Welcome to the second part of the ultimate guide to keyword research. If you haven’t read our previous post make sue to check it out before reading on.
Now let’s begin.
Keyword research start’s with trying to guess what search query your target market will put into Google. You have to be objective and try to get in the head of the type of people you want to reach, because it will be like trying to find a needle in a haystack.
Luckily for us there is some hope at the end of the tunnel and Google have given us a free tool to use to make the right choices when it comes to picking our keywords.
It’s called the Google Keyword Planner.
It sounds interesting.
That’s because it is.
Originally the tool is designed for Adwords campaigns so they will be many features in the tool that you will not have to use, like keyword bidding features.
But don’t worry I’ll show you exactly how to get the most from the Google Keyword Planner
Here’s how to use it.
In order to use the Google Keyword Planner you will have to have a Google Adwords account. It doesn’t take long to set up if you don’t have one.
(Follow the prompts that appear and fill in any details they require. You will need to give information about yourself and your business.
Note: you do not need an active Adwords campaign to use the GKP
Next, login to your account. Click on the “tools” button from the toolbar and then click on “keyword planner”
You’ll then be shown three different tools within the Google Keyword Planner ( under “ where would you like to start?”)
There are only three tools that you will need to use for SEO- keyword research
The keyword research tool has an array of different keyword research tools.
I will show you how to use all three of the tolls available on the Google Keyword Planner that will give you a great lists of keywords for your SEO campaign.
This is the tools that is most used by SEOs for finding new keywords.
With this tools the keyword you generate from this tools are very similar to the keywords that you put into it. (The Google Keyword Planner doesn’t generate any new keywords ideas that you can use. Remember this is a tools, it’s not built to think creatively or get into the mind of your buyer.)
When you are using the “search for new keywords using a phrase, website or category” tool, you’ll be presented with a menu with a list of options:
Let me explain each of the options:
This is an EXTREAMLY important option within the tool. The information that you get from the planner is based on information you enter.
Here’s how to use it:
This is where you enter what is called your “seed keywords”. The aim here is to enter specific keywords as opposed to broad keywords. This is because entering a broad keyword like “restaurants” will result in very competitive head keywords that you will not be able to rank for. Instead enter 1-3 keywords more specific to your niche. For example, if you ran a health store, you’d want to enter terms like “organic supplements” and “gluten free bread” here.
This option is normally used by Adwords users. However, you can on the odd occasion find good keywords here using an article on your blog or on your site’s homepage.
This option gives you access to Google’s own database of keywords for different niches. You can find good keywords here that you might have missed on using the previous two options.
After you have entered your information into one, or all three of the options, it’s now the time to choose your “targeting “options.
Targeting is where you enter information about where you are marketing on. You have to choose your country, language and the search engines that you will be targeting.
As Google is based in USA, the options are automatically set to English speaking people in the US using Google. If your’re an American reading this then you should leave options as they are.
What if you’re not based in the US?
Let’s say you’re based in France. You’d wanted to change the country to “France” and change the language to “French”.
The last option is on when targeting is called “negative keywords”.
Negative keywords is something you don’t have to worry about. It only applies to Adwords users; they are keywords you don’t want to advertise on.
This is what these options mean
Keyword filters: This allows you to filter out any keywords that don’t meet a certain criteria. For example, you may not be interested in any keywords that don’t have at least 3000 monthly searches. Click on the “keyword filters” box and put in whatever your minimum monthly search volume is?
The principle is the same with suggested bid. This is the approximant measurement of commercial intent
Ignore the “ad impression share” as this is only for Adwords users.
Keyword options: This lets you tell the tool how broad you want the search results to be. It is best to leave this option as it is. The other options like “show keywords in my plan” are for Adwords advertisers.
Keywords to include: you can choose specific keywords that you want to include in your search results.
It is important to include certain keywords in the results. Why?
Imagine you have just opened your steak restaurant. In this case you’d want to make sure the keyword “steak restaurant” appears in your keyword suggestions.
If you have a list of keywords that you want to take a look at, click on the “ Keywords to include” bottom and your chosen list in here:
Once you have finished click on “get ideas” and you will see the Keyword Results Page. I will talk about the Keyword Result Page later on, so keep reading.
This feature is useful if you already have a keyword list and you want to find out the search volume for those keywords. This feature will not give you any new keywords ideas.
You can input your keywords by copy and pasting them or you can make life easier for yourself and upload a CSV file:
You can also target your country and language. It is exactly the same to what you did with the “search for new keywords using a phrase, website or category” tool:
This is a funny tool to use.
This tool takes keywords and combines them together into thousands of different combinations. The vast majority of the results will be nonsense, but the tool will every now and again create a zinger.
The keyword multiply tool is very good for ecommerce owners. This is because it will help you create basically every keyword combination people use to search for your products.
