how to use it and guarantee the best results! – WAU
For any SEO (Search Engine Optimization) strategist – be it a novice or an expert – the use of keyword research tools is a real hand in the wheel to achieve better results in projects that seek greater visibility in organic searches. For many years, Google provided the Keyword Tool, a free platform […]
For any SEO (Search Engine Optimization) strategist – be it a novice or an expert – the use of keyword research tools is a real hand in the wheel to achieve better results in projects that seek greater visibility in organic searches.
For many years, Google provided the Keyword Tool, a free platform that quickly won the trust of its users.
This was not only because of its efficiency, but also because the information came directly from the source: Google itself.
For years, anyone working with SEO was able to enjoy a wealth of data that allowed them to improve the ranking of their pages.
However, at that time there was also an exponential growth in the sale of ads through Google Adwords.
In order to meet buyer demand, Google Keyword Planner, or Google Keyword Planner, was developed.
Now, integrated with Adwords, it saves time in the default settings, which already come according to your website account, in addition to other features that will certainly help to focus your efforts on the keywords that interest you.
Want to know how it works? Come with us!
Learn all about Digital Marketing
This comprehensive guide will teach you everything about digital marketing and how to apply it.
Explaining concepts: SEO
First of all it is important to remember what SEO is. The London acronym is understood as the optimization of websites, that is, their optimization for search engines.
This means working on the content in order to improve the site’s ranking in search engine searches.
After all, let’s be realistic: when we have searches with 1 million results or more, almost nobody is browsing these pages a lot to find what they need.
The importance of keywords
It is in this context that keywords have acquired immense importance for companies and enterprises.
After all, in the land of millions of results, whoever has the right words to attract his audience is king.
Good planning to create and include killer keywords on your site is the difference between appearing on the first pages of the search engine or being forgotten after the reticence.
Google realized the potential of this market and tried to create Adwords, a tool to create ads from the keywords of interest to the site administrator and allowing companies that are willing to pay to appear at the top of the results.
One of the great advantages is that payment only occurs after the ad is clicked.
It was so successful that Google Adwords soon became part of another widely used tool: Analytics.
From then on, it was possible to combine the various objectives of managing traffic, creating goals and creating campaigns to improve – even more – visits to the site.
As one answer invariably leads to another question, the question that persisted in the minds of managers was: how do you know which keywords are right? How do I measure my Adwords campaigns?
How to use Keyword Planner for keyword research
Here comes Google Keyword Planner. To access it, you must already have a Google Adwords account (click here to login or create your account).
But, be aware! In the registration phase it is essential that you skip the tutorial step (read all the information before proceeding on each screen!).
Otherwise, the website will ask you to register a credit card and simulate a campaign.
Even though, in the end, you don’t have to same spending some money, skipping this step saves a lot of time in the registration and already takes you straight to the keyword research area.
Another alternative is to have a manager account, used to manage other accounts instead of having one for the campaign, specifically.
Did not understand? No problem, let’s show you step by step:
- Access the address linked here and proceed to your registration.
- On the next screen you will be taken to an area to fill in your personal details (starting with email).
- The most important step is here. When selecting the type of account, choose the second alternative “To manage other people’s accounts.”.
- Finish filling out the information and, as soon as you confirm, you will be taken to the management account dashboard.
- There, click on “+ Account” or “add new account” and then enter a name of your choice. Remember to fill in the time zone data and values correctly, as this information cannot be changed in the future.
- There, you can now use the account and you do not need to enter any credit card information.
Returning, already inside the Adwords page, in the top menu, access the tools area and inside it find the Keyword Planner, as shown in the image below:
You will be taken to the tool page, where you can plan a new successful campaign.
Choose the first alternative “Search for new keywords using a phrase, a website or a category”, and a tab will appear for you to fill in.
In fact, this will be the place where you can put your business (in the form of keywords), your landing page and the category of your product or service.
If you do not understand the part of selecting the country and language very well (we hear so many times that there are no borders on the internet), be simple, objective and direct: London public and your native language, the good old London. It is always best to start with the basics in geotargeting.
Google itself already saves preferences according to your account settings. And over time, you will be able to create increasingly elaborate filters for cities and areas within the same municipality.
This is great for local businesses, who need to know where their audience is coming from (the answer to the question: would anyone cross the city to eat in their food truck?).
So, let’s exemplify:
First, you must enter the keywords that relate to your business and click on get ideas, a blue button at the end of the field (see image below).
Keyword Ideas – a universe of information
After entering your desired keyword and clicking on “get ideas”, you will be taken to a new page with the average monthly Google search results.
Note that there are two tabs just below the average keyword group search indicating the possibility of accessing ad group ideas and keyword ideas.
In the keyword ideas tab (we will only use this for now) the word used for the search was “Content Marketing”.
Please note that since the last Google update, we no longer have access to the exact number of monthly searches (which was also not so accurate since it changed from time to time), but to a range of searches.
