Keyword Planner for SEO: Any Tips?

Question. We’ve heard that Google’s Keyword Planner tool can be used for SEO (Search Engine Optimization), but we’re not sure of that. How do you use the keyword planner?  Can it really be used for SEO? And what are all those things like volume, value, exact match, etc.?  It’s NOT EXACTLY easy to use!!!!

Answer.

Yes, it’s not exactly easy-to-use is an understatement.  Someone apparently went insane at Google when they produced the tool, as the user interface… well, let’s just say it leaves much to be desired. That said, Google has a share of the search market above 65%, so realistically, Google has nearly all the data on keywords, and you have to play Google’s game to win at SEO. The key planner tool is an integral part of SEO keyword research.  Here are some tips

• You MUST have an AdWords account, and you MUST activate a credit card.  To sign up for AdWords, visit their site at http://adwords.google.com/.
• Once you’ve signed up, you’ll find the tool in AdWords, in the toolbar – under the Tools > Keyword planner, or you can click at Keyword Planner to access it directly (Remember: you MUST have an AdWords account and you MUST be logged in to use it).
• You’ll get to an initial screen – it’s pretty useless.  So just enter a keyword under “search for ideas” and hit the blue “get ideas” button.

Now you’re actually “in” the keyword planner, and the fun begins.

Getting Ideas and Tips via the Keyword Planner

Enter your keyword in the top, and hit get ideas.  This will then generate a list of volumes and values (CPC prices).

• NOTE: the keyword planner ONLY measures EXACT match.  NOT phrase match, and NOT broad match – so a query like “cat boarding” measures those two words and ONLY those two words.
• On the left, I recommend you click ‘keyword options’ / ‘keyword filters’ and select the option “Only show ideas closely related to my search terms”.
• Now you have a workable universe of your keyword phrase.

Click on the “keyword ideas” tab, and understand these concepts:

• Average monthly searches = volume.  This is how frequently people searched for your EXACT PHRASE.
• Suggested bid = value.  This is roughly the average bid to get a click via AdWords; it tells you what competitors are willing to pay for the click.  The HIGHER the value the MORE VALUABLE that they think that term is = how likely a click is to end in a profitable sale.
• The words below – sort by “Average Monthly Searches” = these are closely related keyword / phrases, and are great food-for-thought.

As I teach in my class on “Keywords,” you are looking for HIGH volume / HIGH value searches, and searches that are TRANSACTIONAL vs. EDUCATIONAL.  You can watch my free video on YouTube on the Keyword Planner as well.