Google Keyword Planner is a free keyword research tool available through Google Ads that helps users research, analyze, and download keyword data for SEO. While it is technically a feature within the Google Ads platform designed for pay-per-click (PPC) advertisers, it remains one of the most accurate and valuable sources of search volume data available to SEO professionals. Unlike many third-party tools that estimate search volumes based on complex algorithms, Google Keyword Planner provides data directly from the source: Google's own search engine databases.
For SEO-focused keyword research, this tool is sufficient to generate thousands of potential keywords, allowing marketers to build robust content strategies. However, it is important to recognize that the tool is designed with PPC advertisers in mind. Consequently, there are many features, such as keyword bidding features and cost-per-click (CPC) data, that may not be immediately useful if you are using the tool solely for SEO. This guide will navigate the nuances of using this powerful tool for organic search optimization, moving beyond its advertising roots to unlock its full potential for SEO.
Getting Started: Access and Interface
Before diving into keyword discovery, you must ensure you have the necessary access. While the tool is free, it does require a Google Ads account. Some beginners might hesitate at the requirement to set up a campaign, but you do not need to actually run ads or spend money. You simply need to set up a Google Ads campaign to gain access to the Tools menu.
Once you have access, navigating to the tool is straightforward. After logging into your Google Ads account, you click on the "Tools" menu item typically located in the top navigation bar and choose "Keyword Planner." This action takes you to the main dashboard. Inside the Keyword Planner, you will see two distinct tools: "Discover New Keywords" and "Get search volume and forecasts." Understanding the difference between these two is the first step in mastering the platform.
The Two Core Tools of Keyword Planner
The Google Keyword Planner is built around two primary functions, each serving a different stage of the keyword research process. While they share the same underlying database, the intent and input methods differ.
- Discover New Keywords: As the name suggests, this tool is ideal for finding new keywords. It allows you to seed your research with broad ideas related to your business. The interface prompts you to enter products or services closely related to your business. The value you get from the Keyword Planner is largely based on the information that you enter here. This tool expands your seed terms into a comprehensive list of related queries, questions, and variations.
- Get search volume and forecasts: This tool is designed for analyzing existing keyword lists. You input a list of keywords you are already considering, and the tool provides historical metrics and future projections. While "forecasts" sounds PPC-centric, the historical search volume data provided here is vital for SEOs who have already compiled a list of potential keywords and need to verify their search viability.
Strategy #1: Using "Discover New Keywords" for SEO
For most SEO campaigns, the "Discover New Keywords" tool is the starting point. The goal is to cast a wide net to capture the full spectrum of search intent relevant to your niche. The tool allows you to enter specific terms or a website URL to refine results based on business relevance.
Input Methods: * Enter Products or Services: You can type in words or phrases that describe what you offer. For example, a digital marketing agency might enter "SEO services," "content marketing," and "link building." The tool will then generate hundreds of related keyword ideas. * Enter a Website URL: This is a powerful, often underutilized feature. By entering a specific URL (either your own or a competitor's), the tool analyzes the content of that page and suggests keywords relevant to that specific content. This is excellent for competitive analysis and for finding keywords related to specific product pages or blog posts.
Once you click "Get Results," you are presented with a list of keyword ideas. This list includes the keyword phrase itself, along with metrics like Average Monthly Searches, Competition, and Top of Page Bid (Low Range and High Range). For SEOs, the most critical column is Average Monthly Searches, which indicates the potential traffic volume.
Strategy #2: Analyzing Search Volume and Forecasts
The second tool, "Get search volume and forecasts," is less about discovery and more about validation. If you have already done brainstorming or have a list of keywords from another source (like a competitor analysis or a customer interview), this is where you verify their worth.
To use this tool effectively: 1. Paste your list of keywords into the input box. You can enter multiple keywords separated by commas or line breaks. 2. Click "Get Started." 3. The tool will process your list and present a dashboard. Click on the "Keyword Ideas" tab (or similar depending on interface updates) to see the metrics for your specific list.
This view is often cleaner than the discovery tool because it isn't trying to expand your list; it is simply reporting on the keywords you provided. It is particularly useful for checking seasonal variations or specific local search volumes for a pre-determined strategy.