In the case of “Content Marketing” (as you can see in the image above), we have an average of 1,000 to 10,000 monthly searches on Google, while the group of words related to “Content Marketing” receives an average of 100 1,000 to 1 million monthly searches.
This group includes other variations such as “what is content marketing”, “Marketing course”, “Digital marketing”, “blog content” among others.
To understand the best keyword options, pay close attention to the areas we have separated for analysis of each keyword found by Google Keyword Planner.
But don’t worry: these alternatives are useful for those who want to deal with paid ads.
If you just want to do keyword research, stick to the average monthly searches and related word suggestions.
- Competition: This option shows about the number of advertisers that have shown ads for each keyword compared to others used on Google. There are three levels: low, medium and high. The lower, the less used that keyword is in the assembly of ads.
- Suggested Bid: This is the suggested amount based on the CPC used by other advertisers in the same area and selected keyword.
Also note that on the left, there are targeting, time and customization options, which can make your keyword search much more specific.
In the first area there is the possibility to segment by location, language, searches on Google and its partners (or only on Google) and the insertion of negative keywords, those that you do not want to enter in your search.
In the second and third areas you can define the search period, word filters and define words that must always be included or excluded from your search.
Browse through these options and discover what is best for your business and the results of your company.
6 Tips for you to use the Keyword Planner to its fullest capacity
Even if competition for a specific term is low, check the reasons for it and whether it is worth the investment.
Perhaps because it refers to a search for more information on the subject, this may not be of interest to Adwords customers – who, in most cases, focus on selling when buying ads – but for Content Marketing they can work with perfection.
Ad group ideas are also great exercises for putting together different SEO strategies.
Through them, it is possible to find and create search terms containing a greater number of keywords. That is, more possibilities for clicks!
1. Using competition for references
Another way to use Google Keyword Planner to obtain competitive advantages is through the study of competitors and their references. Remember when we talked about creating keyword ideas for you to use?
Assuming that you and your competitor are in the same market – we know this is obvious, but it is better to mention – you can put the competitor’s website in the “landing page” field and click on get ideas.
Then, Google will ‘study’ the site and, based on its content, show the keywords and respective analysis references.
Look how wonderful: without spending a dime, you will have a wealth of ideas for your company’s website, straight from the competitor and without industrial espionage.
Take advantage of these ideas to start assembling your content and compete on Google for the first place!
2. Using Wikipedia
Yes, there are people who turn their nose up at the biggest online collective encyclopedia. This is the largest source of information organized into topics and keywords on the planet.
But, let’s be honest: who has never used this page to find specific data and information to start the search?
Know that Google relies heavily on Wikipedia for its Knowledge Graph. That is, it is worth using it.
A good way to start is by searching Google for the main keyword related to your business (don’t search specifically for the wiki; the important thing is that the result is ranked in organic search).
On the result pages, find his ‘wiki page’.
Then, copy the page and go back to Google Keyword Planner and paste the URL in the landing page field. Click once more for ideas.
At first you may think that we have gone crazy. The results are many and do not look very promising. Too many terms to search. That’s when the filters come into play.
Access the search customization options and indicate what you want from your traffic. Higher volume and higher bids? That would be a good way to monetize from your clicks.
You will notice that when using the filters, Google did a new search and discovered new keywords, but according to what you are looking for.
3. Analysis Plan
So, you used and abused filters and searches and came up with a promising group of ideas for content in the future.
Then you can use one more Google Keyword Planner tool: the “Analysis Plan” area where it is possible to temporarily save terms and groups of keywords for later study.
This allows you to continue improving your searches without losing what has been achieved so far and without having to copy and paste in text editors and the like (which saves time and work).
In the end, it is also possible to make cost estimates if you want to purchase a plan on Adwords.
But remember, your search will only be available while you are logged in. So, don’t forget to download your plan (it is currently possible to do this in CSV format for Adwords itself or for Excel).
Be careful not to lose your job!
4. Multiple search
To save time and speed up the process of assembling your strategy, you can search for multiple terms at the same time.
To do this, enter the desired terms in the search field and separate them with a comma. Click on the “get ideas” button and soon you will have a new result.
But pay attention to the view of this model:
When you perform a multiple search, the Keyword Planner rearranges them in order from most popular to least popular. For the example above, we use the words Content Marketing, Automation and Facebook.
Facebook is the most popular, with 1 million to 10 million monthly searches, while Content Marketing has a lower search volume, with 1,000 to 10,000 monthly searches.
Right at the bottom, where similar keyword suggestions are shown, we have some terms like “facebook app” and “Business Automation” listed, like suggestions for people who want to work with variations within their text and still guarantee good results for your SEO.
Multiple search is great for gaining insights and keyword combinations. By searching for terms that are related within the same universe, you can discover words that you had never imagined before, and guarantee even more chances of ranking on Google!
5. Specific result
Although Adwords has changed its display mode and, today, only shows keywords within a search range (instead of the exact number of monthly searches), it is possible to use a trick to achieve these values.
To do this, do your research normally and observe the results brought. Place your mouse in the right corner of the word data and click Add to plan.
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