Firstly, enter a list of keywords into “List 1”:
Add another list of keywords into “List 2”:
You can add to the madness by adding another field by clicking on the big grey “X”:
If you do decide to add another field than input your list of keywords into “List 3”:
Once you’ve finished click on “get search volume”, and you’ll be able to check out what kewyords the tool created for you.
All the tools I described will eventually take to the “Keyword Results Page”, which will look something like this:
Here’s a closer look at the page:
On the left on the page you have the targeting options. It’s the same as we saw last time
You’ll find that it is very useful that you have the targeting and filter option on this page as you can change your results after the search has been performed. For example you can filter out any keywords that don’t meet your search volume criteria.
Next, you have two tabs which you can choose form: “ Ad group ideas” and “keyword ideas”:
The important note here is that you spend a good amount of time on both the “keyword ideas” and the “Ad group ideas”. Most people only focus on the “keyword ideas”, this will cost you and it something you should avoid. I’ll tell you why in a minute, but you can normally find great keywords to use in the “Ad word ideas” tab.
When you do click on the “keyword ideas “tab, this is what will appear:
Search terms: these are the exact keywords you entered in the previous step.
Keyword (by relevance): these keywords are what Google thinks is the most relevant to your “search term” keyword.
Avg. monthly searches: this is simple. This is the amount of monthly searches for any given keyword. This is an estimate number of searches not an exact number of monthly searches.
You also have to remember that the average monthly searches will change for seasonal keywords. Bonfire night may get 60,000 searches in November and only 800 in July. This is a problem as the average monthly searches can be a little bit misleading.
Competition: this indicates the number of advertisers making bids on that specific keyword.
Suggested bid: basically the higher the suggested bid is, the more profitable the traffic.
Now you know how to use all the tools within the Google Keyword Planner, it’s finally time to actual pick amazing keywords, that you can base your content on.
To demonstrate how to find amazing keywords I’m going to use the search for new keywords using a phrase, website or category tool because in my opinion it is the best tool available in the Google Keyword Planner, for finding new keywords.
First things first, you have to come up with a keyword that is broad, but yet also describes the service, product or content idea specifically.
If you created a list of niche topics from the introduction, this is where you’d want to use them.
For example let’s pretend that you own an ecommerce site that sells different flavoured tea bags.
If you wanted create an article on your blog about the negative impact of tea on your body, you would avoid the term “tea”, which is way too broad or “health implications of drinking green tea”, which is too narrow. Picking a keyword like “effects of drinking tea” would be great.
Put the keyword you have chosen in the “product or service” section:
And then click on “get ideas”
I hope you like my drawing!!!
Before anything take a good look at some of the Ad group names that will be listed:
You can find amazing niche topics of great keyword ideas from the name of the Ad groups that appear
Now, click on one of the Ad groups:
And see what keywords this Ad group is made up of:
That is one place to find great keywords. The other place to find great keywords is the “ keyword ideas” tab.
Take notes of any keywords that may seem like they will work well with your article piece.
Click on the “keyword ideas” tab:
Then take a look at the keywords that come up:
What keywords will you choose?
There are so many factors you could take into consideration when trying to pick a good keyword, but base your keywords on the following three criteria:
Search volume: the higher the search volume the better
Commercial intent: trying to figure out the monetization potential of any given keyword is more difficult than it may appear. As a rule of thumb the higher the competition and suggested bid, the easier it ‘should’ be to convert traffic into well paying customers, ‘should’.
Organic SEO competition: similar to commercial intent, trying to find out a keyword’s competition in Goole’s organic search results takes more time to find out.
There is only one way to find the exact search volume, which is by actually having an active Adwords campaign. Like I mentioned earlier, the Google keyword planner will only show you an estimated range:
The search volume that you see it actually pretty good as keyword volume fluctuates, so the monthly searches that you see will be an estimate of the average monthly searches anyway. So all in all it’s not that bad.
But there is a little trick you can use to get the exact monthly search volume, without needing actually having an Adwords campaign running.
First thing you have to do is to find a keyword from the list of suggestions that the GKP throughout:
Then click on the “add to plan” button
On the right hand side you will see “review plan”, click on it
When you are on the page enter an insanely high bid for your chosen keyword, £300 +.
You have to put a huge bid because Google will assume that your ad will appear for every single search term for your chosen keyword.
Take a look at the number of impressions you’d get.
The number of impressions shown will give you the exact number of people searching for that keyword every day. Now all we have to do is multiply that number by 30 to find out the exact number of monthly searches.
So there it is, the complete guide in how to use the Google Keyword Planner. Hopefully after you’ve read this guide you will have a huge list of great keywords.
Next, I’m going to show you how to find the best long tail keywords for your SEO campaign.