We'll tell you some secrets to help you master Google's keyword planner.
The search, analysis and use of keywords is a very dynamic strategy. There are constantly new ways to use them to create content or Ads better targeted to the target user or buyer persona.
There are many keyword research and management tools on the market, each with different approaches to produce better analysis opportunities. In this post, we will talk about one of them, something like the mother of them all: Google Keyword Planner . We will see some tips to take advantage of it to face organic and paid campaigns.
1. Choose low volume, high return keywords
On the one hand, it is always very important to take into account the relationship between important products or services within our business and keywords. With this we seek to identify a very specific keyword that means good business for the company and has few but valuable searches. Let's imagine a keyword like "SteelFrame Outdoor Construction" in a company that sells that specific product. Maybe the term has ten monthly searches, but those ten customers make a difference in a B2B company with those characteristics, for example.
In addition, this tip also refers to other types of keywords. These are those that have little competition and searches, but which Google shows are growing. Image from Google Keyword Planner, April 2022. Search Engine Journal.
In this case we could understand that, after an increase in interest in croatia phone number climate change, the keyword (specific and with few searches) grew by 900%. This can be very useful data for planning and management.
It is important to note that to read more specific search volume numbers, you should use HubSpot's SEO tool or other applications such as Semrush because Google only provides ranges.
2. Analyze keywords by intent
While the search intent report cannot be built using Google Keyword Planner directly, as it does not organize results by keyword category, another indicator can be used to highlight the same thing.
The intent volume can be extracted from the “Top of page bid”, which is a column within the Google Planner results that shows us how much the advertising bid amount for the top of page has increased or decreased for the term we are analyzing. If the result is high (for example $100.00, $70.00, etc.), that means that advertisers use it a lot (generating high competition and investing a lot in that term) and that it has an interesting conversion rate. The latter, after all, is based on search intent, since there would be no conversion without the desire to find that same thing.
3. Use related or competitor keywords
Although Google Planner is not the only one that does this, in this application you can search for keywords related to the one you are using. As soon as you enter Google Planner, the system offers two options: Discover new keywords and Know search volumes.
In the first one, you can search for keywords related to a main keyword. This function allows you to expand the creativity needed to establish a set of keywords that you had not previously considered for your SEO content and your Ads. In addition, the system offers you the search volumes and other data for each one.