool that provides common user questions in an easy-to-view format to help you answer as many questions as you can.

In addition, Google’s answer box and commonly searched results below provide good indicators of what questions users are researching.

6. Filter by Location

Another great feature of Google’s Keyword Planner is the ability to filter ads and impression shares to specific locations.

Google lets you filter keyword search volume by city level.

Filter ads and impression shares to specific locationsImage from Google Keyword Planner, April 2022

In addition, you can access search volume data by state or region to find out where most of your traffic and customers come from in Google’s Forecast tab.

For example, below, I saw the search volume for “SWPPP plans”.

    Find out where most of your traffic and customers originateImage from Google Keyword Planner, April 2022

Using this data, you can create location-specific landing pages for SWPPP plans for California, Texas, Florida, etc.

bonus tip: Filtering searches by location also provides a good baseline for the amount of access to local ads on Facebook and other networks.

For example, if most searches are regionally specific, this can help you avoid extravagance across advertising platforms.

7. Optimize Keywords by Device

In addition to location and intent, it is also important to optimize web pages for different devices.

I created an ad campaign targeting “roof repair” in the Dallas metro area as in the example below.

Optimizing web pages for different devices is also a criticism.Image from Google Keyword Planner, April 2022

Not surprisingly, most of these searches happen on mobile devices and are most likely done as “near me” searches.

Based on this evidence, optimize landing pages for mobile devices, insert a click-to-call CTA, curate a strong brand presence on local directories, and Customizing Google Business Profile (formerly Google My Business) will get the most conversions for most ad campaigns with clear contact information.

bonus tip: Understanding what users search for products for allows you to target users on those tools with retargeting advertising-based campaigns on social media and other websites.

8. Search Keywords by Group

Advertisers mostly use this strategy, but it provides a rich information resource for SEO and content marketers.

By searching for keywords in the group view, rather than the keyword view, Google organizes the keywords directly for you by category.

For example, using the seed phrases “Homemade Kombucha” and “Best Kombucha,” you can see the number of keyword and topic views generated from two simple keywords.

Google organizes keywords by category directly for you.Image from Google Keyword Planner, April 2022

By grouping these keywords by category, you can create page-specific content for each group, using each keyword in the group to help optimize your content.

bonus tip: If you see above, Google provides relevant keyword and topic suggestions to further expand your marketing efforts.

9. For Ads – Remember to bid on branded keywords

Finally, a conversion strategy for advertisers is to consider bidding on branded keywords and redirecting user searches to your website if you have exhausted keyword measures.

You can make real use of this strategy if you sell brand-name products on your website, such as Nike shoes, if you sell apparel, or if you want to get more clicks for your own branded keywords. can.

There are many benefits to bidding on branded keywords, including:

  • take up More SERP real estate,
  • lower costs (for genuine business brand).
  • high CTR (Especially if it’s your brand).
  • get more data About user intent and on-page metrics.
  • create exposure for your brand.

bonus tip: You can also bid on competitors’ keywords to be competitive. While this strategy is not foolproof, sometimes it is a good way to steal traffic and clicks from competitors.

However, this plan can always backfire, and your competitor may do the same to you.

Google’s Keyword Planner is free to use with a Google Ads account and provides users with most of the tools they need to start keyword research and launch a multidisciplinary digital campaign.

Furthermore, what Keyword Planner lacks in functionality, it can make up for in third-party tools and a little creativity.

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Featured Image: Nikolay Klimenko/Shutterstock





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