Understanding the Metrics: What Matters for SEO
Google Keyword Planner provides several data points, but not all are equally relevant for organic search. To make informed decisions, you must understand what each metric represents and how to interpret it for SEO purposes.
Average Monthly Searches: This is the primary metric SEOs look for. It represents the estimated number of searches for that keyword per month. Google typically provides a range (e.g., 1K - 10K) rather than an exact number. This range helps you prioritize keywords that will drive the most traffic.
Competition: In Keyword Planner, "Competition" refers specifically to the number of advertisers bidding on a keyword, not the difficulty of ranking organically. However, there is a correlation. High competition in the ad space usually indicates a keyword with high commercial intent or high value. If many advertisers are willing to pay for clicks, it is likely a keyword that generates business. Therefore, high competition can be a positive signal for SEO targeting, provided you can compete organically.
Top of Page Bid (Low Range and High Range): This metric shows the approximate cost-per-click (CPC) advertisers have paid to appear at the top of the search results. While this is a PPC metric, it is a goldmine for SEOs. A high "Top of Page Bid" indicates that the keyword is valuable and likely leads to conversions. If advertisers are willing to pay a high price for a keyword, ranking organically for that same keyword is likely to generate significant revenue for your business "free of charge."
Filtering and Refining Your Results
The initial list of keyword ideas can be overwhelming. The true power of the Keyword Planner lies in its filtering capabilities. You can narrow down the list to find the keywords that are most relevant to your specific SEO goals.
Location Targeting: You can change your location to a different country, state, or city to see local volume ranges. This is essential for local SEO. For example, the search volume for "plumber" in the entire United States might be 100K–1M monthly searches. However, if you change the location to Birmingham, Alabama, the range drops to just 100–1K. This allows you to focus your efforts on geographic areas where you operate.
Keyword Filters: You can filter keywords based on text. For instance, you can include or exclude keywords containing specific words. This is useful for narrowing down to specific product lines or excluding brand terms that you aren't interested in.
Date Range: You can adjust the date range to look at historical data. This helps identify seasonal trends. If you are planning content for the upcoming year, looking at data from the previous year can show you when interest in certain topics peaks.
Finding Long-Tail Keywords
Long-tail keywords are specific, often longer phrases that have lower search volume but higher conversion rates and lower competition. While the Keyword Planner does not have a specific filter for "number of words" like some third-party tools, you can use strategic methods to find them.
One effective method is to look for question-based keywords. Long-tail keywords often start with words like "best," "top," "what," "how," "who," "where," and "why." You can scan your keyword list for these qualifiers. Additionally, sorting the list by "Avg. monthly searches" (ascending) will reveal the specific, niche phrases that fewer people search for but that are highly relevant to a specific audience.
Using Keyword Planner with Other Google Tools
While Keyword Planner is powerful, it is even more effective when used in conjunction with other free Google SEO tools. The ecosystem of tools provides a holistic view of your website's performance.
Google Search Console: Search Console is essential for monitoring site performance and fixing indexing issues. It provides data on search traffic, including impressions, clicks, and average position. You can use Keyword Planner to find new keywords, and then use Search Console to see which of those keywords are actually driving traffic to your site.
Google Analytics: Google Analytics tracks user behavior and traffic sources. It helps you understand what users do once they land on your site. If you target a keyword found in Keyword Planner and traffic increases in Analytics, you can measure the bounce rate and conversions to determine if that keyword is attracting the right audience.
Google Trends: Keyword Planner provides static search volume numbers, but Google Trends shows you the popularity of a search term over time. This is crucial for identifying trending topics. For example, a keyword might have high average monthly searches, but if it is trending downward, it may not be worth investing long-term content resources into.
Comparison of Google SEO Tools
To understand where Keyword Planner fits into the broader SEO landscape, it helps to compare it with other essential Google tools. Each tool serves a distinct purpose, but they all contribute to a comprehensive SEO strategy.
| Tool | Best For | Key Features |
|---|---|---|
| Google Keyword Planner | Keyword Research | Search volume, CPC, competition, keyword ideas |
| Google Search Console | Indexing & Performance Monitoring | Crawl stats, keyword data, mobile usability |
| Google Analytics | Traffic & Behavior Tracking | User sessions, bounce rate, conversions |
| Google PageSpeed Insights | Website Speed Optimization | Core Web Vitals, performance score |
| Google Trends | Identifying Trending Topics | Real-time search trends, comparison by region |
Advanced Techniques for Local and Trend Analysis
Beyond basic keyword discovery, Keyword Planner offers advanced capabilities for local SEO and trend analysis. These features allow you to drill down into specific markets.
