Every time you need to get to an unknown place, you probably go to a map app and search for routes, right? With it, you discover the best routes and the time it will take to get to your destination. The keyword planner is like that tool.
In this analogy, the objective of “reaching the destination” is to achieve good positions on the search results page (SERP) and the keywords are the routes, the paths.
The planner is, then, the useful tool that helps you find the shortest routes, shortcuts and the best tricks to reach your customers from organic and paid results.
Therefore, it is very important to understand why and how to use the planners on the market. Come with me and I will explain everything about this very important topic!
You will leave this text ready to experiment and discover the best keywords for your SEO and Google Ads strategy!
Why use a keyword planner?
When you choose the right keywords, you can significantly increase your chances of appearing at the top of search results, bringing more visitors and potential customers to your website.
The keyword planner is the tool that will help you find the right terms and, consequently, rank well in the results pages.
Additionally, it gives you a clear view of the main terms in your niche, how they are being competed for and how they can be used in a strategy.
An alternative to this is to do it based on your own knowledge. This way, you can even think of some interesting keywords, especially if you have been in your field for a long time and have extensive experience.
However, you will not be able to say in detail the main points:
- What are the most popular words?
- Which ones are the easiest to find?
- Which ones are the most valuable for my niche?
- What are long tail keywords?
Without data to support the choice, what’s left? Just guesswork.
The planner helps you choose the right keywords for your strategy, including long-tail keywords, which are more specific. What I mean is that your vision is expanded to truly understand the landscape and search trends in your niche.
This way, it is possible to combine Content Marketing and Paid Media in a more precise and robust way, with a map that guides you and tells you the best paths!
Popular Keyword Planning Tools
If you thought Google Keyword Planner was your only option, I have good news! There are several tools that can help you find the best keywords.
I’ll list some that I like and that are super useful in everyday life:
- Semrush: Great for competitor analysis and for those who want to go beyond keywords. With it, you can see what terms your competitors are ranking for and even find SEO and Paid Advertising (PPC) opportunities;
- Ahrefs: Perfect if you want a tool that helps you with everything related to SEO. In addition to keyword suggestions, it offers data on backlinks, traffic analysis and much more;
- Ubersuggest: If you’re just starting out and want a simple, free tool (with some limitations), Ubersuggest is a good option. It provides keyword ideas, search volume, and even website analytics to make your research easier;
- Moz Keyword Explorer: Moz is very user-friendly and easy to use. It provides information on search volume, ranking difficulty, and even shows related suggestions for you to get inspired.
- Answer The Public: This one is great for creating content! You enter a term, and it shows you popular questions and phrases that people are searching for. This is perfect for finding those keywords that speak to your audience’s pain points.
All of these options are excellent keyword planners that will help you a lot with your strategy!
How to Use Google Keyword Planner
Now I’m going to explain step by step how to use Google’s keyword planner to enrich your strategy and reach your customers.
1. Access Google Keyword Planner
The first step is to log in to your Google Ads account. If you don’t have one yet, don’t worry, creating an account is really easy.
Once logged in, click on the tools icon in the top right corner and select “Keyword Planner”. That’s it, now you’re in the right place!
2. Choose what you want to do
Once you log in, you will have two options: “Discover new keywords” or “Get search volume and forecasts”.
If you’re just starting out and want new ideas, go for the first option. But if you already have a list of words and want to see how they perform, choose the second option.
3. Find the best keywords
Let’s say you want the first option. When you choose “Discover new keywords,” enter terms related to your business or website.
The tool will give you a list of suggestions with information such as monthly search volume and competition level. This will help you choose the words that best match your goals.
See the example below with the keyword “Digital Marketing”.
4. Refine your list
The list of suggestions is large, so you can filter the results to focus on more specific, long-tail keywords. You can also target by location, language, and more.
5. Use keywords
Once you’ve found your ideal keywords, you can export the list and use them in your ads, content, or website optimization. It’s that simple!
Simply click on the “Download Keyword Ideas” option in the top right corner.
Common Mistakes When Using a Keyword Planner
Now, I’m going to show you the most common mistakes people make when using a keyword planner. The idea is to talk about them so that you don’t make the same mistakes, okay?
Focus only on high volume keywords
One of the most common issues is people focusing only on super powerful keywords, with higher volume and prominence. Think about it: if it has high volume, that means it is more competitive, right?
So it is much more difficult to rank well for them when you are competing with many domains, including domains from large companies with more structured websites.
Also, “more” isn’t necessarily “better.” There may be a lot of search volume, but those people may not be a good fit for your brand.
The ideal is to vary and also invest in more specific words, with a search intent closer to your business. This way, you will really attract those who are interested in your product or service.
Ignore search intent
It is important not to just focus on the terms, but on what they mean. Semantics, semantics and semantics!
Search intent should be the priority when analyzing keywords. Try to understand exactly what the customer wants with that term and try to create content that brings value .
Not considering the competition
When it comes to analysis, many people forget about benchmarking. Don’t go down that path. It’s always a good idea to take a look at your competitors and see what keywords they’re using and how they’re exploiting them.
Disregard geographic segmentation
Another common and serious mistake is not taking the geographic aspect into account. Search changes a lot depending on the location! So take this into account before choosing your keywords.
How to effectively integrate keywords into content?
Okay, I’ve taught you how to go into the tool and check some keywords. But now it’s time to talk about how to apply them to your content.
Goal definition
The first step is to know your objective. Depending on what you want for your company, the keyword selection changes completely.
If your goal is to achieve organic visits, long-tail keywords are your best friends. Focus on them to capture the attention of those who want exactly what you are offering.
If the goal is to expand the awareness base, the strategy may involve an aggressive tactic of investing in words slightly outside the niche.
2. Distribute keywords naturally
When integrating keywords into your content, it is important to ensure that they are inserted in a fluid manner.
Remember well: SEO today must be semantic.
So natural variations of the keyword are always welcome to make the text more interesting to read. Google’s algorithm values natural texts that flow like conversations and that include keywords strategically.
Therefore, avoid keyword stuffing, which is the excessive use of terms. Distribute the main keywords evenly in the following points:
- Title (H1): the main keyword must appear in the title of the article or page;
- Subtitles (H2, H3): include secondary keywords in the subtitles, making them easier to read and rank;
- Text: insert the keyword naturally throughout the text, avoiding forcing its inclusion. The focus should be on quality and coherence;
- Meta description: use the keyword in the meta description to increase the chances of clicks in search results;
- Image Alt Text: Insert keywords into the alt text of images to improve accessibility and SEO.
3. Adjust the language to the channel
Each marketing channel has a different approach to keyword integration. Adapt the language and format of your keywords to the channel in question :
- Blog posts: use more detailed keywords, focusing on SEO and solving readers’ problems. Long-tail keywords are recommended, as we’ve already said;
- Social networks: the integration of keywords on social networks should be done more lightly, using hashtags or short phrases that engage the public;
- Email Marketing: Personalize the subject and body of the email with keywords that encourage opening and clicking, without appearing too promotional;
- Paid ads: In Google Ads campaigns, for example, choose keywords with high conversion intent, integrating them into the ad text and landing page.
Maximize your SEO and PPC strategy!
With all these tips and a good keyword planner, you are ready to boost your website’s visibility.
Remember to revisit your keyword strategy periodically and always be on the lookout for new opportunities!
Now, if you want to take your strategy to the next level with the help of experts with years of experience, consider scheduling a free consultation with Enjoy Minder, a Digital Marketing agency specialized in SEO!
