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Google Keyword Planner

The Google Keyword Planner is a tool that Alphabet Inc. makes available to advertisers as part of its Google AdWords program. With the help of the Keyword Planner advertisers can determine what level of traffic can potentially be obtained with a certain budget and a certain campaign. The tool also offers the opportunity to estimate the possible costs of an advertising group. The Keyword Planner can only be used with a valid AdWords account. Alongside use for Search Engine Advertising (or SEA) the tool also helps copywriters and SEOs with keyword research.

Functions of the keyword tool

The Google tool is divided into two areas. The first area is focused on keyword research and the retrieval of data on the search volume of these keywords. The second area is designed for advertising and gives advertisers the opportunity to submit a pre-selection of keywords as well as a matching bid in order to receive a traffic forecast from Google. For SEO purposes, generally only the first-mentioned segment of the Google Keyword Planner is used.

Instrument for keyword research

Those who write content for the web or would like to optimize existing content can use the Google Keyword Planner as a practical keyword tool. The great advantage of this tool is that Google shows possible search volumes as well as the competition.

Finding new keywords via a word group, a website or a category

At this stage the planner removes a lot of work for its customers. The program can be used in a double function. On the one hand, a central keyword can be entered and the tool delivers matching suggestions in terms of a search region. But these suggestions can also be determined based on a URL. However, this function is only recommended for a site, particularly from an SEO point of view, if there is already sufficient content available. Otherwise this function can be very well used to determine the keyword lists of competitors.

Those who only want to search for further keywords with a main category can also do so.

For example: You have a webshop on the topic of “rubber boots”, but are unsure which additional terms could be useful for text optimization. Enter this main keyword into the planner and start the search. Based on this main term, the software finds further keywords and, upon request, groups these by possible advertising groups.

Determining trends and search volume For a commercially operated website, such as an online shop, transactional keywords are particularly important. It is generally accepted that SEO becomes all the more difficult the greater the competition is for a topic. In this case, the Keyword Planner offers the opportunity to determine the highest traffic keywords and to search for niches where there is less competition. As a result, keyword lists can be created with the help of the tool, which also allow a strategic orientation.

Combine keyword lists

An interesting opportunity for SEOs is offered by a third element of the keyword planner. This allows two lists to be uploaded to the tool with keywords. The planner then provides a combination of both and possible new long tail keywords. These keyword ideas can be used for the optimization of product pages in webshops, for example.

In all three versions of the keyword planner additional filters can be created. They have the advantage that unwanted extra keywords are already excluded and not displayed in the results. The filters are particularly important in search engine marketing to increase the efficiency of campaigns. If, however, the tool is used for SEO purposes, the filters help with the eradication of unwanted terms.

The limits of the Google Keyword Planners

The Keyword Planner shows users various KPIs that could be useful for the research of suitable keywords. The tool also has its limits. For example, users do not receive precise traffic data, but instead mostly forecasts. After a recent update of the database and the tool, the data became even less precise and the precision was made dependent upon the volume of the advertisement bookings.

Also, the keywords shown in the planner are only word combinations that are actually used for advertisements via the AdWords platform. Other word combinations that users enter are not taken into account. For example, anyone who wants to receive information on search volumes of individual words or keyword combinations should work with Google Trends or other tools. Those who want to discover more than just the figures for the keywords must search for this data elsewhere. In the Searchmetrics Suite, for example, this information can be found irrespective of whether it is sourced from news, image or maps. OneBox can also be found for a specific keyword. This offers an indication of what Google considers important for a given term. And in Searchmetrics Content Experience there are also semantic connections between keywords.

The Google Suggest function is also recommended for the orientation of the keyword focus of a website. For example, Google automatically adds the most commonly used additions to the main keyword entered into the search slot.

A major shortcoming of the Google Keyword Planner is that relevant questions are generally not covered. As a result, users might receive ideas on further relevant keywords, but no indication of questions that users ask on a certain topic, for example.

Basically, the Google Adwords Keyword Planner is a useful tool for web copywriters, content marketing or other marketing disciplines relating to the optimization of content. Users should always keep in mind that the main task of the planner is the improvement of paid advertising campaigns. All functions for SEO are therefore “byproducts”. That’s why the results should not be taken by themselves and always be combined with WDF*IDF analyses or W question tools if texts are to be sustainably and holistically optimized.

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