Beginner's Guide to Keyword Research Tools
Learning Objectives
By the end of this chapter, you'll be able to:
- Use Google Keyword Planner to find high-potential keywords for your content
- Analyse keyword data to make informed decisions about which terms to target
- Understand how keyword research tools fit into your broader SEO strategy
Introduction
Finding the right keywords can make or break your SEO efforts. Without proper keyword research, you're essentially guessing what your audience searches for online. This chapter shows you how to use Google Keyword Planner to discover keywords that actually drive traffic to your site. You'll learn the practical steps to find, evaluate, and select keywords that give your content the best chance of ranking well in search results.
Lessons
Lesson 1: Setting Up Google Keyword Planner
Google Keyword Planner is free to use and provides reliable data straight from Google's search engine.
Step 1: Create a Google Ads account if you don't already have one. You won't need to run any ads – the account just gives you access to the tool.
Step 2: Navigate to the Keyword Planner section within Google Ads. Look for "Tools & Settings" in the top menu, then select "Keyword Planner".
Step 3: Choose "Discover new keywords" to start your research.
Step 4: Enter a broad keyword related to your content or business. For example, if you run a fitness blog, you might start with "home workouts".
The tool will generate a list of related keywords along with search volume data and competition levels. This gives you a starting point for your keyword research.
Lesson 2: Analysing Keyword Data
Raw keyword suggestions aren't much use without proper analysis. Here's how to evaluate what you find.
Step 1: Look at the search volume column. This shows roughly how many people search for each term per month. Higher numbers mean more potential traffic.
Step 2: Check the competition level. "Low" competition keywords are easier to rank for than "High" competition ones.
Step 3: Pay attention to the suggested bid prices. Higher bids often indicate commercial value – people are willing to pay more because the keyword drives sales.
Step 4: Filter your results by location if you serve a specific geographic area. No point targeting "plumber near me" if you only work in Manchester.
The sweet spot is finding keywords with decent search volume but lower competition. These give you the best chance of ranking without competing against massive websites.
Lesson 3: Expanding Your Keyword Research
One keyword search should lead to many more opportunities.
Step 1: Take your best keywords from the first search and run them individually through the "Get search volume and forecasts" feature.
Step 2: Look at the "Keyword ideas" tab for each search. Google often suggests variations you hadn't considered.
Step 3: Note down long-tail keywords (phrases with 3+ words). These typically have lower search volume but much higher conversion rates because they're more specific.
Step 4: Check the "Historical metrics" to see if your chosen keywords are trending up or down over time.
This process helps you build a comprehensive list of keywords rather than relying on just one or two terms.
Lesson 4: Organising Your Keywords
A messy keyword list is useless when you're creating content.
Step 1: Group similar keywords together. For example, put "home workout equipment", "best home gym setup", and "home fitness gear" in the same group.
Step 2: Create separate groups for different topics or pages on your website.
Step 3: Mark your primary keyword (the main one you want to rank for) and secondary keywords (supporting terms) for each piece of content.
Step 4: Use a simple spreadsheet to track your keywords, their search volumes, competition levels, and which content you plan to use them in.
Good organisation saves time later and ensures you don't accidentally compete against yourself by targeting the same keywords on multiple pages.
Practice
Choose a topic relevant to your website or business. Use Google Keyword Planner to:
- Find 10 related keywords with at least 100 monthly searches
- Identify 3 long-tail keyword opportunities
- Group your keywords into 2-3 themed clusters
- Select one primary keyword you could realistically rank for
Document your findings in a simple spreadsheet with columns for the keyword, search volume, competition level, and notes.
FAQs
Do I need to spend money on Google Ads to use Keyword Planner?
No. Creating a Google Ads account is free and gives you access to Keyword Planner. You only pay if you choose to run advertising campaigns.
Why do I see search volume ranges instead of exact numbers?
Google shows exact search volumes only to active advertisers who spend money on ads. Free users see ranges like "1K-10K" which are still useful for comparison.
How often should I do keyword research?
Review your keywords every 3-6 months. Search trends change, and new opportunities emerge regularly. Also research keywords whenever you're planning new content.
What's a good search volume to aim for?
This depends on your website's authority. New sites should target keywords with 100-1000 monthly searches and low competition. Established sites can go after higher-volume terms.
Jargon Buster
Search Volume: The average number of times people search for a keyword each month.
Competition Level: How difficult it is to rank for a keyword, based on how many other websites are trying to rank for the same term.
Long-tail Keywords: Longer, more specific keyword phrases that typically have lower search volume but higher conversion rates.
Keyword Grouping: Organising related keywords together to plan content strategy and avoid keyword cannibalisation.
Wrap-up
You now know how to use Google Keyword Planner to find keywords that can drive real traffic to your website. Remember, good keyword research takes time – don't rush the process. Focus on finding keywords that match what your audience actually searches for, rather than what you think they should search for.
Your next step is to start creating content around these keywords. Keep your keyword list handy and update it regularly as you discover new opportunities.
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