See Local Search Volumes: As mentioned earlier, you can change your location settings to view volume ranges for specific states or cities. This is invaluable for businesses that serve specific geographic areas. You can avoid wasting resources targeting keywords that have high national volume but low volume in your service area.
See Popular Search Locations: Keyword Planner can show you the most popular search locations for any term. By scrolling to the bottom of the Forecasts tab, you can see a map or list showing where searches are concentrated. For example, a search for "superbowl" might show that 54% of impressions come from the U.S. This allows you to set your location filter to the U.S. to get more accurate volume estimates for that specific term.
Practical Workflow for SEO Keyword Research
To put this all together, here is a recommended workflow for using Google Keyword Planner for SEO:
- Access the Tool: Log in to your Google Ads account and navigate to Tools > Keyword Planner.
- Select "Discover New Keywords": Start with the discovery tool to expand your initial ideas.
- Input Seed Keywords: Enter your core products, services, or a competitor's URL. Be specific to get relevant results.
- Analyze the List: Look at the Average Monthly Searches and Competition columns. Identify keywords with high volume and high commercial intent (indicated by high Top of Page Bid).
- Filter and Refine: Use location filters for local SEO and text filters to exclude irrelevant terms or find long-tail variations.
- Export and Organize: Download the list. You can organize keywords into groups based on themes or funnel stages.
- Cross-Reference: Use Google Trends to check for seasonality and Google Search Console to see if any of these keywords are already appearing in search results.
Common Questions About Google Keyword Planner
Do I need to run Google Ads to use Keyword Planner? You need a Google Ads account to access the tool, but you do not need to spend money on ads. You can set up a campaign and pause it immediately, or simply skip the billing setup if possible (though Google often requires a billing method on file).
Is the search volume data accurate? Google Keyword Planner provides data directly from Google, making it the most accurate source available. However, it often shows ranges rather than exact numbers for lower volume keywords. It is accurate enough to make informed decisions about which keywords to target.
Can I use Keyword Planner for YouTube SEO? While Keyword Planner is primarily for web search, search behavior often overlaps. It can provide ideas for video titles and descriptions, but tools specific to YouTube (like YouTube's own search suggest) might be more directly applicable.
Why is the "Competition" column different from SEO difficulty? Google defines "Competition" in Keyword Planner as the number of advertisers bidding on a keyword. SEO difficulty, on the other hand, measures how hard it is to rank organically. While they aren't the same, high advertiser competition often correlates with high organic competition because the keyword is valuable.
Key Terminology for Keyword Planner Users
To effectively communicate and plan your strategy, it is important to understand the specific terminology used within the tool.
- Seed Keywords: These are the initial words or phrases you enter into the tool to start the research process. The quality of your seed keywords determines the relevance of the results.
- Search Intent: The underlying goal of the user's search. Keyword Planner helps you identify intent by showing the types of queries (e.g., "buy," "how to," "near me") associated with your seed terms.
- Impressions: In the context of Keyword Planner forecasts, this is the estimated number of times an ad (or in our case, an organic result) would be shown for a keyword.
- CPC (Cost Per Click): The average amount an advertiser pays for a click on their ad. High CPC suggests high keyword value.
Summary
Google Keyword Planner remains a cornerstone tool for SEO professionals despite its PPC origins. By understanding how to navigate its interface, interpret its metrics, and apply its data to organic search strategies, you can build a powerful keyword foundation. It provides the search volume data necessary to prioritize content creation and the competitive insights needed to identify valuable opportunities.
Whether you are looking for broad topic ideas, specific long-tail phrases, or local search data, the tool offers the flexibility to tailor results to your needs. Combining these insights with other Google tools like Search Console and Analytics creates a feedback loop that refines your strategy over time. By leveraging this free tool, you can ensure your SEO efforts are data-driven and aligned with how real users search for the products and services you offer.